i

Declaration

Consumer Behavior towards Parle G Glucose Biscuits in Varanasi

I Rajat Gupta hereby declare:

(a)That the work presented for assessment in this Summer Internship Report is my
own, that it has not previously been presented for another assessment and that my
debts (for words, data, arguments and ideas) have been appropriately acknowledged .

(b)That the work conforms to the guidelines for presentation and style set out in the
relevant documentation.



Noida Rajat Gupta
A0102213022


Date:







ii



Certificate by the Faculty Guide

This is to approve that Rajat Gupta student of Masters of Business Administration
M&S at Amity Business School, Amity University Uttar Pradesh is pursuing the
Summer Internship on Consumer Behavior towards Parle G Glucose Biscuits in
Varanasi Region , in Partial Fulfillment of the Requirements for the Degree of
Master of Business Administration Marketing & Sales under my guidance.
The draft report has been approved.

Mrs. Pooja Sehgal Tabeck
Department of Retailing










iii

Internship Certificate



iv

Acknowledgement

I have taken efforts in this project. However, it would not have been possible without
the kind support and help of many individuals and the organization B.D. Foods Pvt.
Ltd. , Varanasi. I would like to extend my sincere thanks to all of them. I am highly
indebted to Mr. Rajesh Agrawal , General Manager, for his guidance and constant
supervision as well as for providing necessary information regarding the project &
also for his support in completing the project.
I would also like to express my gratitude towards my faculty mentor, Prof. Pooja
Sehgal Tabeck & my parents for their kind co-operation and encouragement which
helped me in completion of this project.
I would like to express my special gratitude and thanks to industry persons B.D.
Foods Pvt. Ltd. and its employees for giving me such attention and time. My thanks
and appreciations also go to my colleagues in developing the project and people who
have willingly helped me out with their abilities.

Thank You


Rajat Gupta
A0102213022






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Table of Contents


Content Page no
Declaration i
Certificate by Faculty Guide ii
Internship Certificate iii
Acknowledgement iv
Table of Contents v
Abstract vi
Chapter 1 : Introduction 1-7
Chapter 2 : Review of Literature 8-12
Chapter 3 : Research Methods and Procedures 13-14
Chapter 4 : Data Interpretation and Analysis 15-27
Chapter 5 : Conclusion 28
References 29








vi

Abstract

The market for Parle G Glucose biscuit has witnessed tremendous growth in the
recent years and it is expected to carry on the momentum in the foreseeable future. It
is now working in terms of the new dynamics of an open market. The market has
become even more complicated with the entry of new Indian Brands. In these new
found dynamics it has become difficult for Glucose Biscuit makers like Parle G to
create awareness and improve the perception of consumers towards their Biscuits .
This study about Study of Demand Parle G Glucose Biscuits in Varanasi Region
will help B.D. Foods to device new strategies for the promotion and marketing of
their Parle G Glucose Biscuits , popularly known as Glucose Biscuits, in retail
chains. The researcher has also tried to study the qualities that a customer expects
from the Parle G Biscuits and the level of importance they attach to these qualities.
The researcher has collected data from Varanasi Region using a structured
questionnaire. The result shows that the most sought after quality by the Indian
consumers is Nutrition Value followed by social status and the most popular medium
of mass communication is Television followed closely by the website of the company.
We would discuss all the methods adopted by us in the tenure of this 6 Weeks
summer internship .