A STUDY ON CONSUMER BRAND PREFERENCE TOWARDS

BISCUITS IN CHENNAI CITY

Project Report

Submitted in partial fulfillment for the award of the Degree of

Bachelor of Commerce
By

P. VISHNU

REG NO:RA2031201040365

Under the Guidance of

DR. D. SATHYASEELAN

Assistant Professor

DEPARTMENT OF COMMERCE
COLLEGE OF SCIENCE AND HUMANITIES
SRM INSTITUTE OF SCIENCE AND TECHNOLOGY
VADAPALANI CAMPUS, CHENNAI

APRIL – 2023
 CERTIFICATE

This is to certify that P. VISHNU (Reg No:RA2031201040365) of Bachelor of

Commerce, College of Science and Humanities, SRM Institute of Science and Technology, has

worked under my supervision and guidance for her /his A STUDY ON CONSUMER BRAND

PREFERENCE TOWARDS BISCUITS IN CHENNAI CITY The report which He/ She is

Submitted genuine and original work to the best of my knowledge.

Place: Chennai

Date:

SIGNATURE OF THE GUIDE HEAD OF THE DEPARTMENT

INTERNAL EXAMINER EXTERNAL EXAMINER

 DECLARATION

I hereby declare that the project work entitled “A STUDY ON CONSUMER BRAND

PREFERENCE TOWARDS BISCUITS IN CHENNAI CITY” submitted by me to College of

Science and Humanities, SRM Institute of Science and Technology, in partial fulfillment of the

requirement for the award of the degree of Bachelor of Commerce is a record of Bonafide project work

carried out by me under the guidance of (DR. D. SATHYASEELAN). I further declare that the work

reported in this project has not been previously submitted for the award of any other degree in this

institute or any other institutes.

Place:

Date: Signature of the Student

 ACKNOWLEDGEMENT

First and foremost, I thank the almighty God for bestowing me with good health and confidence

to complete the project on time. I would like to express my hearty gratitude to the Director

(Academics) Dr. Ramachandran, and Dean Dr. K.R. Ananthapadmanaban for their

wholehearted support and encouragement. I am very much obliged and indebted to the Head

of the Department Dr. R. Ramesh Babu sir for his valuable suggestions and encouragement

to complete this project report successfully. I am ineffably indebted to (DR. D.

SATHYASEELAN) for his / her continuous guidance and encouragement to accomplish this

project report successfully. I am also thankful to all the faculty members of the Department of

Commerce for their support and suggestions. I also obliged to our respondents, whose co-

operation has contributed major part in my project. Last but not the least, I am grateful to thank

my parents, friends and other persons who have directly and indirectly helped me during the

preparation of this report.

P. VISHNU
 CONTENTS

SI.NO CHAPTER PG.NO

1. CHAPTER 1
INTRODUCTION 2-8

2. CHAPTER 2
REVIEW OF LITERATURE 10 - 14

3. CHAPTER 3
INDUSTRY & COMPANY PROFILE 16 - 28

4. CHAPTER 4
DATA ANALYSIS AND INTERPERTATION 30 - 45

5. CHAPTER 5
FINDINGS, SUGGESTIONS AND CONCLUSION 47 - 49

ANNUXURE
50 - 53

BIBLIOGRAPHY
54
 LIST OF TABLES

TABLE PAGE

NO. TITLE NO.

4.1 AGE OF RESPONDENTS 30

4.2 GENDER OF RESPONDENTS 31

RESPONDENTS CLASSIFICATION BASED ON

BISCUITS CONSUMED IN A WEEK
4.3 32

RESPONDENTS CLASSIFICATION BASED ON

TYPES OF BISCUITS PREFER
4.4 33

RESPONDENTS CLASSFICATION BASED ON

BRAND OF BISCUITS PURCHASE
4.5 34

RESPONDENTS CLASSIFICATION BASED ON

FACTORS THAT INFLUENCE TO BUYING A
4.6 35
BISCUIT

RESPONDENTS CLASSIFICATION BASED ON HOW

MUCH THEY SPEND ON A PACK OF BISCUITS
4.7 36

RESPONDENTS CLASSIFICATION BASED ON

FLAVOURS THEY PREFER IN CREAM- FILLED
4.8 37
BISCUITS

RESPONDENTS CLASSIFICATION BASED ON

PACKAGING SIZE
4.9 38
 RESPONDENTS CLASSIFICATION BASED ON
PLACES USE TO PURCHASE BISCUIT
4.10 39

RESPONDENTS CLASSFICATION BASED ON

USAGE OF BISCUITS
4.11 40

RESPONDENTS CLASSIFICATION BASED

SPECIFIC DIETARY REQUIREMENTS THAT
4.12 41
INFLUENCE IN BISCUITS

RESPONDENTS CLASSFICATION BASED ON TIME

PERIOD TO TRY NEW BISCUITS/FLAVOURS
4.13 42

RESPONDENTS CLASSIFICATION BASED ON

FACTORS INFLUENCE TRY A NEW BISCUIT
4.14 43
BRAND

RESPONDENTS CLASSFICATION BASED ON

SIGNIFICANT CONTENT OF NUTRITIONAL
4.15 44
BISCUITS

RESPONDENTS CLASSFICATION BASED ON

PURCHASING PREMIUM OR ORGANIC MADE
4.16 45
BISCUITS
 LIST OF CHARTS

TABLE PAGE

NO. TITLE NO.

4.1 AGE OF RESPONDENTS 30

4.2 GENDER OF RESPONDENTS 31

RESPONDENTS CLASSIFICATION BASED ON

BISCUITS CONSUMED IN A WEEK
4.3 32

RESPONDENTS CLASSIFICATION BASED ON

TYPES OF BISCUITS PREFER
4.4 33

RESPONDENTS CLASSFICATION BASED ON

BRAND OF BISCUITS PURCHASE
4.5 34

RESPONDENTS CLASSIFICATION BASED ON

FACTORS THAT INFLUENCE TO BUYING A
4.6 35
BISCUIT

RESPONDENTS CLASSIFICATION BASED ON HOW

MUCH THEY SPEND ON A PACK OF BISCUITS
4.7 36

RESPONDENTS CLASSIFICATION BASED ON

FLAVOURS THEY PREFER IN CREAM- FILLED
4.8 37
BISCUITS

RESPONDENTS CLASSIFICATION BASED ON

PACKAGING SIZE
4.9 38
 RESPONDENTS CLASSIFICATION BASED ON
PLACES USE TO PURCHASE BISCUIT
4.10 39

RESPONDENTS CLASSFICATION BASED ON

USAGE OF BISCUITS
4.11 40

RESPONDENTS CLASSIFICATION BASED

SPECIFIC DIETARY REQUIREMENTS THAT
4.12 41
INFLUENCE IN BISCUITS

RESPONDENTS CLASSFICATION BASED ON TIME

PERIOD TO TRY NEW BISCUITS/FLAVOURS
4.13 42

RESPONDENTS CLASSIFICATION BASED ON

FACTORS INFLUENCE TRY A NEW BISCUIT
4.14 43
BRAND

RESPONDENTS CLASSFICATION BASED ON

SIGNIFICANT CONTENT OF NUTRITIONAL
4.15 44
BISCUITS

RESPONDENTS CLASSFICATION BASED ON

PURCHASING PREMIUM OR ORGANIC MADE
4.16 45
BISCUITS
 CHAPTER 1

INTRODUCTION

1
 ABSTRACT
In the present Competitive Marketing Scenario, the consumers are the king of markets, without
consumers no business organization can run successfully and not able to achieve its desired
goals. Consumer buying behaviour has become an integral part of strategic market planning.
In order to develop a framework for studying the consumer brand preference. The authors
highlights various important factors that affecting the behaviour of the customer consuming
Biscuits like packing, pricing, availability, quality, brand etc. and also through light on how
the different categories of different brands effect the behaviour of the customer. In their
research, authors administered survey questionnaire on a sample of 120 respondents. The
consumers of biscuits are very sensitive about their availability, followed by brands and quality
as shown by the results of Likert scale. The study aims to investigate the consumer brand
preferences towards biscuits in Chennai city. The research will utilize a mixed-methods
approach, including both quantitative and qualitative data collection techniques. The
quantitative research will involve a survey questionnaire that will be distributed among
randomly selected participants from different age groups and socio-economic backgrounds in
Chennai city. The survey questionnaire will consist of multiple-choice questions to assess the
participants' biscuit brand preferences, purchase behaviour, and demographic information. The
qualitative research will involve in-depth interviews with a select group of participants to
explore their attitudes and perceptions towards different biscuit brands in more detail. The
study's findings will provide insights into the factors that influence consumer brand preferences
and help biscuit manufacturers better understand their target consumers' needs and preferences
in Chennai city.

Keywords: Brand preference, Britannia, Parle- G, Sunfeast, Cadbury Oreo

2
INTRODUCTION

In recent years, there has been a significant growth in the biscuit industry in India, with
consumers showing an increasing preference for biscuits as a snack food. Biscuits are a popular
snack food in India, and the market is dominated by both domestic and international brands. In
Chennai city, the biscuit market is particularly competitive, with a large number of brands
available for consumers to choose from. This study aims to examine consumer brand
preferences towards biscuits in Chennai city, focusing on factors such as taste, price, brand
reputation, and packaging. The biscuit industry in India is expected to grow at a CAGR of 5.5%
during the period 2020-2025, driven by factors such as increasing disposable income, changing
lifestyles, and the growing popularity of snacking. The market is dominated by a few major
players, such as Britannia Industries, Parle Products, and ITC Limited, but there are also a large
number of smaller players operating in the market. The competitive landscape of the biscuit
market in Chennai city is particularly intense, with consumers having a wide range of brands
to choose from. Consumer brand preferences are influenced by a range of factors, including
taste, price, brand reputation, packaging, and advertising. Taste is often considered the most
important factor for consumers when choosing a biscuit brand, with consumers preferring
biscuits that are both tasty and healthy. Price is also an important factor for many consumers,
with many brands offering products at different price points to appeal to different segments of
the market. Brand reputation is also an important factor, with consumers often preferring well-
established brands that they trust. Packaging and advertising also play a role in shaping
consumer brand preferences towards biscuits. Attractive packaging can catch the eye of
consumers and make them more likely to try a particular brand, while advertising can increase
brand awareness and familiarity. In recent years, digital marketing has also become
increasingly important for biscuit brands, with many brands using social media and other
digital channels to reach consumers and build their brand. Overall, understanding consumer
brand preferences towards biscuits in Chennai city is important for biscuit brands looking to
succeed in the market. By understanding the factors that influence consumer preferences,
biscuit brands can tailor their products and marketing strategies to better meet the needs of their
target consumers. This study aims to provide insights into the factors that influence consumer
brand preferences towards biscuits in Chennai city, helping biscuit brands to better understand
the needs and preferences of their customers.

3
STATEMENT OF THE PROBLEM:

The purchase of Biscuits is then to be viewed as a problem-solving process. There has been a
high proliferation of brands in the market. At the time of purchase consumers may get confused
to select a particular brand to meet their needs. The process whereby individuals will decide
whether, what, when, how, and from whom to purchase goods and services can be termed as
the consumer’s or the buyer preference.

NEED OF STUDY:

A study on Consumer Brand preferences towards biscuits in Chennai city would be valuable
for biscuit manufacturers and marketers to understand the needs and expectations of consumers
in the region. The study would provide insights into the factors that influence consumer choices
and help companies develop and market their products accordingly

• To analyse the brand and taste and preferences of the customers in the existing
market
• To understand the concept of Biscuit Industry in India

ABOUT THE AREA:

• A Study on marketing which includes tastes and preferences on the brand which
customer prefers the most in Chennai city
• In this project the brand preferences of the customer in Chennai are analysed and
conclusion are made upon the results of the survey

4
OBJECTIVE OF THE STUDY:

• To understand the current consumer preferences for biscuits in Chennai city, including
the most popular brands, flavours, and packaging types.
• To identify the factors that influence consumers’ decisions when purchasing biscuits,
such as taste, price, brand loyalty, health benefits, and packaging design
• To explore the potential market for new biscuit products and flavours in Chennai city,
Based on consumers’ preferences and unmet needs
• To evaluate consumers’ perceptions of the quality and value of different biscuit brands
and how they compare to each other.
• To Examine the distribution channels and retail outlets where consumers typically
purchase biscuits in Chennai city.
• To provide insights and recommendations to biscuit manufacturers and marketers on
how to improve their products, packaging, pricing, and marketing strategies to meet the
changing consumer demands and preferences in Chennai city.

SCOPE OF THE STUDY:

• It focuses on the urban areas of Chennai city, including various neighbourhoods and
residential areas
• It covers consumers of different age groups, genders and income levels living in
Chennai city
• It would concentrate on consumer brand preference towards biscuits, which includes
different types of biscuits like glucose, cream, Marie, digestive, etc.
• This study would examine consumer preference towards various biscuit brands
available in Chennai city, including both national and regional brands
• It would analyse the factors that influence consumer brand preference towards biscuits,
Including Taste, price, packaging, brand image.

5
RESEARCH METHODLOGY

RESEARCH:

Research is the process of searching for knowledge. It can be defined as a scientific and
systematic search for pertinent information on a specific topic. Subject or area of information
backed by collection, computation, presentation, and interpretation of relevant data.

MEANING OF DATA COLLECTION:

Data collection is the process of gathering and measuring information on variables of interest,
in an established systematic fashion that enables one to answer stated research questions and
evaluate outcomes. Data collection is a component of research all fields of study including
physical and social sciences, humanities, and business. While methods vary by discipline, the
emphasis on ensuring accurate and honest collection remains the same. The goal for all data
collection is to capture quality evidence that allows analysis to lead to the formulation of
convincing and credible answers to the questions that have been posed.

SOURCE OF DATA:

The sources of data are classified into two ways:

1. Primary data
2. Secondary data

PRIMARY DATA:

Primary data is data that is collected by a researcher from first hand sources, using methods
like surveys, interviews, or experiments. It is collected with the research project in mind,
directly from primary sources. Primary data was collected from the consumers with the help
of questionnaire.

SECONDARY DATA:

Secondary data refers to data which is collected by someone who is someone other than the
user. Common sources of secondary data for social science include censuses, information
collected by government departments, organizational records and data that was originally-

6
collected for other research purposes. Secondary data was collected from magazines, books
and from websites.

RESEARCH DESIGN:

A research design is the set of methods and procedures used in collecting and analysing
measures of the variables specified in the research problem research. The design of a study
defines the study type descriptive, sampling method. A research design is a framework that
has been created to find answers to research questions.

DESCRIPTIVE RESEARCH DESIGN:

Descriptive research design is a scientific method which involves observing and describing
the behaviour of a subject without influencing it in any way.

SAMPLING METHOD:

Sampling method is non-probability sampling under which convenience sampling technique

was used.

SAMPLING UNIT:

For the study 120 respondents were selected as the sample unit and data was collected from

them.

SAMPLE SIZE AND AREA OF RESEARCH:

In this survey 120 respondents were selected from Chennai city.

ANALYTICAL TOOLS:

The data collected during the period of inquiry were compiled and analysed systematically
through simple percentage method.

PERCENTAGE ANALYSIS:

It refers to a special kind of rates, percentage are used in making comparison between two or
more series of data. A percentage is used to determine relationship between the series.

Percentage = No. of Respondents X 120 Total no.

7
LIMITATIONS OF THE STUDY:

• The study is limited only to a particular area in Chennai city and therefore, the findings
of the study cannot be the same for other areas.

• All the findings and observations made in the study are drawn only on the information
supplied by the respondents. which is based on their preference, ideas and hence there
is a chance of bias

• The study may have only focused on a few specific brands or types of biscuits, which
may not reflect the diversity of preference among consumers in Chennai city

• The study may not have controlled for external factors that can influence consumer
preferences, such as marketing campaigns or seasonal trends. This can limit the ability
to draw casual conclusions about the factors that influence biscuit preferences

• The study may not have accounted for cultural or regional biases that can influence
biscuit preferences. For ex. Certain types of biscuits of biscuits may be more popular
in certain regions or among certain cultural groups, which can skew the study’ findings
if not properly accounted for.

8
 CHAPTER 2

REVIEW OF LITERATURE

9
REVIEW OF LITERATURE

The basic purpose of the ‘Review of Literature’ is to acquire thorough and state of the art
knowledge of the problem area so that the researcher can develop a comprehensive view. The
review helps in finding the gaps in literature available and eventually facilitates formation of
a precise research problem. It is essential for a researcher to do review on the literature related
to his present study, to have a deep knowledge on the subject. It is only through this literature
that the researcher takes the initial step of fixing the problem of study. The review of literature
has hitherto been a cumbersome exercise that requires continuous monitoring and
concentration. A thorough review of literature will expose the researcher to previous researcher
conducted and their area of study.

Venkateshwarlu et.al (1987) conducted a study to analyse the buyer behaviour towards
biscuits. They have concluded that consumers generally prefer packed biscuits when compared
to unpacked ones. It was also found that children are the major influence in decision making
while purchasing biscuits, through parents are equally involved

Goldsmith (1996) states that college students have unique self-image as fashion innovators
and consider they more exciting and dominating and colourful than fashion followers

Hogg Margret (1998) the study explores that young female consumers play an important role
in the market place as they exert enormous influence over the allocation of spending power
across a growing number of product categories including clothing

Schiffman, L.G. and Kanuk, L - explain the meaning of “consumer behaviour” as the
behaviour that consumer behave in the form of acquiring, buying, using, evaluating, or
consuming product, service and idea to fulfil own need, and be the study of the decision making
of consumer in spending resources, both money, time and power for consuming products and
services that included (1) what to buy, (2) why to buy, (3) how to buy, (4) when to buy, (5)
where to buy, and (6) how often to buy.

Mittal and kamakura (2001) also address the link between satisfactions and repurchase
behaviour. Their major findings indicate that despite identical rating on satisfaction on
satisfaction, due to respondent characteristics such as age, education, marital status, sex and
area of resident, significant difference was observed in repurchase behaviour. Over the past
decade, retailers use manufacturer

10
Brose khan Abdul et. AI, (2002) the study explores that the importance of various factors
including lifestyle and its impact on the consumer buying behaviour. It describes the dominant,
positivistic consumer perspectives. This discussion surrounds the issues of fundamental
assumptions and techniques of analysis of various alternative modes of enquiry.

G. Prakash (2004), A Study on Consumer Buying Behaviour on Britannia Marie Gold Biscuits
has made some notable observations regarding consumer buying behaviour. Every
organization envisioned at maximizing the productivity and the profit never fails to show
immense interest on knowing their customer requirements.

Dr. M. Arutselvi (2012) A study on Consumer's Preference towards various types of Britannia
products. This deals with the study of consumer behaviour towards Britannia biscuits. The
consumer behaviour varies from brand to brand based on quality, quantity, price, taste, and
advertisement.

Hemant J. Katole (2018) in his study customer brand loyalty and buying behaviour of
consumers for fast-moving consumer goods, especially biscuits. Two parameters have been
studying gender and age are considered to verify the brand and health consciousness of
consumers while buying the biscuits. By using the observation method and questionnaire
method researchers have collected the data of actual timing taken by the consumer for buying
biscuits. The study was found that the customers behave health-conscious irrespective of
gender while buying the product, especially biscuits.

Stobbelaar, D. J. et al (2007). Adolescents are the shoppers of tomorrow; thus, policies aimed
toward increasing organic food consumption ought to address the requirements of this cluster.
To get their attitudes towards organic food and their information of the topic, a survey among
nearly 700 college kids aged 15–16 years was conducted. Four main teams of queries were
used: adolescents’ information of organic food, attitudes, whether or not they bought organic
food and also the perceived influences they exerted on the shopping for patterns of their
oldsters. From the survey it is over that adolescents’ attitudes towards organic food are positive,
however their information of and their temperament to shop for it are low. Campaigns aimed
toward encouraging the buying of organic food targeted at adolescents ought to notably
emphasize those characteristics of organic foods that they will relate to their interests and moral
preferences, as an example, animal welfare and environmental concerns.

11
Körtzinger, I., Neale, R. J., & Tilston, C. H. (1994). Primary school children′s dish
consumption patterns and food preferences were investigated by interview technique in
faculties in Deutschland and European country and analysed on the idea of culture, sex, and
people. there have been important variations within the proportions of kids World Health
Organization took chocolate to high school within the varied social categories in each European
country and Deutschland and there have been additionally extremely important variations
within the total range of chocolate bars consumed hebdomadally by the various social
categories in each countries. Food decisions from a table show containing a spread of snack
foods common in each countries showed extremely important variations between German and
English youngsters with German youngsters preferring a far higher proportion of healthy food
options, e.g., fruit, yogurt, milchschnitte (sponge cake snack), etc. compared with English
youngsters World Health Organization selected four chocolate products out of their 5 most
well-liked things. Reasons for such variations can be associated with advertising pressures,
nutrition education expertise, parental attitudes, convenience and availableness, financial gain
constraints and psychological factors.

Sekar. P & Thangavel, S. (2016). This analysis is principally restrained the mental attitude
of the shoppers shopping for health drinks. This analysis conjointly focuses on the dynamic
preference of the purchasers because of in today’s time, there square measure far more choices
in selecting the health drinks in keeping with the shopper’s style. to extend the customer’s
satisfaction, marketers have developed numerous promoting programs derived shopper
behaviour able changes create “Yesterday’s luxuries square measure today’s necessaries.” this
study makes an attempt to grasp the client behaviour of health drink users. Seven brands of
health drinks square measure out there within the study space. Horlicks, Complan, Bourn Vita,
Boost, Maltova, oral exam and milo maize. This study would bring around lightweight that
whole of health drink is usually most well-liked by the shoppers and why they select a selected
health drink. Questionnaires were designed and distributed to the shoppers for the gathering of
primary knowledge. the entire sample size is two hundred in total. From the first knowledge,
the proportion Analysis, Ranking Analysis and Chi-Square take a look at were derived.

12
Mukherjee, S. (2018) The study is administrated on comparative study between Parle and
Britannia. The objectives of the study are to access the standard of Parle and Britannia biscuits
out there to shoppers, to review awareness level and preference for varied biscuits segments
among retailers and customers, to search out the satisfaction level of shops -towards services
provided by Parle & Britannia, to check firms (Parle, Britannia) on the idea of retailer’s
feedback with reference to services, schemes and practices adopted by them. the first
information was collected from the two hundred respondents. The survey was conducted for
each shopper and retailers of the metropolis town. therein majority of shoppers consume Parle’s
aldohexose, cream and tender class biscuits. Britannia has sensible market in Marie, cashew,
and Butter class biscuits. once major findings of the study are, most (90%) of the respondents
are willing to suggest Britannia arrivederci biscuits instead of Parle-g to their friends and
relatives. From the analysis, it is all over that the demographic variables like cohort, gender
and occupation are having less impact on the factors of client satisfaction. The analysis
outcome additionally indicates that, most of the purchasers were happy towards overwhelming
Britannia arrivederci biscuits with reference to the chosen factors instead of Parle’s Parle-G
biscuit

Brown, R., & Ogden, J. (2004). The present study compared the modelling and management
theories of parental influence on children’s intake attitudes and behaviour attentively on snack
foods. Matched questionnaires describing reported snack intake, intake motivations and body
discontent were completed by 112 parent/child pairs. people completed further things
concerning management in terms of makes a trial to manage their child’s food intake and
pattern food as a tool for dominant behaviour. The results showed vital correlations between
parent and child for reported snack intake, intake motivations and body discontent, indicating
an important role for modelling. People were then divided per their management scores.
children whose people indicated larger makes a trial to manage their child’s diets reported
higher intakes of every healthy and unhealthy snack foods. in addition, those children whose
people indicated a bigger use of food as some way to manage their child’s behaviour reported
higher levels of body discontent. The results supply some support for the modelling and
management theories of parental influence. However, whereas modelling looks to have
constant impact, parental management incorporates a differential impact relying upon whether
or not or not this management is targeted on the child’s diet or on various aspects of their
behaviour. To conclude, a positive parental leader may even be a much better technique for
rising a child’s diet than makes a trial at dietary management.

13
Gupta, N., & Jain, N. (2016). This study aimed to investigate the factors influencing consumer
brand preference towards biscuits in Delhi-NCR. The findings revealed that brand- loyalty,
price, quality, packaging, and taste were the most significant factors that influenced the buying
behaviour of consumers towards biscuits.

Khurana, S., & Sharma, S. (2019). This study aimed to identify the factors that influence
consumer preference towards biscuits in Delhi-NCR. The findings revealed that taste, quality,
price, brand loyalty, packaging, and availability were the significant factors influencing
consumer brand preference towards biscuits.

Sheth and Park (1974) suggested that Brand Loyalty is multi-dimensional and comprise three
dimensions namely, the emotive tendency towards the brand; the evaluative tendency towards
the brand and third the behavioural tendency towards the brand. They theorised that all three
dimensions are present in every situation where brand loyalty prevails.

Mr. S.D. Nithyananth, and Mr. B. Vigneshwaran (2011) in made a study on customer
satisfaction towards Britannia biscuits in Coimbatore city. To find out the factors those
influence the purchase of Britannia biscuits. It is concluded that consumer's satisfaction with
preferable taste, awareness about various brands, about choice and their frequency of
preference satisfaction of Britannia biscuits.

Nielsen N.V. (2014) He is found that environmentally conscious consumers believe it is very
important that snacks include ingredients that are sourced sustainably (35%), are organic (34%)
and use local herbs (25%). Further, respondents around the world care about the absence of
ingredients than the addition of them.

14
 CHAPTER 3

INDUSTRY AND COMPANY PROFILE

15
COMPANY PROFILE

Consumer brand preference towards biscuits is a topic related to the food industry, specifically
the biscuit or cookie industry. Biscuits are a popular snack food item worldwide and are
consumed by people of all ages. The biscuit industry is a part of the larger packaged food
industry, which includes snacks, processed foods, and other convenience foods. The biscuit
market is highly competitive, with a wide range of brands and products available to consumers.
Some of the well-known brands in this industry include Britannia, Parle G, Cadbury Oreo,
UNIBIC, Sunfeast etc. The biscuit market is growing at a steady pace, driven by factors such
as the increase in demand for convenience foods, changing consumer lifestyles, and the rise of
e-commerce. The demand for healthy and nutritious biscuits is also growing, leading to the
development of products that cater to this segment. In terms of consumer preferences, taste and
quality are the most important factors when it comes to biscuit selection. Other factors that
influence brand preference include price, packaging, and brand reputation. Brand loyalty is
also an important factor, with many consumers sticking to their favourite brands. The market
for biscuits is segmented based on product type, including sweet biscuits, savoury biscuits, and
crackers. The market is also segmented based on distribution channels, with products available
in supermarkets, hypermarkets, convenience stores, and online. The biscuit industry in India is
one of the largest in the world, with a market size of around INR 38,000 crores (US$ 5.1 billion)
in 2022. The industry is highly competitive, with a large number of players, including both
organized and unorganized sectors. The organized sector accounts for around 70% of the total
industry share, while the unorganized sector accounts for the remaining 30%. The demand for
biscuits in India is driven by various factors, such as changing consumer preferences,
increasing urbanization, rising disposable incomes, and a growing population. In addition,
biscuits are an affordable and convenient snack option for consumers, which also contributes
to the industry's growth. The biscuit industry in India is dominated by a few major players,
including Parle Products, Britannia Industries, ITC Limited, and Mondelez India Foods Private
Limited. These companies offer a wide range of products, including glucose biscuits, cream
biscuits, cookies, crackers, and other types of biscuits.

HERE WE HAVE BEEN LISTED OUT A VARIETY OF TOP TRENDING BISCUITS

BRANDS AND PRODUCTS IN INDIA

16
BRITTANIA INDUSTRIES LIMITED INDIA:

Britannia Industries Limited is a leading food company headquartered in Kolkata, India. The
company was founded in 1892 by a group of British businesspeople and has since grown to
become one of India's most trusted and iconic brands.

Britannia is known for its wide range of food products, including biscuits, bread, cakes, and
dairy products. The company's product portfolio includes popular brands like Good Day,
Bourbon, Tiger, Milk Bikis, NutriChoice, and Marie Gold. Britannia has a strong presence in
both urban and rural markets across India and exports its products to more than 60 countries.

Over the years, Britannia has won numerous awards for its product quality, innovation, and
sustainability practices. The company has a strong focus on research and development and has
set up state-of-the-art R&D centres in India and Singapore to develop new products and
processes.

Britannia is committed to social responsibility and sustainability and has undertaken several
initiatives to support communities, promote education and healthcare, and reduce its
environmental impact. In recent years, the company has also expanded its product portfolio to
include healthier and more nutritious options, reflecting the changing tastes and preferences of
consumers.

17
MARKET PRESENCE: Britannia Industries has a significant presence in the Indian
market, with manufacturing units in different parts of the country. The company's products are
sold through a wide distribution network that includes over 4 million retail outlets, making
Britannia's products easily accessible to consumers across the country. The company also
exports its products to over 60 countries, including the United States, the United Kingdom,
Australia, and the Middle East.

MARKETING MIX OF BRITANNIA

The marketing mix of a company is an assortment of different elements of the marketing plan.
When a company decides to market its products to customers, it does a small exercise called
Segmentation, Targeting and Positioning (STP) of its customers. Let us discuss these concepts
further.

SEGMENTATION

This is the process of separating the customers into smaller categories on common factors to
better understand and generalise their needs and wants. We have researched Britannia’s
segmentation strategy and it is as follows:

DEMOGRAPHIC SEGMENTATION

Kids: - Fruity Rolls, Tiger and treat

Matured People: - Good Day, Cream Cracker

Youth: - Little Hearts, Cream Biscuits

Gender: - For All

BEHAVIOURAL SEGMENTATION

BENEFITS: - for health benefits, all Nutri products, tea time snack biscuits

USER STATUS: - Little Heart Biscuit and time pass.

USAGE RATE: - Marie Gold is for high usage rate Customers.

18
OCCASION: - Snack Biscuit, Fruit rolls.

PSYCHOGRAPHIC SEGMENTATION

Britannia in the past 100 years has adapted accordingly to the Indian market and requirements
like running a few of the successful campaigns and offering some great products according to
age group.

TARGETING

Targeting is the step that follows segmentation, in which the company selects the customer
types it wants to serve. Britannia in the past 100 years has not only focused on the new
generation of kids but also has focused on elderly people by various products:

Britannia Tiger- Low price and for low-income group

Britannia Marie Gold: - Biscuit and Family size.

Treat fruit roll: - For children during the celebration and occasional time.

POSITIONING

This is the final step of the process in which after deciding the customer the company wishes
to target, it decides what kind of messaging or kind of stance they should take while marketing
the product.

Britannia has many brands in its portfolio and it smartly manages to use each of them to
position itself in all segments. Have a look at their smart positioning:

Tiger: - Positioning for the mother to choose for kids

Little Hearts: - Positioned as snacks for young people.

Good day: - Positioning is as everyday biscuits which brings happiness in everyone

MILKBIKIS SMILEYCREAM BISCUIT:- Positioning is mouth filling taste by milk cream

with smiley biscuit sandwich

19
COMPETITIVE LANDSCAPE: The Indian food industry is highly competitive, with several
domestic and international players vying for market share. Britannia's main competitors in the
biscuit and bakery segment include Parle Products, ITC, and Mondelez India (formerly
Cadbury India). However, Britannia has maintained its position as one of the leading players
in the industry, thanks to its strong brand image, wide product range, and effective marketing
strategies.

FINANCIAL PERFORMANCE: Britannia Industries has consistently delivered strong

financial performance over the years. In FY 2020-21, the company reported a consolidated
revenue of INR 12,771 crore (approximately USD 1.7 billion) and a net profit of INR 1,159
crore (approximately USD 156 million). The company's financial performance has been driven
by its strong market position, a diversified product portfolio, and effective cost management.

FUTURE OUTLOOK: Britannia Industries is well-positioned to benefit from the growing

demand for packaged food products in India, driven by factors such as changing consumer
lifestyles and increasing urbanization. The company has been investing in expanding its
manufacturing capacity and distribution network to cater to this demand. Britannia is also
focusing on product innovation and brand building to maintain its market position and sustain
its growth trajectory.

PARLE- G

Parle Products is an Indian food and beverage company founded in 1929 by Mohanlal Chauhan
and Chauhan family in vile parle Mumbai. Parle G is one of the most popular and iconic brands
of Parle Products, known for its glucose biscuits. Parle G was first introduced in 1939 and
became a household name in India. During World War II, Parle G biscuits were provided to
Indian soldiers as a source of nutrition. Over the years, Parle G has become a staple in Indian

20
households and is loved by people of all ages. Parle G biscuits are made from wheat flour,
sugar, and vegetable oil. They are a source of instant energy and are often consumed with tea
or coffee. Parle G has become a symbol of affordability and has a nostalgic value for many
Indians. In addition to Parle G biscuits, Parle Products has a wide range of products. Parle
Products also has a range of confectionery items such as candy, lollipops, and bubble gum.
Overall, Parle Products is a well-known brand in India, and Parle G biscuits continue to be one
of the most popular biscuits in the country

MARKETING MIX OF PARLE

Marketing mix is a marketing model that helps us understand a company on pillars of 4Ps:
Product, Price, Place and Promotion. We will take a deep dive into the marketing aspects of
the company and analyse the business model of Parle by looking at its marketing mix. They
are as follows:

PRODUCT STRATEGY OF PARLE

Parle has a wide variety of products to offer. It has categorized its offerings into Biscuits,
Confectionery, Snacks and Premium Platina range. Through this, it offers niches in each
category all at affordable prices It offers many other products like Krack Jack, Monaco,
Kream's, Golden Arcs, Parle Marie, Milk Shakti, Parle Hide & Seek, Bourbon, Top, Happy,
20-20, simply good, Namkeen parle magix, cheese lings. In the confectionery, it offers products
like Melody, Mango Bite, Eclairs whereas in the Snacks segment it provides Nachos, Cake,

21
Rusk, and wafers. This gives an insight in the Parle marketing mix. Hence all the products of
Parle are such that they can be consumed at any point of time and by anyone. In fact, the biscuits
offered cater to all kinds of segment be it lower or upper middle class and are available in
different product sizes. In the confectionery segment, the appeal has been universal.

PARLE PRICE/PRICING STRATEGY:

Below is the pricing strategy in Parle marketing strategy:

Parle has followed a low-cost strategy to establish a market leader position. This is the
backbone pricing strategy of the Parle brand as a part of its marketing mix. The low price of
the Parle products along with the promise of high quality helps in fighting the competitors.
Though Parle believes in focusing on quality, it still has been able to manage low cost due to
the high volumes of production. It comes in base pack of Rs 5 for biscuits whereas the toffees
range from 1 to 2 rupees. The low pricing strategy of Parle G has enabled it to retain its position
as a market leader despite several new biscuit brands coming in the market as its competitors.
Parle G focuses on a volume strategy and hence keeping its prices slightly lower helps it to
reach out to a huge audience. The company follows a low-cost strategy to lead the position in
the market. It eventually helps them to fight with the competitors. The pricing strategy is the
backbone of the company. Also, it has been able to manage the low cost due to the high volume
of production. It focuses on quality which helps them to reach a huge audience as Parle G keeps
its pricing slightly lower focusing on the volume strategy. The company has been maintaining
its growth and earnings through bad and good times equally reason being its pricing strategy.

22
SUNFEAST:

Sunfeast is a popular brand of biscuits and cookies that is owned by ITC Limited, one of India's
largest conglomerates. The brand was launched in 2003 and has since become a household
name in India and several other countries. Sunfeast offers a wide range of biscuits and cookies,
including cream biscuits, glucose biscuits, Marie biscuits, digestive biscuits, cookies, and
more. The brand is known for its high-quality ingredients, innovative flavours, and attractive
packaging. Apart from biscuits and cookies, Sunfeast has also expanded its product portfolio
to include snacks such as instant noodles, pasta, and cakes. The brand has a strong distribution
network across India and is also available in several international markets. Sunfeast has won
several awards and recognitions for its products, including the Reader's Digest Trusted Brand
Award, the Superbrand Award, and the Best Product Packaging Award, among others. The
brand has also been associated with several sports and cultural events in India, further
strengthening its brand value and popularity. Sunfeast has established its presence in market of
almost all the biscuit categories and has become an important player in the instant noodles and
pasta segments. Besides launching the high premium quality of biscuit range, it has attracted
the customers with some innovative and exciting dual cream biscuits that have proven to be a
delight for the consumers.

SUNFEAST PRODUCTS:

Sunfeast Dark Fantasy, Choco Fills Luxuria ,Sunfeast Dark Fantasy Choco Fills, Sunfeast
Dark Fantasy Choco Meltz Sunfeast Delicious Nut Biscuit Dark Fantasy Chocolate and
Vanilla Sunfeast Dream cream Sunfeast Marie Light Sunfeast sweet’n salt Sunfeast Super
milk Sunfeast Glucose Sunfeast Special Cookies Sunfeast Nice Yumfills

23
Sunfeast offers a wide range of biscuits and cookies, including cream biscuits, glucose biscuits,
Marie biscuits, digestive biscuits, cookies, and more. The brand is known for its high-quality
ingredients, innovative flavors, and attractive packaging.

Apart from biscuits and cookies, Sunfeast has also expanded its product portfolio to include
snacks such as instant noodles, pasta, and cakes. The brand has a strong distribution network
across India and is also available in several international markets.

Sunfeast has won several awards and recognitions for its products, including the Reader's
Digest Trusted Brand Award, the Superbrand Award, and the Best Product Packaging Award,
among others. The brand has also been associated with several sports and cultural events in
India, further strengthening its brand value and popularity.

SUNFEAST PRICE/PRICING STRATEGY:

Below is the pricing strategy in Sunfeast marketing strategy:Sunfeast offers biscuits in all price
ranges and caters to all segments of the market, be it the lower income group with its glucose
biscuit offering, or the premium segment with Dark Fantasy and HiFi Cookies.

PRICE IN THE MARKETING MIX OF SUNFEAST

There are varied pricing policies at play in Sunfeast. Some of the products are premium
products whereas other products are more run of the mill. The pricing policy of Sun Feast is
dependent upon a number of factors. Monitoring the needs of the customers and perceiving the
amount of money a normal household is prepared to pay is surely a difficult decision.

24
There are so many different sections in society with various tastes and demands and in order
to cater to the whims of each section of society Sunfeast has decided to keep the pricing policy
of variable as well as competitive type.

They have introduced innovative food items such as Sunfeast dark fantasy that have caught the
imagination of children and the parents are prepared to buy them for the kids. The prices for
such items are a little high but discounts and schemes are launched at regular intervals so that
the actual cost comes down a bit.Similarly, Sunfeast has the popular product of yippie noodles
as well as pasta which is in a highly competitive segment where Maggi is the dominant player.
Thus, in this segment sunfeast is using competitive pricing.

PLACE IN THE MARKETING MIX OF SUNFEAST

Sun feast has been able to penetrate deeply in the rural as well as urban Indian market because
of the well-established distribution channel provided by its parent company ITC. The
penetrative delivery and supply network was established with extreme efficiency and care. Sun
feast has been expanding its distribution channel to small villages and towns besides the
cities.The company is appointing new wholesalers with an increase in the number of stockists.
The company is also tapping the e-Choupal network that includes direct communication and
working with the farmers to obtain materials and deliver the finished products. Its products are
available easily in every nook and corner of the country because of its efficient
management.The place in the marketing mix of Sunfeast is obviously very important because
none of the FMCG companies can survive without the proper distribution network. It is only
through distribution of a package of products and far and wide distribution that FMCG
companies can earn margins.

25
CADBURY OREO:

Cadbury, a subsidiary of Mondelez International, is a multinational confectionery company

that produces a range of chocolate, gum, and candy products. Cadbury Oreo is a brand of
chocolate cookies that are produced by the company. Cadbury Oreo was first launched in 1912
in the United Kingdom and was later acquired by Kraft Foods (now Mondelez International)
in 2010. Cadbury Oreo products are now available in over 100 countries worldwide. In India
Cadbury has buyed the rights of production and distribution in India

The Cadbury Oreo product range includes chocolate bars, biscuits, cakes, and ice cream. The
chocolate bars are available in different sizes and flavours, including milk chocolate, dark
chocolate, white chocolate, and hazelnut. The biscuits are available in different varieties,
including regular Oreo cookies, Oreo Thins, and Oreo Mini cookies. The Cadbury Oreo
products are manufactured in several countries around the world, including the United
Kingdom, Poland, Spain, and India. The manufacturing process involves mixing the
ingredients, including cocoa, sugar, milk, and wheat, and then molding and packaging the
products. The Cadbury Oreo brand is marketed through various advertising campaigns,
including TV commercials, print ads, and social media. The brand has also collaborated with
other companies to create co-branded products, such as the Cadbury Dairy Milk Oreo
Sandwich.

Overall, Cadbury Oreo products are a popular choice for consumers who enjoy chocolate
cookies and other confectionery items. The brand's global reach and wide range of products
have made it a leading player in the confectionery industry.

OREO MARKETING STRATEGY & MARKETING MIX (4PS)

Marketing Strategy of Oreo analyses the brand with the marketing mix framework which
covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like

26
product innovation, pricing approach, promotion planning etc. These business strategies, based
on Oreo marketing mix, help the brand succeed in the market.

Oreo marketing strategy helps the brand/company to position itself competitively in the market
and achieve its business goals & objectives.

OREO PRODUCT STRATEGY:

The product strategy and mix in Oreo marketing strategy can be explained as follows:

Oreo is a leading biscuit brand which has its presence spread over hundreds of countries. The
major product of Oreo is the two chocolate wafers separated by cream filling famously known
as the Chocolate Sandwich. However there has been greater development in terms of launching
different variants of the Oreo product to cater larger customer needs. They vary in shape,
flavour, and some of them are different from the sandwich cookies. Since its inception, more
than 500 billion Oreo biscuits have been sold globally. Some of the notable Oreo product range
in its marketing mix include:

• Double Stuffed Oreo Sugar free Oreo Golden Oreo Thins

• Flavours: Green Tea, Lemon, Orange Ice Cream, Fruit Punch

• Oreo Fudges, Jell-O Oreo, Oreo Chocolate Candy Bar

The major factor was the design of the products of different varieties which has attracted large
customer base for the product. Also, the packaging for Oreo products have played a significant
role in increasing the popularity of the product. Oreo products are perceived to have better taste
and the promotion of dunk and dip cookie have further enhanced this feature

OREO PRICE STRATEGY

Below is the pricing strategy in Oreo marketing strategy:

27
Prices of Oreo products are on the lower level to meet the competitor’s pricing strategy. There
has been lot of competition for the brand, however meeting the expectation in terms of value
offerings the products have succeeded in capturing the market share. Initially Oreo opted for
lower marketing price strategy to gain higher market share in newer & price sensitive countries.
Later when the popularity of the Oreo increased in such newly entered market it increased the
pricing of the products. The variation in packing sizes sold at different prices also helped the
brand to gain better leverage in terms of volume across the country. Oreo was initially launched
to capture the urban market share hence there has been slight increase in the prices of the
product.

OREO PLACE & DISTRIBUTION STRATEGY:

Following is the distribution strategy in the Oreo marketing mix:

Oreo uses the widely distributed established network of Mondelez for making the products
available to its consumers. There are manufacturing facilities available at each of the continents
for different Oreo products meeting the needs and sensibilities of the customer. It has been
estimated that Oreo has been made available in almost 100 different countries across the world.
The sales and marketing team ensures that the product is sold through right distribution channel
as a part of its marketing mix distribution strategy. World-over, the traditional channel through
which each of these products are sold includes shopping malls, centres, mom and pops stores,
retail outlets etc.

28
 CHAPTER 4

TABLES AND INTERPRETATION, GRAPHS

29
 DATA ANALYSIS AND INTERPRETATION

TABLE 4.1 SHOWING THE AGE OF RESPONDENTS

AGE NO. OF PERCENTAGE

RESPONDENTS

10 -15 6 3%

15-20 28 14%

20-25 70 35%

30-60 16 8%

TOTAL 120 100%

CHART 4.1 SHOWING THE AGE OF RESPONDENTS

8%/16 3%/6

14%/28

35%/70

10 to 15 15 to 20 20 to 25 30 or above

INTERPRETATION:

From the table 4.1 it is clear that the 35% of the respondents are age 20-25 years. 14%
respondents are age between 15-20 years. 8% of the respondents are the age between 30-60
years, 3% of the respondents are between 10-15 years

30
 TABLE 4.2 SHOWING THE GENDER OF RESPONDENTS

AGE NO. OF PERCENTAGE

RESPONDENTS
Male 63 31%

Female 57 28.5%

Others 0 0%

TOTAL 120 100%

CHART 4.2 SHOWING GENDER OF RESPONDENTS

80
70 63/31%
57/28.5%
60
50
40
30
20
10
0
0
Male Female Others
Series1 Linear (Series1)

INTERPRETATION:
From the table 4.2 its clear that 31% of the respondents are male. The female 28.5% of the
respondents. 0% of the respondents are others.

31
 TABLE 4.3 SHOWING THE RESPONDENTS OF CONSUMING
BISCUITS IN A WEEK

CONSUMING NO. OF PERCENTAGE

BISCUITS IN A RESPONDENTS
WEEK
Daily 39 19.5%

3-4 times in a week 43 21.5%

Once or twice in a week 22 11%

Rarely 16 8%

TOTAL 120 100%

CHART 4.3 SHOWING RESPONDENTS OF CONSUMING BISCUITS

IN A WEEK

Consuming biscuits in a week

50
45
40
35
30
25 Daily, 19.5% 3 to 4 times, 21.5%
20
15 once or twice, 11%
rarely, 8%
10
5
0
Daily 3 to 4 times once or twice rarely
Series1 19.5 21.5 11 8
Series2 39 43 22 16

INTERPRETATION:
From the table of 4.3 it is clear that the, 19.5% of the respondents are consuming biscuits in
daily. 21.5% of the respondents are consuming biscuits 3 to 4 times in a week. 11% of the
respondents are consuming biscuits in once or twice in a week. 8% of the respondents are
consuming biscuits in rarely in a week.

32
 TABLE 4.4 SHOWING THE RESPONDENTS TYPES OF BISCUITS
PREFER

TYPES OF BISCUITS NO. OF PERCENTAGE

RESPONDENTS
Classic sweet biscuits 60 30%

Digestive and Nutritional 30 15%

biscuits

Salt based biscuits 18 9%

Cream Filled Biscuits 12 6%

TOTAL 120 100%

CHART 4.4 SHOWING THE RESPONDENTS TYPES OF BISCUITS

PREFER

70
60
60
50
40
30% 30
30
18
20 15%
12
9%
10 6%

0
Digestive and nutrional
Classic sweet biscuits cream filled biscuits salt based biscuits
biscuits
Series1 30 15 9 6
Series2 60 30 18 12

INTERPRETATION:
From the table 4.4 Its clear that the 30% of the respondents are preferred classic sweet biscuits.
15% of the respondents preferred cream filled biscuits, 9% of the respondents are preferred
digestive and nutritional biscuits, 6% of the respondents are preferred salt-based biscuits.

33
 TABLE 4.5 SHOWING THE RESPONDENTS BRAND OF BISCUITS
USUALLY PURCHASE

BRAND OF NO OF PERCENTAGE
BISCUITS RESPONDENTS
Brittania 80 40%

Parle G 10 5%

Sunfeast 8 4%

Cadbury Oreo 22 11%

TOTAL 120 100%

CHART 4.5 SHOWING RESPONDENTS PURCHASING BRAND OF

BISCUITS

BRAND OF BISCUITS
45 40%/80
40
35
30
25 11%/22
20
15 5%/10
10 4%/8
5
0
Britannia Parle G Sunfeast Cadbury oreo

Series1 Series2

INTERPRETATION:
From the table 4.5 it is shown that 40% of the respondents are mostly purchasing Britannia,
11% of the respondents are purchasing Cadbury Oreo, 10% of the respondents are purchasing
Parle G, 4% of the respondents are purchasing Sunfeast.

34
TABLE 4.6 RESPONDENTS SHOWING FACTOR THAT INFLUENCES
YOUR DECISION TO PURCHASE BISCUITS

FACTORS NO. OF PERCENTAGE

INFLUCENCE RESPONDENTS
Taste 70 35%

Price 5 2.5%

Advertisement 6 3%

Nutritional value 13 6.5%

Quality and Quantity 26 13%

TOTAL 120 100%

CHART 4.6 RESPONDENTS SHOWING FACTOR THAT

INFLUENCES DECISION TO PURCHASE BISCUITS

Factor influence decision to purchase biscuits

80
70
70
60
50
40 35%
30 26

20 13 13%
6 6.5%
10 2.5% 5 3%
0
Quality and
Taste Price Advertisement Nutrtional value
Quantity
PERCENTAGE 35 2.5 3 6.5 13
No of Respondents 70 5 6 13 26

INTERPRETATION:

From the table 4.5 it is shown that 35% of the respondents are Taste, 13% of the respondents
are Quality and Quantity, 6.5% of the respondents are Nutritional value, 3% of the
respondents are Advertisement, 2.5% are the respondents are Price.

35
 TABLE 4.7 SHOWING RESPONDENTS HOW MUCH THEY SPEND
TO BUY A PACK OF BISCUITS

PURCHASING RATE NO. OF PERCENTAGE

OF BISCUITS RESPONDENTS
Less than Rs.10 11 5.5%

Rs.10-20 56 28%

Rs.20-30 28 14%

Rs.30-50 16 8%

More than Rs.50 9 4.5%

TOTAL 120 100%

CHART 4.7 SHOWING RESPONDENTS HOW MUCH THEY SPEND

TO BUY A PACK OF BISCUITS

PURCHASE RATE OF BISCUITS

4.5% 5.5%

8%

14% 28%

Less than Rs.10 Rs.10-20 Rs.20-30 Rs.30-50 More than Rs.50

INTERPRETATION:
From the table 4.7 it is shown that 28% Of the respondents are buying biscuits in rate of Rs.10-
20, 14% of the respondents are buying biscuits in rate of Rs.20-30, 8% of the respondents are
purchasing biscuits in rate of Rs. 30-50, 5.5% Of the respondents are purchasing biscuits in
rate of less than Rs.10, 4.5% of the respondents are purchasing biscuits in more than Rs.50.

36
TABLE 4.8 SHOWING RESPONDENTS FLAVOURS THEY PREFER IN
CREAM- FILLED BISCUITS

FLAVOURS OF NO. OF PERCENTAGE

CREAM FILLED RESPONDENTS
BISCUITS
Chocolate 92 46%

Vanilla 18 9%

Strawberry 7 3.5%

Pineapple 3 1.5

TOTAL 120 100%

CHART 4.8 SHOWING RESPONDENTS FLAVOURS PREFER IN

CREAM-FILLED BISCUITS

Flavours of cream biscuits purchase

100 92

80

60
46%
40
18
20 9% 7
3.5% 1.5% 3
0
Chocolate Vanilla Strawberry Pineapple

FLAVOURS OF BISCUITS NO. OF RESPONDENTS

INTERPRETATION:
From the table 4.8 it is shown that 46% of the respondents are likely to prefer chocolate flavour
in cream biscuits, 9% of the respondents are likely to prefer vanilla flavour in cream biscuits,
3.5% of the respondents are likely to prefer strawberry flavour in cream biscuits, 1.5% of the
respondents are likely to prefer pineapple flavour in cream biscuits.

37
TABLE 4.9 SHOWING RESPONDENTS CLASSIFICATION BASED ON
PACKAGING SIZE

PACKAGING SIZE NO. OF PERCENTAGE

OF BISCUITS RESPONDENTS
Small Packs 38 19%

(Less than 100g)

Medium packs 69 34.5%

(100g-250g)

Large Packs 13 6.5%

(More than 250g)

TOTAL 120 100%

CHART 4.9 SHOWING RESPONDENTS BASED ON PACKAGING

SIZE

PACKAGING SIZE OF PURCHASING BISCUITS

6.5%/13

19%/38

34.5%/69

Small packs Medium packs Large packs

INTERPRETATION:
From the table 4.9 shown that, 34.5% of the respondents are preferring to purchase medium
packs of biscuits, 19% of the respondents are preferring to purchase small packs of biscuits,
6.5% of the respondents are preferring to purchase large packs of biscuits.

38
TABLE 4.10 SHOWING RESPONDENTS BASED ON PLACES USE TO
PURCHASE BISCUIT

PLACES USE TO NO. OF PERCENTAGE

PURCHASE BISCUIT RESPONDENTS
Supermarkets 42 21%

Bakery shops 22 11%

Online shops 3 1.5%

Convenience shops 34 17%

TOTAL 120 100%

CHART 4.10 SHOWING RESPONDENTS BASED ON PLACES TO

PURCHASE BISCUIT

50
42
40 34
30
21% 22
20 17%
11%
10
1.5% 3
0
Supermarkets Bakery Shops Online Shops Convenience shops

PERCENTAGE NO. OF RESPONSES

INTERPRETATION:
From the table 4.10 it is shown that 21% of the respondents are buying biscuits in place of
supermarkets, 17% of the respondents are buying biscuits in place of convenience shops, 11%
of the respondents are buying biscuits in place of bakery shops, 1.5% of the respondents are
buying biscuits in online shops.

39
 TABLE 4.11 SHOWING RESPONDENTS BASED ON USAGE OF
BISCUITS

USAGE METHOD NO. OF PERCENTAGE

RESPONDENTS
Snack with tea or coffee 62 31%

Preparing Milkshake 17 8.5%

Standalone snack 41 20.5%

TOTAL 120 100%

Chart 4.11 SHOWING RESPONDENTS BASED ON USAGE OF

BISCUITS

Prefer to consume biscuits

20.5%

31%

8.5%

Snack with tea or coffee Preparing milkshake Standalone snack

INTERPRETATION:
From the table 4.11 it is shown that 31% of the respondents are prefer to consuming biscuit
with tea or coffee, 20.5% of the respondents are prefer to consuming biscuit on standalone
snack, 8.5% of the respondents are prefer to consuming biscuit to preparing milkshake.

40
TABLE 4.12 SHOWING RESPONDENTS BASED SPECIFIC DIETARY
REQUIREMENTS THAT INFLUENCE IN BISCUITS

SPECIFIC DIETARY NO. OF PERCENTAGE

REQUIREMENTS RESPONDENTS
Gluten free 35 17.5%

Sugar free 34 17%

Low fat 40 20%

Vegan 11 5.5%

TOTAL 120 100%

Chart 4.12 SHOWING RESPONDENTS BASED SPECIFIC DIETARY

REQUIREMENTS THAT INFLUENCE IN BISCUITS

Specific dietary requirements

5.5%/11

17.5%/35

20%/40

17%/34

Gluten free sugar free Low-fat vegan

INTERPRETATION:
From the table 4.12 it is shown that 20% of the respondents are preferring Low-fat, 17.5% of
the respondents are preferring Gluten free, 17% of the respondents preferring sugar free, 5.5%
of the respondents are preferring Vegan.

41
 TABLE 4.13 SHOWING RESPONDENTS BASED ON TIME PERIOD
TO TRY NEW BISCUITS/FLAVOURS

TIME PERIOD NO. OF PERCENTAGE

RESPONDENTS
Frequently 33 16.5%

Occasionally 51 25.5%
Rarely 33 16.5%

Never 3 1.5%

TOTAL 120 100%

CHART 4.13 SHOWING RESPONDENTS BASED ON TIME PERIOD

TO TRY NEW BISCUITS/FLAVOURS

consuming time period of new brands/flavours of biscuits

1.5%/3
16.5/33
16.5%/33

25.5%/51

Frequently occasionally rarely never

INTERPRETATION:
From the table of 4.13 it is shown that 25.5% of the respondents are preferred occasionally,
16.5% of the respondents are preferred both as frequently and rarely, 1.5% of the respondents
are preferred never.

42
TABLE 4.14 SHOWING RESPONDENTS CLASSFICATION BASED ON
FACTORS INFLUENCE TRY A NEW BISCUIT BRAND

FACTORS NO. OF PERCENTAGE

RESPONDENTS
INFLUENCE
Attractive Packaging 54 45%

Innovative flavours or 66 55%

Ingredients

Recommendations from 29 24.2%

friends and family

Promotions or Discounts 27 22.5%

TOTAL 120 100%

CHART 4.14 SHOWING RESPONDENTS BASED ON FACTOR

INFLUENCE TRY A NEW BISCUIT BRAND

FACTORS INFLUENCE TRY A NEW BISCUIT BRAND

70 66
60 54% 55%
50 45
40
29 27
30 24.2% 22.5%
20
10
0
Attractive packaging Innovative flavours and Recommendations from promotions or discounts
ingredients family and friends

PERCENTAGE NO. OF RESPONDENTS

INTERPRETATION:
From the table 4.14 it is shown that 55% of the respondents are innovative flavours and
ingredients 54% of the respondents are attractive packaging, 24.2% of the respondents are
recommendations from family and friends, 22.5% of the respondents are promotions and
discounts.

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 TABLE 4.15 SHOWING RESPONDENTS BASED ON SIGNIFICANT
CONTENT OF NUTRITIONAL BISCUITS

FACTORS NO. OF PERCENTAGE

RESPONDENTS
More significant 18 15%

Significant 55 45.8%

Neutral 45 37.5%

Insignificant 1 1%

Less Insignificant 1 1%

TOTAL 120 100%

CHART 4.15 SHOWING RESPONDENTS BASED ON SIGNIFICANT

CONTENT OF NUTRITIONAL BISCUITS

significant factor nutritional content of biscuits

Insignificant, 1%
Less insignificant, 1%
More significant, 15%

Neutral, 37%

Significant, 45.8%

More significant Significant Neutral Insignificant Less insignificant

INTERPRETATION:
From the table 4.15 it is shown that 45.8% of the respondents are Significant, 37% of the
respondents are neutral, 15% of the respondents are More significant, 1% of the respondents
are both Insignificant and less significant.

44
 TABLE 4.16 RESPONDENTS CLASSFICATION BASED ON
PURCHASING PREMIUM OR ORGANIC MADE BISCUITS

CLASSFICATION BASED NO. OF PERCENTAGE

ON PURCHASING RESPONDENTS
PREMIUM OR ORGANIC
MADE BISCUITS
Yes 42 21%

No 18 9%

It depends on the price difference 60 30%

TOTAL 120 100%

CHART 4.16 RESPONDENTS CLASSFICATION BASED ON

PURCHASING PREMIUM OR ORGANIC MADE BISCUITS

RESPONDENTS CLASSFICATION BASED ON PURCHASING PREMIUM OR ORGANIC MADE

BISCUITS

21%/42

30%/60

9%/18

Yes No It depends on the price difference

INTERPRETATION:
From the table 4.16 it is shown that 30% of the respondents are say (yes), 21% of the
respondents are say it depends on price difference, 9% of the respondents are say (no)

45
 CHAPTER 5

FINDINGS, SUGGESTIONS AND CONCLUSION

46
FINDINGS:
➢ The majority (35%) of the respondents are 20-25 age peoples
➢ The majority (31%) of the respondents gender male
➢ The majority (21.5%) of the respondents consuming biscuits in a week are 3-4 times in
a week
➢ The majority (30%) of the respondents are preferring classic sweet biscuits
➢ The majority (40%) of the respondents are purchasing the biscuit brand of Brittania
➢ The majority (35%) of the respondents are making decision towards Taste influences
to purchasing the biscuits
➢ The majority (28%) of the respondents are spending a pack of biscuits are Rs.10-20
➢ The majority (46%) of the respondents are preferring chocolate flavour in Cream-filled
biscuits
➢ The majority (34.5%) of the respondents are buying medium size packs of biscuits
➢ The majority of (21%) of the respondents are buying biscuits in the place of
supermarkets
➢ The majority (31%) of the respondents are consuming biscuits with snack of tea or
coffee
➢ The majority (20%) of the respondents are preferring Low-fat for specific dietary
requirements for biscuits.
➢ The majority (25.5%) of the respondents are trying a new brand of biscuits consuming
period time are occasionally
➢ The majority (55%) of the respondents are preferring new brand of biscuits factors to
encouraging an innovative flavours and ingredients
➢ The majority (45.8) of the respondents are nutritional content of biscuits are significant
➢ The majority (30%) of the respondents are It depends on the price difference for pay
more biscuits made from premium or organic ingredients

47
SUGGESTIONS:

In the present study, an attempt has been made to measure the consumer brand preference
towards biscuits for measuring consumer preferences, various factors were considered.

This study has provided a way for further research also.

• In this study, it was found that majority of respondents opinion that the quality and taste
of biscuits to be improve. Hence, it is suggested that manufacturers of biscuit should
make their biscuits with good quality and good ingredient taste
• It was suggested that majority of respondents are preferred to buy brittania biscuit ,
hence it is suggested that the producers of the biscuit may produce the biscuit with good
quantity and this will fulfil the requirements of majority of the respondents
• Respondents expect only related products along with the products as a discount /free
gifts
• In this study it was found that majority of respondents prefer low -fat and gluten free
biscuits, it is suggested that the manufacturers should produce low fat and gluten free
biscuits to consumer in fixed price for low-income people to middle income people
• Respondents suggested to produce premium and organic biscuits in good quality and
quantity at reasonable price
• Respondents suggested to manufacturers innovative flavours and ingredients in cream
filed biscuit items like apple flavour, mango, butterscotch to attract the school students
influenced to buy biscuits
• Respondents suggest to make camp towards schools, malls, public gatherings to
promote the new biscuit in mutual brand
• Influenced by television, advertisement to go for a specified brand of biscuits that the
producers should focus their marketing strategy though television advertisement and
sponsorship for big budgeted movies in cinema, sponsored programme or spot
programme
• Advertisement in every possible media would increase the market share

48
CONCLUSION:

Marketing plays a pivotal role in the growth and development of country. The development of
marketing has always kept pace with the economic growth of the country. Now the modern
marketing faces the high competition in their activities. Competition is to the order of the day.
Businessmen have started realizing it. Earning profit is possible only through customer
satisfaction by means of loyalty. This is possible only when information are collected from the
consumer. The design of the study reveals that consumers preference on brand loyalty,
Britannia has a high image among the consumer than the others in respect of quality, taste,
price etc., In order to retain brand loyalty, the manufacturer must know the consumers habits,
and encourage them to continue purchasing the products in future, [2:44 pm, 05/04/2023] This
project was aimed to understand the consumer brand preference towards biscuits in the age
group 20-25. According to the findings of the project, we can confer that consumers are more
enticed by factors like sales promotion, value for money, flavour content and functions.
Marketers hold a huge potential to target such opportunities and to cash in all what they can
attain. As a researcher, this project was a great platform to learn the techniques and apply them
in a marketing research project. 40% people were preferred to by the biscuits only when they
needed. Taste and preference are important parameters also with a combined preference.
Biscuits usage pattern indicates medium brand loyality. . The results indicate that this
hypothesis should be rejected. According to our result, Brittania biscuits brand is only
consuming and preferring other than brand of biscuits.

49
ANNEXURE:

1. AGE

• 10 TO 15
• 15 TO 20
• 20 TO 25
• 30 OR ABOVE

2. GENDER

• MALE
• FEMALE
• NOT PREFER TO SAY

3. HOW OFTEN DO YOU CONSUME BISCUITS IN A WEEK?

• DAILY
• 3 – 4 TIMES A WEEK
• ONCE OR TWICE A WEEK
• RARELY

4. WHAT TYPE OF BISCUITS DO YOU PREFER?

• SWEET BISCUITS
• SALT-BASED BISCUITS
• DIGESTIVE AND NUTRITIONAL BISCUITS
• CREAM-FILLED BISCUITS

50
5. WHICH BRAND OF BISCUITS DO YOU USUALLY PURCHASE?

• BRITANNIA
• PARLE G
• SUNFEAST
• CADBURY OREO

6. WHAT IS MOST IMPORTANT FACTOR THAT INFLUENCES YOUR DECISION

TO PURCHASE BISCUITS?

• TASTE
• PRICE
• ADVERTISEMENT
• NUTRITIONAL VALUE
• QUALITY AND QUANTITY

7. HOW MUCH ARE YOU WILLING TO SPEND ON A PACK OF BISCUITS?

• LESS THAN RS.10

• RS. 10-20
• RS. 20-30
• RS. 30-50
• MORE THAN RS. 50

8. WHICH OF THE FOLLOWING FLAVOURS DO YOU PREFER IN YOUR

BISCUITS?
• CHOCOLATE
• VANILLA
• STRAWBERRY
• PINEAPPLE

51
9. WHICH PACKAGING SIZE DO YOU PREFER WHILE PURCHASING BISCUITS?
• SMALL PACKS (LESS THAN 100G)
• MEDIUM PACKS (100G – 250G)
• LARGE PACKS (MORE THAN 250G)

10. WHERE DO YOU USUALLY PURCHASE BISCUITS FROM?

• SUPERMARKETS
• ONLINE STORES
• BAKERY SHOPS
• CONVENIENCE STORES

11. HOW DO YOU PREFER TO CONSUME BISCUITS?

• AS A SNACK WITH TEA OR COFFEE
• WITH MILK OR HOT CHOCOLATE
• AS A STANDALONE SNACK

12. DO YOU HAVE ANY SPECIFIC DIETARY REQUIREMENTS THAT INFLUENCE

YOUR CHOICE OF BISCUITS?
• GLUTEN- FREE
• SUGAR- FREE
• LOW- FAT
• VEGAN

13. HOW OFTEN DO YOU TRY NEW BISCUIT BRANDS/FLAVOURS?

• FREQUENTLY
• OCCASIONALLY
• RARELY
• NEVER

52
14. WHICH OF THE FOLLOWING FACTORS WOULD ENCOURAGE YOU TO TRY A
NEW BISCUIT BRAND?
• ATTRACTIVE PACKAGING
• INNOVATIVE FLAVOURS OR INGREDIENTS
• RECOMMENDATIONS FROM FRIENDS AND FAMILY
• PROMOTIONS OR DISCOUNTS

15. HOW SIGNIFICANT IS THE NUTRITIONAL CONTENT OF BISCUITS TO YOU?

• MORE SIGNIFICANT
• SIGNIFICANT
• NEUTRAL
• INSIGNIFICANT
• LESS SIGNIFICANT

16. WOULD YOU BE WILLING TO PAY MORE FOR BISCUITS MADE FROM
PREMIUM OR ORGANIC INGREDIENTS?
• YES
• NO
• IT DEPENDS ON THE PRICE DIFFERENCE

53
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