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Britannia Biscuits

Brand Perception

Symbiosis Institute of International Business

By: Group 3
Ashish Mishra - 10020241040 Amrit Pathak-10020241062 Naveen Kumar-10020241070 Mohit Jindal - 10020241102 Prashant Maurya - 10020241107

Brand Ladder In an attempt to develop a Brand ladder we focused on questions based on the following insights: Emotional value to individual: As to why the brand is important for the respondent. Example: Why is that important to your eating habits? Job value and attribute: What is the benefit of that attribute or feature in respondents situation? Also while going up a brand ladder a customers perceived value offering follows the following steps: o o o o o o Positive Interactions Trust Consistency Authenticity Credibility Loyalty

Research Structure No. of Respondents 4 Profile of Respondents MBA students Form of Questionnaire Unstructured Number of Questions - 8
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Questionnaire Q1. What comes to your mind when you think of Britannia Biscuits?

Q2. Which among the following is the biggest buying factor? Price Brand Name Availability Discounts Free gifts

Q3. If Britannia Biscuits are not available in the shop will you look for it in the next shop? Q4. If the retailer gives you another brand of biscuits instead of Britannia Biscuits, will you buy it?

Q5. Will you buy Britannia Biscuits if the price increases by Rs. 2-3?

Q6. Which is the most important attribute you look for while purchasing the biscuits?

Q7. If Britannia Biscuits are no more available in the market. What will be your Response? Q8. Do you recommend Britannia Biscuits to your friends and acquaintances?

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Responses

A. Sarthak Pandey Marigold, Fresh, Tasty, Affordable, leading Brand. Brand name is the most important buying factor. Will go to next shop if Britannia is not available at one shop. Will not buy any other brand. Will buy the biscuits even if the price increases. Most important attribute is taste. Will be highly disappointed if Britannia is no more available in the market. He generally recommends the brand to his friends.

B. Hrishikesh Malushte Health. Availability is the most important buying factor. Wont go to next shop if Britannia is not available at one shop. May buy other brand depending on the brand. Will buy the biscuits even if the price increases. Most important attribute is taste.
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Doesnt really matter even if Britannia is no more available in the market. He does not recommend the brand to his friends. C. Rajarshi Guha Taste and Quality. Brand Name is the most important buying factor. Will go to next shop if Britannia is not available at one shop. Will not buy any other brand. Will buy the biscuits even if the price increases. Most important attribute is taste. Will be disappointed if Britannia is no more available in the market. He recommends the brand to his friends.

D. Ameya Waghmare Cheese and Butter Availability Brand is the most important buying factor. Wont next shop if Britannia is not available at one shop. Will buy any other brand. Will buy the biscuits even if the price increases. Most important attribute is Packaging.
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Doesnt really matter even if Britannia is no more available in the market. He recommends the brand to his friends. Analysis With the above questionnaire design and thoughtful interpretation, we tried to project the findings over a brand ladder as follows:

Sarthak Pandey

Rajarshee Guha Hrishikesh Malushte

Ameya Waghmare

Interpretation: With the above findings we could easily interpret that Britannia Biscuits has carved out a space in consumer perception that ranges more between functional benefit to Emotional connect and hence adding to Brand Loyalty at the end.

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