A STUDY ON CUSTOMER PERCEPTION TOWARDS ARAVIND CHETTINAD

SNACKS IN MADURAI
ABSTRACT
The aim of this study is to gain more insight into how consumers’ perceptions of
the satiety value of snack products influence their choice of such products and to get a better
understanding of consumer terminology and perceptions about product-related ARAVIND
CHETTINAD SNACKS .Participants were asked to indicate their individual product choice in
response to a scenario. Scenarios varied as a between-subject factor in terms of whether
information on the time gap till the next meal occasion (favorite main dish) was provided or not,
and whether this meal would be eaten after one hour or four hours. To get a better understanding
of consumer terminology a repertory grid task was used to elicit consumer attributes relating to
satiety. This research shows that, when consumers are confronted with situations that vary in
satiety requirements, they do not make significantly different snack products choices. But they
do have specific ideas about the product features that influence the perceived satiety level of a
product. Products perceived as fat, high in protein, with a savory taste and in one piece are
expected to have a higher level of satiety compared to sweet products and products that exist of
multiple small items
CHAPTER I
INTRODUCTION
INDRODUCTION
Marketing:
Marketing is as old as human civilization. Many people see marketing only as
advertising or selling. In reality, true marketing doesn’t involve the art of selling what you make
but knowing what to make. Modern organizations gain market leadership by understanding
consumer needs and finding solutions that delight customers.
If customer value and satisfaction are absent, no amount of advertising or selling can
compensate. The aim of marketing is to build and manage profitable customer relationship and
that is the need of the hour.
Marketers around the globe must study the consumer needs and wants, select target
market they can serve best, and design product, services and programmers’ to serve this market.
They attract new customers by promising superior value, they keep and grow current customers
by delivering superior satisfaction.
Marketing has gone beyond business function, it is considered and adjudged has a distinct
philosophy, in that it guides the entire organization towards sensing, serving and satisfying
consumer needs. Marketing encompasses not only manufacturing companies, wholesalers and
retailers but also covers all kinds of individuals, organizations, lawyers, accountants and doctors.
They use marketing to manage the demand for their services.
Even politicians in our country use marketing strategy to get rates. The organizations in
this competitive era need to know how to define and segment markets, develop attractive value
propositions and build strong equity. They must also know how to price their products or
services to make them attractive and affordable.
In addition they should know how to choose and mange intermediaries to make their
products available to customers Technological advancements, rapid globalization, and paradigm
shift in economic system that is moving away from socialism to capitalism, cross-cultural
relationship and other environmental developments are causing profound changes in the market
place.
The marketers cannot be mute speculators in the face of rapidly changing marketing
environment. These new development and horizons signify a brand new world of opportunities
for pro- active and forward thinking marketers. Today marketers must build and manage
profitable customer relationships from the view point of customer orientation. They should also
build and manage strong brands; harness new marketing technologies in this digital age owing to
explosion of the internet resultant business, business to consumer, consumer to consumer and
business to consumer are having dramatic on both buyers and marketers who serve them.
Today marketers must know how to leverage new compute, information, communication
and transportation technologies to connect more efficiently and effectively with the customers
and marketing partners in this new digital age. As technological development makes the world
an increasingly smaller place, marketers must know and market their brands globally and in
socially responsible ways. The best practices in marketing of products or services will ensure the
global success.
Marketing is the guiding element of business: In the past marketing was considered as a
function concerned with getting goods and services into the hands of the customer. Today
marketing is much more than this, modern marketing is a function directed towards economic
development of the country and in raising the standard of living of the people. Modern marketing
involves the integration of various activities
MARKET:-
The term market is used to mean “an aggregate of potential demand for a commodity or
service”. “Market is a set of actual and potential buyers of a product.” -PHILIP KOTLER Philip
Kotler also defines market as “an area of atmosphere for a potential exchange”. Market is one
which makes possible the exchange of goods or services for a consideration.
RELEVANCE OF MARKETING:-
Marketing is a goal oriented process:
Marketing seeks to achieve some useful goals like any other business activity. The very
basic aim of marketing is to generate a considerable amount of profit through customer sat
Marketing is a system:
Marketing has been viewed as an ongoing or dynamic process involving a set of
interacting and interrelated activities to reach customers. It receives inputs from the environment
in the form of valuable information. Using this valuable information, organization supply the
desired products and services to satisfy the customers’ needs and thereby earn profit.
Involved in marketing

Market starts and ends with the customers

Marketing starts even before production starts under consumer oriented marketing, it is
essential to understand what customers really want, understanding of customers wants is possible
only when the information is collected from the customer regarding their taste, fashions, buying
habit, etc. therefore, establishment of proper information system is essential for the success of
marketing function.
Marketing research helps the organization to understand customer wants; reliable
information helps the organization to produce right type of goods that are needed by the
customer.
MARKETING IS CONSUMER ORIENTED PROCESS:
A business exists to satisfy human needs. Therefore, it is essential that the organization must
first find out the customer needs. Only such goods should be produced which best satisfy
consumer needs. In the words of Levitt, instead of trying to market what is easiest for us to
make, we must find out much more about what the consumer is willing to buy.
Marketing is a process:
Marketing involves various functions to be performed in an order. Various activities
should be properly related. This process should be flexible. Any changes in social and
environmental factors influence the marketing process. Relevance of Marketing Consumer
Oriented Process Starts and ends with Customers Guiding Element of Business It's a System It's
a goal oriented process
PROCESS OF EXCHANGE
Marketing is a process of exchange:
Marketing is essentially a process of exchange of goods and services or exchanges
between the buyers and sellers. Goods and services are handed over to the buyers by the
organization and the customers in turn give the money to the organization. One more important
exchange observed in marketing is information; marketing information is exchanged between the
buyers and the sellers. Information is power. Information is the foundation of which the
organizations success dependsisfaction. Increase in volume of sales, increase in profit and
increase in growth are the three objectives of marketing. While attaining this objective,
organizations should assume social responsibility to a great extent.

APPROACHES TO THE STUDY OF MARKETING:

Five basic approaches are commonly used to describe the marketing system. Commodity
approach, functional approach, institutional approach, managerial approach, and system
approach.
The objectives direct the process Approaches
 Commodity
 Functional
 Managerial
 Institutional
 System
1. Commodity approach: Under the commodity approach we study the flow of a certain
commodity and its journey from the original producer right up to the final consumers.
2. Functional approach: We concentrate our attention on the specialized services or functions
or activities performed by marketers.
3. Institutional approach: Under the institutional approach, main interest center round the
marketing information or agencies such as wholesalers, retailers, transport undertakings, banks,
insurance company, etc.
4. Managerial approach: Combines certain features of commodity, institutional and functional
approach.
5. System approach: A system is set of interaction or interdependent groups coordinated to form
a unified whole and organized to accomplish a set of objectives. In the model of system
approaches we have objectives, input, processor, output, feedback.

CONSUMER BEHAVIOR:-
Consumer behavior is defined as the behavior that consumers display in searching for
purchasing, using, evaluating and disposing of products and services that they expect will satisfy
their needs. Consumer behavior focuses on how individual make decisions to spend their
available resources on consumption related items.
That includes what they buy, why they buy it, when they buy it, where they buy it, how
often they use it, how they use evaluate it after the purchase and the impact of such evaluations
on future purchases and how they dispose of it. As individuals all differ in many ways in likes,
dislikes, attitudes, cultural background, income level, etc. Despite such differences, there is a
common factor among all of us.
We buy, use or consume regularly food, shelter, clothing, transportation, education,
equipment, necessities, luxuries, services and even ideas. As consumers, we all play an important
role in the overall health of the economy.
The buying decisions we make affect the demand for basic raw materials, for
transportation, for production, for banking, etc. They also effect the employment of workers and
the deployment of resources, the success of some industries and the failures of others.
BUYER BEHAVIOR MODEL:-
 Consumer behavior is a very complex subject because the needs, wants and demands of
human beings are innumerable. The buyers are also influenced by various internal and external
factors. Consumer behavior studies, therefore depends on all major social sciences like
economics, psychology, sociology and anthropology. The influence of this social science has
prompted marketing experts to propound certain consumer behavior models for explaining
model behavior. They are:-
 The Economic model: The economics of consumer behavior views the buyer as a rational
man and his buying decisions will only be concerned with utility. Deriving maximum
utility from products using his resources will be the economic man’s sole objective.
 The Learning model: The learning model takes its cue from the Pavalovian stimulus-
response theory. According to this model, buyer behavior can be influenced by
manipulating the drives, stimuli and response of the buyer. This model is based onman’s
ability to learn, forget and discriminate.
 The Psycho-Analytical model: This model is founded on Freudian psychology.
According to this model, the individual consumer has a complex set of deep seeded
motives that drive him towards certain buying decisions.
 The Sociological model: According to the sociological model, the individual model buyer
is influenced by society. He is influenced by intimate groups and social classes.
 The Howard-Sheth model: This is a model of buyer behavior totally different from the
marketing view point. The buyer is analyzed here as a system with stimuli has the input
into the system and behavior has the output of the system. In between the inputs and the
outputs, there are variables affecting perception and learning.
FACTOR INFLUENCING CONSUMER BEHAVIOR:
Consumer Behavior is influenced by cultural, social, personal and psychological characteristics.
CULTURE:
Cultural factors like the buyer’s culture, sub culture and social class exert the broadest and seep
set influence on consumer behavior. Culture is the most fundamental determinant of person’s
wants and behavior.
1. CULTURAL CHARACTERISTICS:
Family:
Members of the buyer’s family can exercise a strong influence on the buyer’s behavior. The
family consists of parents, spouse and children. Marketing people are interested in the roles and
influence of the husband, wife
Reference groups:
Reference group influence buyer behavior very strongly. Membership groups can be primarily
groups which have direct influence like family, friends, neighbor and coworkers. Secondary
groups can be religious organizations and trade union. Marketers identify opinion leaders and
make direct marketing efforts towards them. Members of groups watch their leader’s style and
behavior and try to emulate them.
Social classes:
Social classes are homogenous social stratifications in society whose member share similar
values, interest and behavior. Upper class, middle class, lower middleclass, and lower class are
such social classes. Social class is determent by occupation, income, education, etc. consumers
within a social class may have similar buyer behavior and product and brand performance.
Social characteristics:
Social factors like consumers reference groups, family, social roles, status also influence buyer
behavior.
Sub-Culture:
The main culture includes smaller groups of sub-cultures within its fold that provide more
specific identification and socialization for its member sub-culture like nationality, groups,
religious groups, racial groups, communities and geographical various have distinct
characteristic life styles up in society, he learns a basic set of values, perceptions, preferences
and behavior through a process of socialization involving the family and other key institutions.
Marketing people look for cultural shift to find out new products that may be demanded
concerned about health and fitness.
Personality and self-concept:
Personality is the persons distinguishing psychological characteristics that lead to relatively
consistent enduring responds to his or her own environment. It is described in terms of such traits
like self-confidence, dominance, autonomy, sociability, defensiveness and adaptability.
Lifestyle:
Lifestyle is an individual way of living, which is reflected in his activities, interests and opinions.
Consumers with the same cultural, sub cultural, occupational and social class background could
have varying lifestyles. This is a factor that has to be thoroughly studied by marketing people. 
Economic Circumstances:
Economic circumstances of the buyer will affect his protect choice. This consists of his
spendable income, savings and assets, borrowing power and attitude towards spending and
saving.
Occupation:
Buyers consumption pattern is also influenced by his occupation. A factory worker may buy
work clothes, work shoes, lunch box, while a company executive may buy expensive suits,
watches, travel accessories, tickets for air travel, luxury cars, etc.
Age and Life-Cycle stage:
The needs, wants and demands for goods and services change in the buyer’s life time. Buyers
taste in food, clothes, furniture is related and likely to change. Family lifestyle consists of stages
like young singles, newly married, married with children, elderly couple living alone or single
parents consumptions is shaped by the stage in which the buyers present.
Roles and status:
A buyer may belong to many groups at the same time, like family, clubs, and associations. His
position in each group will be specified by his role and status. Such roles and status will also
influence some of his buying decisions
Personal characteristics: :
Buyer behavior is also influenced by the buyer’s personal characteristics, notably his or her age
and life-cycle stage, occupation, economic circumstances, life style, personality and self-concept.
And children on buying decision. Decision makers, in case of some goods and services, will be
husband oriented, wife dominant and equal.
Beliefs and attitudes:
People beliefs and attitudes also influence the buyer behavior. Beliefs may be found on
knowledge, opinion. Attitudes reveal the judgments, feeling and tendencies of the buyer towards
an objects or an idea. Marketers should try to fit their product offerings into the buyers existing
attitudes rather than trying to change attitudes, which is a difficult task.
Learning:
Buyers learn through their action. Learning involves changes in the buyer’s behavior as a result
of his experiences. The buyers learning are produced through his interplay of drives, stimuli,
responses and reinforcement.
PSYCHOLOGICAL CHARACTERISTICS:
Motivation, perception, learning, beliefs and attitudes also influence buyer behavior. Every
individual perceives the world through his senses like hearing, touch, smell, and sight, awareness
of heat, cold, pain and
 It is a source of one’s knowledge about the world.
 People working in an organization differ in their action due to difference of opinion.
 The world as we see is different than what it is in reality. Once year as per ones
perception, not what really set?
 Every individual perceives the world through his own perception. “Because individual
make decision and take action based on what they perceive to be reality, it is important
that marketers should understand the whole implication of perception and its related
concepts.
 So that can more readily determine what factors influence consumers to buy.
PERCEPTION:
Once motivated, how the motivated buyer acts is influenced by his or her perception of
the situation. That is, how the buyer receives, selects, organized and interprets information.
Buyers can emerge with different perception of the same stimulus object because of three
perceptual processes – selective exposure, selective distortion and selective retention.
MOTIVATION:
Boyer’s needs are normally biogenic and psychogenic. When they are aroused to a sufficient
level of intensity they become motives, urging the buyer to seek satisfaction. Abraham Maslow
explained the driving force of people’s needs as consisting of a need hierarchy. This included
physiological needs, safety needs, social needs, esteem needs and self-actualization needs.
CONSUMER PERCEPTION:-
INTRODUCTION:-
As we are being different individuals tend to see the world in our own special ways. Individual
act and react on the basis of their thinking, nature and philosophy of life not on the basis of
reality. For understanding consumer behavior, one must try to understand his perception. People
working in an organization differ in terms of physical feature like age and sex, background
characteristics like training and education and one’s personality traits like aggressiveness,
submissions, optimistic. All these factors help in the formation of one’s perception.
MEANING OF PERCEPTION:
“Perception includes all those process by which an individual receives information about his
environment – seeing, hearing, and tasting, feeling and smelling”. -JOSEPH REITZ.
 Self-accepting individuals perceive themselves as liked, wanted and accepted by others.
 Individual weak in certain aspects tends to find faults in others.
 Individuals who have strong and secure personality perceive others as warm and secure.
 Person having confidence and faith in their individuality perceive things favorably.
NATURE OF PERCEPTION:-
In fact perception refers to the manner in which an individual experiences the world as
every individual approaches the life differently. One hears, as per ones perception, not what
really said. People buy what is best to them, not what is best. It is due to perception that a
particular job may appear good to one and bad to another.
An individual’s own needs, objectives, problems, interests and background controls his
perception in each situation. Every individual has a perceptual world that he’s selective and
partially concentrating on his interest and likings.
 Understanding the difference between the perpetual world and real world is important to
the study of consumer behavior as well as human relations.
 People’s perception is determined by their needs as for instance mirrors at amusement
park distort the world in relation to their tension.
 In fact perception is more important for the manager who wants to avoid making errors.
While dealing with people and events in the work policies. In order to deal subordinates
effectively, a manager must understand their perceptions properly.
 There is difference between perception and sensation. Sensation is the response of a
physical sensory organ but perception is more than just a sensation.
FACTORS AFFECTING PERCEPTION:-
1) INTERNAL FACTOR:
  Need and desire: Prof. Maslow has given needs hierarchy what effects individual
perception like basic need, safety and security needs, love and affection needs, ego and
esteem needs and finally self-fulfillment needs.
 Personality: One’s personality has got deep impact on one’s perception like:-
2) EXTERNAL FACTOR:
 Size: Size takes that larger the object, the more likely it will be perceived. Bigger
machine, larger building and pictures get more attention than smaller ones.
 Intensity: Intensity, normally attracts to increase selective perception. Strong and high
intensity likes leads to high perception while doing “neon signs advertisements”.
 Motion: The principle of motion states that people will pay more attention to moving
objectives in the field of vision.
 Repetition: Generally repeated external stimulus attracts more attention than a single
time.
 Status: It is seen that one’s perception is also influenced by the status of perceiver.
 Contrast: The contrast principle states that external stimuli which stand out against the
background will attract more attention.
3) STIMULUS FACTOR:
 Similarity: The principle of similarity states that the greater the similarity of the stimuli,
the greater tendency to perceive them as a common group.
 Proximity: Things being equal, things near to each other tend to be perceived as
belonging together.
 Principal of Continuity: The principle of closure and continuity emphasis that an
individual tends to fill gaps in complete pattern of stimuli in ways that make them
meaningful.
 Principle of Context: In the perception the principle of context is of immense importance.
Different words, symbols, gestures, pose, etc. have got different meaning in different
context.

Perceptual Process:-
Perceptual process is a complex concept through which people process information into
decisions and attention. It is a way of impression about oneself, other people and daily life
experience. It is process through which people receive, organize and interpret information from
their surroundings and environment.
The perceptual process has got mainly 4 stages. They are:-
 Input stage
 Processing stage
 Output stage
 Behavior stage
1) INPUT STAGE:
There are many things in the environment through which perceiver are effected like information,
objects, events and people and this is known as input.
2) PROCESSING STAGE:
It involves: a) Confrontation b) Registration c) Interpretation d) Feedback e) Reaction In fact
perception starts when an individual is confronted with a stimulus situation. Under second stage
of registration there is involvement of physiological mechanism. To sensory physiological ability
is to see and hear which effect one’s perception In third stage of perceptual interpretation deal
which interference has drawn observed meaning from perceived events or objects? Then the
fourth stage of feedback is important for interpreting the perceptual data. Psychological feedback
like facial expressions, change in tone of voice and rose eyebrow is likely to effect and
individual behavior at work. Finally perception ends in reaction which may be positive and
negative.

3) OUTPUT STAGE:
Due to perceptual input and processing mechanism there is perceptual output which an
individual gets in the form of changes in one’s attitude, opinion, beliefs, feelings, etc.
One’s needs and motives:
Perceiver’s needs and motives effect his perception. A need is a feeling of tension when one
thinks he is missing something.
4) BEHAVIOR STAGE:
The perceiver behavior is shaped by the perceived outputs i.e. change in attitude, behavior,
opinions, belief and approach.
STATEMENT OF THE PROBLEM:

Snacks are small flat cake that is crisp and usually sweet. It is concerned with the taste
and habits of the people. Previously, it was used as a diet for patients and energy and taste for
kids. Nowadays, snacks are considered as a good alternative for oily snacks and fast food. So
currently, among all snacks available in the market, Aravind chettinad snacks have become one
of the popular snacks among the people of all segments and ages.

In business world, many brands of products are produced and marketed by a single
manufacture. The decision whether to buy or not depends only on the basis of consumer motives.
Modern market is consumer oriented and now the consumer is the decisive force.

Hence, it is inevitable to have a thorough study on customers‟ attitudes and preference

towards Aravind chettinad snacks products and also the research world reveals the result about
satisfaction level and consumer preference towards Aravind chettinad snacks products under
study area

SCOPE OF THE STUDY

The scope is limited to the extent of the place, time, organization and their information
collected during the research. It is done as a part of academic study. The scope of the study
limited to information collected with the help of primary data given by the respondent during
survey. The information collected is limited to the academic knowledge gained during the study
of the course. The FMCG Sector is a growing sector in India at high pace. snacks manufacturing
industries has lot of scope in the Indian economy. Company manufactures according to the
consumer’s interest. There is a high competition in snacks manufacturing industries such as
Parle-G, Aravind chettinad snacks, Priya gold, etc. consumer prefers to take that product which
not only satisfy him but also his colleagues, family, natives. This study helps in determining right
choice for them.

NATURE OF THE STUDY:

The consumption trends were also observed among the population surrounding us and online
portals. The cause for this affection towards snacks was not known hence the study stresses on
the causes of why is this snacks number one. The question designing was mostly kept closed
ended with question targeting at the performance, conformance, aesthetics and reliability of the
product. The product under consideration has no segment and is targeted at population in general
without differentiating its consumers

OBJECTIVE OF THE STUDY

PRIMARY OBJECTIVE

 To find out the competitive activity and merchandising through retailer of ARAVIND
CHETTINAD SNACKS IN MADURAI

SECONDARY OBJECTIVE

 To find out the consumer perception according to retailer view.

 To find out the satisfaction levels towards service provide by ARAVIND CHETTINAD
SNACKS IN MADURAI
 To find out the major competitor of ARAVIND CHETTINAD SNACKS IN
MADURAI
 To know awareness about the ARAVIND CHETTINAD SNACKS IN MADURAI
among the public.
 To know the financial position about buying the snacks
 To assess the association between demographic variables and factors of customer
satisfaction.
 To access the customer satisfaction towards quality, availability, price ARAVIND
CHETTINAD SNACKS IN MADURAI

INDUSTRY PRODILE AND COMPANY PROFILE

INDUSTRY PROFILE
India is one of the world’s major food producers. India's food processing sector covers
fruit and vegetables; meat and poultry; milk and milk products, alcoholic beverages, fisheries,
plantation, grain processing and other customer product groups like confectionery, chocolates
and cocoa products, Soya-based products, mineral water, high protein foods etc. A snack is a
small portion of food, as contrasted with a regular meal. Snacks are a part of Customer
Convenience/ Packaged Foods segment. Snack is described as a small quantity of food eaten
between meals or in place of a meal. Snack food generally comprises bakery products, ready-to-
eat mixes, chips, namkeen and other light processed foods. Traditionally snacks were prepared
from ingredients commonly available in the home, often leftovers, sandwiches made from cold
cuts, nuts, fruit, and the like. With the spread of convenience stores, packaged snack foods are
now a significant satisfying. Processed snack foods are designed to be less perishable, more
durable, and more appealing than prepared foods. They often contain substantial amounts of
sweeteners, preservatives, and appealing ingredients such as chocolate, peanuts, and specially-
designed flavors (such as flavored potato chips). A snack eaten shortly before going to bed or
during the night may be called a midnight snack. The Indian snack industry is one of the largest
when considered in the global level. Ready-toeat foods, samosas, kachoris, namkeen, chips, are
few of the snacks that are most preferred by Indians. As aforementioned with rising standard of
living, people are more resorting to snacks items during breakfast, supper or any time; snacks
most often take the place of meals. Right from production, using up, export and growth prospects
owing to emerging markets, increasing demand, and incorporation of latest technologies, the
snack industry in India has witnessed a dramatic change. Given the rising demand, the snack
industry is going to witness further growth in the future. According to the ministry of food
Processing, the snack food industry is worth Rs 100 billion in value and over 4,00,000 tonnes in
terms of volume. Though very large and diverse, the snacks industry is dominated by the
unorganized sector. The branded snacks are sold at least 25% higher than the unbranded
products. Savory snacks have been a part of Indian food habit, since almost ages. Though there is
no particular time for snacks, normally they are consumed at teatime. The variety is almost
mind- boggling with specialties from all regions, which have gained national acceptance. The
industry has been growing around 10% for the last three years, while the branded segment is
growing around 25% per annum to stand at Rs 5,000-Rs 5,500 crores, due to various reasons like
Multiplex culture, snacking at home while watching TV, pubs and bars (where they are served
free). The snack industry in India is very competitive. Potato chips are by far the largest product
category within snacks, with 85% of the total market revenue. Snack nuts and savory snacks
follow this. With this background, the study was had conducted on customer opinion on snacks
companies in Tamil Nadu
SNACK FOOD INDUSTRY OVERVIEW
INTRODUCTION
Snacks are a part of Consumer Convenience/ Packaged Foods segment .Snacks food, which acts
as a hunger quencher, is something away from main meal like breakfast or lunch or dinner.
These are mainly consumed between meals either for enjoyment of its taste or brief supply of
energy. Snack food generally comprises bakery products, ready-to-eat mixes, chips, nankeen and
other light processed foods. Packaged snacks, which are convenient to consume and more
appealing than prepared food, has become a big business. Shrinkage of formal lunchtime has
created a new market segment with strong growth opportunities. Changing lifestyle like eating
while working, playing games, Multiplex culture, snacking at home while watching TV, pubs
and bars (where they are served free). etc has also created huge opportunities in this sector.
Promotions and advertisements by the players in this sector are also assisting to boost this sector.
GLOBAL OVERVIEW
The global snacks foods market will reach over $380 billion by 2017, according to a new report
published by “Global Industry Analysts,Inc(GIA).
Snack food markets in Asia Pacific and Latin America experienced growth, with nuts, tortilla
and corn chips snacks showing strong growth rates of between 6% and 7%.
The baked snacks category is the largest global product segment, with salted snacks showing
strong growth. Within the salted snacks product group, potato chips, tortilla and corn chips and
meat snacks are the largest product segments.Furthermore, an emerging trend in the global snack
food market is the evolution of fruit snacks and nuts, as consumers become increasingly aware of
the health benefits of snacks.
According to the report, Europe is the largest global snacks market in terms of value, with the
United States and Latin America as other significant markets. The Asia Pacific snacks foods
market will post the highest growth rates, at 6% per year until 2015.
The snack foods market contains many global players as well as regional private label
companies, including General Mills, ConAgra Foods, Group Danone, Kellogg Company, Kraft
Foods, Nestle, Nabisco, PepsiCo, Walkers Snack Foods and many other snack food
manufacturers.
The US snacks market is not as fragmented and is characterised by the importance of innovation,
the domination by one company - PepsiCo's Frito-Lay division and by the dominant product
groups of potato chips, tortilla chips, snack nuts and corn snacks. PepsiCo is a leading player in
the global snack foods market with a convenience foods business (Frito-Lay) that generates $13
billion in sales.

INDIAN OVERVIEW
According to an Apeda (Agricultural and Processed Food Products Export Development
Authority) survey, there are about 1,000 snacks items and 300 types of savouries sold in the
country . Salty snacks – whether potato chips, banana chips or crispies made of corn or wheat
flour, just fried or baked for the health-conscious – today have usurped home-made savouries to
become the first choice not just for people in the big cities but also in small-town India.
According to a study by McKinsey&Co, the Indian food market will grow two fold by 2025 with
the rapidly growing Indian economy and improving lifestyles of Indians contributing in a big
way to this growth. Quoting the study by McKinsey&Co, a report by the US Department of
Agriculture stated "The market size for the food consumption category in India is expected to
grow from US$ 155 billion in 2005 to US$ 344 billion in 2025 at a compound annual growth rate
of 4.1 per cent."The Indian snacks market worth around US$ 3.5 billion is one of the largest
snack markets in the Asia Pacific region , with the organised segment taking half the market
share, and has an annual growth rate of 15-20 per cent. The unorganised snacks market is worth
US$ 1.56 billion, with a growth rate of 7-8 per cent per year. Potato chips and potato-based items
are the most popular products with more than 85 per cent share of the salty snack market, the
report said. In the organised potato chips market, Pepsi and Haldiram's are some of the leading
players. There is a big market for snacks in India as urban Indian consumers eat ready-made
snacks 10 times more than their rural counterparts. Indians in the western regions eat the
maximum amount of snacks, followed by the people in northern region."Consumers are willing
to pay a premium for both value-added private and branded products, creating immense
opportunities for manufacturers and retailers,' the report stated. "There is a widespread
recognition in India that consumers are likely to replace light meals with snacks", it further
added.
SUCCESS DRIVERS
 Product innovation and new product development: To increase impulse purchase, new
flavors and types are being added in the snacks. New products are region specific. In
 Southern states, banana chips are more popular, which is not widely accepted in other
parts of the country.
 From tastier to healthier: Now demand for healthier snacks is increasing – moving
towards low fat or no fats. To meet the changing preference and demand, industries are
focusing on healthy and tasty snacks. Now, manufacturers are gaining competitive
advantage in the market through offering healthier snacks.
 Technology: Application of modern technology has helped in enriching the quality of
produce besides improved efficiency in processing.
 Market penetration: Increasing acceptance of packaged snacks over the years among rural
and semi urban market, besides urban markets has helped to build a large customer base
in the country.
 Product promotion and packaging: Snack foods are impulse purchase products. Purchase
decision is made instantly if it catches the eye at the shop. With this background, the
marketers’ emphasis is on attractive packaging and promotions. Attractive and appealing
promotions and advertisement to convince customers especially children and youth has
illuminated the path of this industry.
 Good backward integration: Building strong backward linkage to ensure smooth supplies
of raw materials and application of the concept supply chain management are gaining the
momentum currently.
CHALLENGES BEFORE SNACK FOOD INDUSTRY
 Rising ingredient cost: Snack food industries are depending upon raw materials, which
are turning costlier in recent years. Procurement of raw materials at a competitive price is
one of the key factors for success in this industry.
 Higher investments: Small players in particular are facing the challenge with respect to
higher investments on machinery, technology and market access.
 Product pricing: It is one of the key factors, which drives sales. Low priced small packs
are more popular both in the rural and the urban market. By adjusting the pack size, most
of the players are meeting this needs currently.
THE PLAYERS & STRATEGY
While Haldiram’s, one of India’s oldest traditional snacks makers, and PepsiCo with its Lays and
Kurkure brands dominate the market, the last five years have seen more companies join the fray.
Not so long ago, the unorganised players had a field day with the consumer opting for quantity
over quality. The trend is slowly changing with rising incomes and health-consciousness. Brand
consciousness is taking precedence over cost consciousness among a large section of consumers.
The next big leap happened in 2007, when fast moving consumer goods company ITC launched
an array of potato chips and finger snacks products under the brand name Bingo! Within a year,
it grabbed a market share of 9%. Bingo brought tastes which were familiar to the Indian taste
buds but with a hint of unfamiliarity. The next innovation in the market came in lesser time.
Parle Agro’s Hippo and Parle Products’ Smart Chips entered the market in 2009. It is the high
pace of growth that has attracted a lot of players. The increase in competition has seen players
launching their own versions of the popular snacks of their rivals.
Consumers now want variety and new tastes. They are not loyal to any particular brand. Another
factor that has worked towards the shift from the home-made snacks to the branded packs is the
price. It is challenging to give quality and quantity at the price points of Rs 5 and Rs 10. The
bulk of the consumers are in the middle and lower middle classes. Therefore, affordability is
what has driven the upsurge in the demand for snacks.
Even as there has been a proliferation of brands in the salty snacks category, there has been a
gradual shift towards offering healthier snacking options. Whether it is the no trans fat tag or
healthier snacks like Smart Chips or Aliva, consumers are looking for healthier alternatives in
every food category. “What is driving innovation in the segment is the need to balance taste and
health without compromising on one or the other and break this credit-debit lifestyle we live
every day,” says Deepika Warrier, marketing director, Froto Lay India, PepsiCo.
Several manufacturers are putting new face on snacks. One is appropriately named Sensible
Portions that presents a wide range of “better-for-you” snacks including “all-natural” choices
such as multigrain crisps, pita crackers and pita chips. In addition to convenient packaging that
gives built-in portion control, ingredients like whole grains, soya protein, vitamins, iron, and
fibre are included and trans fats, saturated fats and cholesterol are avoided. It provides a healthier
feel to snacking that is highly marketable.

Use of nuts in healthy snacks continued to rise including staples like almonds and cashews as
well as exotics like pistachios and hazelnuts. Skinless almonds and cashews are roasted with real
herbs and spices for extraordinary flavour. One line of almonds has been released with low-
sodium sea salt, vinegar and bold wasabi soya variants . Another nut company introduced snack
nuts that are gluten-free with all-natural ingredients and some organics like cocoa, vanilla extract
and coconut.

Peanuts can support and complement a vast range of spices and flavours. Peanut is a canvas upon
which one can display works of art, delivering healthy snacks. Fat in peanuts is also healthy
which can help lower LDL cholesterol and the risk of cardiovascular diseases. It is an excellent
source of protein.

THE ROAD AHEAD

 Indeed, Indians continue to show a great appetite for snacks. According to a survey
conducted byelectronics payments company VISA on mystery spending or cash spent but
which cannot be accounted by consumers, Indians spend the second highest on snacks.
The average mystery spending per week of young Indians in the age group of 18 to 24
years stood at Rs 383 of which almost 36% was on snacks. The total spending per year on
snacks for one person thus stands at around Rs 7,000.
 As per data from The AC Neilsen Company, the compounded annual growth rate for
snacks in the rural market over the last two years stood at 26.7% as against 13.2% for
urban areas. Though rural’s contribution is only about 33%, it’s growing much faster than
the urban markets. Snack food industry has tremendous growth opportunities in the
country. Growing population, rapid urbanization, changing consumer preferences etc are
expected to keep the demand increasing in future too. With a well-integrated supply chain
and a good marketing strategy, a tremendous opportunity lies for snack food industry in
India.
ARVIND CHETTINAD SNACKS
Established in the year 2003 at Madurai, Tamil Nadu, we “Arvind Chettinad
Snacks” are Partnership based firm, involved as
the manufacturer, wholesaler and retailer of Masala Snack, Snack Food, Masala Boondi and
Indian Namkeen.
The offered range of products is highly preferred by clients in the market because of the quality
and prices. Under the supervision of “R. Thinnappan (Partner)” we have gained name and fame
in the market.
FACTSHEET
BASIC INFORMATION
Nature of Business Manufacturer
Additional Business Wholesaler
Retailer
Total Number of Employees 51 to 100 People
Year of Establishment 2003
Legal Status of Firm Partnership
Annual Turnover Rs. 2 - 5 Crore
Statutory Profile
GST No. 33AAPFA1333F1ZW
Packaging/Payment and Shipment Details
Payment Mode Cash
Credit Card
Cheque
DD
Shipment Mode By Road

WHY US?
Our organization has acquired a prominent position in the market by serving best Quality and
total customer satisfaction to our valuable customers.
We have got the edge over other market players due to the following reasons mentioned below:

 Easy payment modes

 Reasonable prices
 Competent and efficient team
 Transparency in dealings
 Vast industry experience
OUR INFRASTRUCTURE
Our infrastructure has been made in accordance with the need of time and has all needed
facilities. Our company paid a lot of concentration towards its expansion over the years. The unit
is fully furnished with advanced production machines and other necessary equipment. We
upgrade and maintained these installed equipment on regular basis in tandem to ensure their
smooth working life. It allows us to perform all business activities in an efficient manner and
successfully make a remarkable presence in the market.
BRANDS WE DEAL IN
Arvind Chettinad Snacks

MASALA SNACK
Prominent & Leading Manufacturer from Madurai, we offer Ribbon Bakoda and Masala Peanut.
Request Callback
Get Best Quote
Ribbon Bakoda
Approx Price: Rs 200 /Kilogram
Get Latest Price
Product Details:
Packaging Size 400 Grams
Brand Arvind Chettinad
Snacks
Packaging Type Packet
Matching up with the requirements of our clients, we are involved in offering Chana Jor Garam.

CHAPTER II
REVIEW OF LITERATURE
REVIEW OF LITERATURE
 According to Mittal and Kamakura (2001) also address the link between satisfactions
and repurchase behavior. Their major findings indicate that despite identical rating on
Satisfaction, due to respondent characteristics such as age, education, marital status, sex
and area of residence, significant difference was observed in repurchase behavior. Over
the past Decade, retailers use manufacturer brands to generate consumer interest,
patronage and Loyalty in a store.
 Jegan, A. And Dr. Sudalaiyandi, S.( 2013) A study on consumer buying behavior
Towards various awareness about various brands, about the choice and their Frequency
of preference, satisfaction of Aravind chettinad snacks. The result of the study shows
that Aravind chettinad snacks have a good market share in Madurai city.
 Dr. M. Arutselvi,( 2012), The consumer behavior varies from brand to Brand on the
basis of quality, quantity, price, taste, advertisement etc. It is concluded that the Market
study on snacks at Madurai town as helped to know the status of snacks. It has revealed
the requirements of the taste of the consumer of snacks. Aravind chettinad snacks are
having a good market share in Madurai Town.
 Brosekhan Abdul et. Al, the study explores that the importance of various factors
including lifestyle and its impact on the consumer buying behavior. It describes the
dominant, positivistic consumer perspectives. This discussion surrounds the issues of
fundamental assumptions and techniques of analysis of various alternative modes of
enquiry.
 Goldsmith (1996) states that, college students have unique self image as fashion
innovators and consider they more exciting, dominating and colorful than fashion
followers.
 Hogg Margret (1998), the study explores that young female consumers play an
important role in the market place as they exert enormous influence over the allocation of
spending power across growing number of product categories including clothing.
 Schiffman, L.G. and Kanuk, L -consumer behave in the form of acquiring, buying,
using, evaluating, or consuming product, service and idea to fulfill own need, and be the
study of the decision making of consumer in spending resources, both money ,time and
power for consuming products and services that included
 Renuka Hirekenchanagoudar (2008) says that the present investigation made an
attempt to analyze the buying behavior of ready-to-eat food products by consumers of
Madurai. A total sample of 100 respondents was selected for the study. Television was
the major source for getting information about various brands in all the four products The
main factors influencing brand preference for snacks, chips, fruit juice and ice creams
were quality, taste and reasonable price. Most of the respondents would go to other shops
if preferred brand in all the four products was not available. Thus, the study revealed that
the younger generation preferred more ready-to-eat food products than the other age
groups. The consumer behavior also varies from product to product.
 Yughasha Gupta (2010) says that after going thick on the things, now time is to make a
complete picture. While making a product a SKU (stock keeping unit) of the shop
retailers think about the GMROI (gross margin return on investment) and they promote
the brand which provides them highest. They expect return in the form of profit margin,
company schemes, window display and reference of the shop. Among these, company
schemes make the difference and are the highest sources of motivation after profit
margin. Retailing demands a constant push from the company. Marketer needs to use
 advertising and brand building strategies to address the discerning buyers and retail push
to in different buyers. The manufacturer should understand consumer behavior because
retailers can’t help quality and price. It is only up to manufacturers to deliver what
consumer wants.
 Suresh Garg (2010) Detailed that Day by day the intensifying global competition is
throwing challenges in the form of uncertainty and fluctuation in demand, necessity to
provide wide variety to attract and hold the ever demanding customer. To survive and
succeed under such competitive environment, organizations are forced to find and adopt
efficient and effective ways for their operations. Organizations are seeking ways to
increase the value of their products and services by eliminating unnecessary processes
and practices from all systems. Lean manufacturing is a systematic team-based approach
for finding and eliminating waste. The implementation of Lean manufacturing system
helps organizations to reduce lead-time and inventory, improve quality, and achieve
better on-time deliveries and utilization of resources leading towards increased sales and
profit through customer satisfaction. The Indian snacks industry is the third largest
manufacturer of snacks in the world producing around 60% of the total production in
organized sector and the balance 40% by the unorganized bakeries.
 F.MohamedSabura; Dr.T.Vijaya Kumar; Abdul Hameed (2012) explain that unlike
urban markets, rural markets are difficult to predict and possess special characteristics.
The featured population is predominantly illiterate, have low income, characterized by
irregular income, lack of monthly income and flow of income fluctuating with the
monsoon winds. The rural consumer expects value for money and owing to has unsteady
and meager status of weekly income; increasing the household income and improving
distribution are the viable strategies that have to be adapted to tap the immense potential
of the market. It is uneconomical to access a large number of small villages with a very
low population density spread over a large geographic area. Social norms, traditions,
castes, and social customs have greater influence on the consumer behavior in rural areas
than in urban areas. Factors such as limited physical access, low density of shops, limited
storage facilities, need for a large number of intermediaries in the distribution channel to
reach the end customers, and low capacity of intermediaries to invest in business make
the tasks of reaching rural consumers very complex.
 K. M. Mubarak Ali (1993) in his study endeavored “to find out the purchasing pattern
brand preference, brand loyalty and suggest and suitable measures to improve the brand
loyalty. The study was concluded that a carefully chosen promotion strategy is to be used
to increase the brand loyalty of the product. The purchases of consumer durables are
influenced by personal opinions. Well brand sales force may be used to persuade the
prospective customers
 Renuka and Hirekenchanagoudar (2008) in their on a “study on consumer buying
behaviour of ready-to-eat food products”. To determine the market penetration of
Aravind chettinad Marie snacks by retailers. The data were collected from 150
respondents. The tools used in are simple percentage and correlation co efficient. It is
concluded that the main factors influencing brand preference for snacks, chips, fruit juice
and ice creams were quality, taste and reasonable price. Thus, the study revealed that the
younger generation preferred more ready-to-eat food products than the other age groups.
The consumer behaviour also varies from product to product
 F. Mohamed Sabura, and Dr. T. Vijayakumar (2009) made a ”study on retailer
attitude towards Aravind chettinad snacks with special reference to rural areas of
Madurai city”. To analyse the customer satisfaction about Aravind chettinad snacks. the
total sample respondents was fixed at judgment randam basis. The data was collected
from 250 respondents in Coimbatore city. Different statistical tools are for used by
analysis of the collected data, such as tabulation, percentage analysis, bar diagram,
ANOVA and Karl Pearson‟s co efficient of correlation. The conclusion draw from the
retailer‟s point and that, the distribution system of Aravind chettinad snackss needs
improvement through the direct selling method to satisfy the customer
 Mr. S.D. Nidhyananth, and Mr. B. Vigneshwaran (2011) in made a “study on
customer satisfaction towards Aravind chettinad snackss in Coimbatore city”. To find
out the factors those influence the purchase of Aravind chettinad snackss. The data are
collected directly from the sample by interviewing or mailing questionnaires at particular
period of time. In this study the sample size was 100 respondents. Tools used in this
study are percentage analysis, chi square test. It is concluded that consumer’s satisfaction
with preferable taste, awareness about various brands, about choice and their frequency
of preference satisfaction of Aravind chettinad snackss
 Suresh Garg (2010) carried out a study entitled “A study on consumer preference
towards Aravind chettinad Good day snacks” Detailed that Day by day the intensifying
global competition is throwing challenges in the form of uncertainty and fluctuation in
demand, necessity to provide wide variety to attract and hold the ever demanding
customer. To survive and succeed under such competitive environment, organizations are
forced to find and adopt efficient and effective ways for their operations. Organizations
are seeking ways to increase the value of their products and services by eliminating
unnecessary processes and practices from all systems. Lean manufacturing is a systematic
team-based approach for finding and eliminating waste. The implementation of Lean
manufacturing system helps organisations to reduce lead-time and inventory, improve
quality, and achieve better on-time deliveries and utilisation of resources leading towards
increased sales and profit through customer satisfaction. The Indian snacks industry is
the third largest manufacturer of snacks in the world producing around 60% of the total
production in organised sector and the balance 40% by the unorganized bakeries
 According to Moye & Kincade, Consumers express preference or lack of preference for
stores, brands, advertisements and other marketing stimuli by reflecting a favorable or
unfavorable attitude. In this sense, consumers with a favorable attitude towards a store
will most likely select the store and buy its products, but consumers with unfavorable
attitudes will not select the store and not purchase the product.
 Ajzen 1991 In general, the intention to purchase organic decreases with a limitation of
knowledge and awareness towards those products, with many factors effecting
consumers‟ perceptions and attitudes. In consumer behaviour theory, consumers make
their own decisions based on an individual’s intention to perform a behaviour, which is
influenced by attitudes.
 Woese et al. (1997) This review is concerned with our (human) conception of consumer
decision-making for Organically produced foods, based on a microeconomic perspective.
In this regard, this review compliments and extends the work of Woese et al. (1997)
 Brown et al. (2000) Reported that the need for educating young generation specially
those who are in their adolescence are noticeably increasing, given their regular food
eating habits and behaviour, children who are in their teenage prefer food with respect to
 food nutritious as well as three factors plays very important role, home environment,
school and social gatherings
 Aaker (2000) Assess that brand awareness plays a vital role in consumer perception
especially when their buying pattern is not defined. Branded items gives the feeling of
familiarity especially in low involvement products for example soaps and other day to
day usage items, media and advertisement are effective tools for awareness.
 Krystallis 2002; Krystallis and Chryssohoidis 2005; Tsakiridou et al. 2008; and
Fotopoulos a. In any case, the importance of individual factors appears to be country
specific and/or time specific. Even in cases where similar attitudes between different
countries were depicted, cultural differences lead consumers to seek different values
when making purchasing decisions on organic food products. Consumer behaviour
involves a complex and sophisticated pattern that requires marketing research in order to
understand the process. b. The basic idea behind consumer research is the questioning of
consumers about their reasons for buying, however researchers have to go deeper and
also ask people how and in which circumstances they purchase and consume. Consumer
behaviour consists of ideas, feelings, experiences and actions, along with additional
environmental factors like advertisements and price.
 Bourn and Prescott (2002) We have consolidated and compared numerous empirical
analyses on consumer preferences for, and Attitude towards, organic food relative to
conventionally grown products. Size of organic price premium and characteristics of
consumers‟ willingness-to-pay for Organic products. c. Profile of organic consumers.
Such a comparison across studies, and for various countries, is not only important in its
own right, but also provides a better understanding of the economic and noneconomic
variables to include in organic consumer demand modelling and estimation. An economic
perspective of organic products as economic goods precedes a comparison of selected
consumer decision-making dimensions of organic products.
 Nandagopal and Chinnaiyan (2003) Conclude that the mode of purchase of product
also effecting buying pattern and so perception of consumer.
 Paddle and Foster 2005 Furthermore, consumer behaviour is a dynamic process
because of continuous changes in ideas, perceptions and activities of the consumers.
Attitude is shaped selectively to compromise consumers‟ needs. Learning is gained by
 experience and it affects consumers‟ behaviour. Scientific evidence suggests that almost
all behaviours are learnt. Learning different- between stimuli and a response, 19 and
consumer behaviours translated as learnt attitude, along with how it is learnt and
experienced, is very important for marketers
 Lea and Worsley 2005; Tsakiridou et al. 2008 According to Tsakiridou et al. (2008) a
study of Greek consumers seems to show that they are informed about environmental and
health issues. Consumers‟ attitudes, in parti
 Gil and Solar 2006; Briz and Ward 2009 Moreover, it has been found that more
information about the organic food market, which increases consumers‟ organic food
knowledge, is important because it positively influences consumers‟ attitudes towards
organic food products.
 Gracia and Magistracy 2007 Education has also been reported as a significant factor
affecting consumer attitudes to-wards organic food products. People with higher
education are more likely to express positive attitudes towards organic products. 15.
Roitner-Schobesberger et al. 2008; Lea and Worsley 2005 Children have effects on
changing the buying decisions of the parents when they are shopping in a supermarket.
Children‟s age can be considered as a key factor, meaning that the higher the age of
children in the household, the low-er the propensity to buy organic food.
 16. Onyango, Hallman, and Bell-lows 2007; Gracia and Ministries 2007; Briz and
Ward 2009; Essoussi and Zahaf 2008The increasing consumer demand for higher
quality produce and food safety makes organic food an interesting option. There have
been a considerable number of studies on organic consumers in many countries,
especially in Europe and other western countries.
 Tsakiridou et al. 2008; Roitner-Schobesberger et al. 2008; Magistracy and Gracia
2008 According to Tsakiridou et al. (2008) a study of Greek consumers seems to show
that they are informed about environmental and health issues. Consumers‟ attitudes, in
particular towards the health attributes and towards the environment, are the most
important factors that explain consumers‟ decision-making pro-cesses for organic food
products. Instead the demand for organic products must be seen in relative proportion of
income that is usually spent on food consumption.
  Aryal et al. 2009 In this re-search the simple framework was developed from and used to
analyze consumers‟ perceptions and attitudes towards organic foods. Consumers decide
whether to buy or not based on three main aspects: knowledge, attitude, and intention.
Consumers‟ knowledge is a construct that effects how and what consumers decide to
buy. People‟s knowledge is affected by the type and quality of information made
available to consumers. Advertisements, processing, awareness of certifications and
labels, all play a pivotal role in knowledge enrichment. Thus, knowledge and awareness
are critical in the consumers‟ behaviour. In addition, demographic characteristics are also
important factors for purchasing behaviour, which can explain the purchase of organic
products. Individual socio-demographics include eco-nomic characteristics (i.e. personal
or household income) and are commonly included as 22 deter-minants of choice. If an
individual cannot clearly differentiate between organic food and conventional food
products, a price premium on the organic food product can confuse and affect the in-
dividual‟s purchasing decision. Consumers‟ age, education, family size, marital status,
and children in household, along with product attributes, affects their attitude and
preference to buy the products.

CHAPTER III
RESEARCH METHODOLOGY
RESEARCH METHODOLOGY
Research in common parlance refers to a search for knowledge. One can also define
research as a scientific and systematic search for pertinent information on a specific topic. In
fact, research is an art of scientific investigation.

The main aim of research is to find out the truth which is hidden and which has not
been discovered as yet. For the purpose of the study it has adopted the following research
methodology:

RESEARCH DESIGN:
 Research design is considered as a "blueprint" for research, dealing with at least four
problems: which questions to study, which data are relevant, what data to collect, and how to
analyze the results. The best design depends on the research question as well as the orientation of
the researcher. Descriptive Research has been adopted in this study.

DESCRIPTIVE RESEARCH DESIGN

Descriptive research has been followed in this study because the study aims at describing
the situation as it exists at present and also to determine accurate characteristics of a particular
object or a group. It is used to measure the behavior variables of people of subject who are under
the study

SOURCES OF DATA

To accomplish the objectives of the study, the researches have to depend on both primary
and secondary data.

PRIMARY DATA

Questionnaire is a main tool for collecting the primary data, Questionnaire designed. In a
systematic manners covering adequate and relevant questions which cover all the aspects of the
study.

SECONDARY DATA

The theoretical background of the present study was collected from various secondary
sources, which include magazines, journals and websites and other related research work on it.

SAMPLE TECHNIQUE

The research was carried out in MADURAI district.

Convenient sampling method was used to select the sample.

SAMPLE DESIGN:

The sample to be chosen was people who have consumed BERRY snacks and there was
no other criterion. The sampling technique used in this case was convenient sampling. The
chances of errors were less, for the data, due to commonality of the product and positive
response of each of the respondent. Also the data to be collected was of type which could be
answered by anyone who eats biscuit. The sample contained male and females both, across all
ages. There was no duplication of the sample as all the samples were from different areas which
were in the proximity of the interviewer.

The sample was up to date and the study was conducted recently and hence the data was relevant
for the current timing. The method of sampling was random and hence probabilistic. The sample
size also is not true representation of the population under consideration but an experimental
sample of population. The numbers of samples were minimum 30 due to limitation on time bases
and cost of research.

DATA ANALYTIC TECHNIQUES USED:

For the analysis of the replies the primary data was uploaded on the SPSS software and
then with the help of it graphs and plots were plotted for univariate, bivariate and tirvariate
analysis. The data collected was non-parametric in nature and involved no question which was of
the parametric form and hence mean could not be tested for the sample size.

SAMPLE SIZE

Sample size considered for his study was 100 respondents.

TOOLS USED FOR ANALYSIS

The following tools are used for the study,

 Percentage Analysis
 ANOVA(F-Test)
 T-Test
LIMITATIONS OF THE STUDY

 Every survey has some sort of limitations and this survey also has some limitations:
 People have not exact & appropriate knowledge on the recall of brands.
 There might be wrong information provided in the Questionnaire.
 The study is limited to Madurai city with 100 respondents.
  The respondents’ response may have bias, which may not give a true picture about the
chosen research topic.
 The sampling unit chosen is the respondent who is consuming ARAVIND
CHETTINAD SNACKS IN MADURAI the survey result may vary in other locations,
based on their preference.

CHAPTER IV
DATA ANALYSIS AND INTERPRETATION
TABLE 4.1
TABLE SHOWING GENDER OF THE RESPONDENT
Frequenc Percent Valid Cumulative
y Percent Percent
Male 63 52.5 52.5 52.5
Valid Female 57 47.5 47.5 100.0
Total 120 100.0 100.0

INTERPRETATION
The above table it can observed that the gender is 52.5% of the respondents are male and% of the
respondent are female.
CHART 4.1
CHART SHOWING GENDER OF THE RESPONDENT
TABLE 4.2
TABLE SHOWING AGE OF THE RESPONDENT

Frequen Percent Valid Cumulative

cy Percent Percent
18-24 31 25.8 25.8 25.8
25-35 33 27.5 27.5 53.3
Valid 36-44 30 25.0 25.0 78.3
Above 45-65 26 21.7 21.7 100.0
Total 120 100.0 100.0

INTERPRETATION
The above table it can observed that the age is 25.8 % of the respondents are aged between
the 18-24 years, 27.5% of the respondents are aged between the 18-24 years, 25.0% of the
respondents are aged between the 36-44 years, and 21.7% of the respondents are aged between
the above 45- 65 years.
CHART 4.2
CHART SHOWING AGE OF THE RESPONDENT
TABLE 4.3
TABLE SHOWING MARITIAL STSTUS OF THE RESPONDENT

Frequenc Percent Valid Cumulative

y Percent Percent
Married 26 21.7 21.7 21.7
Unmarried 40 33.3 33.3 55.0
Valid Widowed 27 22.5 22.5 77.5
Divorced 27 22.5 22.5 100.0
Total 120 100.0 100.0

INTERPRETATION
The above table it can observe that the maritial status is 25.8 % of the respondents are
married and 33.3% of the respondents are unmarried and 22.5% of the respondents are widowed
and 22.5% of the respondents are divorced.

CHART 4.3
CHART SHOWING MARITIAL STSTUS OF THE RESPONDENT
TABLE 4.4
TABLE SHOWING EDUCATION LEVEL OF THE RESPONDENT

Freque Percent Valid Cumulative

ncy Percent Percent
High school 33 27.5 27.5 27.5
Diploma 29 24.2 24.2 51.7
Valid Under graduate 29 24.2 24.2 75.8
Post graduate 29 24.2 24.2 100.0
Total 120 100.0 100.0

INTERPRETATION
The above table it can observe that the Educational level is 27.5% of the respondents are
qualified that the high school, 24.2% of the respondents are qualified that the Diploma, 24.2% of
the respondents are qualified that the Under graduate, 24.2 % of the respondents are qualified
that the Post graduate.
CHART 4.4
CHART SHOWING EDUCATION LEVEL OF THE RESPONDENT
TABLE 4.5
TABLE SHOWING OCCUBATION OF THE RESPONDENT

Freque Percent Valid Cumulative

ncy Percent Percent
Private employee 7 5.8 5.8 5.8
Government employee 15 12.5 12.5 18.3
Professional employee 24 20.0 20.0 38.3
Valid Business 33 27.5 27.5 65.8
Home makers 25 20.8 20.8 86.7
Student 16 13.3 13.3 100.0
Total 120 100.0 100.0

INTERPRETATION
The above table it can observe that the Occupation is 5.8% of the respondents are working
in the private employee, 12.5% of the respondents are working in the Government employee,
20.0% of the respondents are working in the Professional employee, 27.5% of the respondents
are working in the business man, 20.8% of the respondents are working in the Home makers,
13.3% of the respondents are working in the Student.
CHART 4.5
CHART SHOWING OCCUBATION OF THE RESPONDENT
TABLE 4.6
TABLE SHOWING FAMILY TYPE OF THE RESPONDENT

Freque Percent Valid Cumulative

ncy Percent Percent
Joint family 66 55.0 55.0 55.0
Joint family 53 44.2 44.2 99.2
Valid
3.00 1 .8 .8 100.0
Total 120 100.0 100.0

INTERPRETATION
The above table it can observe that the type of family is 55% of the respondents are says
that nuclear family and 45 % of the respondents is says that joint family.
CHART 4.6
CHART SHOWING FAMILY TYPE OF THE RESPONDENT
TABLE 4.7
TABLE SHOWING INCOME PER ANNUAL OF THE RESPONDENT

Freque Percent Valid Cumulative

ncy Percent Percent
Below rs 100000 26 21.7 21.7 21.7
Rs 1000000-Rs 200000 33 27.5 27.5 49.2
Valid Rs 2000000-Rs 400000 35 29.2 29.2 78.3
Above Rs 400000 26 21.7 21.7 100.0
Total 120 100.0 100.0

INTERPRETATION
The above table it can observe that the income per annual is 21.7% of the respondents are
earn the income per annual is Below rs 100000, 27.5% of the respondents are earn the income
per annual is Rs 1000000-Rs 200000, 29.2% of the respondents are earn income per annual is Rs
2000000-Rs 400000, 21.7 % of the respondents are earn the income per annual is Above Rs
400000.
CHART 4.7
CHART SHOWING INCOME PER ANNUAL OF THE RESPONDENT
TABLE 4.8
TABLE SHOWING ARE YOU AWARE OF ARVIN CHETTINAD SNACKS
PRODUCTS

Frequenc Percent Valid Cumulative

y Percent Percent
Yes 62 51.7 51.7 51.7
Valid No 58 48.3 48.3 100.0
Total 120 100.0 100.0

INTERPRETATION
The above table it can observe that the 51.7% of the respondents are says that aware of
Arvin chettinad snacks products, and 48.3% of the respondents are says that don’t aware of
Arvin chettinad snacks products.
CHART 4.8
CHART SHOWING ARE YOU AWARE OF ARVIN CHETTINAD SNACKS
PRODUCTS
TABLE 4.9
TABLE SHOWING NUMBER OF FAMILY MEMBER

Freque Percent Valid Cumulative

ncy Percent Percent
2 members 29 24.2 24.2 24.2
3 member 33 27.5 27.5 51.7
Valid 4 members 30 25.0 25.0 76.7
More than 5 members 28 23.3 23.3 100.0
Total 120 100.0 100.0

INTERPRETATION
The above table it can observe that the Number of family member is 24.2% of the
respondents are says that 2 member, 27.5% of the respondents are says that 3 member, 25.0% of
the respondents are says that 4 member, 23.3% of the respondents are says that More than 5
members.
CHART 4.9
CHART SHOWING NUMBER OF FAMILY MEMBER
TABLE 4.10
TABLE SHOWING DO YOU HAVE HABIT OF BUYING ARVIND CHEETINAD
SNACKS PRODUCTS

Frequ Percen Valid Cumulative

ency t Percent Percent
Yes 29 24.2 24.2 24.2
No 35 29.2 29.2 53.3
Valid sometimes 30 25.0 25.0 78.3
Don’t know 26 21.7 21.7 100.0
Total 120 100.0 100.0

INTERPRETATION
The above table it can observe that the 24.2% of the respondents are says that habit of
buying arvind cheetinad snacks products, 29.2% of the respondents are says that no habit of
buying arvind cheetinad snacks products, 25.0% of the respondents are says that sometimes
habit of buying arvind cheetinad snacks products, 21.7% of the respondents are says that Don’t
know habit of buying arvind cheetinad snacks products,
CHART 4.10
CHART SHOWING DO YOU HAVE HABIT OF BUYING ARVIND CHEETINAD
SNACKS PRODUCTS
TABLE 4.11
TABLE SHOWING IF YES WHICH OF THESE BRAND HAVE YOU USED
BRAND
Frequen Percent Valid Cumulative
cy Percent Percent
White murukku 47 39.2 39.2 39.2
Haram murukku 36 30.0 30.0 69.2
Valid
Mul murukku 37 30.8 30.8 100.0
Total 120 100.0 100.0

INTERPRETATION
The above table it can observe that the 39.2% of the respondents are says that most of
brand have you used in White murukku, 30.0% of the respondents are says that most of brand
have you used in haram murukku, 30.8% of the respondents are says that most of brand have you
used in mul murukku.
CHART 4.11
CHART SHOWING IF YES WHICH OF THESE BRAND HAVE YOU USED
BRAND
TABLE 4.12
TABLE SHOWING WHAT THE INFLUENCING FACTOR TO PREFER THIS
PARTICULAR BRAND IS

Frequen Percent Valid Cumulative

cy Percent Percent
Price 35 29.2 29.2 29.2
Smell 33 27.5 27.5 56.7
Valid Colour 26 21.7 21.7 78.3
Taste 26 21.7 21.7 100.0
Total 120 100.0 100.0

INTERPRETATION
The above table it can observe that the 29.2% of the respondents are says that price factor
influencing prefer this particular brand, 27.5% of the respondents are says that smell factor
influencing prefer this particular brand, 21.7% of the respondents are says that colour factor
influencing prefer this particular brand, 21.7% of the respondents are says that taste factor
influencing prefer this particular brand.
CHART 4.12
CHART SHOWING WHAT IS THE INFLUENCING FACTOR TO PREFER THIS
PARTICULAR BRAND
TABLE 4.13
TABLE SHOWING WHAT IS YOUR QUANITY OF BUYING ARVIND CHEETINAD
SNACKS PRODUCTS
quanity
Frequenc Percent Valid Cumulative
y Percent Percent
20 g 26 21.7 21.7 21.7
50g 34 28.3 28.3 50.0
Valid 100g 35 29.2 29.2 79.2
250g 25 20.8 20.8 100.0
Total 120 100.0 100.0

INTERPRETATION
The above table it can observe that the 21.7% of the respondents are says that 20 kg of
buying arvind cheetinad snacks products, 28.3% of the respondents are says that 50 kg of buying
arvind cheetinad snacks products, 29.2% of the respondents are says that 100 kg of buying
arvind cheetinad snacks products, 20.8% of the respondents are says that 500 kg of buying
arvind cheetinad snacks products.
CHART 4.13
CHART SHOWING WHAT IS YOUR QUANITY OF BUYING ARVIND CHEETINAD
SNACKS PRODUCTS
TABLE 4.14
TABLE SHOWING WHAT IS YOUR OPINION ABOUT THE SALES PROMOTIONAL
ACTIVITIES GIVEN BY ARVIND CHEETINAD SNACKS PRODUCTS
 sales
Frequen Percent Valid Cumulative
cy Percent Percent
Excellent 29 24.2 24.2 24.2
Good 34 28.3 28.3 52.5
Poor 31 25.8 25.8 78.3
Valid
Very poor 25 20.8 20.8 99.2
23.00 1 .8 .8 100.0
Total 120 100.0 100.0

INTERPRETATION
The above table it can observe that the 24.2 % of the respondents are says that excellent
with the sales promotional activities given by company, 28.3% of the respondents are says that
good with the sales promotional activities given by company, 25.8% of the respondents are says
that poor with the sales promotional activities given by company, 20.8% of the respondents are
says that very poor with the sales promotional activities given by company,
CHART 4.14
CHART SHOWING WHAT IS YOUR OPINION ABOUT THE SALES PROMOTIONAL
ACTIVITIES GIVEN BY ARVIND CHEETINAD SNACKS PRODUCTS
TABLE 4.15
TABLE SHOWING FACTOR TO BE IMPROVED ARVIND CHEETINAD SNACKS
PRODUCTS

improved
Frequenc Percent Valid Cumulative
y Percent Percent
Price 48 40.0 40.0 40.0
Package 38 31.7 31.7 71.7
Valid
Quality 34 28.3 28.3 100.0
Total 120 100.0 100.0

INTERPRETATION
The above table it can observe that the 40.0 % of the respondents are says that price Factor
to be improved arvind cheetinad snacks products, 31.7% of the respondents are says that
packaged factor to be improved arvind cheetinad snacks products , 28.3% of the respondents are
says that quality factor to be improved arvind cheetinad snacks products.
CHART 4.15
CHART SHOWING FACTOR TO BE IMPROVED ARVIND CHEETINAD SNACKS
PRODUCTS
TABLE 4.16
TABLE SHOWING DO YOU HAVE ANY COMPLAINTS ABOUT ARVIND
CHEETINAD SNACKS PRODUCTS
complaints
Frequency Percent Valid Cumulati
Percent ve
Percent
Yes 32 26.7 26.7 26.7
No 29 24.2 24.2 50.8
Valid Can’t say 31 25.8 25.8 76.7
Some times 28 23.3 23.3 100.0
Total 120 100.0 100.0

INTERPRETATION
The above table it can observe that the 26.7% of the respondents are says that yes to be
improved arvind cheetinad snacks products, 24.2% of the respondents are says that no to be
improved arvind cheetinad snacks products, 25.8% of the respondents are says that can’t say to
be improved arvind cheetinad snacks products, 23.3% of the respondents are says that yes
sometimes to be improved arvind cheetinad snacks products.
CHART 4.16
CHART SHOWING DO YOU HAVE ANY COMPLAINTS ABOUT ARVIND
CHEETINAD SNACKS PRODUCTS
TABLE 4.17
TABLE SHOWING DO YOU RECOMMEND THESE PRODUCTS TO OTHER

Frequenc Percent Valid Cumulative

y Percent Percent
Yes 66 55.0 55.0 55.0
Valid No 53 44.2 44.2 99.2
3.00 1 .8 .8 100.0
 Total 120 100.0 100.0

INTERPRETATION
The above table it can observe that the 55.0% of the respondents are says that yes to be
recommend these products to other, 45.0 % of the respondents are says that no recommend these
products to other.

CHART 4.17
CHART SHOWING DO YOU RECOMMEND THESE PRODUCTS TO OTHER
TABLE 4.18
TABLE SHOWING HOW OFTEN DO YOU PURCHASING OF ARVIND CHETTINAD
SNACKS PRODUCTS

purchasing
Freque Percent Valid Cumulative
ncy Percent Percent
Daily 39 32.5 32.5 32.5
Weekly 34 28.3 28.3 60.8
Valid Monthly 28 23.3 23.3 84.2
Never 19 15.8 15.8 100.0
Total 120 100.0 100.0

INTERPRETATION
The above table it can observe that the 32.5% of the respondents are says that purchasing of
arvind chettinad snacks products form daily , 28.3% of the respondents are says that purchasing
of arvind chettinad snacks products form weekly , 23.3% of the respondents are says that
purchasing of arvind chettinad snacks products form monthly,15.8% of the respondents are says
that purchasing of arvind chettinad snacks products form never.

CHART 4.18
CHART SHOWING HOW OFTEN DO YOU PURCHASING OF ARVIND CHETTINAD
SNACKS PRODUCTS
TABLE 4.19
TABLE SHOWING DO YOU THINK COMPANY SHOULD CHANGE THE PACKING
COLOR OF THE COVER?

Frequenc Percent Valid Cumulative

y Percent Percent
Yes 60 50.0 50.0 50.0
Valid No 60 50.0 50.0 100.0
Total 120 100.0 100.0
INTERPRETATION
The above table it can observe that the 50.0% of the respondents are says that should change the
packing color of the cover and 50.% of the respondents are says that should change the packing
color of the cover.

CHART 4.19
CHART SHOWING DO YOU THINK COMPANY SHOULD CHANGE THE PACKING
COLOR OF THE COVER?
 CHAPTER V
FINDING, SUGGESTION AND CONCLUSION
FINDING
1. Majority of gender is 52.5% of the respondents are male
2. Majority of age is 25.8 % of the respondents are aged between the 18-24 years, 27.5% of
the respondents are aged between the 18-24 years
3. Majority of maritial status is 25.8 % of the respondents are married and 33.3% of the
respondents are unmarried
4. Majority of Educational level is 27.5% of the respondents are qualified that the high
school, 24.2% of the respondents are qualified that the Diploma
5. Majority of Occupation is 20.0% of the respondents are working in the Professional
employee, 27.5% of the respondents are working in the business man, 20.8% of the
respondents are working in the Home makers
6. Majority of type of family is 55% of the respondents are says that nuclear family
7. Majority of income per annual is 21.7% of the respondents are earn the income per
annual is Below rs 100000, 27.5% of the respondents are earn the income per annual is
Rs 1000000-Rs 200000
8. Majority of 51.7% of the respondents are says that aware of Arvin chettinad snacks
products, and
9. Majority of Number of family member is 24.2% of the respondents are says that 2
member, 27.5% of the respondents are says that 3 member
10. Majority of 24.2% of the respondents are says that habit of buying arvind cheetinad
snacks products, 29.2% of the respondents are says that no habit of buying arvind
cheetinad snacks products
11. Majority of 39.2% of the respondents are says that most of brand have you used in White
murukku
12. Majority of 29.2% of the respondents are says that price factor influencing prefer this
particular brand, 27.5% of the respondents are says that smell factor influencing prefer
this particular brand
 13. Majority of 21.7% of the respondents are says that 20 kg of buying arvind cheetinad
snacks products, 28.3% of the respondents are says that 50 kg of buying arvind cheetinad
snacks products
14. Majority of 24.2 % of the respondents are says that excellent with the sales promotional
activities given by company, 28.3% of the respondents are says that good with the sales
promotional activities given by company
15. Majority of 40.0 % of the respondents are says that price Factor to be improved arvind
cheetinad snacks products, 31.7% of the respondents are says that packaged factor to be
improved arvind cheetinad snacks products
16. Majority of 26.7% of the respondents are says that yes to be improved arvind cheetinad
snacks products, 24.2% of the respondents are says that no to be improved arvind
cheetinad snacks products
17. Majority of 55.0% of the respondents are says that yes to be any complaints about arvind
cheetinad snacks products
18. Majority of 55.0% of the respondents are says that yes to be recommend these products to

19. Majority of 32.5% of the respondents are says that purchasing of arvind chettinad snacks
products form daily , 28.3% of the respondents are says that purchasing of arvind
chettinad snacks products form weekly
20. Majority of 50.0% of the respondents are says that should change the packing color of the
cover
SUGGESTIONS:

 Based on the findings of the study, the researcher would like to give following
suggestions to strengthen business and consumer satisfaction level.
 The company to retain its market leadership should concentrate in sales promotion
activities, which would enhance the sales of aravind chettinad snacks products.
 Special programs me can be organized to motivate the dealers and retailer to gain
awareness about various schemes and also to push the sales.
 Point of purchases display for aravind chettinad snacks should be increased.
 ARAVIND is found to be preferred by majority of the customers.
  Some of the respondents informed that the aravind chettinad snacks company demands
more deposits from the dealer, hence the company should try to reduce the deposits
amount from the dealers that will help the company to retain the existing dealers.
 A few respondents informed that the aravind chettinad snacks company does not give
more advertisement compared to other companies.
 Hence the company may concentrate on advertisement to attract major customers.
 Mostly respondents suggested in reduction of price.
 They may also use innovative packing methods for covering the snacks packs. Aravind
chettinad snacks industries may bring a variety of new tastes in snacks.

CONCLUSION:

The modern marketing and business are fully consumer and customer oriented. These
ideas should be kept in mind with all the manufacturers. Otherwise, they have to lose the existing
customers. All the companies should try to satisfy the desires and needs of the customers in all
possible ways. As there are heavy competitions in the confectionary items, the aravind chettinad
snacks industry should be very careful with regard to customer satisfaction.
The company new products contribute considerable market share in the total market.
Aravind chettinad snacks products are most popular among its users mainly because of its taste
and preferences, low price and much more availability. Customers ask for specific snacks of
ARAVIND in retail shop because of their advertisement. If the particular brand is not available
they would not recommend any other brand. That aravind chettinad snacks has gained
acceptance by the customer and has huge potential to expand its market share and become
leaders in few of its snacks category aravind chettinad snacks is most popular amongst its users
mainly because of its taste, brand name and innovativeness. Mostly consumers remember the
advertisement because of the frequency of add and brand ambassadors. Thus it should focus on
good taste so that it can capture the major part of the market. But most of the consumers prefer
aravind chettinad snacks as their first preference, than aravind chettinad snacks i come to the
conclusion that visibility affects the sales of snacks in a very special way. And in terms of snacks
variety sun feast is lacking behind the range of snacks for health conscious consumers. In today’s
scenario, customer is the king because he has got various choices around him. If the company is
not capable of providing consumers the desired result then the consumer will definitely switch
over to the competitor. Therefore to survive in this cut throat competition, the company needs to
be the best.
REFERENCES

JOURNALS

 Bloemer, J.M.M and Kasper,H.D.P. “The complex relationship between customer

satisfaction and brand loyalty”, Journal of Economic Psychology, Vol 16, 1995, 311-329.
 Mittal V. And Kamakura, W.A. “Satisfaction, repurchase intent, and repurchase
behavior: Investingating the moderating effect of customer characteristics”, Journal of
Marketing Research, 38 (1),2001, 131-142
 . 3. Sirdeshmukh. D, Singh .J, and Sabol. B, “Consumer Trust, Value, and Loyalty in
Relational Exchange”. Journal of Marketing, Vol.66,2002,15-37.
 Bitner, M.J. “Building Service Relationship: It's all about Promises”, Journal of Academy
of Marketing Science, 23 (4), 1995, 246-51.
BOOKS

 ”Philip kotler” Marketing management.

 Consumer Behavior by Leon G Schiffman , Leslie Lazar Kanuk
 Consumer Behaviour : Text and Cases 1st Edition (Paperback) by Ramneek Kapoor,
Nnamdi Madichie Publisher: Tata-Mcgraw Hill Publisher Edition: 2012.
 Consumer Behaviour Building Marketing Strategy Publication Year : 2011

WEBSITES:

 http://www.itcportal.com
 http://www.nowsell.com/marketing-guide/evolution-of-marketing.html
 http://www.google.com/images
 http://www.scribd.com
 ANNEXURE
A STUDY ON CUSTOMER PERCEPTION TOWARDS ARAVIND CHETTINAD
SNACKS IN MADURAI

QUESTIONNAIRES
1. Name of the respondent
2. Gender
a) Male
b) Female
3. Age less than
a) 18-24
b) 25-35
c) 36-44
d) Above 45-65
4. Marital status
a) Married
b) Unmarried
c) Widowed
d) Divorced
5. Educational level
a) High school
b) Diploma
c) Under graduate
d) Post graduate
6. Occupation
a) Private employee
b) Government employee
c) Professional employee
d) Business
e) Home makers
f) Student

7. Family type
a) Joint family
b) Nuclear family

8. Income per annum

a) Below rs 100000
b) Rs 1000000-Rs 200000
c) Rs 2000000-Rs 400000
d) Above Rs 400000
9. Are you aware of Arvin chettinad snacks products?
a) Yes
b) No
10. Number of family member
a) 2 members
b) 3 member
c) 4 members
d) More than 5 members
11. Do you have habit of buying arvind cheetinad snacks products?
a) Yes
b) No
12. If yes which of these brand have you used?
a) White murukku
b) Haram murukku
 c) Mul murukku
13. What is the influencing factor to prefer this particular brand?
a) Price
b) Smell
c) Color
d) Taste

14. What is your quanity of buying arvind cheetinad snacks products?

a) 20 g
b) 50g
c) 100g
d) 250g
15. What is your opinion about the sales promotional activities given by arvind cheetinad snacks
products?
a) Excellent
b) Good
c) Poor
d) Very poor

16. Factor to be improved arvind cheetinad snacks products

a) Price
b) Package
c) Quality
17. Do you have any complaints about arvind cheetinad snacks products?
a) Yes
b) No
18. Do you recommend these products to other?
a) Yes
b) No
19. How often do you purchasing of arvind chettinad snacks products
 a) Daily
b) Weekly
c) Monthly
d) Never
20. Do you think company should change the packing color of the cover?
a) Yes
b) No