Professional Documents
Culture Documents
I KISHAN, Roll no- 6018428 , Registration No: 1611050023 , Class BBA 5th Semester of
the Institute of Management & Technology, Faridabad hereby declare that the Summer
LIMITED” is an original work and the same has not been submitted to any other university
for the award of any other degree. A seminar presentation of the summer training Report was
made on……….. And the suggestions as approved by the faculty were duly incorporated.
Forwarded by:
Director/Principal of the Institute
ACKNOWLEDGEMENT
I owe a great many thanks to a great many people who helped and supported me during this
report. My deepest thanks to MR.VIRENDER KUMAR, the guide of the report for guiding
and correcting various documents Of mine with attention and care. He has taken pain To go
through the report and make necessary correction as and when needed. I express my thanks to
the Principal Dr. Ravi Handa and all staff of Institute of management & Technology,
Faridabad for extending their support. I appreciate to the helpful people at company for their
(KISHAN)
PREFACE
LIMITED. This report has been prepared on behavior of consumer using biscuits in daily life
The experience that I have gained given me a realistic view of the Marketing Policy of an
Here I saw the practical application of all those things that we study in our academic syllabus.
In this globalized environment, a person is consider to be a half literate till the time he/she
only has a theoretical knowledge but no practical experience and I got the chance to gain that
Thus, this training experience has acted as a bridge between my practical and academic
outlooks.
(KISHAN)
TABLE OF CONTENTS
-Review of literature
-Company profile
-Research methodology
-Research design
-Sampling
-Sample size
- Data collection
Data analysis
Limitation
-Data analysis
-Recommendations
-Suggestions
-Bibliography
-Questionnaire
CHAPTER -1
INTRODUCTION
Who is a Consumer?
Any individual who purchases goods and services from the market for his/her end-use is
called a consumer. In simple words a consumer is one who consumes goods and services
Every customer shows inclination towards particular products and services. Consumer interest
is nothing but willingness of consumers to purchase products and services as per their taste,
Consumer behavior is a branch which deals with the various stages a consumer goes through
Need
Social Status
Gifting Purpose
No requirement
Income/Budget/Financial constraints
Taste
/
When do you think consumers purchase products?
Festive season
Birthday
Anniversary
There are in fact several factors which influence buying decision of a consumer ranging from
Fluctuations in the financial markets and recession decrease the buying capacity of
individuals.
In a layman’s language consumer behavior deals with the buying behaviour of individuals.
The main catalyst which triggers the buying decision of an individual is need for a particular
product/service. Consumers purchase products and services as and when need arises.
According to Belch and Belch, whenever need arises; a consumer searches for several
Personal Sources
Commercial Sources
Public Sources
Personal Experience
Perception also plays an important role in influencing the buying decision of consumers.
Not all promotional materials and advertisements excite a consumer. A consumer does
not pay attention to everything he sees. He is interested in only what he wants to see.
A consumer would certainly buy something which appeals him the most. He would
remember the most relevant and meaningful message also called as selective
retention. He would obviously not remember something which has nothing to do with
his need.
Consumer behaviour is the study of individuals, groups, or organizations and all the
activities associated with the purchase, use and disposal of goods and services, including the
consumer's emotional, mental and behavioral responses that precede or follow these activities.
Consumer behaviour emerged in the 1940s and 50s as a distinct sub-discipline in the
marketing area.
Consumer behaviour is an inter-disciplinary social science that blends elements
economics. It examines how emotions, attitudes and preferences affect buying behaviour.
behavioural variables such as usage rates, usage occasion, loyalty, brand advocacy,
are all investigated in formal studies of consumer behaviour. The study of consumer
behaviour also investigates the influences, on the consumer, from groups such as family,
The study of consumer behaviour is concerned with all aspects of purchasing behaviour –
activities. It is also concerned with all persons involved, either directly or indirectly, in
leaders. Research has shown that consumer behaviour is difficult to predict, even for experts
in the field. However, new research methods such as ethnography and consumer neuroscience
Customer relationship management (CRM) databases have become an asset for the analysis
of customer behaviour. The voluminous data produced by these databases enables detailed
consumer retention, loyalty and other behavioural intentions such as the willingness to
such as developing loyalty segments, which can be used to develop tightly targeted,
For every study some objective will be there .in this study the main and foremost objective is
to study the current markets trends of Biscuits industries and towards them how the
consumers are reacting to the different companies products. This study is basically to analyze
the behavior of consumer and what factors and attributes affect more to consumer buying
decisions.
Biscuits Company remain your constant companion, clinging faithfully in all climate
and conditions. It has come down to use through the ages, with mind-boggling changes in
design and technology. Snacks company are no longer protective covering for the , which is
said to have been produced simple by human being stepping in to pool of molten rubber now
a days, snacks industry and fast food industry become integral part of human; complementing
your outfit or receiving compliments on your behalf. Summer or winter, autumn or spring.
In this part we study several consumer behavior and various company’s policy regarding how
to satisfy the consumer. Behavior of a consumer is a complex phenomenon .it can change at
any time and keeps on changing .so we have to study the behavior of a consumer how it
• To study consumer awareness about snacks and fast food product in India.
• To find out differences between BRITANNIA company and other company present in
India
• To find out customer satisfaction towards snacks, biscuits and its products.
• To study consumer attitude towards different type of biscuits. Like- Britannia, Good
cues.
To gauge into the consumer’s mind and understand different consumption related
aspects, of individuals.
To analyze, the buying motives of the consumers, while making their purchase decisions.
information. Nature of the study methods used, findings of the investigation, conclusions, and
recommendations inferred from the findings aims to enable Britannia to implement the
The report is purely based on the survey on consumer and has been focused on their demand.
The number of respondents intervened is 100.The study covers information about customer
brand preference, brand awareness, service attributes, etc. Overall scope of the study would
REVIEW OF LITERATURE
Buying Behavior:
process. First the buyer develops beliefs about the product. Second he or she
develops attitudes about the product. Third he or she makes a thoughtful choice.
Consumers engage in complex buying behaviour when they are highly involved in
a purchase and aware of significant differences among brands. This is usually the
case when the product is expensive, bought infrequently, risky and highly self -
expressive.
Dissonance – Reducing Buyer Behaviour: Sometimes the consumer is highly
involved in a purchase but sees little difference in brands. The high involvement is
based on the fact that the purchase is expensive, infrequent and risky. In this case
the buyer will shop around to learn what is available but will buy fairly quickly,
Habitual Buying Behaviour: many products are bought under conditions of low
evidence that consumers have low involvement with most low – cost, frequently
purchased product.
lot of brand switching. The market leader and the minor brands in this product
PRODUCT STANDARD
(a) Quality:
A rational consumer always looks about the product quality which they are buying .it
(b) Price: Price is also a main important and foremost thing. Most of the consumer are
comparing the price of Britannia product and others biscuits company products.
(c) Packing:
Packing plays a very important role to attract the consumers .now most of the
company are giving more emphasis on the packing of the product. That’s why Britannia hold
These are the some expected believe about the product arise in consumer like- taste, quality
etc.
So to remind this point company got opportunity to increase their sale. Some consumers are
FGG
INFORMATION RESEARCH
In the mind of consumer before buying before buying any biscuits and snacks product. They
are collecting information about the company, product price, and range, size, discount and the
quality of product.
BUYING BEHAVIOUR
Most the respondents were highly involved as well as perceive significant difference between
Some consumers are variety seekers. Some consumers are buying Britannia biscuits as
habitually as any other thing. Some consumer felt few differences between brand and still got
MARKETING BEHAVIOUR
According to Kotler “marketing is the human activity directed at satisfying needs wants
The marketing is the process through which producers and customers of various goods are
brought together in an exchange relationships and the transfer of ownership take place.
Marketing process starts even before the goods go into production. It does not end with the
To carry out selling functions, it is important to have a qualified and experienced sale forces
with a leader who can plan organize, direct and control the selling job objectively. The
salesman is an extr3emely important link with consumer and the chain of distribution. it is
• Salesmanship guide
• Certain motto and guidelines for salesmen are being as how to satisfy the customers.
• It is said “self yourself before you sell the product” so the above saying has meaning
• You should predetermine in your mind item and size to be should to the consumer as
per stock.
• Your expertise is your success. Do not display your all varieties as per stock to the
consumer.
• Generally consumers have open mind. So you can diversify their mind to your
advantage.
• Value addition sales can be achieved by offering additional category I.e. accessories,
Marketing mix is the one of the major concepts in modern marketing. It can be defined as”
Marketing mix is the particular blend of controllable marketing variables that the firm uses to
Now the question arises, what variables make up consumer to buy product through
marketing mix? There is actually a great number of marketing mix variables. Fortunately they
can be classified into few major groups. One of the most popular classifications has been
proposed by Mr. Cathy and is called the “four P’s “: Product, Price, Place and Promotion.
The consumers decision on the product quality feature, price, advertising budget,
marketing channels and other marketing variable for this target market make up its markets
mix .the marketing mix is the means by which the consumers gains and supports the
PRODUCT
This “P” of the marketing mix includes various variables related with product like
Regarding the quality of the product of any companies, it can be said that the products
are of very high quality as these are manufacturing on the imported machines of latest
technology by using the imported raw material of high quality. The main features of the
product are that they are perfectly designed in the shape as specified by the consumers and
Price denotes the value of a product or service express in the terms of money. It is a powerful
instrument to both, e.g. the buyer and seller, in the market place. In money, economy without
price there cannot be marketing. It is the only element in the marketing mix that creates sales
revenue. The other element are cost etc. since price is the source of income for the seller the
higher the price the seller can get for his products the greater are his profits. On the other
hand, when the price of the product is high, few consumers or users will have enough money
to buy and the market may greatly be reduced. Therefore, pricing is a dangerous and
explosive marketer’s force. It must be used with great care. Prices of the products are being
• Raw material input: The cost of raw material consumed per unit is approximately
calculated.
• Commission cost: The total cost measured for the commission of raw material into
finished product is calculated and then profits are calculated including the rejection.
• Competitor’s policy: The main factors to be considered while setting the prices of the
product of the companies’ competitors’ policy in setting up their products prices and also
other quality of competitor’s product is compared with the quality of the company’s products.
SALES PROMOTION
To attract the consumers, sales promotion activities are considered essential; promotion by
buyers. Firm may have the product package, it may have a fair price, but the people will not
buy the product if they have never heard of it. Sales do not take place automatically without
disposal of buyers. Firm may have the best product package, it may have a fair price, but the
people will not buy the product if they have never heard of it. Sales do not take place
activities are:
• Advertising
• Motion pictures
PLACE
This is the fourth and last “P” of the marketing mix .it includes various channel of
distribution, marketing coverage, their locations, media of transports etc. to cover more target
consumer the network of sales is being widened by showroom and appointment of more
Market requirement can also be replaced with Market Demand. It helps in evaluating
marketing opportunities. So; we can define Market Demand as under: Market Demand for a
product is the total volume that would be brought be a defined consumer group in a defined
geographical area in a defined time period in a defined marketing environment under a
During the year 2018 total internal consumption was 47 crore packet. It has
increased during 2016 -18 to 53.2 crore packet and during 2015-18, it is estimated
For the last few years, in biscuit industry there was an election campaign by many brands to
win or attract consumers. And in this election the Britannia industry wins the position in the
middle-income group of consumers. But, taking into account the BRITANNIA, which is
second in the market, has declined in the past one decade .the consumers do more prefer
quality, durable and economical of snacks industry, Sun feast, Priyagold, Anmol have its hold
in the market particularly in case of other biscuits. Which only high-income group consumers
prefer. They have good quality biscuits and prices are also worth for it.
Other’s side, premium and quality biscuits typically known as Biscuits i.e. with brand name
and Britannia in the fashions and attracted the young slot customers with their newly designed
and good quality biscuits and that is why they have a good position in the market in premium
range biscuits.
As per the survey conducted by Business World magazine and report carried by Business
World in the issue dt.8th-21st January, 2018, 7 companies from the biscuits sector were plotted
among the 324 India’s most respected companies.3 companies out of 7 are multinationals and
only 4 companies namely Britannia., Britannia are listed on these stock exchanges in India.
Behavior of consumer toward certain product depends on the following factors.
(1) CLIMATE:
Climate affects the demand of biscuits largely. During the summer Season i.e. the
month of June and July the demand of biscuits I usually high rather than remaining period of
year. The demand of biscuits increase during summer season as compared to the winter
season. It remains nearly 30-35% only during the rainy season. But the demand of the biscuits
is badly affected by rainy season. Their demand nearly 5%to 10%during the rainy season as
compared to the sale of the peak period or the sale of the boom position. This shows that how
Economical condition of the consumer is also affect the requirement of biscuits In Faridabad
the economic condition is usually good because of the IT industry, tourist place, industrial
development, and good business opportunities. So the demand of biscuits is usually high in
this area. Nearly 80% population of this area were but they differ in quality due to personal
economic condition.
The place where usually the outside buyers visits, there the demand of biscuits is usually
higher than the demand in the nearby region. Faridabad is also a picnic spot so here visitors
are coming frequently here so they also affect they local customer behaviour. The demand of
biscuits usually high because the visitors usually go for the shopping on these spots.
(4) STRENGTH OF SCHOOL GOING CHILDREN
In a family school going and office going person also affect the decision of consumer .in the
Market trend means general tendency of the population toward biscuits. Their shape, design
The western or we can say that European culture is going on spread in India largely.
People usually like that culture and designs of that areas .so the effect on biscuits is also
found. These designs are firstly adopted by the high quality biscuits and then by the local
biscuits. The people who are not able to buy the high quality biscuits they wait for sometimes
and then they go for the buy of local biscuits in the western design.
Economic status of the customer also effects the consumer decision. If the consumer is
economically sound he can go for the good quality biscuits and usually after some time i.e. go
for 3 to 5 times in a year .if the consumer is not so good in economically then the consumer
If the percentage expenditure on the income of the consumer is high then he can save less and
can make more expenses on the biscuits and on the other hand if the percentage of the
expenditure on the income is less then he can save more and can made less expenses on the
biscuits.
CONSUMER FEEDBACK
spot new needs .it also involves running focus groups to test color and style preferences and
confirms the preferences by carrying out surveys in shopping malls .it also includes listening
As the companies its strategy, it needs track the results and monitor the environment. Some
environments are fairly stable from year to year. Other environments evolve slowly in a fairly
predictable way. Still other environments change rapidly is unpredictable. Consumers always
for their benefit so companies should adopt such policy, which are helpful to consumers.
The consumer can count on one thing: that the environment and fashion can change any time
when it does companies should need the study of the consumer preferences wants and their
environment almost always changes faster than the company’s7-S’s i.e. shared values, Skills,
Staff, System, Strategy, Structure and Style. Peter Drucker pointed out that it is more
important to do right things (being effective) than to do the right things (being efficient)
CHAPTER 2
RESEARCH
METHODOLOGY
INTRODUCTION TO BISCUITS INDUSTRY
India Biscuits Industry is the largest among all the food industries and has a turnover
biscuits, the first being USA. It is classified under two sectors: organized and
unorganized. Bread and biscuits are the major part of the bakery industry and covers
around 80 percent of the total bakery products in India. Biscuits stands at a higher
value and production level than bread. This belongs to the unorganized sector of the
India Biscuits Industry came into limelight and started gaining a sound status in the
bakery industry in the later part of 20th century when the urbanized society called for
readymade food products at a tenable cost. Biscuits were assumed as sick-man's diet
in earlier days. Now, it has become one of the most loved fast food product for every
age group. Biscuits are easy to carry, tasty to eat, cholesterol free and reasonable at
cost. States that have the larger intake of biscuits are Maharashtra, West Bengal,
Andhra Pradesh, Karnataka, and Uttar Pradesh. Maharashtra and West Bengal, the
biscuits. Even, the rural sector consumes around 55 percent of the biscuits in the
bakery products.
The total production of bakery products have risen from 5.19 lakh tones in 2016 to
18.95 lakh tones in 2018. Biscuits contributes to over 33 percent of the total
production of bakery and above 79 percent of the biscuits are manufactured by the
small scale sector of bakery industry comprising both factory and non-factory units.
The production capacity of wafer biscuits is 60 MT and the cost is Rs.56, 78,400 with
a motive power of 25 K.W. Indian biscuit industry has occupied around 55-60 percent
of the entire bakery production. Few years back, large scale bakery manufacturers like
Cadbury, nestle, and broke bond tried to trade in the biscuit industry but couldn't hit
the market because of the local companies that produced only biscuits.
per annum in the next 10 years will be achieved by the biscuit industry of India.
Besides, the export of biscuits will also surpass the target and hit the global market
successfully.
COMPETITORS
Generally all organizations have competitors in the market. A particular organization always
comprises with other same business and according to market share we clarify the brand of product
that particularly in my provided area Britannia is really doing well and its performance is on
surprising level. During the field work and after intensive study it was found that main competitor
BRITANNIA 48%
PRIYAGOLD 20%
PARLE-G 16%
PURE FOOD 8%
OTHERS 8%
When we compared with other businesses then we follow the quality, price,
distribution system, promotional strategy etc. of the competitors Britannia in this area is
doing well.
The biscuit segment in India is going through a transformation and the consumer behavior is
shifting from economy glucose biscuit to premium grain biscuit segment. There is tremendous
pressure on the bottom line of the glucose biscuit segment as per the Industrial experts. So the
retailer’s behavior is also shifting, looking at the thin margin in the glucose biscuit segment.
This research paper is prepared to identify the effects of marketing mix strategy on retailer’s
behavior towards glucose biscuit segment. In this paper, authors collect the data through a
primary source from 50 respondents and attempt to highlight the impact P’s on retailer’s
behavior. The literature explores topics such as pricing, Promotion strategy, Brand Identity,
nutritional value and other factors related to retailers behavior for making the products
available. This article reviews various research studies on Retailer’s Behavior and factors
related towards Glucose Biscuit. The literature review has been based on a variety of studies
ranging from phenomenal studies to articles focused on the aspect of Retailer’s Behavior and
related attributes identified for the study. To check the reliability, exploratory factor analysis
was applied and various suggestions have been recommended. Considering the above
objective the research was conducted by designing a structure of questionnaires and survey
was done to find out the feedbacks of retailers. The factors extracted from the research are
Place, Product, Brand Identity and Packaging is found to be highly significant in influencing
retailer’s behaviors through multiple regression analysis. Price and Promotion is not highly
COMPANY PROFILE
Starting its operations in 1929 with just 12 People, Britannia Company has come a long way
in the last 8 decades. It has emerged as the largest biscuit brand globally. To reposition itself
and drive a fresh campaign Britannia has roped in earlier famous writer – lyricist Javed
Akhtar for the campaign “Bharat ka apna Biscuit”. With this repositioning Britannia is eying
on increasing its market share in premium Segment biscuits from current 15 % to 20 % in the
year 2017-2018.
Not only that, Britannia has recently come up with a campaign which wants to
highlight the many different types of biscuits which Britannia manufactures. The
reason for this campaign was that Britannia as a mother brand was getting weaker as
compared to the brands of its individual products such as Krackjack, 20-20, etc. Thus,
Britannia has a keen sight on the goal and it can surely achieve the same because of
understand the different set customers and their respective needs. Demographic segmentation
is majorly used for standard range of biscuits which have to be distributed far and wide.
Psychographic segmentation is used for premium range of biscuits such as Milano targeted
strategies depending on the kind of product. Like it has Britannia which is a product for
customers of all group and income while it has premium biscuits brand also meant for
Britannia has repositioned itself as a value based brand offering biscuits which have Indian
in Kolkata, West Bengal. It sells its Britannia and Tiger brands of biscuits, breads and dairy
products throughout India and in more than 60 countries across the globe. Britannia has an
The company's principal activity is the manufacture and sale of biscuits, bread, rusk, cakes
The company was established in 1892, with an investment of ₹265. Initially, biscuits were
manufactured in a small house in central Kolkata. Later, the enterprise was acquired by the
Gupta brothers mainly Nalin Chandra Gupta, an attorney, and operated under V.K Brothers."
In 1918, C.H. Holmes, an English businessman in Kolkata, was taken on as a partner and The
Britannia Biscuit Company Limited (BBCo) was launched. The Mumbai factory was set up in
1924 and Peek Freans UK, acquired a controlling interest in BBCo. Biscuits were in high
demand during World War II, which gave a boost to the company’s sales. The company name
was changed to the current "Britannia Industries Limited" in 1979. In 1982 the American
company Nabisco Brands, Inc. acquired the parent of Peek Freans and became a major
foreign shareholder.
Type Public
NSE: BRITANNIA
Industry Food processing
Company Limited
India
income
employees
Website www.britannia.co.in
AIM-
Captures the essence of the Indian concept of the unity of body and mind .Britannia
industries ltd,
The company principle activity is the manufacture and sale of biscuits, bread, rusk, cakes and
dairy products like cheese, butter and milk. The brand names of biscuits include vita Marie
Gold, Tiger, Nutria Choice Junior and Good Morning. Biscuits and high protein food
accounted for 81% of fiscal 2002 gross revenues. Dairy Products, 12% Bread,
People: Non Executive Chairman - Nusli N.WadiaChief Operating Officer - Nikhil SenChief
Executive - Vinita BaliChief Financial Officer - N.Shridhar the Company was incorporated
on 21stMarch, as a public limited company under the Indian Companies Act, VII of 1913. In
1921 Company obtained a priority of certificate and imported new machinery thereby
becoming the first biscuit company in India to install and run a gas oven plant.
A new factory was established at Kasara Pier Road in Mumbai in 1924.in the same year, the
company become a subsidiary of peek, Frean & Co.Ltd., a leading biscuit manufacturing
company and further strengthened its position by expanding the factories at Calcutta and
Mumbai.From1939 to 1945, large Part of the Company production was diverted to war effort
on account of World War II and at time as much as 95% of the total capacity was booked for
the production of “Service Biscuit”. Company issued 19,779 Equity shares to acquire the
Delhi Biscuit Co.Ltd. In August 1, 53,234 Bonus equity shares issued in the proportion 1:1
in1951.as now, company is having good value all across India. Britannia is the market leader
in the organized biscuit & bakery product market in the India Biscuits contribute to more than
Vision
Our vision is put into action through programs and a focus on environmental stewardship,
To determinate the food and beverage market I India with a distinctive ranged “Tasty but
healthy” Britannia brands, to triple the turnover and operating Income by the year 2011.
The story of one of India's favorite brands reads almost like a fairy tale. Once upon a time, in
1892 to be precise, a biscuit company was started in a nondescript house in Calcutta (now
Kolkata) with an initial investment of Rs. 295. The company we all know as Britannia today.
The beginnings might have been humble-the dreams were anything but. By 1910, with the
advent of electricity, Britannia mechanized its operations, and in 1921, it became the first
company east of the Suez Canal to use imported gas ovens. Britannia's business was
flourishing. But, more importantly, Britannia was acquiring a reputation for quality and value.
As a result, during the tragic World War II, the Government reposed its trust in Britannia by
contracting it to supply large quantities of "service biscuits" to the armed forces. As time
moved on, the biscuit market continued to grow… and Britannia grew along with it. In 1975,
the Britannia Biscuit Company took over the distribution of biscuits from Parry's who till now
distributed Britannia biscuits in India. In the subsequent public issue of 1978, Indian
shareholding crossed 60%, firmly establishing the Indianans‟ of the firm. The following year,
Britannia Biscuit Company was re-christened Britannia Industries Limited (BIL). Four years
later in 1983, it crossed the Rs. 100 crores revenue mark. On the operations front, the
company was making equally dynamic strides. In 1992, it celebrated its Platinum Jubilee. In
1997, the company unveiled its new corporate identity - "Eat Healthy, Think Better" - and
made its first foray into the dairy products market. In 1999, the "Britannia Khao, World Cup
Jao" promotion further fortified the affinity consumers had with 'Brand Britannia'. Britannia
strode into the 21st Century as one of India's biggest brands and the preeminent food brand of
the country. It was equally recognized for its innovative approach to products and marketing:
the Lagan Match was voted India's most successful promotional activity of the year 2001
while the delicious Britannia 50-50 Maska-Chaska became India's most successful product
launch.
In 2002, Britannia's New Business Division formed a joint venture with Fonterra, the world's
second largest Dairy Company, and Britannia New Zealand Foods Pvt. Ltd. was born. In
recognition of its vision and accelerating graph, Forbes Global rated Britannia 'One amongst
the Top 200 Small Companies of the World', and The Economic Times pegged Britannia
India's 2nd Most Trusted Brand. Today, more than a century after those tentative first steps,
Britannia's fairy tale is not only going strong but blazing new standards, and that miniscule
initial investment has grown by leaps and bounds to crores of rupees in wealth for Britannia's
shareholders. The company's offerings are spread across the spectrum with products ranging
from the healthy and economical Tiger biscuits to the more lifestyle-oriented Milkman
Cheese. Having succeeded in garnering the trust of almost one-third of India's one billion
populations and a strong management at the helm means Britannia will continue to dream big
Biscuits derive its name from a French word meaning twice backed bread; Biscuits in general
have a good shelf life, which is higher than all other snack items available in the market. India
is the second largest producer of biscuits in the world after the U.S.A. but still the per capita
consumption is only 2.3 kg/year of developed countries. As per the latest survey done by
N.C.A.E.R., 49 biscuits are consumed in rural areas. The penetration of biscuits into
households stands at an average of 83.2% with the rural penetration at 77% and urban
penetration at 88%. Biscuits are reserved for the small scale sector but there are strong
possibilities of the industry being deserved in line with the government policy of
liberalization. The net effect thus would be greater choice for the consumer as well as a check
on the costs.
The country production of the biscuits during 2015-2018 was 18.6 Lac tons of which 1/2 were
manufactured by the organized sector. The industry turnover was 5322.7 Crores of which
organized sector contributed 2519.3 crores. Britannia, makers of Britannia biscuits, doubled
capacity from 25 tons a day to 50 tones and plans to be a national brand soon. In an
aggressive mode, the North dominated biscuit player has increased its ad budget to Rs. 5 crore
this year from Rs. 3 crore last year. Britannia has also recently invested about Rs. 5 crore in
the modernization and expansion of its production and packing its production capacity of 40
tons per day to 100 tons per day by next year. The aim: to take the current turnover of Rs. 50
crore to Rs. 100 crore by the year. The low priced brand claims to have a 15 per cent market
share in the North and is aggressively eyeing a bigger bite of the Rs. 2,500 crore biscuit
industries. The brand plans to gain a 40 per cent market share in the North by the year of. The
company's strategy has been to attract new consumer segments and widen its consumer base
with its well packaged low priced offerings. Britannia's success has also come from its
formidable. It gives me great pleasure to introduce the Summer Training Report. It is based
on the survey conducted in East Delhi region on Biscuit industry. The applicability of various
branding strategies play crucial role in marketing in product. The applicability has grown due
to the liberalization, competition and technological changes taking place in corporate world.
In this project the various branding strategies adopted by the company has been studied and
compared on the basis of current market scenario. It gives the idea about the market share
enjoyed by the different companies in the Biscuit Industry. It provides the adequate coverage
of many issues related to biscuit industry. The objective of this report is to give the market
share of Britannia biscuits in the Indian capital (New Delhi). It has been made possible by
knowing the consumer's behavior and by studying the patterns adopted by the retailers.
It gives us very precise view about the existing demand of Britannia biscuits and demand of
their products as compared to other competitors. It also highlights the changing market trends
and consumer preferences, why they have shifted from finally pack to pouch pack. The
annual growth rate of the industry is about 12.5%. However, the growth of cream biscuits,
assorted or special variety is the range of 30- 40%. The organized sector consists of large,
medium and small scale biscuit manufacturers who produce packed biscuits. The major
players in this sector are Britannia, Brakeman’s, and Britannia, etc. the unorganized sector
comprises of small bakery units, cottage and household type manufacturing plants. These
units distribute their biscuits in the surrounding vicinity of their manufacturing locations of
say 20-50 kms. The country production of biscuits during 2015-2018 is estimated to be about
19.5 lack tons. Out of which 1/2 again is expected from unorganized sector.
PRODUCTS
Tiger Banana
Britannia is committed to help secure every child's right to Growth & Development through
good food every day. Purposefully taking forward the credo of 'Eat Healthy, Think Better ', we
have launched a new variant under our power brand TIGER - TIGER BANANA - power packed
with IRON ZOR & and with the delightful taste of banana.
IRON ZOR helps make mind sharper and body stronger. An Rs.4 pack has as much IRON
Sounds like yesterday when people commented that healthy foods meant
"compromising on the taste." NutriChoice Sugar Out is the most novel product range to have
been introduced in the market. The product is not just sweet but tastes great, and yet contains
no added sugar.
This is because NutriChoice Sugar Out is sweetened with "Sucralose," derived from sugar,
which provides the same sweetness as any other biscuit, without the added calories of sugar.
This range is available in 3 delicious variants namely Lifetime, Chocolate cream, and
Orange cream, targeted towards all health sensitive people. It is also relevant for consumers
We are sure that you will be pleasantly delighted with its great taste and equally surprised to
Don't be taken for a ride when you read "Sugar Free" label on
processing of NutriChoice
Sugar Out.
The tangy and distinctive pepper flavored biscuit, that's thin and crispy and more like a
snack, caught the imagination of a younger audience craving something to nibble on. The 50-
50 Pepper Chakkar launch is truly a case of leveraging the marketing mix to best advantage.
Nothing can be more difficult than making small efforts in our daily life towards healthy and
active living. 24/7 we are Engrossed in our busy schedules; skipping meals, missing
Walks, along with inadequate sleep and frequently eating-out, all take a heavy toll on our
health.
At least with the new and improved NutriChoice Digestive Biscuit, we have one less thing to
worry about. Made with 50% whole-wheat and packed with added fiber (10% of our daily
dietary needs), these delightfully tasty biscuits are amongst your healthiest bites of the day. In
your next visit to a shop just look out for its Golden-green international carton pack.
Try one and you'll know that you've made one smart choice - NutriChoice.
LIMITATIONS OF STUDY
The study depends on financial data obtained from the office personal and they were not
willing to reveal any information about their inventory system, so an intended error may
The limitation of technique used in analysis cannot be avoided & they are felt well a study.
Name Designation
PROBLEM IDENTIFICATION:
This is the first an important step in any research that is a very significant step to identify the
problems on the other hand if the problem is not well defined regularly then the research maybe
useless for the management of the organization for which the research is being conducted. As the
researcher has opted finance as her specialization field, her decision of undertaking the finance is the
life for any organization so it also in favor of the organization to do each possible effort in the
Before starting the research every researcher should know the objective of the study. The objective is
studied. It does not answer questions about how/when/why the characteristics occurred. Rather it
addresses the "what" question (what are the characteristics of the population or situation being
studied?)[1] The characteristics used to describe the situation or population are usually some kind
of categorical scheme also known as descriptive categories. For example, the periodic
table categorizes the elements. Scientists use knowledge about the nature of electrons, protons
and neutrons to devise this categorical scheme. We now take for granted the periodic table, yet it
took descriptive research to devise it. Descriptive research generally precedes explanatory
research. For example, over time the periodic table’s description of the elements allowed
scientists to explain chemical reaction and make sound prediction when elements were
combined. Hence, descriptive research cannot describe what caused a situation. Thus, descriptive
research cannot be used as the basis of a causal relationship, where one variable affects another.
In other words, descriptive research can be said to have a low requirement for internal validity.
SAMPLING
observations are taken from a larger population. The methodology used to sample from a larger
population depends on the type of analysis being performed but may include simple random
Sampling.
RANDOM SAMPLING
Random sampling is a procedure for sampling from a population in which (a) the selection of a
sample unit is based on chance and (b) every element of the population has a known, non-zero
Random sampling helps produce representative samples by eliminating voluntary response bias
and guarding against undercover age bias. All good sampling methods rely on random sampling.
SAMPLE SIZE
Faridabad city.
Data Collection
PRIMARY METHOD
Primary data is that data which is collected for the first time directly from the respondents. In the
present study primary data has been collected using survey method interview technique with the
SECONDARY METHOD
DATA ANALYSIS
The collected data has been analyzed using non statistical tools of data analysis like graph and
pie chart.
LIMITATION
• Time constraint
Time constraints are placed on certain actions and filings in the interest of speedy
justice, and additionally to prevent the evasion of the ends of justice by waiting until a
matter is moot. The penalty for violating a legislative or court-imposed time constraint
may be anything from a small fine to judicial determination of an entire case against one's
interests.
• Money constraint
Money constraint is the problem of lack of funds to carry out research properly.
• Respondents biasness
Respondent biasness is a general term for a wide range of tendencies for participants to
• Less expertise the person collecting information or interviewing people may not be the
• Limited area Area taken for the sample survey may be limited due to limitation to cover
• Due to limitation to cover the whole population, few selected individuals are been
interviewed.
CHAPTER-3
MICRO ANALYSIS
COST EFFECTIVENESS
TABLE-1 Preference
1 YES 96
2 NO 04
GRAPH 1
80
60
40
20
NO
BUYING ATTITUDE
1 Discount 45
2 Quality 15
3 Price range 25
4 satisfaction 05
5 safe 10
GRAPH 2
No of respondents
Price range
Discount
Taste
Quality
Healthy
INFLUENCE FOR BUYING
1 Personal 47
2 Advertisement 28
3 Friends 18
4 Shopkeeper 5
5 Parents 2
GRAPH 3
50
40
Personal
30 Advertisement
Friends
20
Shopkeeper
10 Parents
0
Respondent
MEDIA LIKING
Respondents
1 Television 10
2 Magazine 45
3 Hoarding 37
4 Newspaper 08
GRAPH 4
0 1 2 3 4 5
PREFERRED CHANNEL
1 Zee news 24
2 Zee Tele 21
3 Star plus 24
4 Star sports 22
5 Others 09
GRAPH 5
No. of Respondents
BRAND LIKING
respondents
1 Parle 10
2 Britannia 16
3 Sun feast 08
4 Anmol 12
Advertisement Respondents
1 In between 45
programmed
2 Before programmed 38
3 After programmed 17
GRAPH 7
45
40
35
30 Before
programe
25
In between
20
15 After programe
10
5
0
Respondent
BREAK UP BY SEX
Respondents
1 Male 64
2 Female 36
GRAPH 8
70
60
50
40 Male
Female
30
20
10
0
Respondent
TABLE 9 SOURCE OF PURCHASE
SOURCE:
S.NO SOURCEOF
1 LOCAL STORE 35
2 ONLINE 52
3 MALLS 13
GRAPH
no. of respondents
TABLE 10 Product features affecting purchase
affecting purchase
1 QUALITY 35
2 PRICE 42
2 BRAND 23
GRAPH
no. of respondents
CHAPTER 4
MACRO ANALYSIS
COST EFFECTIVENESS
About the cost of biscuits most of respondent says it should be cost effective. Source: 100
BUYING ATTITUDE
About the buying attitude of customers regarding product attribute such as Discount preferred by
33 %, Quality 28 %, Price 28 % and taste 11%. This shows the consumer preferences.
MEDIA LIKING
Among respondents television is most popular media and then following Magazine, Hoardings
and newspaper.
PREFERRED CHANNEL
Among respondents most preferred channel is zee news followed by Zee, Star plus and Star
Sports.
BRAND LIKING
DESIRING TO WATCH AN AD
BREAK UP BY GENDER
Male respondent much prefer Britannia biscuits. Than female respondent. This shows that
SOURCE OF PURCHASE
Preferred source of purchase among respondents are online source, followed by local stores and
Preferred product feature for purchase among respondents are product price, followed by product
SUMMARY OF MAJOR
FINDINGS
CONCLUSION FROM THE ANALYSIS
Although the entire study was based on the information supplied by the BIL hiding many more
valuable information, however the date collected particularly related to functioning of material
department i.e. procurement of inputs utilized by the production department. The growth rate of BIL
is still on higher side in comparison to other biscuit industry and moreover by virtue of very sound
set Up of HRD, the working environment, discipline and up gradation of skill and knowledge is of
very his standard. Lastly it can be clearly indicated some of the very important observation as a
suggestion to management to make the company more towards profit to minimize the cost effective
Every research activity ends up with some conclusion. After consulting the experts, reviewing
the literature and analysis the data, researcher landed upon some conclusion regarding the
behavior of consumers toward. These are the conclusion, which found from the study:
The Indian Biscuits snacks industry market is very big .it is providing every type of biscuits
The Indian consumer’s preferences towards biscuits companies are very high.
IMPLICATION
Present study is based on consumer behavior .it is a very useful tools in the hands of
industries when they are formulating any sales policy in the market they have to launch only that
product which get the positive response from the consumer. By the help of this study we are able
to know which product is more in demand and why it is what the consumer hope from the
biscuits companies and for companies it is also helpful to know about the consumer preferences,
tastes their culture, their likes dislikes, their values beliefs and the past experiences. This study
BIBLOGRAPHY
BIBLIOGRAPHY
Books:-
Perrault W.D -Basic Marketing (2nd edition), McGraw- Hill Higher Education
Della A.J - Consumer Behavior (4th edition), Mc Grawhill publications ltd, New Delhi.
Gupta S.L - Consumer Behaviour (2nd edition), Sultan Chand and Sons publications ltd,
New Delhi.
Schiff man &) Kanauk - Consumer Behavior (3rd edition), Pearson publications ltd, New
Delhi.
Kothari C.R - consumer research (1st edition), New age international publications ltd,
New Delhi
Boyd H.W - Marketing Research (7th edition), Richard D. Irwin , Inc. publication ltd,
New Delhi
Search Engine:-
www.google.com
www.yahoo.com
QUESTIONNAIRE - 1
BISCUITS.
Discount Quality
Taste price
Friends Parents
Shopkeepers Advertisement
T.V. Hoarding
Newspaper Magazines
Salty cream
Plane butter
6. In which part of TV program, you would like to see an ad of BISCUITS?
9. Preference by gender?
Male female