Executive Summary

As a part of my course I conducted a survey of brand

preference of biscuit in Varanasi. I want to know about their
responses as regard to different aspect of biscuit like brand
preference. Factor effecting the choice of the consumer and factor
which motivate the customer to promote the particular brand. The
survey was conducted in Varanasi city itself the respondents were
drawn by convenience sampling due to the constraint of time, cost and
difficulties in contacting customer. The questionnaire was used as a
research instrument. It was prepared on the basis of the detailed
obective of this study to e!plore the brand preference of biscuit.
The analysis of data obtained e!hibit the following
finding.
"ritannia #o. $ and %arle is #o. & brand in popularity.
The main factors effecting the customer choice are quality,
advertising and brand name as told by the customer.
A great deal of brand loyalty is found among the consumer.
'ostly respondents favored taste for brand loyalty.
'ostly respondents consume sweet ( salty biscuit but rest
respondents consume sweet biscuit and salty biscuit.
'ostly respondents are fully satisfied with their brand ( ).))*
respondents do not know about the statement.
"rand ambassador have a moderate influence on the buying
decision of consumer.
It has been seen that the use of sales promotion tool can be very
effect to increase the sale in terms of price reduction.
+onclusively it revealed that high quality biscuit are more
favored by maority of the respondents. The present study shows the
response of middle class people of Varanasi city.

Acknowledgement
I am deeply thankful to '%I'+A which provided me a
golden opportunity to be a part of a team to strive for e!cellence.
I did my proect work under the supervision of Miss. Ruhi
Srivastava, she gave me innovative ideas and suggestion to complete my
proect work.
I am very thankful to my teacher Mrs. Mudita Singh (Ex.
Director), Mr. Girdhar Gopal Yadav and Mr. Arvind Tripathi who
helped me in all problems I face while working on this proect.
I am thankful to all those user who have taken out their time
and filled my questionnaire.
I would e!tend my thanks to all my friends especially 'r.
,iddhant ,ingh and all class mates without whose help this proect would
not have been typed.
-ast but not the least I would like to thank my family without
their support this proect would not have been possible.
Abhishek Mishra
(MPIMCA) Varanasi
INTRODUCTION
THE MARKET:
The meaning of market differs from study to study.
.enerally speaking, a market refers to the particular place where
buying and selling takes place.
DEFINITION OF MARKET :
The terms market refers not to place, but to a commodity
or commodities and buyers and sellers who are indirect competition
with one another/
hap!an "
TYPES OF MARKETS:
The classification of markets widely differs depending
upon the nature of business, nature of product, peculiarities and
characteristics of area and significance of the product. 0rdinarily, the
markets can take the following forms 1
a. Consumer Market :
+onsumer markets consists of individuals or households
that purchases goods or services for their own use. For e!ample,
every time you buy good products, toiletries, vehicles,
appliances.
b. Inustria! Market :
Industrial market consists of individuals or groups that
purchase goods for resale or for use in performing their
operations.
". Per#e"t market :
A perfect market refers to a market where potential buyers and
sellers have a complete knowledge of the prices, competitors, etc.
. Im$er#e"t Market :
A market is a said to be imperfect market when seller
charges any price for his product to the buyers as the buyers fail
to have knowledge about the e!isting market price.
e. Commoit% Market :
A commodity market is a market where sale of different
goods takes place.
#. Ca$ita! Market :
+apital market comprises of all such financial institutions
which deal in finance e.g. banks, stock e!change market, foreign
e!change market, etc.
&. 'o"a! Market :
-ocal market is such a market where business transactions
are concentrated to a restricted area.
CORE CONCEPT OF MARKETIN(
MARKETIN( :
A social and managerial process whereby individuals and
groups obtain what they need and want through creating and
e!changing products and value with others.
NEED :
The most basic concept underlying marketing is that of
human needs. 2uman needs are states of felt deprivation. They include
basic physical needs for food, clothing, warmth and safety, social
needs for belonging and affection and individual needs for knowledge
and self3e!pression.
)ANT :
The form taken by a human need as shaped by culture and
individual personality. An American needs food but wants a mango,
rice, lentils, and a soft drink.
DEMANDS :
%eople have almost unlimited wants but limited resources.
Thus, they want to choose products that provide the most value and
satisfaction for their money. 4hen backed by buying power, wants
become demands.
PROD*CT :
A product is anything that can be offered to a market for
attention, acquisition, use or consumption. It includes physical obects,
service, personalities, places, organisations, and ideas.
SER+ICE :
Any activity or benefit that one party can offer to another
that is essentially intangible and does not result in the ownership of
anything.
C*STOMER +A'*E :
The difference between the values the customer gains from
owning and using a product and the costs of obtaining the product.
C*STOMER SATISFACTION :
The e!tent to which a product5s perceived performance
matches a buyer5s e!pectations. If the product5s performance falls short
of e!pectations, the buyer is dissatisfied.
Tota! ,ua!it% mana&ement -T,M.
%rograms designed to constantly improve the quality of
products, services and marketing process.
E/CHAN(E :
The act of obtaining a desired obect from someone by
offering something in return.
TRANSACTION :
A trade between two parties that involves at least two
things of value, agreed upon conditions a time of agreement, and a
place of agreement.
MARKETIN( MI/
'arketing mi! is the policy adopted by the manufacturers
to get success in the field of marketing. Those days, when goods were
matched with the market, have gone. The modern market concept
emphasises the importance of the consumer5s preference.
'anufacturers take various policies to get success in the market and
the marketing mi! is one of the important policies.
DEFINITION :
According to "orden, /The marketing mi! refers to the
appointment of efforts, the combination, the designing and the
integration of the elements of marketing into a programme or mi!
which, on the basis of an appraisal of the market forces will best
achieve an enterprise at a given time/.
A brief description of the four elements of marketing mi!
6Four %s7 is 1
0 PROD*CT :
The product itself is the first element. %roducts must
satisfy consumer needs. The management must, first decide the
products to be produced. by knowing the needs of the consumers.
1 PRICE :
The second element to effect the volume of sales is the
price. The marked or announced amount of money asked from a
buyer is known as basic3value placed on a product.
2 PROMOTION :
The product may be made known to the consumers. Firms
must undertake promotion work3advertising. %ublicity, personal
selling etc., which are the maor activities.
3 DISTRI4*TION -P!a"e. :
%hysical distribution is the delivery of products at the right
time and at the right place. The distribution mi! is the combination
of decisions relating to marketing channels, storage facility,
inventory control, location, transportation warehousing etc.
CONCEPT OF PROD*CT :
PROD*CT :
/A product is a set of tangible and intangible attributes,
including packaging, colour, price manufacturer5s prestige, retailer5s
prestige and manufacturer5s and retailer5s services, which the buyer
may accept as offering satisfaction of wants or needs./
C'ASSIFICATION OR PROD*CTS 5
6i7 +onsumer products
6ii7 Industrial products.
CONS*MER PROD*CTS :
+onsumer products are purchased to satisfy personal and
family needs, for e!ample cigarettes, coffee, ice3cream, medicines,
shoes, television and the like. 0n the basis of consumer buying
behaviour such products can be further subdivided into four types 1
0. Con6enien"e Prou"ts :
+onvenience products are usually low priced and
frequently purchased items. e.g., newspapers, cigarettes, rice,
drugs and spices.
1. S7o$$in& Prou"ts :
,hopping products are items for which consumers are
willing to e!pand considerable efforts in planning and making the
purchase. 8!amples of such products are furniture, readymade
garments, shoes, maor appliances, etc.
2. S$e"ia!t% $rou"ts :
+onsumers actually plan the purchase of a speciality
product9 they know e!actly what they want and they possess a
complete knowledge of the product. 8!ample of such items are
photographic equipments, men5s suits, wrist watches, new
automobiles, fancy groceries, etc.
3. *nsou&7t Prou"ts :
:nsought products are purchased by consumers with a
purpose to solve a sudden problem. 8!ample 3 8ncyclopedias,
cemetery lots and life insurance.
IND*STRIA' PROD*CTS :
Industrial products are purchased to be used to produce
other products or to be used in the operation of an organisation.
a. Ra8 materia!s :
;aw materials are industrial products that are in an
essentially unprocessed state and become part of a physical
product. They include bars of aluminum, chunks of granite, cotton,
wheat, etc.
b. Com$onent Parts :
+omponent parts are such items of industrial products that
have undergone considerable processing before being incorporated
into other products. ,uch products become a part of the physical
product. ,park plugs, clocks, screws, wires are best.
". Pro"ess Materia!s :
An industrial product directly used in the production of
other products but does not become a part of that other product is
known as process materials.
. A""essor% E9ui$ment :
Accessory equipment does not become a part of the final
physical product but facilitates an organisation5s operations.
8!amples include forklifts, pick3up trucks, typewriters, calculators,
4RANDIN(
The +ommittee on <efinition, A.'.A. defines brand as
/a name, term, symbol or the goods or services of one seller or
group of sellers and to differentiate them from those of
competitors./ Thus, brand is a mane, symbol, term, design, or other
distinguishing feature that serves to identify a specific product and
distinguish it from its competitors.
0. 4ran Name:
According to A.'.A. a brand name is /that part of a brand
which can be vocali=ed3utterable/. Thus, it consists of words,
letters and>or numbers that can be vocalised or pronounced. e.g.,
Thums :p, -imca, 'a=a 'ango, .old ,pot and son on.
1. 4ran Mark:
A brand make is a part of the brand that appears in the from of
a symbol, design or distinctive colouring or lettering. ,uch part of
the brand can only recognised by sight but cannot be pronounced.
For e!ample Air India5s 'aharaa, 2.'.V.5s dog in front of a mouth3
piece, ,tate "ank of India5s blue circle with central dot.
2. Trae Mark:
Trade mark is a brand that is given legal protection. 4hen
a brand name or mark is registered under any law, it becomes a
trade mark. are not trade marks.
3. Trae Name:
A trade name is a commercial and legal name under which
a company does its business. The .odre is the trade name of
that company.
TYPES OF 4RANDS
0. Manu#a"turer 4rans:
'anufacturer brands also know as national brands are
owned by the firms that actually manufacture these products.
Thus, ;in, and +lose3up are both manufacturer5s brand.
1. Dea!er -Distributors. 4rans:
<ealer brands also known as private brands are owned by
the marketing institutions like wholesalers or retailers. ,uch
brands contain names designated by wholesalers and retailers.
2. Mi:e 4rans:
To avoid the batt!e o# t7e brans; ,ellers employ mi!ed3
brand strategy wherein the manufacturers, the wholesalers and
the retailers sell their brands in a combination.
PACKA(IN(
%ackaging, the e!ternal presentation of a product, is an
essential part of marketing. An appealing package of the right si=e,
shape and appearance increases the salability of a product.
4.?. ,tauton defines packing as /the general group of
activities in product planning which involves designing and producing
the container or wrapper for a product./ Accordingly, packaging can be
divided into three categories.
-i. Primar% $a"ka&e:
It relates to the product5s immediate container. For
e!ample, a plastic can for edible oil, or bottle for cold drink, or a
wrapper for toilet soap.
-ii. Se"onar% $a"ka&e:
It refers to the additional layers of protection that are removed
when the product reaches to its final destination, For e!ample, a tube
6primary package7 of leather shaving cream is usually removed from
its cardboard 6secondary packaging7 before use.
-iii. S7i$$in& $a"ka&e:
It is concerned with the packing arrangements used for
storage or transportation of the product.
'A4E''IN( :
It involves the presentation of information on a package or
product through label. It contains the brand name and symbols, the si=e
and contents of the package, directions for use, safety precautions and
the universal product code and symbol.
CONS*MER 4*YER 4EHA+IO*R :
The buying behaviour of final consumers individuals (
households who buy goods ( service for personal consumption.
CONS*MER MARKET :
All the individuals ( households who buy or acquire
goods ( service for personal consumption.
Factors influencing consumer behaviour
CHARACTERISTICS AFFECTIN( CONS*MER 4EHA+IOR :
+onsumer purchases are influenced strongly by cultural,
social, personal and psychological characteristics,
Cu!tura!
+ulture
,ubculture
,ocial class
So"ia!
;eference .roups
Family
;oles and status
Persona!
Age and lifecycle
stage
0ccupation
8conomic
situation
-ifestyle
%ersonality and
self concept
Ps%"7o!o&i"a!
'otivation
%erception
-earning
"eliefs and
attitudes
4u%er
0. C*'T*RA' FACTORS :
+ultural factors e!ert the broadest and deepest influence
on consumer behavour. The marketer needs to understand the role
played by the buyer5s culture, subculture and social class.
a. Cu!ture :
The set of basic values, perceptions, wants and
perceptions, wants, behaviours learned by a member of society
from family and other important instructions.
b. Sub"u!ture :
A group of people with shared value systems based on
common life e!periences and situations.
". So"ia! C!asses :
;elatively permanent and ordered divisions in a society
whose members share similar values, interests, and behaviors.
1. SOCIA' FACTORS :
A consumer5s behaviour also is influenced by social factors,
such as the consumers small groups, family, and social roles and
status.
a. (rou$ :
Two or more people who interact to accomplish individual
or mutual goals.
b. Fami!% :
Family members can strongly influence buyer behaviour.
The family is the most important consumer buying organi=ation in
society. 2usband3wife involvement varies widely by product
category and by stage in the buying process. "uying roles change
with evolving consumer lifestyles.
". Ro!es an status
4ith her parents, Anna Flores plays the role of daughter9
in her family, she plays the role of wife9 in her company, she plays
the role of brand manager. 8ach of Anna5s roles will influence some
of her buying behaviour.
2. PERSONA' FACTORS :
A buyer5s decisions also are influenced by personal
characteristics such as the buyer5s age and life3cycle stage,
occupation, economic situation, lifestyle, and personality and self3
concept.
a. A&e an !i#e5"%"!e sta&e :
%eople change the goods and services they buy over their
lifetimes. Tastes in food, clothes, furniture, and recreation are often
age related. "uying is also shaped by the stage of the family life
cycle.
b. O""u$ation :
A person5s occupation affects the goods and services
bought. "lue3collar workers tend to buy more rugged work clothes,
whereas white3collar workers buy more business suits.
". E"onomi" Situation :
A person5s economic situation will affect product choice.
Anna Flores can consider buying an e!pensive #ikon if she has
enough spend able income, savings, or borrowing power.
. 'i#est%!e :
A person5s pattern of living as e!pressed in his or her
activities, interests, and opinions.
e. PERSONA'ITY :
A person5s distinguishing psychological characteristics that
lead to relatively consistent and lasting responses to his or her own
environment.
3. PSYCHO'O(ICA' FACTORS :
A person5s buying choices are further influenced by four
maor psychological factors 1 motivation, perception, learning and
beliefs and attitudes.
a. Moti6e -Dri6e. :
A need that is sufficiently pressing to direct the person to
seek satisfaction of the need.
b. Per"e$tion :
The process by which people select, organi=e and interpret
information to form a meaningful picture of the world.
". 'earnin& :
+hanges in an individual5s behavior arising from e!perience.
. 4e!ie# :
A descriptive thought that a person holds about something.
e. Attitue :
A person5s consistently favourable or unfavourable
evolutions, feelings, and tendencies toward an obect or idea.
4RAND AM4ASSADOR
+elebrities draw these powerful meaning from the role
they assume in their television, movie, military, athletic and others
careers. 8ach new dramatic role brings the celebrity into contact with
a range of obects, persons and conte!ts out of these obects, persons
and conte!ts are transferred meaning that then reside in the celebrity.
Advertising use celebrities as endorsers to breakthrough the
advertising clutter. They believe that celebrities have stopping power
and draw attention to advertising messages. For instance,
commercials that use Amitabh "aachan or shahrukh @han as
endorsers are more likely to be effective in capturing the attention of
the target audience. 'arketers think that a popular celebrity cannot
only influence audience feelings, attitudes and purchase behaviors
positively, but can also enhance product image or performance in the
consumers5 mind.
+elebrity endorsements are less likely to influence
knowledgeable consumers about a product or service or those holding
strong attitudes compared to consumers with time knowledge or
neutral attitudes. +ollege age students were more likely to have a
positive attitude towards a celebrity endorsed product than older
consumers. The observation indicates that, in the Indian conte!t,
teenage market has generally been very deceptive to celebrity
endorsers as is evidenced by the frequent use of cricket players and
film stars in advertising for cosmetics soft drinks, two3wheeler autos
and other products.
HISTORICA !AC"#ROUND
PROFILE OF SUNFEAST
IT+ made its entry into the branded ( packaged Foos
business in August &AA$ with the launch of the Kit"7ens o# Inia
brand. A more broad3based entry has been made since ?une &AA& with
brand launches in the Con#e"tioner%< Sta$!es an Sna"k Foos
segments. In &AA&, the =mint5oB trade mark was acquired and
relaunched in orange and mint flavours. In the same year
>Can%man? was added to the confectionery range and >Aas7ir6aa?
atta was rolled out. The =Aas7ir6aa? brand now e!tends to ready3to3
eat foods, ready3to3cook pastes and salt. In &AA) the >Can%man?
range was e!panded to include deposited candies and Cclairs. In &AA)
>Sun#east? bis"uits were launched and >mint5o? lemon mint flavour
was introduced. In &AAD the >Kit"7ens o# Inia? brand was e!tended
to cooking pastes
S*NFEAST
;iding on the success of
offerings in the .lucose, 'arie and
+ream categories, IT+ has recently
enriched its 5Sun#east5 range of
bis"uits. The +ompany has launched
three new cream flavours 3 +oconut, ,trawberry and %ineapple.
,trawberry ( %ineapple creams have flavour enhancers. IT+ has
pioneered the launch of coconut cream bis"uits in India. The
+ompany has also introduced =Sun#east Dark Fantas%=, a dark
chocolate and vanilla cream offering for the premium segment in
select markets. 5 Sun#east5 has also entered the milk biscuit category
with its =Sun#east Mi!k% Ma&i"= bis"uits. These bis"uits are made of
"o8=s mi!k. Sun#east has tied up with
5Aavin5, the biggest milk brand in Tamil
#adu, for sourcing cow5s milk. "oth the
new cream bis"uits and milk bis"uits have received an enthusiastic
response from consumers.
The Sun#east range has been further e!panded with the
launch of =Sun#east Sna"k%= salted crackers in & unique variants vi=.,
+hilli Flakes and +lassic ,alted.
Sun#east=s latest offering, (o!en 4akes blends the sheer
richness of pure butter with that of crisp cashews. This range is
available in ) e!citing variants vi=. 4utter< Cas7e8 and Hone% @
Cas7e8.
=Sun#east Pasta Treat=, a whole wheat based non3fried
product in D e!citing flavours, has been introduced as a healthy
snacking option for children. The snack food team is geared and ready
to further enrich its product portfolio in the near future.
The effectiveness of advertising messages is widely
believed to be moderated by audience involvement. In this paper,
psychological theories of attention and levels of processing are used
to establish a framework that can accommodate the maor consumer
behavior theories of audience involvement. Four levels of
involvement are identified 6in order from low to high7 as preattention,
focal attention, comprehension, and elaboration. These levels allocate
increasing attentional capacity to a message source, as needed for
analysis of the message by increasingly abstract3and qualitatively
distinct3representational systems. -ower levels use relatively little
capacity and e!tract information needed to determine whether higher
levels will be invoked. The higher levels require greater capacity and
result in increasingly durable cognitive and attitudinal effects.
The twist in the tale is that the Federation of "iscuits
'anufacturers of Inia -F"'I7, whose members include bis"uit
maors such as "ritannia, are alleging high handedness by IT+ in the
episode. IT+ is not a member of F"'I.
+80 of IT+ foods division ;avi #aware, when contacted,
confirmed that the company had filed a case against ;a Agro in the
"ombay 2igh +ourt. 2e, however, did not comment on the arrest of
;a @umar Aggarwal, the managing director of ;a Agro. IT+ had
recently roped in filmstar ,hah ;ukh @han to endorse the brand.
8!pressing anguish on the arrest of 'r ;a @umar Agarwal on the
basis of complaint by IT+, F"'I president "% Agarwal said, Esuch
high3handed action on the part of IT+ was contrary to the sense of
unity amongst bis"uit manufacturers and this has never happened in
the 7istor% of the industry.
IT+, 'r -oya said, had filed a complaint against ;a
Agro with the 2yderabad police station following which a posse of
about &AA policemen had come to raid the ;a Agro factory and
arrested 'r Aggarwal. 'r #aware, however, maintained that
2yderabad police had conducted a raid on ;a Agro based on the
evidence that the company was making biscuits whose design was
same as IT+Bs ,unfeast.
?ust a fortnight ago, +adbury Inia had sued IT+ for ;s
$A crore alleging damages on issues of trademark and copyright
infringement of its brand <airy 'ilk 8clairs. 'r #aware refused to
comment on the case saying that it was sub3udice.
PROFI'E OF PAR'E
Introu"tion
A long time ago, when the "ritish ruled India, a small
factory was set up in the suburbs of of 'umbai city, to manufacture
sweets and toffees. The year was $F&F and the market was dominated
by famous international brands that were imported freely. <espite the
odds and unequal competition, this company called %arle %roducts,
survived and succeeded, by adhering to high quality and improvising
from time to time.
A decade later, in $F)F, %arle %roducts began
manufacturing biscuits, in addition to sweets and toffees. 2aving
already established a reputation for quality, the %arle brand name
grew in strength with this diversification. %arle .lucose and %arle
'onaco were the first brands of biscuits to be introduced, which later
went on to become leading names for great taste and quality.
Ho8 Par!e #ou&7t to make bis"uits a##orab!e to a!!.
"iscuits were very much a lu!ury food in India, when
%arle began production in $F)F. Apart from .lucose and 'onaco
biscuits, %arle did offer a wide variety of brands.
2owever, during the ,econd 4orld 4ar, all domestic biscuit
production was diverted to assist the Indian soldiers in India and the
Far 8ast. Apart from this, the shortage of wheat in those days, made
%arle decide to concentrate on the more popular brands, so that people
could enoy the price benefits.
T7e stren&t7 o# t7e Par!e 4ran
0ver the years, %arle has grown to become a multi3
million :, <ollar company. 'any of the %arle products 3 biscuits or
confectionaries, are market leaders in their category and have won
acclaim at the 'onde ,election, since $FG$.
Today, %arle enoys a DA* share of the total biscuit market and
a $H* share of the total confectionary market, in India. The %arle
"iscuit brands, such as, %arle3., 'onaco and @rackack and
confectionery brands, such as, 'elody, %oppins, 'angobite and
@ismi, enoy a strong imagery and appeal amongst consumers.
"e it a big city or a remote village of India, the %arle name
symboli=es quality, health and great tasteI And yet, we know that this
reputation has been built, by constantly innovating and catering to
new tastes. This can be seen by the success of new brands, such as,
2ide ( ,eek, or the single twist wrapping of 'ango bite.
In this way, by concentrating on consumer tastes and
preferences and emphasi=ing ;esearch ( <evelopment, the %arle
brand grows from strength to strength.
T7e ,ua!it% Commitment
%arle %roducts has one factory at 'umbai that
manufactures biscuits ( confectioneries while another factory at
"ahadurgarh, in 2aryana manufactures biscuits. Apart from this,
%arle has manufacturing facilities at #eemrana, in ;aasthan and at
"angalore in @arnataka. The factories at "ahadurgarh and #eemrana
are the largest such manufacturing facilites in India. %arle %roducts
also has $D manufacturing units for biscuits ( H manufacturing units
for confectioneries, on contract.
All these factories are located at strategic locations, so as
to ensure a constant output ( easy distribution. 8ach factory has
state3of3the3art machinery with automatic printing ( packaging
facilities.
T7e Marketin& Stren&t7
The e!tensive distribution network, built over the years, is
a maor strength for %arle %roducts. %arle biscuits ( sweets are
available to consumers, even in the most remote places and in the
smallest of villages with a population of ust HAA.
%arle has nearly $,HAA wholesalers, catering to D,&H,AAA retail outlets
directly or indirectly. A two hundred strong dedicated field force
services these wholesalers ( retailers. Additionally, there are )$
depots and +(F agents supplying goods to the wide distribution
network. The %arle marketing philosophy emphasi=es catering to the
masses. 4e constantly endeavour at designing products that provide
nutrition ( fun to the common man. 'ost %arle offerings are in the
low ( mid3range price segments. This is based on our cultivated
understanding of the Indian consumer psyche. The value3for3money
positioning helps generate large sales volumes for the products.
2owever, %arle %roducts also manufactures a variety of
premium products for the up3market, urban consumers. And in this
way, caters a range of products to a variety of consumers.
T7e Customer Con#ien"e
The %arle name conures up fond memories across the
length and breadth of the country. After all, since $F&F, the people of
India have been growing up on %arle biscuits ( sweets.
Today, the %arle brands have found their way into the hearts and
homes of people all over India ( abroad. %arle "iscuits and
confectioneries, continue to spread happiness ( oy among people of
all ages.
The consumer is the focus of all activities at %arle.
'a!imi=ing value to consumers and forging enduring customer
relationships are the core endeavours at %arle.
I feel sure that the 8ast Indies means Inia, as there is a
town named 2oogley, also another town, #orth of +alcutta named
PAR'E 6manufacture of biscuits from Inia by an Indian +ompany,
the product is named Par!e=s "iscuits, and are obtainable in
,ydney7.
0ther "ranches of the PAR'E=s have been located in
#ew Jealand9 #ebraska, :.,.A.9 +alifornia, :.,.A.9 "erkley,
:.,.A.9 also a Father ;ichard PAR'E in ,outh @orea. All these
branches of the PAR'E=s had their origin
PROFI'E OF 4RITANNIA
MARKET
"aking practices were well
known to Indian cuisine for thousands of
years, but the humble bis"uit became a
familiar and commonplace item of diet
only during the &Ath century. The products
and marketing strategies of IniaBs premier
food company 4ritannia Industries -imited over the last century
have been responsible for this remarkable dietary acculturation.
The entire biscuitsB market is estimated to be $.$ million tonnes per
annum, and valued at over ;s. HA billion. The biscuits segment
enoys one of the most developed markets for any item of mass
consumption, covering over FA per cent
of the overall potential market. This
implies that over FAA million Indians
buy and eat biscuits, with varying
frequency in any year. The market is
highly competitive at the supply3side,
with thousands of small3scale manufacturers as well as others in the
organised, large3scale sector. The strength of the 4ritannia brand
is demonstrated by the fact that it stands far above all in this
fiercely competitive market, with over DK per cent market share, by
value 6,ource1 A+#ielsen 0;.3'A;. &AA)7.
ACHIE+EMENTS
4ritannia is synonymous with the rise and growth of the
bis"uit industry in Inia.
Throughout this process it has displayed an uncanny
intuition about emerging popular tastes for biscuits. This foresight,
coupled with the will to innovate and evolve new products, has been
the impetus that has propelled the 4ritannia brand ahead of the rest.
"eing the market leader, 4ritannia Industries operates under an
underlying principle of setting its own rules and standards that have
almost always become the adopted paradigm for the entire bis"uit
industry.
It brought the health dimension to an industry that was
traditionally driven by taste alone. This is reflected in 4ritanniaBs
brand slogan, introduced in $FFG that e!horted consumers to L8at
2ealthy, Think "etterB. This was quickly embraced by the entire
industry to come up with similar promotional campaigns showing
biscuits to be an epitome of a healthy, happy diet.
.oing beyond biscuits has been the most difficult
challenge and a litmus test for the company. 4ritannia entered the
dairy category with the launch of 4ritannia 'ilkman range of dairy
products. 4ith the success of 4ritannia 'ilkman +heese, it
achieved a niche for itself in a category that was defined by a
competitor that had created the category.
4ritanniaBs products retail in over & million outlets
6,ource1 A+#ielsen 0;.3'A;., &AA)7, selling appro!imately &AA
million packs a month. 4ith millions of happy consumers every
month, 4ritannia is considered to be one of the most trusted food
brands in Inia 6,ource1 8T "rand 8quity ,tudy, &AA)7. 4ritannia
has also successively made the Forbes -ist of &AA "est ,mall
+ompanies in the world for the years $FFF, &AAA and &AA&.
HISTORY
,tarted way back in $MF&
with an investment of ;s. &FH, biscuits
were manufactured in a small house in
central @olkata. -ater, the business was
acquired by the .upta brothers and
operated under the name of V.,. "rothers. In $F$M, + 2 2olmes, an
8nglish businessman in @olkata was taken as a partner and LThe
4ritannia 4is"uit +ompany -imited 6""+o7B was launched. The
'umbai factory was setup in $F&D and %eak Freans, :@ acquired a
controlling interest in ""+o. "iscuits were in big demand during
4orld 4ar II, which gave a fillip to the companyBs sales. ""+o
celebrated its golden ubilee in $FKM and the company name was
changed to the current 4ritannia Industries -imited in $FGF. In
$FM& #abisco "rands Inc., :,A became a maor foreign shareholder.
Ten years later in $FF&, 4ritannia Industries -imited celebrated its
platinum ubilee. The following year, the 4adia .roup acquired a
stake in A"I-, :@ and became an equal partner with .roNpe
<anone in 4ritannia Industries -imited.
PROD*CT
4ritannia has restructured its portfolio of products at
regular intervals, to constantly redefine and strengthen the Indian
bis"uit market. This strategy has enabled it to serve the key needs of
the Indian consumer across age groups and diverse consumption
situations, through an optimum range of brands. The success of this
strategy enabled 4ritannia to reduce the number of focus3brands
from &D in $FFM, to nine in &AA$.
All its product offerings
derive their premium qualities from the
principles of health and taste. This key
premise has led to the evolution of a
lifetime menu where a 4ritannia product
e!ists for every stage in a personBs life.
The highest consumption group for
biscuits are children9 here 4ritannia
offers 'ilk "ikis with all the Lgoodness
of milkB required by younger kids, while the Tiger brand is aimed at
G3$D year olds and provides them with the e!uberant health required
by Lwinners of tomorrowB. Another offering for children O Treat, a
range of delicious cream biscuits O is meant as a treat for children
during fun times.
A particularly notable success has been -ittle 2earts,
meant for teenagers and kids, which has completely dispelled an
erstwhile industry a!iom that this target group did not snack on
sweet biscuits.
'oving on to other age groups, "ritannia created HA3HA as a biscuit
snack for young adults with its sweet3salty duality. The savoury
Time %ass
brand is
targetted at the
same age
group as well.
"ritannia
'arie.old, is
a venerated tea3time offering that is 5packed with wheat energy5 and
has found much favour with health conscious urban adults. .ood
<ay, a cookie filled with rich ingredients is a healthy everyday treat
for the entire family. "ritannia has a range of bread and cakes
entrenched in the fresh bakery segment. These products allow the
consumers to interact with the brand more often and maintain
continuity of the taste3with3health promise.
Re"ent De6e!o$ments
A new initiative taken by "ritannia, to cater to all the
taste fads of the consumer, seeks to widen the range of its snack
foods. This will be "ritannia5s biggest challenge in the ne!t few
years. 'eanwhile in e!isting categories of biscuits and baked
products, innovation will be the key principle.
A host of new flavours and food3formats, as never seen
before in the Indian market, are due to enter the market in &AAD.
Thus, "ritannia will continue to define the Indian market in biscuits
and other food products.
PROMOTION
The role of promotions for "ritannia is especially
important in this highly fragmented and competitive market. Today,
the company prides itself on communication that is innovative, yet
constantly able to strike a chord in the consumers5 hearts and minds.
"ritannia5s promotions have virtually redefined consumer
e!pectations from this category. To reach out to the Indian
consumer, "ritannia has successfully leveraged India5s two
HISTORY OF PRIYA(O'D
The wondrous magical ourney of our company ,urya
Food ( Agro -td. began in 0ct. $FF) ( since then we
have been one of the leading manufacturers of biscuits
in northern India, our brand E%;IPA.0-<Q has been
a perennial favorite since then. 0n a profound level the inevitable
cycle of distribution network has helped us to chart our way in western
party of India as well. It is our obsession to make the finest quality
biscuits available to the consumers ( it has been
our constant endeavor to give our consumer a
palate to look forward to a taste ( flavor that is
uniquely E%;IPA.0-<.Q 4e have operated in the
new age sharply ruled by the di==ying pace of
technology, poised to catch emerging trends thus
improving quality standards, where fully automated ovens bake the
biscuits round the clock and they find their way into automatic packing
units at the companyBs plant in ,urapur, .reater #oida 6:.%.7 to cater
to the ever growing demand of E%;IPA.0-<Q biscuits. This thinking
is reflected in what our brand stands for E2aq ,e 'aangoQ, a
positioning that was formulated to drive home the fact that everyone
has the right to good taste ( the right to ask for it. 4e feel that the
means to finding the future lies not ust in believing about tomorrow
but in ourselves. 4hat can never be destroyed like the eternal forces of
nature is our trust ( confidence in ourselves. Thus empowered we
have ensured that E%;IPA.0-<Q always strives hard to satisfy our
esteemed consumers. This compile flaunts the most cherished products
that we have in our /%;IPA.0-</ portfolio.
TA"-8 O$ ,204I#. %;0FI-8 0F ;8,%0#<8#T,.
Occupation Gender Age
Student Business Seri!e Ma"e Fe#a"e $%&'% '$&(% ($&)% )$&*%
Abs+
N,+
$%- %. %- /* (* -. )% %$ %(
0 /1+$.0 *+%0 *+/(0 -%+/(0 '1+$.0 .(+(*
0
((+((
0
+/(0 '+*0
Re$earc% &et%odology
S*R+EY DESI(N :
This report is an e!ploratory type in which the study
has been done in order to find out the important fact and complete
the data.
After deciding the topic researcher had conducted a
survey of $&A randomly selected samples of service man,
businessman, students . Also data is collected through newspaper,
maga=ine and internet.
0bective of the survey 1
$. To know the brand preference.
&. To know the particular variety for which consumer has more
demand.
). To know the factors which affect the buyers decision.
D. To know the role of advertising.
H. To know the reason of brand loyalty.
K. To know the role of any brand ambassador.
G. To know the role of sales promotional techniques.
S"o$e o# t7e Stu% :
The study was aimed for the people of Varanasi city
only. All the respondents were of Varanasi city.

T7e Sam$!in& Te"7ni9ues :
A sample si=e of $&A respondents were taken from
urban areas, which selecting the sample convenience random
sampling was used. The instruments used was questionnaire which
was framed on the basis of stated obective of the study. The strict
random sampling was not possible due to lack of time cost and
contact.
S*R+EY PROCED*RE
Primar% Data :
The research instrument questionnaire was distributed
personally and through friends among randomly selected
respondents. The care was taken to ensure that respondents should
be the biscuit user. The questionnaire had been prepared in both
8nglish and 2indi to have clear understanding about the question
to get actual feedback. The work able questionnaire were $&A in
number. It was mentioned that the received information would be
used for purely academic purpose.
Prob!ems in ata Co!!e"tion :
<uring data collection the following problems were
faced and e!perienced by my self and by other who administered
the questionnaire 3
$. ,ome respondents were reluctant to fill the questionnaire.
&. 'any respondents asked what benefit they will get by filling
this questionnaire.
). Few of them were careless ( non. +ooperative to return the
questionnaire.
4ith all hard work. patience and persuasive effort, the
investigator could finally collect the response sheets for the
further analysis.
The questionnaire received were edited, tabulated and
cross tabulated for various data. The analysis was conducted on
the basis of obectives and friends were obtained which were
shown with the help of pie chart, bar chart etc.
Analy$i$ ' Inter(retation
Q 1. Do you l i ke to eat the bi scui t ?
Tab"e&Showing the consumption of biscuit.
Sl.
No.
Option
Absolute No. of
Respondent
%age
A YES 120 100%
B NO 0 0%
TOTAL 120 100%
INTERPRETATION !IS"#SSION $
$AA* ;espondents said that they eat the biscuit the reason being that
everyone like the taste, price etc., of biscuit and it is easily available in the
market. 'oreover it is usually taken for light refreshment any time in a day.
Q 2. Whi ch pati cul a !ai ety "o you co#su$e $oe ?
Tab"e& A Showing the variety which is consume more.
100%
0%
0%
20%
40%
0%
!0%
100%
120%
"#S $O
Sl.
No.
Option Absolute No. of
Respondent
%age
A Sal ty %& %0%
B S'eet %& %0%
( Sal ty ) S'eet *+ *0%
,O,A- 120 100%
INTERPRETATION !IS"#SSION $
Table shows that )A* of respondents consume salty biscuit and similar
percentages of respondents consume sweet variety. Table also shows that
DA* of respondents consume both sweet and salty variety, because salty and
sweet biscuit is a very tasteful item.
Indian usually have a salty taste in their eating habit. Its more common
among middle class. Its reflected from the study that the respondents
preferred tinge of salty ( sweet taste of biscuit the has been e!ploited by
"ritannia and %arle in their respective brand HA3HA ( krackack.
%0%
%0%
40%
Sa&ty
Sweet
Sa&ty ' Sweet
TA4'E A 1 4 ,howing the age wise variety which consume more.
C!ass
Inter6a!
No. O# Peo$!e in
T7e C!ass
Sa!t% S8eet Sa!t% @ S8eet
Abs. No. B Abs. No. B Abs. No. B Abs. No. B
$A O &A GK K).))* &) )A.&K* &A &K.)$* )) D).D&*
&$ O )A DA )).))* $) )&.H* $H )G.HD* $& )A*
)$ O DA $ A.M)* A A* A A* A$ $AA*
D$ O HA ) &.H* A A* A$ )).))* A& KK.KK*
INTERPRETATION !IS"#SSION$
The analysis shows that between $A to &A years total #o. of respondents are
GK in which )A.&K* respondents consume salty biscuits. &K.)$* respondents
in the same class interval consume sweet biscuit. In the same class interval
highest D).D&* respondents consume sweet and salty.
Table shows that between &$ to )A years total numbers of respondents are
DA, in which )&.H* respondents consume salty, )G.H* respondents consume
sweet and )A* respondents consume salty and sweet biscuit.
"etween D$ to HA years total number of respondent are ), in which all
respondents consume sweet, salty ( sweet biscuit.
It revealed from the table that teenagers mostly like sweet ( salty taste of
biscuits. 0n the other hand adults ( comparatively older group prefer sweet
taste.
0%
20%
40%
0%
!0%
100%
10 ( 20 21 ( %0 %1 ( 40 41 ( )0
OPTION
N
O
+

O
F

R
E
S
P
O
N
2
E
N
T
Sa&ty Sweet Sa&ty ' Sweet
Q %. Whi ch Ba#" "o you pe.e $oe ?
Table % A & sho'i #/ the ba#" pe.ee#ce.
Sl.
No.
Option Absolute No. of
Respondent
%age
A Bi ta##i a *0 %1.1&%
B 2al e %& %0.00%
( 2i ya/ol " 10 1*.1&%
D Su#.east 11 1.1&%
E A#$ol 0% 2.3%
4 5ol i cks 0& 3.00%
TOTAL 120 100%
%*.1%
%0.00%
14.1%
*.1%
2.)0%
).00%
0%
)%
10%
1)%
20%
2)%
%0%
%)%
40%
4)%
+ritannia ,ar&e ,riyago&d Sunfeast Anmo& -or&ic.s
OPTION
N
O
+

O
F

R
E
S
P
O
N
2
E
N
T
INTERPRETATION !IS"#SSION $
It is revealed from the analysis that )F.$K of the respondents use "ritannia
because "ritannia is a very popular biscuit and many verieties are available
in the market. The other preferred brand mentioned by the respondents are
%arle )A.AA*, %riyagold $D.$K*, ,unfeast F.$K* and -owest preferred of
Anmol and 2orlicks biscuit which percentage are &.H*, H*, because it is not
famous brand.
The different variety of "ritannia are HA3HA,'arie .old, .oodday, Tiger,
0range ( 8lachi cream and of %arle are parle3., krackack,monoca, 0range
cream .
,ince it is frequently consumed eatable stuff, the image and creditability
play portrait role. The local brand doesn5t enoy the confidence of the
respondents hence referred by very low percentage of respondents.
TA4'E A 2 4 ,howing the wise brand preference.
C!ass
Inter6a!
NO. o#
Peo$!e in t7e
"!asses
4ritannia Par!e Pri%a&o! Sun#east Anmo! Hor!i"ks
Abs.
No.
B
Abs.
No.
B
Abs.
No.
B
Abs.
No.
B
Abs.
No.
B
Abs.
No.
B
Abs.
No.
B
$A O &A GK K).)) &K )D.&$* &A &K.)$* $) $G.$A* F $$.MD* & &.K)* K G.MF*
&$ O )A DA )).)) $F DG.H* $D )H.AA* D $A* & H* $ &.H* A A*
)$ O DA $ A.M) A A* $ $AA* A A* A A* A A* A A*
D$ O HA ) &.H & KK.KK* $ )).))* A A* A A* A A* A A*
I#T8;%;8TATI0# ( <I,+:,,I0# 1
The analysis shows that between $A to &A years total #o. of
respondents are GK in which )D.&$* respondents preferred
"ritannia biscuit. &K.)$* respondents in the same class interval
prefer %arle. $G.$A* respondents in the same class interval less
preferred %riyagold . &.K)* respondents in the class interval of
$A3&A Pears has preferred Anmol biscuit. The percentages of
respondents is less as it is not popular.
The analysis shows that between &$ to )A years total #o. of
respondents are DA, in which DG.H* respondents preferred
"ritannia. )H.A* respondents in the same class interval prefer
%arle. &.H* respondents in the same class interval prefer Anmol
biscuit because it was a local product and does not have good
reputation in the market.
0%
10%
20%
%0%
40%
)0%
0%
/0%
!0%
*0%
100%
+ritannia ,ar&e ,riyago&d Sunfeast Anmo& -or&ic.s
OPTION
N
O
+

O
F

R
E
S
P
O
N
2
E
N
T
10 ( 20 21 ( %0 %1 ( 40 41 ( )0
"etween D$ to HA years total #o. of respondents are ), in which
all respondents preferred "ritannia and %arle biscuit.
Its deduced from the analysis that "ritannia ( %arle are the most
popular brands irrespective of the age group. 2owever
comparatively older group has more positive attitude to wards
"ritannia. As for as %arle5s concerned figure were, Its more
popular among &$ to )A years age group. It seems age does not
plays any prominent role in brand popularity ( acceptance.
Q *. What ae the easo#s 'hi ch $ake you ba#" l oyal ?
Tab"e0Showing the reason for brand &oya&ity.
Sl.
No.
Option Absolute No. of
Respondent
%age
A ,aste 103 +0.3%
B 2i ce 02 1.&&%
( Ba#" Na$e 01 0.3%
D A#y othe6 7ual i ty
)pi ce
0* %.%%%
TOTAL 120 100%
!/.)0%
1.%
/.)0%
%.%%%
0%
10%
20%
%0%
40%
)0%
0%
/0%
!0%
*0%
100%
1aste ,rice +rand
$ame
Any other2
3ua&ity
'price
OPTION
N
,
+

,
3

R
e
s
4
,
n
d
e
n
t
INTERPRETATION !IS"#SSION $
There are many reasons for brand loyalty. After getting the
response I came to know that taste first occupies position in brand
loyalty hierarchy with MG.H* response.
"iscuit5 being a very popular snack item is used only often for
entertaining guest with tea, given to children and patient the taste
along with nutritive value becomes very determining. factor for
purchase and repurchase. 0nly $.KK* respondents have favored
price as a reason for repurchase. It e!hibits that maority is
conscious of health value than price.
Q 3. Ae you sati s.i e" 'i th you ba#"s?
Tab"e&Showing the satisfaction with brand.
Sl.
No.
Option Absolute No. of
Respondent
%age
A YES 113 13.+%%
B NO 01 0.+%%
( Do#8 t k#o' 0* %.%%%
TOTAL 120 100%
INTERPRETATION !IS"#SSION $
Table shows that FH.M)* respondents satisfied with their brand
because product5s performance is a better than customer
e!pectations. 4hereas A.M)* respondents clearly dissatisfied with
them own brand and rest ).))* respondents said that do not know
about the statement.
It5s referred that people make their choices of biscuits with well
thought reasons.
*).!%%
0.!%%
%.%%%
0%
20%
40%
0%
!0%
100%
"#S $O 4on5t .now
OPTION
N
O
+

O
F

R
E
S
P
O
N
2
E
N
T
Q &. Whi ch o. the .ol l o'i #/ .acto "o you thi #k 'i l l e..ect the buyi #/
"eci si o#s?
Tab"e&Showing factor effecting in buyi ng decision
Sl.
No.
Option Absolute No. of
Respondent
%age
A 2i ce 03 *.1&%
B 2acka/i #/ 01 0.+%%
( Ba#" Na$e 12 10.00%
D Qual i ty 0+ &3.00%
E A"!eti si #/ 2* 20.00%
TOTAL 120 100%
4.1%
0.!%%
10.00%
).00%
20.00%
0%
10%
20%
%0%
40%
)0%
0%
/0%
,rice ,ac.aging +rand
$ame
6ua&ity Advertising
OPTION
N
O
+

O
F

R
E
S
P
O
N
2
E
N
T
INTERPRETATION !IS"#SSION $
The analysis shows that higher KH.A* respondents buy the biscuit
on the basis of quality. The other factors like price, packaging,
brand name etc. do not carry much of the weighting the decision3
making processes. 2owever, advertising influenced &A*
respondent. Advertising woke as a communication media is make
individuals aware about the different attribute of biscuits.
2owever ultimately its quality influences while most selecting the
brand $A * respondents are of guided by the brand name ( its
image in the market.
TA4'E A C 4 ,howing the age3wise factor effecting the buying decision.
(lass
9#te!al
No. o. people i#
the class
2ice 2acka/i#/ Ba#" #a$e Quality A"!etisi#/
Abs. % Abs. % Abs. % Abs. % Abs. % Abs. %
10'20 0& &%.&&% % %.1*% 0 0% 1 11.+*% *1 &*.*0% 13 11.0%%
21'%0 *0 %%.%%% 1 2..3% 1 2..3% % 0.3% 2& &3% 1 22.3%
%1'(0 1 0.+%% 0 0% 0 0% 0 0% 1 100% 0 0%
(1')0 % 2.3% 1 %%.%%% 0 0% 0 0% 2 &&.&&% 0 0%
0%
10%
20%
%0%
40%
)0%
0%
/0%
!0%
*0%
100%
,rice ,ac.aging +rand name 6ua&ity Advertising
OPTION
N
O
+

O
F

R
E
S
P
O
N
2
E
N
T
10(20 21(%0 %1(40 41()0
INTERPRETATION !IS"#SSION $
The analysis shows that between $A to &A years total #o. of
respondents are GK in which ).FD* respondents said that price
effect the buying decision. $$.MD* respondent in the same class
interval effect by brand name. 2ighest KD.DG* respondents
believe that their buying decision is effected by quality. $F.G)*
respondent in the same class interval is effected by advertising.
Table shows that between &$ to )A years total #o. of respondents
are DA, In which highest KH* respondents said that effected by
quality because quality is a main factor of the brand.
"etween D$ O HA years total number of respondents are ), in
which all respondents said that price and quality effect the buying
decision.
Irrespective of the age group quality is most wanted attribute to
make purchase. 2owever older group between D$OHA years show
inclination to words price factors. The reason may be economy
with ( health to manage the family e!penses etc.
Q 0. Do you thi #k pese#ce o. ba#" a$bassa"o hel ps i # buyi #/
"eci si o#?
Tab"e& Showing the inf&uence of brand ambassador in
buying decision.
Sl.
No.
Option Absolute No. of
Respondent
%age
A YES *+ *0.0%
B NO 32 *%.%%%
( Do#8 t k#o' 20 1&.&&%
TOTAL 120 100%
40.00%
4%.%%%
1.%
0%
10%
20%
%0%
40%
)0%
"#S $O 4on5t .now
OPTION
N
O
+

O
F

R
E
S
P
O
N
2
E
N
T
INTERPRETATION !IS"#SSION $
It is revealed from the analysis that DA.A* of the respondents do
agree that presence of brand ambassador help in buying decision
because presence of brand ambassador help in right choice of the
brand for buying decision. 2owever, D).))* of respondents do
not agree because they believe on the brand quality than presence
of brand ambassador and rest $K.KK* said that they do not know
about the statement.
-oyalty of individuals don5t agree with the role of brand
ambassador for promotions the brand. The perception may be that
the celebrities are professional people and they do not in an
advertising for them own interest. 2owever some of respondents
may identify themselves with the brand ambassador especially
children ( youngsters.
Q +. Whi ch o. the .ol l o'i #/ sal es po$oti o# tech#i 7ue 'i l l be $oe
e..ecti !e ?
Tab"e& Showing most effective sa&es promotion techni3ue.
Sl.
No.
Option Absolute No. of
Respondent
%age
A 4ee /i .t 20 22.3%
B Di scou#t %3 21.1&%
( (oupo# 01 0.3%
D :e"ucti o# i # pi ce *1 *0.+%%
TOTAL 120 100%
22.)0%
2*.1%
/.)0%
40.!%%
0%
)%
10%
1)%
20%
2)%
%0%
%)%
40%
4)%
NO+ OF
RESPON2ENT
7ree gift 8oupon
OPTION
INTERPRETATION !IS"#SSION $
,ales promotion technique is a important factor in buying
decision. ,o table show that &F.$K* respondents effected by
discount because same quality available on the discount price.
'any other factor are free gift &&.H* coupon G.H*, the most
effective method of sales promotion technique is a reduction in
price as given by DA.M)* respondents.
'aority of the respondents feel to have reduction in price of the
packet for increasing the sale.
6 * 9f you don5 t get your brand wi&& you change it:
Tab"e& Showing preference of consumer.
Sl.
No.
Option Absolute No. of
Respondent
%age
A YES 3% **.1&%
B NO &2 31.&&%
( Do#8 t k#o' 03 *.1&%
TOTAL 120 100%
INTERPRETATION !IS"#SSION $
DD.$K* respondents said that they will change their brand when
not available in the market and H$.KK* respondents do not agree
to change their brand. It shows loyalty toward the brand. D.$K*
respondents to not know whether they well change the brand or
not. 2igher degree of brand loyalty is inferred from the analysis.
44.1%
)1.%
4.1%
0%
10%
20%
%0%
40%
)0%
0%
"#S $O 4on5t .now
OPTION
N
O
+

O
F

R
E
S
P
O
N
2
E
N
T
Q 10. Si #ce ho' l o#/ you ha!e bee# usi #/ thi s ba#" ?
Table& Sho'i #/ pei o" o. co#su$pti o#.
Sl.
No.
Option Absolute No. of
Respondent
%age
A 4o 1 yea 1* 11.&&%
B 4o % yea 1+ 13%
( .o 3 Yea 1* 11.&&%
D 4o l o#/ ti $e 0* &1.&&%
TOTAL 120 100%
11.%
1)%
11.%
1.%
0%
10%
20%
%0%
40%
)0%
0%
/0%
7or 1 year 7or % year for ) "ear 7or &ong
time
OPTION
N
O
+

O
F

R
E
S
P
O
N
2
E
N
T
INTERPRETATION !IS"#SSION$
Tables show that $$.KK* respondents using the brand for $ year
and similar percentage of respondent using the brand for H year.
$H* respondents use the brand for ) years and K$.KK*
respondents use the their brand since long time.
:sually taste does not change. It goes with the life. This is the
reason maority of respondents have not change them brands for
the last many years.
Q 11. Woul " you l i ke a#y cha#/e i # you ba#"?
Table&Sho'i #/ peopl e 'a#ti #/ cha#/e i # ba#".
Sl.
No.
Option Absolute No.
Of Respondent
%Age
A YES 2+ 2%.%%%
B No +& 01.&&%
( Do#8 t k#o' 0& 3.0%
TOTAL 120 100%
INTERPRETATION !IS"#SSION$
&).))* respondents said that they want some change in their
brand, may be attractive packing and short packaging etc. G$.KK*
respondents do not want to have any kind of change in their brand.
This depicts the total value satisfaction of consumer.

2%.%%%
/1.%
).00%
"#S
$o
4on5t .now
)INDIN# ' CONCUSION
The biscuit company has achieved a phenomenal growth in the last
few decades. "iscuit is usually taken for light refreshment any
time in a day.
The analysis has revealed the following findings1
$3 'ostly people like to the biscuit.
&3 DA* respondents consume sweet ( salty biscuit but rest
respondents consume sweet biscuit and salty biscuit.
)3 "ritannia and %arle are the most popular brand of biscuit.
D3 A great deal of brand loyalty is found among the
consumer.MG.H* respondents favoured taste for brand
loyality.
H3 FH.M)* respondents are fully satisfied with their brand (
).))* respondents do not know about the statement.
K3 Ruality, advertising and brand name are the reason effecting
the purchase decision.
G3 "rand ambassador have a moderate influence on the buying
decision of consumer.
M3 It has been seen that the use of sales promotion tool can be
very effective to increase the sales in term of price
reduction.
CONC'*SION
+onclusively it is revealed that high quality biscuits
are more favored by maority of the respondents.
"ritannia holds the supremacy over other brands of the
biscuit. 2owever choice of the biscuit depend upon a particular
segment. The present study shows the response of middle class
people of Varanasi city.
S*((ESTION
The study suggest the following issues on the basis of
the findings 3
$. The focus of the marketing strategy should be on the
consumers and product.
&. %ricing strategy should aim at reducing the price but not on
the cost of quality.
). @eeping up the quality of the brand, innovative features may
attract the new customer -ike flavour, packaging etc.
D. "ritannia is demanded by most of the respondents 6)F.$K* of
respondents7 The company should sustain its market by
maintaining its quality and introducing new flavour.
H. 'ost of the respondents purchase influenced by brand name,
advertising, quality and packaging.
#uestionnaire
To$i" : "Brand preference of Biscuits in Varanasi"
Ti"k DE t7e one 8rite o$tion as %our $re#eren"e.
Res$onent Name :
A&e :
O""u$ation :
(ener : Ma!e F Fema!e
, 0. <o you like to eat the biscuit S
TaU Pes TbU #o
, 1. 4hich particular Variety do you consume more S
TaU ,alty TbU ,weet TcU ,alty ( ,weet
, 2. 4hich brand do you prefer more S
TaU "ritannia TbU %arle TcU %riyagold
TdU ,unfeast TeU Anmol TfU 2orlicks
, 3. 4hat are the reasons which make you a brand loyal S
TaU Taste TbU price TcU "rand name
TdU Any other name them . . . . . . . . . . .
, G. Are you satisfied with your brand S
TaU Pes TbU #o TcU <on5t @now
, C. 4hich of the following factor do you think will effect the buying
decision S
TaU %rice TbU %ackaging
TcU "rand name TdU Ruality TeU Advertising
, H. <o you think presence of brand ambassador helps in buying decision S
TaU Pes TbU #o TcU <on5t @now
, I. 4hich of the following sales promotion technique will be more
effective S
TaU Free gift TbU <iscount TcU +oupon
TdU ;eduction in %rice
, J. If you don5t get your brand will you change it S
TaU Pes TbU #o TcU <on5t @now
, 0K. ,ince 2ow long your have been using this brand S
TaU From $ year TbU 'ore than $ year
TcU 'ore than & year TdU From long time
, 00. <o you would any changes in your brand S
TaU Pes TbU #o TcU <on5t @now
T7ankin& You L
DSuni! Yaa6E
,tudent
'.%. Institute of 'anagement ( +omputer Application
"hagatua, Varanasi
!i*liogra(%y
$inth #dition ;ot&er '
Armstrong
,rincip&es of <ar.eting
<.A. Sahaf ,rincip&es of <ar.eting
=.S.$. ,i&&ai +agavathi <odern <ar.eting
,rincip&es ' ,ractices
S.-.-. ;a>mi ' S.;. +atra Advertising ' Sa&es ,romotion?
Second addition
5ebsite
www.priyago&d.com
www.par&eproducts.com
www.superbrand.com

NAME OF 4RITANNIA=S 4ISC*IT
Bis!uit6s Na#e 5ei7ht (8ra#) MRP+9Unit
)0 0 )0 1)0 gm. 10.00
<arie Go&d 200 gm. 1%.00
@ita <aria Go&d 1)0 gm 1%.00
Goodday +utter 100 gm 10.00
Goodday 8ashew 100 gm 10.00
<i&. +i.is 8ream 100 gm 12.00
+arbon 8ream 100 gm 10.00
Orange 8ream 100 gm !.00
#&ichi 100 gm !.00
Aim Aam 100 gm 10.00
$ice 1ime 100 gm 10.00
8ream 8ra.er 100 gm 10.00
1iger G&ucose 100 gm 4.00
1iger 8oconut 200 gm !.00
1itt&e -eart /) gm 10.00
=ose <i&. 100 gm ).00
1iger ;esar ;u&fi 100 gm ).00
Goodday 8has.a 200 gm 2).00
NAME OF PAR'E=S 4ISC*IT
Bis!uit6s Na#e 5ei7ht (8ra#) MRP+9Unit
,ar&e 0 G 100 gm 4.00
;racBac. 1)0 gm 10.00
<onaco %00 gm 20.00
-ide ' See. 100 gm 1).00
Orange 8earm 2)0 gm 12.00
<arie 8hoice 100 gm ).00
NAME OF S*NFEAST=S 4ISC*IT
Bis!uit6s Na#e 5ei7ht (8ra#) MRP+9Unit
8oconut 100 gm 10.00
Strawberry 100 gm 10.00
,ineapp&e 100 gm 10.00
8hoco&ate 100 gm 10.00
+utter 100 gm 10.00
8ashew 100 gm 10.00
Snac.s 100 gm .00
NAME OF PRIYA(O'D=S 4ISC*IT
+iscuit5s $ame Ceight DGramE <=,.FGnit
Snac.s >ig >ag 1)0 gm 10.00
8$8 1)0 gm 10.00
$iceday 1)0 gm 12.00
<arie 1)0 gm 12.00
+utter bite 1)0 gm 1!.00
8oconut 1)0 gm 10.00
+utter&ite 2)0 gm 1!.00
#&ichi 1)0 gm 10.00
8hoco&ate 1)0 gm 10.00
8heese ta.er 1)0 gm 1).00
7ruit bite 2)0 gm 20.00
Orange 2)0 gm 1).00
CONTENTS
Certi3i!ate
E:e!utie Su##ar;
A!kn,<"ed7e#ent
CHAPTER-I
Intr,du!ti,n
Market
Core Concept of Marketing
Marketing Mix
Concept of Product
Branding
Packaging
Consumer Buyer Behaviour
CHAPTER-II
=ist,ri!a" Ba!k7r,und
Profile of Sunfeast
Profile of Parle
Profile of Britannia
History of Priyagold
CHAPTER-III
Resear!h Meth,d,",7;
Survey Decision
Obective of Survey
Scope of Study
!he Sampling !echni"ue
Survey Procedure
Problem in data collection
CHAPTER-IV
Ana";sis> Inter4retati,n ? 2is!ussi,n
Part#$ %eneral $nalysis& 'nterpretation ( Discussion
Part#B $ge#)ise $nalysis& 'nterpretation ( Discussion
CHAPTER-V
*indings ( Conclusion
Suggestion
ANNEXURE
+uestionnaire
Bibliography
Biscuit,s -ame& .eight ( Price