CONSUMER BEHAVIOUR TOWORDS BRITANIA MARIE GOLD BISCUITS

CHAPTER-I
INTRODUCTION
All business concerns conduct market research to improve their business in all
aspects. Having the same in view Britannia Industries Limited was into market study on
wafer biscuits in Kurnool city.

Britannia Industries Limited wanted to identify the sales of wafer biscuits at

Kurnool city with regard to customers, so they decided to conduct market study and
improve the demand for wafer biscuits. To fulfill the purpose of this market study the
survey are conducted towards the customers over there. This attempt of market study will
surely help BIL to improve their sales at Kurnool city buy taking appropriate,
decisions and to develop strategies.

The producer‟s attempts to find out people who will pay for his product and buy
them for his own satisfaction from the products while manufactures make decision of the
scope for the products, they satisfy consumer wants and needs. Advertisers try to
understand basic forces that cost human behavior with in the market. They get such
knowledge from psychology and sociology for their desires. This is called consumer
behavior, which is used to construct models by which marketing people plan strategies,
later on, these are used in advertising campaign.

Consumer behavioral deals with the characteristics of human behavior. Marketing

belongs to human behavior as it deals with buying decision; Advertising is a socio –
psychological art. The advertisement writer like a teacher has to study psychology behind
human behavior in respect of satisfaction of his wants. Harlow Gale thought advertising a
new field for psychological work and of great and increasing importance. Consumer
psychological are interested in the behavior of masses of consumer rather than the
behavior patterns of single individuals.
There are four principles areas of interest,
1. Decision making in the market place.
2. Changes in attitudes & behavior of consumers.
3. Influence of time & uncertainty.

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4. Studies of group belonging.

Many models have been developed on consumer behavior. Thus here is stimulus
response model coming from the behaviorist, “Exposure advertising virtually guarantors
whether consumer will respond in a manner desired by the advertisers, even if this is
against the consumer‟s best interests”. Thus the consumer can be manipulated by the will
of the seller by this is not the case now if it was even true before 20 years.

Consumer behaviour refers to the mental and emotional process and the
observable behaviour of consumers during searching, purchasing and post consumption
of a product or service. Consumer behaviour involves study of how people buy, what
they buy, when they buy and why they buy. It blends the elements from psychology,
sociology, socio psychology, anthropology and economics. It also tries to assess the
influence on the consumer from groups such as family, friends, reference groups and
society in general. In the marketing context, the term “consumer” refers not only to the
act of purchase itself, but also to patterns of aggregate buying which include pre-purchase
and post-purchase activities. Prepurchase activity might consist of the growing awareness
of a need or want, and a search for and evaluation of information about the products and
brands that might satisfy it. Post-purchase activities include the evaluation of the
purchased item in use and the reduction of any anxiety which accompanies the purchase
of expensive and infrequently-bought items.

Consumer behaviour is affected by many uncontrollable factors, brothers, sister

and other family member who may teach them what is wrong or right. They learn about
their religion and culture, which helps them develop these opinions, attitudes and beliefs.
These factors will influence their purchase behaviour however other factors like groups
of friends, or people they look up to may influence their choices of purchasing a
particular product or service. Reference groups are particular groups of people some
people may look up towards too that have an impact on consumer behaviour. The
knowledge of consumer behaviour helps the marketer to understand how consumers
think, feel and select from alternative brands of biscuits and how the consumers are
influenced by their environment.

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The consumer prefer the product from various reason as like

35% consumer prefer the product for its price, 30%for its quality, 15% for its packing
but 20% consumer have not certain idea or view why they prefer the Parle product may
be they prefer by availability, awareness, and other various reason

Standard Behavioral Model

The standard model of consumer behavior consists of a methodical and structured

process. Let's take a brief look at each step.

1. Problem recognition - The first step is problem recognition. During this step, the
consumer realizes that she has an unfulfilled need or want. Let's use the example
of a consumer who has just been informed by her mechanic that fixing her car
will cost more than it's worth. Our consumer realizes that she now has a
transportation problem and wants to fulfill that need with the purchase of a car.
2. Information search - The next step is to gather information relevant to what you
need to solve the problem. In our example, our consumer may engage in research
on the Internet to determine the types of vehicles available and their respective
features.
3. Evaluation - After information is gathered, it is evaluated against a consumer's
needs, wants, preferences, and financial resources available for purchase. In our
example, our consumer has decided to narrow her choices down to three cars
based upon price, comfort, and fuel efficiency.
4. Purchase - At this stage, the consumer will make a purchasing decision. The
ultimate decision may be based on factors such as price or availability. For
example, our consumer has decided to purchase a particular model of bike
because it price was the best she could negotiate and bike was available
immediately.
5. Post-Purchase Evolution: At this stage the consumer will decide whether the
purchase actually satisfies her needs and wants.

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Types of Consumer Buying Behavior

Types of consumer buying behavior are determined by:

 Level of Involvement in purchase decision. Importance and intensity of interest in

a product in a particular situation.
 Buyers level of involvement determines why he/she is motivated to seek
information about a certain products and brands but virtually ignores others.

High involvement purchases--Honda Motorbike, high priced goods, products visible to

others, and the higher the risk the higher the involvement. Types of risk:

 Personal risk
 Social risk
 Economic risk

The four type of consumer buying behavior are:

 Routine Response/Programmed Behavior--buying low involvement frequently

purchased low cost items; need very little search and decision effort; purchased
almost automatically. Examples include soft drinks, snack foods, milk etc.
 Limited Decision Making--buying product occasionally. When you need to obtain
information about unfamiliar brand in a familiar product category, perhaps.
Requires a moderate amount of time for information gathering. Examples include
Clothes--know product class but not the brand.
 Extensive Decision Making/Complex high involvement, unfamiliar, expensive
and/or infrequently bought products. High degree of
economic/performance/psychological risk. Examples include cars, homes,
computers, education. Spend alot of time seeking information and deciding.
Information from the companies MM; friends and relatives, store personnel etc.
Go through all six stages of the buying process.
 Impulse buying, no conscious planning.

The purchase of the same product does not always elicit the same Buying Behavior.
Product can shift from one category to the next.

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For example:

Going out for dinner for one person may be extensive decision making (for someone that
does not go out often at all), but limited decision making for someone else. The reason
for the dinner, whether it is an anniversary celebration, or a meal with a couple of friends
will also determine the extent of the decision making.

Selling of any product, there is needed to build relationship with customer. For
building a relationship there is need for knowing the customer behavior and how will be
they satisfied.

Stating from Kotler “A successful marketing requires that companies fully connect with
their customers, adopting a holistic marketing orientation means understanding customers
– gaining 360 degree view of both their daily lives and the changes that occur during their
life times so the right products are always marketed to the right customers in the right
way. ”

So satisfying the wants of the target customer is fixed through answering the questions
like

Who buys?
How do they buy?
Where do they buy?
Do they buy?

With these set of questions marketers study how individuals, groups, and organizations
select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their
needs and wants.

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There are factors like cultural, social, and personal upon which consumer behavior is
instigated. These can be defined as:
Cultural factor
This is the most fundamental determinant of a persons wants and behaviour. So attending
to the cultural values in every country to understand how to best market their existing
products and find opportunities for new products is crucial. While understanding culture
of target group variables such as values, perceptions, preferences and behaviours are the
chief variables.
Under culture there are more specific identifications like nationality, religion, racial
groups, and geographic regions creating smaller sub cultures.

Social factor
In addition social factors such as the consumer reference group family and social roles
and status affect the buying behaviour. A reference group is those groups that have a
direct and indirect influence on the attitude and behaviour. So marketers must determine
how to reach and influence the group‟s opinion.

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Personal factor
A buyer decision is also influenced by his or her personal characteristics, notably the
buyer age, lifestyle, occupation, economic circumstances etc.
Psychological factor
A person buying choice is also influenced by four major psychological factors such as
motivation, perception, learning belief and attitudes.

Britannia
The company Britannia as we know it today has multiple variants in its product segment
of biscuits alone. As the tag line goes “there‟s a perfect match for every plate” it has
range of biscuits matching the attitudes of various consumers.
As biscuit is a product, which is the most loved fast food for all age groups, it caters to
masses in India. It is easy to carry and conveniently priced adding to the handiness as a
mobile snacks product.

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Cultural factor
Biscuits have become favourite evening snacks for Indians. India being a country of food
lovers, involves food to every occasion and hence could relate to the importance of
serving biscuits in get-together, social gatherings etc.

As majorly noticeable aspect remains how it complements tea every evening. It being
light and healthier unlike previous tea snacks like samosas, pakodas etc. Has merged with
our Indian culture with ease. There are variants of biscuits with salty flavor, which
compliments the sweet taste of tea. We can notice now how biscuits have become a
prominent grocery product and is stored in bulk with varying flavors depending upon age
group preferences.

Social and personal factor

As there is a huge variety of biscuits that Britannia offers, the plethora of options bring in
social influence and personal choice as an integral factor here for consumer behaviour.

The consumer behaviour changes with every age group along with their lifestyle practice.
As children would prefer cream and taste oriented biscuits, the young generation would
prefer compromising on taste for healthier variants and older age group people would
prefer more conventional flavor like elaichi, kaju, butter etc. All these add up to the
personal factors for determining the consumer behaviour.

We can observe the stress of healthier consumption habits on every edible fmcg goods
theses days. From this we can infer the influence that social groups create on a persons
consumption habits. This drift is so high that nutrient contents have become a pre watch

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before buying any item form stores. There are options, which Britannia offers to its
consumers such as ragi. Oats, oats with cranberry etc.,. This is a personal factor that
Britannia understands and offers suitably.

Psychological factor
The competition today is too high in the biscuits segment as there are other brands
offering the same value to the same customer. So factors such as taste, extra offering,
packaging, and advertisement combine in creating a attitude towards a particular biscuit
irrespective of brand. Britannia through its advertisement like 50-50, good day, little
hearts, tiger (salman khan ad) has aided in creating a psychological factor in consumer
behaviour.

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OBJECTIVES OF THE STUDY

 To find the consumer behavior of Britannia Marie Gold biscuits

 To identify the awareness about Britannia Marie Gold biscuits available in the
market.

 To find the reason for buying the biscuit & their opinion about the Britannia
Marie Gold Biscuits.

 To identify the satisfaction level of the various factors of Marie Gold biscuits.

 To know the pack size preferred by the consumers.

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SCOPE OF THE STUDY

The study is conducted towards customers at Kurnool City.

 To know their preferable taste in Marie biscuits
 To know the level of awareness about the various brands of Marie biscuits and
also about the choice and frequency of preference of Marie biscuits.
 To know the satisfaction level of perception regarding the quality of various
Marie biscuits.
 To know the problems in identifying the Marie biscuits in the shop.

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LIMITATIONS OF THE STUDY

The study in only limited to Kurnool city.

The study has the following constraints.
 The sample sizes are restricted to 100 customers, due to time and financial
constraints.
 Convenience sampling has its own limitations, being biased and unsatisfactory.
 100 customers sample cannot be generalized to entire universe.
 The study is conducted considering the prevailing condition which are subjected
to change in future.
 Also less cooperation from the respondents.

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RESEARCH METHODOLOGY

A research cannot be conducted abruptly. Researcher has to proceed systematically in the

already planned direction with the help of a number of steps in sequence. To make the
research systemized the researcher has to adopt certain methods. The methods adopted by
the researcher for completing the project are called Research Methodology.

In other words, Research Methodology is simply the plan of action for a research which
explains in detail how data is to be collected, analyzed and interpreted.

Data‟s becomes information only when a proper methodology is adopted. Thus we can
say Methodology is a tool which process the date to a reliable information. The present
chapter attemptto highlight the research methodology adopted in this project.

RESEARCH DESIGN

A research design is a arrangement of conditions for collection and analysis of data in a

manner thataims to combine relevance to the research purpose with economy in
procedure. Out of the researchdesign said above the research design took for the study
was“Descriptive Research Design”.

DATA COLLECTION METHODS

In this study the primary data collection method have been used to collect data. Now let
us see about the primary data collection method
Primary Data Collection

Primary data are those which are collected a fresh and for the first time and thus happen
to be original in character.
Primary data collection is nothing but the data that is directly collected from the people
by the researcher himself. Primary data may pertain to demographic / socio economic
characteristics or the customers, altitudes and opinions of people, their awareness and
knowledge and other similar aspects.

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In this study Primary Data collection method has helped the researcher to a great extent
in arriving at the results.

METHODS OF PRIMARY DATA COLLECTION

There are three methods of collecting Primary data
1.Survey
2.Observation
3.Experiments
Among these, the method adopted for the study was Survey Method

Survey Method
Survey method is the systematic gathering of data from the respondents .survey is the
most commonly used method of primary data. This is widely used because of its
Extreme Flexibility
Reliability
Easy Understandability
The main purpose of survey is facilitate understanding or enable prediction of some
aspects of the population being surveyed.

SAMPLING INSTRUMENT
The instrument used to collect data for the study was the structured questionnaire.

METHODS OF SAMPLING

In this study non probability sampling has been adopted. Under the non probability
sampling convenience sampling has been taken for the purpose of study.

CONVENIENCE SAMPLING
The sampling units are chosen primarily on the basis of convenience to the researcher is
known as

SAMPLE SIZE [PILOT STUDY]

One can say that the sample must be an optimum size that it is should be neither
excessively largenor too small. Technically, the sample size should be large enough to

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give a confidence interval of desired width and as such the size of the sample must be
chosen by logical process before sample is taken from the universe.
In order to extract much feasible results through the study, a sample size of 100 has been
taken for the study.
SAMPLINGSCHEME:
Sampling design of the study consists of two steps:
a)Selection of the study area.
b)Selection of the sample size

a) SELECTION OF THE STUDY AREA :

The study was full and full in house project, so the study area was complete Kurnool
Lanson Toyota showroom.

b) SELECTION OF THE SAMPLE SIZE:

Since the population is large, to anlayze the customer perception towards the service
quality asample of 100 is selected. The customer was selected on the basis of
convenience sampling technique.

QUESTIONNAIRE DESIGN

The required information was collected through a well-structured questionnaire. The

structured questionnaire of this study included the following

a) Closed ended question

b)Open ended question

a) Closed ended question;

In this type both questions and its respective answers are arranged in a structured pattern.
This includes.
i) Rating Scale
ii) Dichotomous Questions

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b) RatingScale:
These type of question helps to rate the customer perception the no of question in the
study are from 1 to 15.
Dichotomous Question:
Dichotomous Question allows for only two possible answers “yes” and “no”. These type
of question is the study are 16 & 18.

STATISTICAL TOOLS USED FOR ANALYSIS

I WEIGHTED AVERAGE METHOD
In this method the issue price is calculated by dividing the value of materials in hand by
the no of units in hand. Average price to be charged to issue will continue to be the same
until a new purchaseis made which will necessitate computation of a new average.

ii CONFIDENCE LEVEL & SIGNIFICANCE LEVEL

The confidence level or reliability is the expected percentage of times that the actual
value will fallwithin the stated precision limits. Thus, we take a confidence level of 95%,
then we mean that thereare 95 chances in 100 (or .95 in 1) that the sample results
represent the true condition of the population within a specified precision range against 5
chances in 100 (or .05 in 1) that it does not.

iii ONE SAMPLE RUN TESTTO DETERMINE THE RANDOMNESS OF THE

SELECTED SAMPLES
H0: Samples are randomly chosen
H1: Samples are not randomly chosen

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CHAPTER-II
INDUSTRY AND COMPANY PROFILE

PROFILE OF BISCUIT INDUSTRY

In India the biscuit industry started in the middle of the 19th century. In 1887, the first
bakery was set up in India. There were four factories during Second World War. The
Second World War helped the industry to prosper with an increase for its products both
for military and civilian consumption.

After the Second World War the biscuit production in India increased rapidly. Now there
are more than 31 units in the organized sectors but also there are maybe small- scale
sectors involved in biscuit productions.

Biscuit making is made adaptable to small-scale units because of the simple

manufacturing process, easy availability of raw materials and the low cost involved in its
production. The ingredients that go in its production are wheat flour, sugar, leavening
agents, permitted emulsifier, and flavor and dough conditioners.
A survey conducted by the Institute of Industry and Market Research in New Delhi,
indicated that during 1973-1974 there were about 180 units, manufacturing biscuits in the
factory sector and about3000 units in the family sector. By now it should be twice the
figure.
The well-known companies which produce biscuits are:
 AUROFOODS (TRUE)
 BAKEMAN‟S
 BRITANNIA INDUSTRIES LIMITED
 KELLOG‟S
 KWALITY
 NUTRINE (SARA LEE)
 PARLE
 SMITHKLINE BEECHAM

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EXPORT PERFORMANCE
India exports biscuits to the Middle East, African and other neighboring countries. There
is stiff competition from European countries. U.K. has been the major competitor as far
as India in concerned.

IMPORT PERFORMANCE
Import of biscuits by general trade has been discontinued since years. However some
quantities of biscuits are imported only by military and for other special purpose. The
major countries from which these are imported are West Germany, Netherlands and
U.S.A.

The industry consists of two large scalemanufacturers, around 50 medium scale brands
and small scale units ranging up to 2500 units in the country, as at 2000-01. ... The annual
turnover of the organized sector of the biscuit manufacturers (as at 2001-02) is Rs.
4,350 crores.
1. Segments: The organized and unorganized sectors of the biscuit industry
is in the proportion Of 55%:45% ratio.
2. Exports of Biscuit is estimated to around 10% of the annual production
during the year 2006-07.
3. Imports of biscuits into India has not shown any significant growth
during the last two years and has not affected production/sales by the
Indian Biscuit industry.
4. Marketing: Wholesale and Retail marketing in the Biscuit industry is
carried out with a network of C & F Agencies (for States and/specific
Districts) Dealers / Wholesalers and Retail shops.
5. Biscuit Industry, especially the Small & Medium Sector, consisting of
around 150 units(besides three Large Industries), are facing erosion in
their profitability and competitive capability, due to imposition of Value
Added Tax (VAT) by the State Governments @ 12.5% on Biscuits,
compared to VAT oat 4% levied on other similar food products.
6. Taxation: On behalf of the industry, IBMA has been pursing the issue
with the Chief Ministers/Finance Ministers of all States and also with the

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Chairman of the Empowered Committee on VAT, seeking reduction in the

rate of VAT on biscuit to 4%.
IBMA estimates annual growth in the range of 15% to 20% during the next five years, in
the event of reduction in the rate of VAT on Biscuits to 4%.

1. Per capita consumption of Biscuits in the country is only 1.8 kg, as

compared to 2.5 kg to 5.5 kg in South eastern countries and European
countries & USA respectively.
2. . Main Categories of Biscuits are broadly as under:
Glucose, Marie. Sweet, Salty. Cream, & Milk
1. Popular Brands of Biscuits in the country are, Britannia, Parle, Priyagold,
Anmol, Biskfarm, Dukes, Cremica, Priya, Veeramani, Bonn, Bhagwati, Raja,
Champion,Sobisco,Madhabi, Nezone, Windsor, Cookieman, Sufeast, Ankit,
Shangrila, Nalanda, etc.

BISCUIT INDUSTRY IN INDIA-STATUS PAPER

Annual Growth
The biscuit industry in India witnessed annual growth as below:-
2003-04 – 13%
2004-05 – 14%
2005-06 – 14%
2006-07 – 13%
2007-08 – 14%
2008-09 – 16%
2009-10 – 14%
2010-11 – 11%
2011-12 – 11%
2012-13 – 09% (April-September 2012)
While the growth rate has been stagnating during last 4 years, it picked up momentum
during the 2008-09 mainly on account of exemption from Central Excise Duty on
biscuits with MRP up to Rs.100/per kg, as per Union Budget for 2007-08. However

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growth further declined from 2009-10 to 2011-12 and the first half of 2012-13.
Annual Production:
The organized biscuit manufacturing industry„s annual production figures are given
below:
(In Lakh Metric Tonnes)
2003-04 – 11.00
2004-05 – 12.55
2005-06 – 14.29
2006-07 – 16.14
2007-08 – 16.85
2008-09 – 17.50
2009-10 – 18.50
2010-11 – 19.00
2011-12 – 20.50
2012-13 – 10.50(April to September 2012)
Segments:
The organized and unorganized sector of the biscuit industry is in the proportion
of 70%:30% ratio.
·EXPORTS of Biscuit was 14% of the annual production during the year 2010-11
which declined to around 12.5% in 2011-12.
· IMPORTS of biscuits into India (mainly high end products) has not shown any
significant growth during the last five years and has not affected production/sales by the
Indian Biscuit industry.
Rural-Urban penetration of Biscuit:
Urban Market: 75% to 85%
Rural Market: 50% to 65%
Marketing
Wholesale and Retail marketing in the Biscuit industry is carried out with a network of
Super Stockers Agencies (for States and specific Districts etc), Wholesalers and Retail
shops.

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HIKE IN COST OF PRODUCTION

Biscuit Industry especially the Small & Medium Sector, consisting of around 275 units
are facing erosion in their profitability and competitive capability, due to steep hike in
cost of production on account of increase in prices of major raw materials, i.e. Wheat
Flour Veg. Oil, Sugar, Milk, Packaging Materials, Fuel. Wages, etc. Recent increase in
prices of Petrol/Diesel in May 2008 has further resulted n cost push.
Value Added Tax
Imposition of Value Added Tax (VAT) by the State Governments @ 13.5% compared
to VAT at 5% or 0% levied on other similar food products has also adversely affected
biscuit industry.
On behalf of the industry, IBMA has been pursing the issue with the Chief
Ministers/Finance Ministers of all States and also with the Chairman of
the Empowered Committee on VAT, seeking reduction in the rate of VAT on biscuit
to 5%. IBMA delegations have already met Chairman, Empowered Committee on
VAT, as well as Deputy Chief Ministers & Finance Ministers of Bihar, Orissa,
Jharkhand, Punjab, Haryana, Delhi, Andhra Pradesh, and officials of Uttar Pradesh etc.
While most of the State Ministers have expressed their support of IBMA‟s
representation, however the issue has not so far received favourable consideration by
the Empowered Committee on VAT.
IBMA estimates annual growth in the range of 20% to 25% and above in the event
of reduction in the rate of VAT on Biscuits to 5%.
PER CAPITA CONSUMPTION of Biscuits in the country is only 1.8 kg, as
compared to 2.5 kg to 5.5 kg in South East Asian countries and European countries, and
7.5 kg in USA
Pattern of Biscuit Consumption (On Zonal basis) in the country are as below:
Northern Zone – 25%
Western Zone – 23%
Southern Zone – 24%
East and North
East Zone – 28%
(Including N. East)

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The per capita consumption as well as pattern of consumption in the four regions,
as shown above, will also increase considerably, in case the industry’s plea for
reduction in the rate of Value Added Tax (VAT) from 13.5% to 5% is acceded to.

Main Categories of Biscuits are broadly as under:

Glucose, Marie, Sweet, Cream Milk
Popular Brands of Biscuits in the country are, Britannia, Parle, Priyagold, Anmol,
Sunfeast, Biskfarm, Dukes, Cremica, Priya, Veeramani, Bonn, Bhagwati, Raja,
Madhabi, Nezone, Ankit, Nalanda, etc.
Meanwhile introducing Goods & Services Tax (GST) replacing VAT and other Taxes
at the State Level and Central GST (replacing Central Excise Duty) is being delayed,
due to differences between some State Government and Central Government.
FOOD LAWS
In view of this order, the following Act & Orders stand repealed w.e.f. 5th August, 2011:

1. The Prevention of Food Adulteration Act, 1954 (37 of 1954).

2. The Fruit Products Order, 1955.

3. The Meat food product Order, 1973.

4. The Vegetable Oil Products (Control) Order, 1947.

5. Edible Oils Packaging (Regulations) Order, 1998.

6. The Solvent Extracted Oil, De-oiled Meal, and Edible Flour (Control) Order,

1967.

7. The Milk and Milk Products Order, 1992.

8. Any other order issued the under Essential Commodities Act, 1955 (10 of 1955)

relating to food.

At the same time, the Govt. of India, Ministry of Health and Family Welfare has also

notified the final Food Safety and Standards Regulations, 2011 on 1st August,

2011 effective from 5th August, 2011. These Regulations cover following items:

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1. FOOD SAFETY AND STANDARDS (LICENSING AND REGISTRATION

OF FOOD BUSINESSES), REGULATIONS 2011

2. FOOD SAFETY AND STANDARDS (PACKAGING AND LABELLING)

REGULATIONS, 2011

3. FOOD SAFETY AND STANDARDS (FOOD PRODUCTS STANDARDS AND

FOOD ADDITIVES) REGULATIONS, 2011, Part I

4. FOOD SAFETY AND STANDARDS (FOOD PRODUCTS STANDARDS AND

FOOD ADDITIVES) REGULATIONS, 2011, Part II

5. FOOD SAFETY AND STANDARDS (PROHIBITION AND RESTRICTIONS

ON SALES) REGULATIONS, 2011

6. FOOD SAFETY AND STANDARDS (CONTAMINANTS, TOXINS AND

RESIDUES) REGULATIONS, 2011

7. FOOD SAFETY AND STANDARDS (LABORATORY AND SAMPLE

ANALYSIS) REGULATIONS, 2011

8. IBMA 2nd Circular on Mandatory Licence Registration.

9. Food Licence Registration Last date extended 6 months

10 IBMA Cir No 1210 on Food License and registration with FSSAI

11 IBMA Circular No 1206 Notification Nos 426 and 426 Amendments in LM PC Rules

The "India Biscuit Market Overview 2017-2023" report has been added

to ResearchAndMarkets.com's offering.

India is the third largest producers of biscuits following United States and China. The
biscuit market of India is driven by factors such as increasing income of consumers, shift
to premium biscuits, more manufacturing facilities set up, growing health awareness,
innovation in biscuits, attractive packaging, etc.

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 CONSUMER BEHAVIOUR TOWORDS BRITANIA MARIE GOLD BISCUITS

The organized biscuit market accounts for more than 70% of value share in the overall
Indian biscuit market. The sector is expected to surpass the revenue figure of INR 400
billion by 2023. Organized market comprises of all the major players of biscuits which
serves both in rural and urban area. The distribution network of players like Parle and
Britannia are widely spread in the rural areas. It is very easy to find a 5 Rs. Parle biscuit
in any traditional general shop in those areas. Organized market consists of different
product categories of biscuits such as cream, cookies, glucose, marie, cracker, milk, etc.
Organized players like Parle, Britannia, Mrs. Bectors, Surya Food and Agro Limited
manufacture all types of biscuits mentioned above. Rural consumption of biscuits have
shown a better growth in past few years.

Along with the major biscuit players of India, many regional players are also into the
production of biscuits. These players have similar production facilities like the renowned
one. Their biscuits are well- labelled and packaged yet healthy to eat and available at a
low price which makes it affordable for the low income consumers. To increase its sales
and product value, companies have started to launch premium biscuits in small packets so
as to increase the demand of their products in both rural and urban places. Urban
localities include distribution channels such as hypermarket, supermarket, general stores
and growing one "e-retailing".
E-retailing is in trend nowadays. E-retailing allows consumers to select their kind of
products and also offers discount at times like in festive seasons. It is convenient to shop
from here as one can easily purchase anything by sitting at home. Amazon, Flipkart,
Snapdeal are some of the e-retailers in India which keep biscuits from both national and
international brands.
Major companies operating in the biscuit market of India are ITC Limited, Britannia
Industries Limited, Parle Biscuits Private Limited, Surya Food & Agro Limited and
Unibic Foods India Private Limited.
Key Topics Covered:
1. Executive Summary
2. India Biscuit Market Outlook
3. India Organized Biscuit Market Outlook

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 CONSUMER BEHAVIOUR TOWORDS BRITANIA MARIE GOLD BISCUITS

4. India Cookie Biscuit Market Outlook

5. India Cream Biscuit Market Outlook
6. India Glucose Biscuit Market Outlook
7. India Marie Biscuit Market Outlook
8. India Cracker Biscuit Market Outlook
9. India Milk Biscuit Market Outlook
10. India Other Biscuit Market Outlook
11. Company Profiles
 Britannia Industries Limited
 ITC Limited
 Parle Biscuits Private Limited
 Surya Food and Agro Limited
 Unibic Foods India Private Limited
For more information about this report
visit https://www.researchandmarkets.com/research/gxth99/india_biscuit?w=5
Media Contact:
Research and Markets
Laura Wood, Senior Manager
[email protected]

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 CONSUMER BEHAVIOUR TOWORDS BRITANIA MARIE GOLD BISCUITS

COMPANY PROFILE

CHEERS TO HEALTH AT TEA TIME!

Tea times are incomplete without a packet of Britannia Marie biscuits. As today‟s woman
packs in more each day while caring for her family, these low fat and zero cholesterol
biscuits are her tea time mates. By dipping a Marie Gold into a piping hot cup of tea, a
special moment of vitality is savoured.
MARIE GOLD

Each Marie Gold biscuit is crisp and light, and is packed with the goodness of Vitamins
and Minerals that make for healthier teatimes.
 BISCUITS
 GOOD DAY
 CRACKERS

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 CONSUMER BEHAVIOUR TOWORDS BRITANIA MARIE GOLD BISCUITS

 NUTRICHOICE
 MARIE GOLD
 TIGER
 MILK BIKIS
 JIM JAM + TREAT
 BOURBON
 LITTLE HEARTS
 PURE MAGIC
 NICE TIME
 BREADS

 WHOLE WHEAT BREADS

 WHITE SANDWICH BREADS
 BREAD ASSORTMENT
 DAILY BREADS
 DAIRY

 CHEESE
 MILK BASED BEVERAGES
 FRESH DAIRY
 EVERYDAY GOODNESS
CAKES

 GOBBLES
 TIFFIN FUN
 NUT & RAISIN
 MUFFILLS
 LAYERZ
 ROLLYO
 FUDGEIT

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 RUSK
TOASTEA
 CREME WAFERS
TREAT CREME WAFER
 CROISSANT
TREAT CROISSANT

Britannia Industries Limited is a food company, which is engaged in the manufacture of

biscuits, cakes and rusks. The Company operates through the Foods segment, which
comprises bakery and dairy products. ... Its products under breads include Whole Wheat
Breads, White Sandwich Breads and Bread Assortment.

Britannia Industries Limited is an Indian food-products corporation. Founded in 1892

and headquartered in Kolkata, it is one of India's oldest existing companies. It is now part
of the Wadia Group headed by Nusli Wadia. The company sells
its Britannia and Tiger brands of biscuits, breads and dairy products throughout India and
in more than 60 countries across the world.Beginning with the circumstances of its
takeover by the Wadia group in the early 1990s, the company has been mired in several
controversies connected to its management. However, it enjoys a large market share and
is exceedingly profitable.
History
The company was established in 1892 by a group of British businessmen with an
investment of ₹295. 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 the name "V.S. Brothers." In 1918, C.H. Holmes,
an English businessman based 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.

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 CONSUMER BEHAVIOUR TOWORDS BRITANIA MARIE GOLD BISCUITS

A few years later, control moved through a complicated process, which is still not fully
understood, to Rajan Pillai, a Kerala-based businessman and a crony of Nusli Wadia. The
two cronies fell out with each other and an uproarious corporate drama unfolded. It ended
after the death of Rajan Pillai in police custody and the confirmed takeover of control
by Nusli Wadia. Its subsequent corporate history has also had a full share of
controversies.
Biscuits[edit]
Biscuits account for 90% of Britannia's annual revenue. The company's factories have an
annual capacity of 433,000 tonnes. The brand names of Britannia's biscuits
include VitaMarieGold, Tiger, Nutrichoice, Good day, 50 50, Treat, Pure Magic, Milk
Bikis, Bourbon, Nice Time and Little Hearts among others.
In 2006, Tiger, the mass market brand, realised $150.75 million in sales, including
exports to the U.S. and Australia. This amounts to 20% of Britannia revenues for that
year.
Also Britannia Industries has roped in Bollywood actor Salman Khan to endorse it range
of 'Tiger' brand of biscuits. According to Britannia, Khan will play a role in further
enhancing Tiger‟s core values through his association in presenting the brand, its
products and promotional activities.
Dairy products
Dairy products contribute close to 10% to Britannia's revenue.The company not only
markets dairy products to the public but also trades dairy commodities business-to-
business. Its dairy portfolio grew to 47% in 2000-01 and by 30% in 2001-02. Its main
competitors are Nestlé India, the National Dairy Development Board (NDDB),
and Amul (GCMMF).
Britannia holds an equity stake in Dynamix Dairy and outsources the bulk of its dairy
products from its associate.
On 27 October 2001, Britannia announced a joint venture with Fonterra Co-operative
Group of New Zealand, an integrated dairy company which handles all aspects of the
value chain from procurement of milk to making value-added products such as cheese
and buttermilk. Britannia intends to source most of the products from New Zealand,
which they would market in India. The joint venture will allow technology transfer to
Britannia. Britannia and New Zealand Dairy each hold 49% of the JV, and the remaining

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 CONSUMER BEHAVIOUR TOWORDS BRITANIA MARIE GOLD BISCUITS

2 percent will be held by a strategic investor. Britannia has also tentatively announced
that its dairy business (probably including Dynamix) would be transferred to the joint
venture.However, the authorities' approval to the joint venture obliged the company to
start manufacturing facilities of its own. It would not be allowed to trade, except at the
wholesale level, thus pitching it in competition with Danone, which had recently
established its own dairy business.
Performance and profitability
Between 1998 and 2001, the company's sales grew at a compound annual rate of 16%
against the market, and operating profits reached 18%. More recently, the company has
been growing at 27% a year, compared to the industry's growth rate of 20%. At present,
90% of Britannia's annual revenue of Rs 22 billion comes from biscuits.
Britannia is one of India's 100 Most Trusted brands listed in The Brand Trust
Report. Britannia has an estimated market share of 38%.
Disputes and controversies
Wadia and Rajan Pillai
Kerala businessman Rajan Pillai secured control of the group in the late 1980s, becoming
known in India as the 'Biscuit Raja'. In 1993, the Wadia Group acquired a stake in
Associated Biscuits International (ABIL), and became an equal partner with Groupe
Danone in Britannia Industries Limited.
In what The Economic Times referred to as one of [India's] most dramatic corporate
sagas,Pillai ceded control to Wadia and Danone after a bitter boardroom struggle,then
fled his Singapore base to India in 1995 after accusations of defrauding Britannia, and
died the same year in Tihar Jail.
Wadia and Danone
The Wadias' Kalabakan Investments and Group Danone had two equal joint venture
companies, Wadia BSN and United Kingdom registered Associated Biscuits International
Holdings Ltd., which together held a 51 percent stake in Britannia.The ABIH tranche was
acquired in 1992, while the controlling stake held by Wadia BSN was acquired in 1995.
It was agreed that, in case of a deadlock between the partners, Danone was obliged to buy
the Wadia BSN stake at a "fair market value". ABIH had a separate agreement signed in
1992 and was subject to British law.

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Wadia was to be Danone's wife's partner in the food and dairy business, and product
launches from Groupe Danone's were expected but never materialised despite the JV
being in existence for over 11 years in India.Under the 1995 joint venture agreement,
Danone is prohibited from launching food brands within India without the consent of the
Wadias. In addition, the partners agreed there would be the right of first refusal to buy out
the remaining partner in the event of the other wishing to sell its holding.

In June 2006, Wadia claimed Danone had used the Tiger brand to launch biscuits in
Bangalore. In May 2007, Nusli Wadia told the Ministry of Commerce and Industry that
Danone invested in a Bangalore-based bio nutrition company, Avesthagen, in October
2006 in violation of the government's Press Note 1, 2005, which requires a foreign
company to obtain the consent of its Indian joint venture partner before pursuing an
independent business in a similar area, including joint ventures based purely on technical
collaboration. Danone argued that Press Note 1 did not apply to it as it did not have a
formal technology transfer or trademark agreement with Avesthagen, and that its 25%
holding in Britannia was indirect. Wadia also filed a case in the Bombay High Court for a
breach of a non-competition clause in that connection. The court ordered Danone not to
alienate, encumber or sell shares of Avesthagen.

In September 2007, the Foreign Investment Promotion Board of India rejected Danone's
claims that it did not need a non-compete waiver from the Wadias to enter into business
in India alone.
After a prolonged legal battle, Danone agreed to sell its 25.48% stake in Britannia to
Leila Lands, which is a Wadia group entity based in Mauritius, and quit this line of
business. The deal was valued at $175–200 mn. With this buy-out, Wadia holds a
majority stake of 50.96%.

Intellectual property dispute

In a separate dispute from the shareholder matters, the company alleged in 2006 that
Danone had violated its intellectual property rights in the Tiger brand by registering and
using Tiger in several countries without its consent. Britannia claimed the company
found out that Danone had launched the Tiger brand in Indonesia in 1998, and later in
Malaysia, Singapore, Pakistan and Egypt, when it attempted to register the Tiger

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 CONSUMER BEHAVIOUR TOWORDS BRITANIA MARIE GOLD BISCUITS

trademark in some of these countries in 2004.Whilst it was initially reported in December

2006 that agreement had been reached, it was reported in September 2007 that a solution
remained elusive. In the meantime since Danone's biscuit business has been taken over
by Kraft, the Tiger brand of biscuits in Malaysia was renamed Kraft Tiger Biscuits in
September 2008.

Britannia initiated legal action against Danone in Singapore in September 2007. The
dispute was resolved in 2009 with Britannia securing rights to the Tiger brand worldwide,
and Danone paying Rs220 million to utilise the brand.

Membership shall consist of the different classification as may be decided by the

Managing Committee.
1. APPLICATION FOR MEMBERSHIP : Any Company/Firm or Person desiring
to be a member in any of the category as may be decided by the Managing
Committee under the membership rules, may apply to the Association in the form
that may from time to time be prescribed by the Managing Committee for being
admitted as such member.
The Managing Committee may without assigning any? reason, decline to accept
any person firm and/or company or organization to the membership of the
Association.
Provided that applicant for membership shall pay a sum of Rs.lOOQO/- towards
annual membership subscription for the year 2007-08, being the first year of
formation of the association and such members shall pay Entrance Fee and any
other charges/contribution, as may be decided by the Managing Committee.
2. REMOVAL OF ANY MEMBER: The Managing Committee may on its own
motion or upon representation made by <~me or more members remove any
existing member or members from the membership of the Association by a
resolution passed by two-thirds of the members of the managing committee
present and voting after giving such member an opportunity of being hoard in the
matter. Such member shall be entitled to appeal to the decision of the managing
committee being conveyed to him Any such appeal shall be placed for
consideration before the next ordinary general meeting of the Association.

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 CONSUMER BEHAVIOUR TOWORDS BRITANIA MARIE GOLD BISCUITS

3. AUTHORISED REPRESENTATIVE : Any member, not being an individual,

shall by a resolution of its managing committee or other governing body or by
writing under the hands of its duly constituted attorney, authorize from time to
time any person, being preferably a member of the Biscuits manufacturing
establishments or the association of the Biscuits manufacturing establishments or
the institution or organization concerned, as it may think fitto act as its
representative at any general meeting of the Association

IBMA’S AGENDA OF SERVICES

Dissemination of latest information/data on amendments/changes in food Laws review of
prices/availability of Raw Materials ingredients fuels/wages etc. Important national/
international Events/Exhibitions relating to Biscuit/Bakery Industry, Media and other
news, Through circulars IBMA Website (www.ibma.biscuits.in) and News Bulletin.
IBMA takes care of grey areas affecting Small & Medium Biscuits manufacturers‟ IBMA
as the premier organization of Biscuit Industry, play a pivotal role in addressing
important issues including:-

1. Taxation: Reduction of Value Added Tax imposed at 12.5% to 4% and

other State/Local Levies on Biscuits and its Ingredients, packaging etc.
2. Rising Costs/Availability of Raw materials,
Wheat/Flour, Fat/Oil, Sugar, Ingredients, Fuel, Packaging, Transport etc.
1. Food Laws Stringent amendments & unilateral enforcement in regard to
PFA Act/Rules, 1955, (Packaged Commodities) Rules, 1977, Food Safety & Standards
Act/ 2006.

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CHAPTER-III
REVIEW OF LITERATURE

The purpose of services of literature is to find out similar situational variables and
their appropriateness that is situated for present day situation. It also indicates various
attitude of dealer with regard to other similar products. In order to make more relevant
the review of literatures from both Indian and Foreign Studies been reviewed.

CREATING NEW MARKET SPACE

According to Macborgne Renel er-al, in his article entitled “Creating New Market Space”
most companies focus on marketing and beating their rivals. As a result their strategies
tend to take on similar dimensions.

The authors say innovative company breaks free from competitions by staking out
fundamentally new market space that is by creating products services for which there are
no competitions.

According to the managers, they must look not only across the conventional boundaries
but also the territory that represent real value on innovations.

STRATEGIC COMPETITION
According to Dr. Rajan Das in his article “INTO THE UTURE” strategically
(1997) states that understanding competition and competitive behaviour in strategic terms
is extremely important.
Hamel and Prahlad observe that there are three levels of competition viz.
Competition for intellectual leadership to get new ideas that may create new advantages
or new basis for competition.
Competition for translating such new ideas into commercial products and services faster
than other.
Competition for market share. According to these two authors the competition for market
share cannot to won unless formidable advantages are created at the first two levels.
Ability to see customer needs and competition beyond present served market and also

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 CONSUMER BEHAVIOUR TOWORDS BRITANIA MARIE GOLD BISCUITS

assess the capabilities at competition to come up with break through products and
services that may alter future competitive is a key requisite for understanding strategic
competition.
MARKETING MIX
According to Adriyan Payan, The marketing mix concept is a well-established tool used
as astructured by marketers. It consists of the various elements of a marketing programme
which needto be considered in order to successfully implement the marketing strategy
and positioning in thecompany‟s marketers.
Traditionally, most marketers have considered four basic elements of a marketing mix:
product, price, promotion and place. But as for as concerned product, price, promotion
are taken intoconsideration, regarding project.

PRODUCT
According to Harsh V. Verma,, the term the „product‟ generally conjures up the vision a
car, a pen, a racquet or anything that is tangible. It is very rarely that one thinks of
„product‟ in a service firm, for service business is an inward-looking, activity-based
classification.
“A product is anything that can be offered to a market for attention, acquisition, use
or consumption that might satisfy a want or need. It includes physical objects, person,
places organization and ideas”. Product definition has an implicit reference to a market
and a need. The physical character of goods is useful in convincing the market that the
said product is capable of satisfying a need and is superior to competition.
A product generally, has four levels, viz, generic, expected, augmented and potential.
1. The Generic Product: It refers to the rudimentary substantive thing. It is the product at
its basiclevel.
2. The Expected Product: It refers to the customer‟s minimum set of expectation from an
expectation from a product.
3. The Augmented Product: It refers to offerings in addition to what the customer
expects.
4. The Potential Product: It refers to doing everything potentially feasible to hold and
attract the customer.

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PRICE
Price is the most important thing for the product. Generally for any type of price fixing
the manufactures has to aware of his production cost and adds some margin to that
production cost they can fire the prices.

Price = Cost of the Production + Margin[Equation 1.1]

PRICING
Pricing plays a pivotal part in the marketing mix because pricing attacks revenues to the
business. Pricing decisions are important in determining the value for the customer and
play a role in the building of an image for the service. Price also gives apperception of
quality. Pricing decisions are generally taken by adding a percentage mark up on cost.
Service firms, at least within deregulated markets, need to use pricing more strategically
to help gain competitive advantage.
Pricing decisions will affect the channel members including suppliers, sales people,
distributors, competitors and customers.
Pricing has some objectives like,
• Survival
•Profit maximization
•Sales maximization
• Prestige
•Return on investment

PRICING METHODS
Pricing has some methods, they are as fallows.
i) Cost-plus pricing: Here, a specific percentage mark up is sought

ii) Rate of return pricing: Here, the firm wants to achieve a given rate of return on
investment or assets. This is sometime called „target return‟ pricing.

iii) Competitive parity pricing: Here, the price is determined considering the
Competitive prices inthe market

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iv)Loss leading pricing: Here, the price is set on a short – term basis, to establish a
position in the market or to provide an opportunity.

iv) Value-based pricing: Here, the price is determined on the service‟s perceived
Value to a given customer segment.

v) Relationship pricing: Here, the price is determined on consideration of future

potential profit streams over the lifetime of customers.

PROMOTION
IMPORTANCE OF PROMOTION
The marketing mix activities of product planning, pricing and distribution are performed
mainly within the organization or between the organization and its marketing partners.
However with promotional activities the firm communicates directly with potential
customers.
Promotion is the element in an organization marketing mix that served to inform
persuade andremained the market of the organization and its products. Basically
promotion is an attempt toinfluence whether a particular promotional activity is designed
to inform pursued or remained theultimate objective is to Influence the recipient feelings
beliefs or behaviors. In our socio economicsystem this is not only acceptable. It is
essential one of the attributes of a free society is the right of use combination as a tool of
influence.

PROMOTIONAL METHODS
The promotional mix is the combination of personal selling advertising, sales, promotion,
publicity and public relations that helps an organization achieve its marketing objectives.
These five methods of promotion defined as follows.

PERSONAL SELLING:
Personal selling is the presentation of a product to a prospective customer by a
representative of the selling organization. Across all business more money is spent on
personal selling than any other form of promotion.

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ADVERTISING:
18Advertising is any paid form of impersonal mass communication in which the sponsor
is clearly identified. The common forms are broad cost and print media using.
SALES PROMOTION:
Sales promotion is designed to supplement advertising and co-ordinate personal selling
includessales promotion are screen activities as contents for sales people and consumers
trade shows in storedisplays, samples.
Sales promotion is one of the most commonly used in the marketing vocabulary. We
define sales promotional activities that are intended to stimulate customers demand and
improve the marketing performance of sellers. Sales promotion includes coupons,
premiums, displays and samples.
Sales promotion activities may be conducted by producers or middlemen. The target for
producer‟s sales promoters may be middleman or end users-households. Business or the
producers own sales force middleman direct sales promotion at his sales people or
prospects further down the channel of distribution.
Sales promotion is different form advertising and personal selling. But all these activities
often are interacted. In fact a major function of sales promotion is to serve as bridge
advertising and personal selling to supplement and co-ordinate efforts on these two areas.
Recently sales promotion has been fastest growing method of promotion with rupees
being shifted from advertising total annual expenditures for sales promotion are estimated
to parallel or evenexceed those for advertising. Sales promotion is also being integrated
into the total marketingstrategy. In many firms, it‟s being introduced at the conception or
a promotion campaign.
Several factors in the marketing environment contribute to the surveying popularity of
sales promotion.
Short run orientation:
Sales promotions such as campaign and trade allowance produce quicker more asurable
salesresults. However, this strategy agree that these intermediate benefits come at he
expense of building a strong brand in case in consumers minds and condition. Buyers to
expect incentives.Thus, they feel an over emphasis on sales promotions will under mine a
product future.

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PUBLICITY:
Publicity is similar to advertising in that it is a mass communication type of demand
stimulations.Publicity usually consists of favorable means presentation publicity for a
product organization presented in any media. The unique features of publicity are that it
is not paid for and it has the credibility of editorial material. Organizations frequently
provide the material for publicity in the form of news, press conferences and
photographs.
PUBLIC RELATIONS:
Public relations are planned effort by an organization to influence theattitudesand
opinions of a specific group.

The target may be customer, stockholders, a government agency are special interest
group. Promotion is a critical ingredient of many marketing strategies. Product
differentiation market segmentation, trading up and trading down and branding all
enquires effective promotion.

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CHAPTER-IV
DATA ANALYSIS AND INTERPRETATION

1. Table Representing consumers who are aware of Britannia Marie gold biscuits.
Respondents No. of Respondents Percentage

YES 86 86%

NO 14 14%

GRAPH REPRESENTING CONSUMERS WHO ARE AWARE OF BRITANNIA

MARIE GOLD BISCUITS.

100
Percentage of
Respondents

90
80
70
60
50 Percentage
40 No.of Respondents
30
20
10
0
Yes No
No.of Respondents

INFERENCE:
From the above table it is concluded that
86% of respondents aware of marie gold biscuits
14% of respondents are not aware of marie gold biscuits
SOURCE: QUESTIONNAIRE

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2. Table showing different brands of biscuits liked most by the respondents.

Brand No. of Respondents Percentage
Britannia 56 56%

Parle 14 14%

Sunfeast 20 20%

Rose 10 10%

GRAPH REPRESENTING DIFFERENT BRANDS OF BISCUITS LIKED MOST

BY THE RESPONDENTS

100
Percentage of Respondents

90
80
70
60
50
Percentage
40 No.of Respondents
30
20
10
0
Britannia Parle BrandSunfeast Rose

INFERENCE:
From the above table it is concluded that
56% of the respondents like Britannia
14% of the respondents like Parle
20% of the respondents like Sunfeast
10% of the respondents like Rose
SOURCE: Questionnaire

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3. Table representing consumer preference towards other variants of Britannia.

Variants No. of Respondents Percentage
Marie gold 38 38%

Good day 30 30%

Bourbon 12 12%

50-50 20 20%

GRAPH REPRESENTING CONSUMER PREFERENCE TOWARDS OTHER

VARIANTS OF BRITANNIA

no.of respondents

20%
38%
Mariegold
12%
Good day
Bourbon

30% 50-50

INFERENCE:
38% of the respondents prefer Britannia
30% of the respondents prefer Good day
12% of the respondents prefer Bourbon
20% of the respondents prefer 50-50
SOURCE: Questionnaire

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4. Table representing the source of awareness.

Source No. of Respondents Percentage
Advertisement 30 30%

Friends 34 34%
Relatives 10 10%
Others 26 26%

GRAPH REPRESENTING SOURCE OF AWARENESS

No.of respondents

26% 30%

Advertisement

10% Friends
Relatives
Others
34%

INFERENCE:
From the above table it is concluded that
30% of people are aware through advertisement
34% of people are aware through friends
10%of people are aware through relatives
26% of people are aware through others
SOURCE: Questionnaire

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5. Table showing place of purchase.

Place of purchase No. of Respondents Percentage
Super market 30 30%

General stores 50 50%

Medical stores - -
Deptmental stores 20 20%

GRAPH REPRESENTING PLACE OF PURCHASE

Percentage of
Respondents

100
90
80
70
60
50
40
30
20
10 Percentage
0
No.of Respondents

Plcae of Purchase

INFERENCE:
From the above table it is concluded that
30% of the people purchase it from supermarket
50% of the people purchase it from General stores
20% of the people purchase it from Departmental stores
People do not purchase it from Medical stores
SOURCE: Questionnaire

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6. Table representing various factors influencing by the no. of respondents in buying

Britannia Marie gold Biscuits.
Factors No. of Respondents Percentage
Taste 36 36%

Quality 22 22%
Brand image 20 20%

Quantity 8 8%

package 14 14%

GRAPH REPRESENTING VARIOUS FACTORS INFLUENCE

100
Percentage of
Respondents

80

60

40 Percentage
No.of Respondents
20

0
Taste Quality Brand Quantity Package
image
Factors

INFERENCE:
From the above table it is concluded that
36% of the people are influenced through taste
22% of the people are influenced through quality
20% of the people are influenced through brand image
8% of the people are influenced through quantity
14% of the people are influenced through package
SOURCE: Questionnaire

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7. Table showing opinion of respondents towards price.

Price No. of Respondents Percentage
High 30 30%
Low 20 20%
Reasonable 50 50%

GRAPH REPRESENTING CONSUMER’S OPINION TOWARDS PRICE

100
90
80
Percentage of
Respondents

70
60
Percentage
50
No.of Respondents
40
30
20
10
0
High Low Reasonable
Price

INFERENCE:
From the above table it is concluded that
30% of the people think that price is high
20% of the people think that price is low
50% of the people think that price is reasonable
SOURCE: Questionnaire

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8. Table representing no. of respondents who are interested to buy in the current
price.
INTEREST NO.OFRESPONDENTS PERCENTAGE

YES 86 86%

NO 14 14%

GRAPH REPRESENTING NO.OF RESPONDENTS WHO ARE INTERESTED

TO BUY IN THE CURRENT PRICE

100
Percentage of
Respondents

80

60
Percentage

40 No.of Respondents

20

0
Yes No

Interest

INFERENCE:
From the above table it is concluded that
86% of respondents are interested to buy in the current price
14% of respondents are not interested to buy in the current price
SOURCE: Questionnaire

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9. Table showing no. of respondents who are suggesting this to others.

Suggest No. of respondents Percentage
Yes 90 90%

No 10 10%

GRAPH REPRESENTING NO.OF RESPONDENTS WHOARE SUGGESTING

THIS TO OTHERS

100
90
80
Percentage of
Respondents

70
60
Percentage
50
No.of Respondents
40
30
20
10
0
Yes No
Suggest

INFERENCE:
From the above table it is concluded that
90% of the respondents suggest mariegold biscuits to others
10% of the respondents not suggest mariegold biscuits to others
SOURCE: Questionnaire

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10. Table showing no. of Respondents purchasing frequently.

Frequency No. of Respondents Percentage
Daily 10 10%

Weekly 30 30%
Fortnightly 28 28%

Monthly 20 20%

Occasionally 12 12%

GRAPH REPRESENTING NO OF RESPONDENTS PURCHASING

FREQUENTLY.

100
Percentage of
Respondents

90
80
70
60
50
40
30
20 Percentage
10
0 No.of Respondents

Frequency

INFERENCE:
From the above table it is concluded that
10% of the consumers purchase daily
30% of the consumes purchase weekly
28% of the consumes purchase fortnightly
20% of the consumers purchase monthly
12% of the consumers purchase occasionally
SOURCE: Questionnaire

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11. Table showing size of packet preferred by the no. of respondents.

Size o f packet No. of Respondents Percentage
100gms 38 38%
200gms 42 42%
400gms 10 10%

GRAPH REPRESENTING SIZE OF PACKET PREFERED BY THE NO.OF

RESPONDENTS.

100
Percentage of
Respondents

80

60

40 Percentage
No.of Respondents
20

0
100gms 200gms 400gms

Size of Packet

INFERENCE:
From the above table it is concluded that
38% of the respondents prefer 100gms packet
42% of the respondents prefer 200gms packet
10% of the respondents prefer 400gms packet
SOURCE: Questionnaire

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12. Table showing respondents opinion towards the advertisement.

Feel No. of respondents Percentage
Good 36 36%
Better 32 32%

Poor 12 12%
Excellent 20 20%

GRAPH REPRESENTING RESPONDENTS OPINION TOWARDS THE

ADVERTISEMENT

Excellent

Poor
Feel

No.of Respondents
Better Percentage

Good

0 20 40 60 80 100
Percentage of Respondents

INFERENCE:
From the above table it is concluded that
36% of the people feel it as Good
32% of the people feel it as Better
12% of the people feel it as Poor
20% of the people feel it as Excellent
SOURCE: Questionnaire

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13. Table showing level of satisfaction by the no. of respondents.

Level of satisfaction No. of Respondents Percentage
Highly satisfied 10 10%

Moderately satisfied 28 28%

Satisfied 42 42%
Less satisfied 20 20%

GRAPH REPRESENTING LEVEL OF SATISFACTION BY THE NO. OF

RESPONDENTS
Level of Satisfaction

Less Satisfied

Satisfied

No.of Respondents
Moderately Satisfied
Percentage

Highly Satisfied

0 50 100

Percentage of Respondents

INFERENCE:
From the above table it is concluded that
10% of the people are highly satisfied
28% of the people are moderately satisfied
42% of the people are satisfied
20% of the people are less satisfied
SOURCE: Questionnaire

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14. Table showing easy availability of Britannia marie gold biscuits in the market.
Availability No. of respondents Percentage
Yes 96 96%

No 4 4%

GRAPH REPRESENTING EASY AVAILBILITY OF BRITANNIA MARIE

GOLD BISCUITS IN THE MARKET
Availability

No
No.of Respondents
Percentage
Yes

0 20 40 60 80 100

Percentage of Respondents

INFERENCE:
From the above table it is concluded that
96% of the consumers find easy availability of Britannia marie gold biscuits
4% of the consumers do not find easy availability of Britannia marie gold biscuits
SOURCE: Questionnaire

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FINDINGS

 Among the outlet surveyed 60% is male and 40% female.

 Most of the respondents belongs to male [60%].
 All the surveyed 100 outlets sell biscuits
 Most of the respondents are in the age group of less than & some of them in the
age group of 18 – 30 & 31 – 40.
 Most of the respondents are students [40%] and whereas some of them are
housewives (23%) and employees (20%) & others (17%)
 Out of the 100 outlets surveyed, all the respondents are aware of Britannia Marie
Gold biscuits.
 Most of the respondents are aware of Britannia Marie Gold biscuits through
advertisement & some of them through friends.
 86% of the respondents buy Britannia Marie Gold biscuits and while few of them
don‟t buy Britannia Marie Gold biscuits.
 The main reason behind the purchase of Britannia Marie Gold biscuits is mostly
for its taste & quality & price.
 Britannia Marie Gold moves fast when compared to respondents buy biscuits in
one month.
 Most of the respondents are satisfied with the price of Britannia Marie Gold
biscuits and whereas few of them are dissatisfied.
 Among the 100 retail outlets surveyed 74% of the respondents had said it is
costly, 9.5% said it is cheap.
 54% of the respondents are interested buy in the same price. 46% of them are not
interested to buy in the same price.
 Most of the consumers frequency of purchase of biscuits are weekly and next
comes daily & fortnightly.
 46% of respondents are satisfied the Britannia Marie Gold biscuits.
 49% of the respondents are satisfied with the price of the Britannia Marie Gold
biscuits.

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 Most of the respondents are highly satisfied with the 54% quality & 46% with
packaging & 39% with brand image & others 66% of Britannia Marie Gold
biscuits.
 Most of the respondents prefer in buying 100 gm of Britannia Marie Gold and
next preferable size is 100 gm and some of them like 400 gm.
 70% of the respondents are feel that Britannia Marie Gold biscuits is easily
available in the market.

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SUGGESTIONS
 The company may provide the biscuits at reduced / concessional price for the
customer in Kurnool provided at round off price say re.1 or re.2.
 The company may advertise by television, newspaper & hoardings etc.
 The company may advertise to create awareness regarding the nutrients included
in the biscuits.
 The company may provide samples to the customers.
 The company may provide some consumer offer to the customer.
 The company may introduce new products the would help the customers for their
taste.
 Mostly respondents suggested for reduction of prices
 Give different shapes, which will be new & will be attractive for children
 Introduce new products, which can be meant for occasions
 Improving the taste and also giving more flavors can attract attract more
customers

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CONCLUSIONS

The market study on biscuits at Kurnool city as helped to know the status of biscuits. It
has revealed the requirements of the retailers, the profile, characteristics, and taste of the
consumer of biscuits. Britannia biscuits are having a good market share in Kurnool city.
Carrying out elegant sales promotional activities can increase biscuits demand in Kurnool
city with regard to various brand of biscuits. This study has helped the researcher to gain
good experience and more information about the biscuit market.

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Questionnaire
I am S.MD.HUSSAIN, pursuing MBA final year at KVS COLLEGE, doing a project on
consumer behaviour towards BRITANNIA MARIE GOLD biscuits Please kindly fill the
questionnaire.
Name: Gender:
Age: Occupation:
1. Are you aware of Britannia Marie gold biscuits?
a) Yes b) No
2. Which company biscuits do you like the most?
a) Britannia b) parle c) Sunfeast d) Rose
3. In the Britannia which variant do you consumed the most?
a) Marie gold b) Good day c) Bourbon d) 50-50
4. How did you come to know about Britannia Marie gold biscuits?
a) Advertisements b) Friends c) Relatives d) Others
5. From where do you like purchase marie gold?
a) Supermarket b) General stores
c) Medical stores d) Departmental stores
6. What is the reason for buying Britannia Marie Gold biscuits?
a) Taste b) Quality c) Brand image d) Quantity e) Package
7. What is your opinion about the price of the biscuits?
a) High b) Low c) Reasonable
8. Are you interested to buy in the current price?
a) Yes b) No
9. Will you suggest this biscuits to others?
a) Yes b) No
10. How often do you purchase Britannia Marie Gold biscuits?
a) Daily b) Weekly c) Fortnightly d) Monthly e) Occasionally
11. Which pack size do you prefer in buying Britannia Marie gold Biscuits?
a) 100 gm b) 200 gm c) 400 gm
12. How do you feel about the advertisement?
a) Good b) Better c) poor d) Excellent

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13. Are you satisfied with this Marie gold biscuits?

a) Highly satisfied b) Moderately satisfied
c) Satisfied d) Less satisfied
14. Do you find Britannia Marie Gold biscuits easily available in the market?
a) Yes b) No
15. Please give your valuable suggestions for further improvement:

THANK YOU

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BIBILIOGRAPHY

Philip Kotler : Marketing Management (Millennium edition), Prentice – Hall of

India (P) Ltd., New Delhi – 2001.
Aakar, Day and Kumar, Essentials of Marketing Research, John Wiley & Sons
2001.
Richard I.Levin and David S.Rubin, Statistics for Management, 7th Edition,
S.P.Gupta Statistical Methods
Prentice Hall of India Pvt.Ltd., New Delhi 1997
o Joseph F.Hair, Jr, Marketing Research, McGraw Hill, 2000
o G.C.Beri, Marketing Research, McGraw Hill, 2000

WEB SITE: WWW.britannia.com

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