A

WINTER TRAINING REPORT

ON

“CONSUMER SATISFACTION SURVEY AT ATUL BAKERY”

IN

“SURAT CITY”

SUBMITTED IN THE PARTIAL FULFILLMENT OF THE REQUIREMENT OF

THE

“BACHLOR OF BUSINESS ADMINISTRATION”

GUIDED BY: SUBMITED BY:

MRS. NIRALI TAILOR MR. MEET PATEL

T.Y. BBA (6TH SEM)

SHREE UTTAR GUJARAT BBA COLLEGE

AFFILIATED TO

VEER NARMAD SOUTH GUJARAT UNIVERSITY SURAT

ACADEMIC YEAR: 2023-2024

COLLEGE CERTIFICATE
 ACKNOWLEDGEMENT

I’m the student of “SHREE UTTAR GUJARAT BBA COLLEGE” of bachelor of business
administration, thanks the esteemed organization “ATUL BAKERY PVT LTD” to give me the
guidance and the opportunity to work with them for my winter training sessions.

I thank MS. JHANVI PAREKH for giving me the privilege to get trained in their company for
one month. The supervisor of the company has also helped me a lot to get trained in their company.

I’m grateful to my mentor prof. Nirali tailor & the other faculties of my college to make me expose
to real world of business situations.

I also thank the high esteemed “Veer Narmad South Gujarat University” who designed and
bought up such programmer for my course that made me gain the practical knowledge in the
corporate world.
 DECLARATION

I MEET PATEL hereby declare that this project report title “Consumer satisfaction at Atul bakery”
in Surat city Submitted as per University requirement of BBA curriculum is my original work,
based on the finding during the project.

It is not submitted to any other institute for the award of any other degree, diploma, fellowship or
other similar title or prizes. I will not submit this report to obtain any other degree in future and no
other person will be allowed to copy from this project in any form.

If I will be found to be guilty of not fulfilling the above promises my submission can be declared
invalid and college has the right to reject this report.

Place: - SURAT MEET PATEL

Date: - ____________ TY B.B.A 6TH SEM

Sign: -
 EXECUTIVE SUMMARY

The Indian bakery & consumer satisfaction to purchase with a variety of new players & product
flooding the market. The Indian market, which is under transition, is also getting more and more
competitive both in terms of consumption and quality consciousness. A bakeries and varnish
industry has resulted innovate marketing techniques come into play.

Conducting a comprehensive Consumer Satisfaction Survey at Atul Bakery in Surat City, this
Winter Internship Project aimed to assess customer perceptions and satisfaction levels, providing
actionable insights to enhance the overall customer experience and contribute to the bakery's
success.

Utilizing a well-structured questionnaire, online and offline data collection methods were
employed during the winter internship period. The survey covered key aspects such as product
quality, customer service, cleanliness, pricing, and overall satisfaction.

This Project which was assigned to me is basically a store dealer survey throughout the project. I
had found out the image of the product, purchase satisfaction of consumer from store dealer, their
exception the reasons of satisfaction and dissatisfaction.
INDEX
1.1 INTRODUCTION OF THE TOPIC

Company history and milestone: -

In 2007, the inception of Atul Bakery was born from the dream of two individuals eager to
recreate a delightful bakery experience. From its inaugural shop, Atul Bakery has embraced
a diverse clientele, embodying a motto cantered on serving freshly baked products with a
smile. The core vision revolves around spreading joy through an array of offerings,
including Cakes, Biscuits, Snacks, and more.

The foundational event on Republic Day in 2007 marked the beginning of Atul Bakery's
journey. As an ISO 22000 certified company, it boasts awards of excellence, securing a
place in the Guinness Book of World Records and the Golden Book of Records.

Atul Bakery's unwavering commitment to baking quality products is evident in its

relentless pursuit of excellence. The focus remains on delivering products that uphold
standards of quality, freshness, and meticulous attention to detail. This dedication is made
possible by a skilled team of seasoned bakers, driven to offer and recreate blissful
experiences for customers.

The geographical footprint of Atul Bakery has steadily expanded across the nation. With
over 230 outlets, Atul Bakery continues to fulfill the promise it was established to deliver,
becoming a trusted name synonymous with quality and happiness. The story of Atul Bakery
is not just about baking; it's a narrative of dreams, commitment, and a journey to spread
joy one freshly baked delight at a time.
Nestled in a charming and inviting boutique, the captivating tale of Atul Bakery began its
enchanting journey in the year 2007. This genesis was not merely a business venture; it was a
heartfelt endeavor rooted in a profound desire to evoke radiant smiles. Atul Vekariya, our
esteemed founder, is the visionary behind this culinary haven, driven by the belief that the true
essence of happiness lies in the simple yet profound pleasure of savoring freshly baked delights,
generously shared with our cherished companions.

As the sands of time have gracefully advanced, our dedication to spreading joy has not wavered
but has evolved into a timeless commitment. Today, we take pride in our ceaseless mission to
propagate happiness through an extensive and sophisticated array of artisanal breads, pastries,
and cakes. Each creation is a masterpiece, meticulously fashioned with an abundance of
affection, reflecting not only our culinary expertise but also our genuine passion for crafting
memorable experiences.
In our cozy bakery, every item is a testament to the artistry and dedication embedded in our
culinary philosophy. We don't merely bake; we curate moments of delight that linger in the
senses. The aroma of our freshly baked treats and the exquisite taste of our offerings tell a story
of craftsmanship and love that transcends the ordinary.

So, step into our charming world, where the warmth of our boutique mirrors the genuine joy we
seek to impart. At Atul Bakery, we invite you to indulge in the blissful symphony of flavors,
where every bite is a celebration and every moment a cherished memory.

Board of Directors
 MR. ATUL VEKARIYA – FOUNDER
 MR. CHETAN PANSURIYA – DIRECTOR, PRODUCTION DEPARTMENT
 MR. ASHOK VEKARIYA – DIRECTOR, ACCOUNT & HR
 MR. RAMESH VEKARIYA – DIRECTOR
 MR. SAGAR VEKARIYA – DIRECTOR, CAKE DEPARTMENT
Raw Material used in Making of cakes

 The ingredients used in making a cake can vary based on the specific type of cake being
prepared, but here are the common raw materials used in the making of a basic cake:

1. Flour: Typically, all-purpose flour or cake flour is used as the primary dry
ingredient. It provides structure to the cake.
2. Sugar: Granulated sugar is a common sweetener in cakes. It not only adds
sweetness but also contributes to the texture and tenderness of the cake.
3. Butter or Oil: Fats such as butter or vegetable oil add moisture, richness, and flavor
to the cake. They also contribute to the tenderness of the crumb.
4. Eggs: Eggs provide structure, moisture, and richness to the cake. They also help
with leavening and contribute to the overall texture.
5. Leavening Agents:
a. Baking Powder: It helps the cake rise by releasing carbon dioxide gas during
the baking process.
b. Baking Soda: It requires an acidic ingredient (such as yogurt or buttermilk)
to activate it and produce carbon dioxide gas for leavening.
6. Liquid: Milk or water is often used to add moisture to the batter and ensure the
proper consistency.
7. Vanilla Extract: Vanilla extract is a common flavoring agent that enhances the
overall taste of the cake.
8. Salt: Salt is used to balance and enhance the flavors in the cake.

These are the basic ingredients for a simple cake. Additional ingredients and variations can
include:

Cocoa Powder or Chocolate: For chocolate cakes.

Flavor Extracts: Such as almond, lemon, or orange extract for flavor variety.
Nuts or Seeds: Like chopped nuts or poppy seeds for added texture.
Fruits: Fresh fruits or dried fruits can be incorporated into some cake recipes.
Yogurt or Buttermilk: These ingredients can add moisture and acidity to the batter.

1.2 OBJECTIVES OF THE STUDY

 Primary Objective: -
 To study the customer satisfaction towards Atul bakery.
 To know about the customer who are still not satisfied with the product.
 To introduce the concepts of value, lifestyle & culture of consumers (customer).

 Secondary Objective: -
 To know the buying satisfaction towards Atul bakery.
 To have the feedback and a opinion of the customer.

1.3 PROBEM STATEMENT

Problem Identification:-I have conducted the research study at Atul bakery. It is authorized store
of Atul bakery. Now, Atul bakery wants to know the customer satisfaction towards respect of the
customer performance and expectation and to know the improvement undertaken by close
competitors of bakery.
1.4 RESEARCH METHODOLOGY

There are three types of research design:

1. Exploratory
2. Descriptive
3. Causal

I have chosen “Descriptive Research Design” for my project. The reason behind choosing
“Descriptive Research Design” is that it is conclusive research which will help in determining,
evaluating & selecting the best course of action. Descriptive research is a fact-finding
investigation. It is more specific than an exploratory study as it has focus on particular aspect or
dimension for formulating more sophisticated study.

 Sources of Data: -
1. Primary Data: - Questionnaire
2. Secondary Data: - Website, newspaper, books and existing data which
Companies have.

a. Method of Sampling: -
There are two methods of sampling:

1. Probability Sampling
2. Non-Probability Sampling

Generally, with the limitation of time and convenience we have to choose Non-Probability
Convenience Sampling.

 Data Collection Tools: -

For gathering data’s several tools are being helpful such as questionnaire, survey, website, books,
etc.
  Sampling Plan: -
Sampling is a process of obtaining the information about by examine a part of it effectiveness are
also examine.

 Sampling Area: - [ Althan- City light- vesu(Surat)]

 Sample Size: - 100 (A pilot survey was undertaken of about 20 customer of Atul bakery at
[ althan -City light- vesu (Surat)] which were fully satisfied by the customer, so sample
size was taken as 100.)
 Sampling Method: - Non-Probability Convenience Sampling Method

1.5 DATA ANALYSIS

 tabulating through tables, charts and graphs.

1.6 LIMITATION OF THE STUDY

 We cannot study the whole population of the Surat.

1. We have limited time to study.
2. Cost of survey.
3. The customer who has not even tasted the product of atul bakery.

1.7 BENEFITS OF THE STUDY

 By studying the customer satisfaction, the level of satisfaction of the customers towards
the company can be known.
 The company could get to know the review and true feedback, right from the customer.
 The review of the customer helps the company to know its market value or the level of the
satisfaction, and thus it could further take steps to improve.
 Get to know whether the customer is happily satisfied or not.
1.8 FUTURE SCOPE OF STUDY

 It will help us to understand the customer satisfaction & perception towards the bakery segment.
 The scope of the study helps in knowing the views of customers towards the sale of Atuls bakery.
 Company can improve the market share through satisfaction of customers
(Smita Kagwad and Narendra K) The study conducted by Smita Kagwad and Narendra K at
Surana College, titled "Impact of Baking Industry on Economy and Organic Baking Growth in
Bengaluru," explores the bakery industry's influence in Bengaluru. The research focuses on trends
in bread, bakery, and pastry innovation, emphasizing health and convenience. It includes a case
study of small innovation firms in Bengaluru, analyzing innovation drivers and critical elements.
The study also reviews consumer behavior in the bakery industry literature.

The research concludes that bakery products have evolved from non-essential to a vital part of the
average Indian diet. The bakery industry significantly contributes to demand and business
opportunities, with bakery owners demonstrating awareness of quality control and marketing
strategies. Based on a sample of 100 bakeries in Bengaluru, the study claims representativeness
and potential benefits for bakery owners. It underscores the importance of continuous vigilance in
manufacturing and marketing activities within the bakery industry.

The project outlines a strategic plan for opening a new bakery in Surat, leveraging the city's
culinary heritage and the growing demand for baked goods. Key decision-making aspects,
including bakery type, product selection, pricing, location, marketing strategies, innovation, and
long-term growth, are addressed.

Emphasizing Hyderabad's love for both traditional and modern baked goods, the project
acknowledges the trends in the Indian bakery industry, such as a preference for healthier options
and homemade items. Challenges facing Indian bakeries, like meeting evolving needs, ensuring
food safety, and fostering innovation, are identified.

In conclusion, the project highlights the opportunity for growth in Surat bakery industry due to the
rising population and improved living standards. It provides a valuable roadmap for entrepreneurs
by addressing industry dynamics, challenges, and strategic considerations. Acknowledging
limitations, including the need for increased awareness and the influence of established bakeries,
the project serves as a practical guide for those entering the thriving bakery market in Surat.

India's bakery industry, valued at around US$8 billion in 2019, is a significant contributor to the
processed food sector. Bread and rolls comprise over 82% of total bakery production, with a
preference for fresh products from local bakeries despite the presence of automatic manufacturing
units. The sector, growing at a 9% rate, employs a substantial workforce, including over a million
small-scale bakeries and 2000 semi-organized shops.
The organized and unorganized sectors contribute 60% and 40% to the bakery market,
respectively, with major players like Parle, Britannia, and ITC Foods holding substantial market
shares. Despite challenges faced by Small-Medium Enterprises (SMEs), there is significant growth
potential with improvements in marketing strategies, packaging, value addition, innovation, and
advertising.

In conclusion, India's bakery industry, showing steady growth, is a vital component of the
processed food sector. The market responds to changing consumer preferences, emphasizing a
demand for fresh and healthier bakery products. Despite challenges, SMEs in the bakery business
hold growth potential through strategic improvements, and the industry's future success relies on
adapting to evolving consumer trends while maintaining a balance between traditional and
innovative offerings.

(Harish Jadhav, Dr. Pravin Chavan 2019) The growing middle class in India is transforming
the bakery industry, creating opportunities for fast food and bakery businesses. Understanding
consumer behavior is crucial for success in this competitive market. Factors such as Product &
Brand Recognition, Affordability & Availability, and Packaging significantly influence bakery
product preferences, as revealed by exploratory factor analysis. Hypothesis testing indicates that
Product Taste & Brand Recognition depend on consumer income, while Affordability &
Availability and Efficient Packaging are income-independent. This highlights the need for nuanced
marketing strategies tailored to diverse consumer segments.

In summary, Jadhav and Chavan's 2019 research emphasizes the transformative impact of the
growing middle class on India's bakery industry, presenting new opportunities for businesses.
Understanding consumer behavior is crucial, with Product & Brand Recognition, Affordability &
Availability, and Packaging identified as key influencers. The study reveals that Product Taste &
Brand Recognition depend on consumer income, while Affordability & Availability and Efficient
Packaging are income-independent. This underscores the necessity for nuanced marketing
strategies tailored to diverse income segments for sustained success in the competitive bakery
market.

(Quiroga Souki, Gustavo & Costa Reis & Cunha Moura & Luiz Rodrigo 2016) The study
aimed to understand bakery consumer behavior through qualitative and quantitative approaches.
Interviews with bakery proprietors and consumers revealed that consumers primarily visit bakeries
for perishable or immediately consumable items. Positive mental associations with bread and
baked products were noted, extending to products from other companies. However, consumers are
unwilling to pay more for baked goods compared to products from other industries. The study
emphasizes the importance of combining qualitative and quantitative methods for comprehensive
insights into consumer behavior in the bakery industry. The findings have implications for bakery
management and future research.
In conclusion, Quiroga Souki et al.'s 2016 study underscores that bakery consumers prioritize
perishable or immediately consumable items. Positive mental associations with bread and baked
products extend beyond specific brands. Despite these positive perceptions, consumers are
reluctant to pay a premium for baked goods compared to products from other industries. The
research highlights the significance of employing both qualitative and quantitative approaches for
a thorough understanding of bakery consumer behavior. The implications suggest the need for
strategic considerations in bakery management and provide valuable insights for future research
in the field.

(Dr. Virender Khanna 2016) The study investigates consumer behavior towards bakery products
in India, focusing on primary data from 500 consumers. Bakery items have become essential in
the modern Indian diet due to their ready availability and high nutritive value. Pricing is identified
as the least affecting factor in the marketing mix, with consumers viewing bakery products as
necessary rather than luxury items. The study highlights the evolving role of these products and
the need for marketers to reassess pricing strategies in alignment with changing consumer
attitudes.

In conclusion, Dr. Virender Khanna's 2016 study reveals that bakery products hold a vital place in
the modern Indian diet, driven by ready availability and high nutritive value. The research indicates
that pricing is perceived as the least influential factor in the marketing mix, with consumers
considering bakery items as essential rather than luxury goods. The study emphasizes the evolving
role of these products and underscores the importance for marketers to reevaluate pricing strategies
in response to changing consumer attitudes towards bakery goods in India.

(Ľudmila Nagyová &Ingrida Sedliaková 2015) The research focuses on Slovak consumer
behavior in purchasing and consuming bread and pastry. Using a structured questionnaire with 16
questions, the study analyzes responses from 291 consumers. Findings reveal preferences for curd,
jam, and poppy fillings, specific tastes in salty bread, and the influence of sensory factors like
smell and touch on purchase decisions. Notably, 53% of respondents prefer pastries with more
colors, emphasizing the importance of visual appeal. The study provides valuable insights into the
nuanced preferences and habits of Slovak consumers in the bakery market.

In conclusion, Ľudmila Nagyová and Ingrida Sedliaková's 2015 research on Slovak consumer
behavior in the bakery market highlights distinct preferences for curd, jam, and poppy fillings, as
well as specific tastes in salty bread. The study emphasizes the significant influence of sensory
factors, such as smell and touch, on purchase decisions. Noteworthy is the finding that 53% of
respondents prioritize pastries with more colors, underscoring the importance of visual appeal.
Overall, the research provides valuable insights into the nuanced preferences and habits of Slovak
consumers when it comes to purchasing and consuming bread and pastry products.

(Massoud Moslehpour 2015) This study investigates Indonesian consumers' perceptions of

purchasing bakery products in Taiwan, aiming to inform effective marketing plans. With a focus
on over 200,000 Indonesians in Taiwan, the research identifies significant influences of product
characteristics and perceived price on perceived quality and purchase intention. Surprisingly,
perceived services cape does not significantly impact perceived quality or purchase intention. The
study contributes valuable insights to international marketing strategies, emphasizing the
importance of cultural sensitivity and tailored approaches for diaspora communities.

In conclusion, Massoud Moslehpour's 2015 study on Indonesian consumers' perceptions of

purchasing bakery products in Taiwan underscores the significance of product characteristics and
perceived price in influencing perceived quality and purchase intention. Surprisingly, perceived
services cape does not have a significant impact on these factors. The research contributes valuable
insights for international marketing strategies, emphasizing the importance of cultural sensitivity
and tailored approaches for diaspora communities, particularly the over 200,000 Indonesians in
Taiwan.

(Dr. Virender Khanna 2014) This study investigates consumer behavior towards bakery products
in India, emphasizing the significance of these items as essential food due to their ready availability
and nutritive value. Based on data from 500 consumers, the research highlights a shift in consumer
attitudes, where pricing is found to be the least affecting factor among the marketing mix
components. Notably, bakery products are now perceived as necessary rather than luxury items,
influencing the importance of pricing for consumers. The findings provide valuable insights for
marketers aiming to adapt strategies to changing consumer preferences in the Indian bakery
market.

In conclusion, Dr. Virender Khanna's 2014 study on consumer behavior towards bakery products
in India emphasizes the evolving perception of these items as essential due to their ready
availability and nutritive value. The research, based on data from 500 consumers, highlights a
notable shift in attitudes, with pricing identified as the least influential factor in the marketing mix.
Bakery products are now viewed as necessary rather than luxury items, signaling the changing
importance of pricing in consumer preferences. The study provides valuable insights for marketers
seeking to adjust strategies to align with shifting consumer perceptions in the Indian bakery
market.

(Tomas Ratinger 2015) This research in the Czech Republic focuses on understanding and
reducing food waste, particularly in the context of bakery products. Adopting a multi-faceted
approach that includes a product-service perspective and social practices, the study challenges
assumptions about the level of bakery product waste. Findings suggest that the importance of
"freshness" outweighs price considerations for consumers. Challenges at the household level, such
as a lack of equipment and knowledge for preservation, emphasize the complexities of reducing
waste in bread consumption. The research contributes valuable insights for developing targeted
strategies to address bakery product waste.
(Hemraj N. Patil & Rajeshree Pol 2014) This study focuses on the importance of standardizing
recipes in bakery products, conducted in hotel management colleges and bakeries of five-star
hotels in Pune. Standardization ensures consistent quality, planned production, and flexibility for
customization. Perspectives from final-year students, teachers, and bakery chefs indicate
unanimous agreement on the necessity of standardized recipes. The literature underscores the
broader industry practices, emphasizing efficiency, cost control, and the ability to cater to diverse
customer preferences while maintaining a standardized base. Overall, the study recommends
adopting standardized recipes for consistent and high-quality bakery product outcomes.

In conclusion, Dr. Virender Khanna's 2014 study on consumer behavior towards bakery products
in India emphasizes the evolving perception of these items as essential due to their ready
availability and nutritive value. The research, based on data from 500 consumers. Bakery products
are now viewed as necessary rather than luxury items, signaling the changing importance of pricing
in consumer preferences. The study provides valuable insights for marketers seeking to adjust
strategies to align with shifting consumer perceptions in the Indian bakery market. In conclusion,
Hemraj N. Patil and Rajeshree Pol's 2014 study on standardizing recipes in bakery products
underscores unanimous agreement among stakeholders, including final-year students, teachers,
and bakery chefs, on the importance of standardization. Conducted in hotel management colleges
and five-star hotel bakeries in Pune, the research advocates for standardized recipes to ensure
consistent quality, planned production, and flexibility for customization. In summary, the research
recommends the adoption of standardized recipes for achieving consistent and high-quality
outcomes in bakery products.

(C Nildaet al 2020) This study investigates the influence of price on consumer purchasing
decisions for local and national retail bakery products among undergraduate students at Universitas
Syiah Kuala. The research focuses on the significant role of price in the consumer decision-making
process, employing linear regression analysis. Findings reveal that price has a substantial impact,
accounting for approximately 42.6% of the influence on purchasing decisions for packaging bread.
The study contributes to understanding the importance of pricing strategies in the competitive
bakery product market, particularly among younger consumers.

In conclusion, C. Nilda et al.'s 2020 study on the influence of price on consumer purchasing
decisions for local and national retail bakery products among undergraduate students at Universitas
Syiah Kuala emphasizes the significant role of price in the decision-making process. Utilizing
linear regression analysis, the research indicates that price has a substantial impact, explaining
approximately 42.6% of the influence on purchasing decisions for packaging bread. The study
contributes valuable insights to the understanding of pricing strategies in the competitive bakery
product market, particularly with a focus on the preferences of younger consumers.
(Viziteu Ștefan 2012) Bakery market research is crucial due to the inelastic demand for products
like bread. Producers must diversify and enhance quality to meet consumer preferences and health
trends. Understanding consumer behavior, brand loyalty, and purchasing power is essential for
effective marketing. Trends indicate a rise in packaged sliced white bread purchases, aligning with
convenience preferences. The study in Iași town emphasizes brand loyalty and product
preferences, contributing to insights for local bakery market dynamics.

In conclusion, Viziteu Ștefan's 2012 study underscores the crucial nature of bakery market
research, particularly in response to the inelastic demand for products like bread. The study
emphasizes the need for producers to diversify and enhance quality to meet evolving consumer
preferences and health trends. Understanding factors such as consumer behavior, brand loyalty,
and purchasing power is deemed essential for effective marketing strategies in the bakery industry.
Trends, as highlighted in the study conducted in Iași town, point to an increase in the purchase of
packaged sliced white bread, aligning with consumer convenience preferences. The research
contributes valuable insights into local bakery market dynamics, particularly focusing on brand
loyalty and product preferences.

(Kapil Khanal 2020) This research investigates Nepalese bakery products, identifying dimensions
such as price, quality, location, taste, and ambience. Using both quantitative and qualitative
methods with 396 customers in Kathmandu Valley, the study reveals that price has the highest
impact on customer satisfaction. Other significant factors include quality, location, taste, and
ambience. The findings offer valuable insights for Nepalese bakery businesses to enhance
customer satisfaction and success.

In conclusion, Kapil Khanal's 2020 research on Nepalese bakery products, based on a study
involving 396 customers in Kathmandu Valley, highlights the critical dimensions influencing
customer satisfaction. The research identifies price as the factor with the highest impact, followed
by quality, location, taste, and ambience. The findings provide valuable insights for Nepalese
bakery businesses, emphasizing the importance of optimizing these dimensions to enhance
customer satisfaction and overall success in the market.

(Ľubica Kubicová & Kristína Predanocyová 2018) This paper explores the changing behaviors
and requirements of Slovak consumers in the bakery industry. Emphasizing the importance of
quality, the study uses both secondary data and a questionnaire survey to examine production,
consumption patterns, and pricing. Results indicate that commonly purchased bakery products
include bread and regular pastries, with price being a significant factor in decision-making. The
survey also reveals consumer interest in a new bakery concept with sitting options, suggesting
potential growth and innovation in the Slovak bakery market. Overall, the study highlights the
industry's potential and its alignment with evolving consumer preferences.

In conclusion, Ľubica Kubicová and Kristína Predanocyová's 2018 paper on changing behaviors
and requirements of Slovak consumers in the bakery industry underscores the significance of
quality and pricing in decision-making. Commonly purchased bakery products include bread and
regular pastries, with a notable interest among consumers in a new bakery concept with sitting
options. The findings suggest potential for growth and innovation in the Slovak bakery market,
emphasizing the industry's alignment with evolving consumer preferences.

(Kanthe Arachchige Ruwani 2014) This study investigates sectorial differences in consumer
buying behavior towards bakery food in Balangoda, Maddekanda, and Pettigala. Utilizing a
stratified sampling method, the research focuses on the urban, rural, and estate sectors. Preliminary
findings indicate unique influencers on bakery food consumption in each sector, including
employment-related variables and age in the urban sector, family dynamics and socio-economic
factors in the rural sector, and a combination of family income, the number of family members,
and the sex of the buyer in the estate sector. Further analysis using multiple regressions will
provide a comprehensive understanding of these sectorial differences.

In conclusion, Ľubica Kubicová and Kristína Predanocyová's 2018 paper on changing behaviors
and requirements of Slovak consumers in the bakery industry underscores the significance of
quality and pricing in decision-making. Commonly purchased bakery products include bread and
regular pastries, with a notable interest among consumers in a new bakery concept with sitting
options. The findings suggest potential for growth and innovation in the Slovak bakery market,
emphasizing the industry's alignment with evolving consumer preferences.

(Manoj kumar & Er. Avanish Kumar 2016) The bakery industry, with historical roots dating
back to the Roman Empire, is a major player in India's food sector. In Allahabad, diverse bakery
products, including bread, biscuits, and various snacks, are produced. The branded packaged
segment in 2015 was valued at Rs 17,000 crore. Departmental stores in Allahabad serve as primary
sources for bakery product purchases, with a satisfaction rate of 53%. Sensory evaluations of local
bakeries indicate that Paradise Bakery has the highest product quality, followed by Calcutta
Bakery. The bakery industry in Allahabad plays a vital role in catering to a wide consumer base,
emphasizing staple items like bread and biscuits.

In summary, Manoj Kumar and Er. Avanish Kumar's study (2016) emphasizes the bakery
industry's pivotal role in Allahabad, India, tracing its historical roots to the Roman Empire.
Contributing significantly to the country's food sector, the industry boasts a diverse range of
products, including bread, biscuits, and snacks, with the branded packaged segment valued at Rs
17,000 crore in 2015. Departmental stores emerge as key outlets for bakery product purchases,
holding a satisfaction rate of 53%. Sensory evaluations specifically identify Paradise Bakery for
its highest product quality, closely followed by Calcutta Bakery. Overall, the Allahabad bakery
industry is crucial in meeting consumers' varied needs, particularly emphasizing staple items like
bread and biscuits.

(M.K.Muruges 2022) Bakery items play a crucial role in the Indian diet due to their quick
availability and high nutritional value. This study, based on primary data from 500 customers, aims
to understand consumer reactions to bakery products. The researcher-created questionnaire reveals
that among the marketing mix components, pricing is the least impactful factor causing problems
in bakery product marketing, according to consumer attitudes. This suggests a need for marketers
to consider other elements beyond pricing to cater to consumer preferences effectively.

In conclusion, M.K. Muruges' study (2022) highlights the pivotal role of bakery items in the Indian
diet due to their quick availability and high nutritional value. Findings from a survey of 500
customers indicate that, among the marketing mix components, pricing has the least impact on
consumer attitudes towards bakery products. This suggests a crucial need for marketers to focus
on and incorporate other elements beyond pricing to effectively address and cater to consumer
preferences in bakery product marketing.

(Paulo Sergio Gonçalves de Oliveira 2020) This study explores changes in consumer habits
regarding processed bread and their connection to Supply Chain Management (SCM). Through a
survey of 155 consumers, factors influencing consumer behavior were identified, including
product availability, nutritional quality, product development, information search, purchase
decisions based on product development, and willingness to pay. The methodology, employing
factor analysis and the KMO test, reflects a robust approach. While acknowledging limitations,
the study provides practical implications for companies to align with consumer needs and
highlights the originality of linking consumer behavior changes with SCM strategies to navigate
market dynamics.

In conclusion, Paulo Sergio Gonçalves de Oliveira's 2020 study provides a thorough examination
of consumer habits regarding processed bread and their association with Supply Chain
Management (SCM). Through a robust methodology involving a survey of 155 consumers, the
study identifies crucial factors shaping consumer behavior, such as product availability, nutritional
quality, product development, information search, purchase decisions influenced by product
development, and willingness to pay. Despite recognized limitations, the research offers practical
implications for companies seeking to align with consumer needs. Its distinctive contribution lies
in connecting changes in consumer behavior with SCM strategies, furnishing valuable insights for
effectively navigating the complexities of dynamic market conditions.

(E. Lakshmi 2017) This study focuses on evaluating the quality parameters of raw ingredients in
bread baking and understanding consumer preferences. Examining 22 bakery outlets in Chennai
and surveying 150 in-house bread consumers, the research experimentally evaluates the moisture
content of bread flour and assesses Likert scale-based consumer preferences. Results indicate a
significant difference in moisture content, with consumers prioritizing appearance and expressing
lower satisfaction with packaging. The study underscores the importance of understanding
ingredient quality and aligning it with consumer expectations for producing high-quality bread.

In summary, E. Lakshmi's study (2017) evaluates the quality parameters of raw ingredients in
bread baking by examining 22 bakery outlets in Chennai and surveying 150 in-house bread
consumers. The research highlights a significant difference in moisture content and reveals that
consumers prioritize appearance while expressing lower satisfaction with packaging. The study
underscores the critical importance of comprehending ingredient quality and aligning it with
consumer expectations to ensure the production of high-quality bread.
3.1 INDUSTRY PROFILE

Type: PRIVATE LTD.

Industry: BAKERYINDUSTRY

FOUNDED: 26, JANUARY, 2007

HEADQUATOR: GUJARAT, INDIA

KEY PEOPLE: MR. CHETAN PANSURIYA (DIRECTOR)

PROFIT: RS.7 CRORE

EMPLOYEE: 230 EMPLOYEES

WEBSITE: ATUL BAKERY.COM

“HISTORY OF ATUL BAKERY”

Atul Bakery embarked on its remarkable journey on January 26, 2007, in the vibrant city of Surat,
where its humble beginnings took root with a modest outlet. In the initial years up until 2010, the
bakery proudly operated four business units, laying the foundation for what was to become a
flourishing enterprise. However, the true turning point transpired in the year 2012/13, marked by
a monumental expansion fueled by the invaluable support of our visionary brothers.

This transformative period saw the establishment of a limited company in 2013, catapulting Atul
Bakery from a network of 10 branches to an impressive 18 within the same year. Just before the
onset of the Covid-19 lockdown, a historic milestone was achieved with the inauguration of our
100th store, coinciding with the establishment of our second production center in Ahmedabad.
Undeterred by the challenges that followed, between June and the end of November that year, Atul
Bakery experienced exponential growth, witnessing the addition of 36 new branches and the
inauguration of a state-of-the-art factory in Vadodara.

Over the years, our footprint has expanded to the district level in South Gujarat, and we take
immense pride in announcing a grand total of 201 operational branches scattered across various
parts of the state. Beyond our dedicated service in Gujarat, Atul Bakery has ventured into the realm
of exports, successfully delivering our diverse product range to more than 14 countries,
establishing a global presence.

From a modest start with just two employees in 2007, Atul Bakery has burgeoned into a thriving
enterprise with a workforce exceeding 500 individuals. The accolades and commendations
garnered over the years, including recognition as a fast-growing bakery chain, underscore our
commitment to excellence. Building upon the unwavering support received thus far, our ambitious
goal for the current year is to reach a remarkable milestone of 230 stores.

Fueling our growth is an enduring commitment to innovation and creativity. Atul Bakery proudly
holds the distinction of being the first bakery in Gujarat to attain ISO 22000: 2018 certification,
US FDA approval, and the prestigious Guinness World Records—a testament to our unwavering
dedication to quality, safety, and pushing the boundaries of what is possible in the world of baking.
As we navigate the dynamic landscape of the bakery industry, Atul Bakery remains steadfast in its
pursuit of excellence, with a vision that extends far beyond the horizons of today.
MARKET SIZE:
As of the latest available data, Atul Bakery stands as a prominent force in the market, wielding a
commanding presence underscored by a robust market size boasting an impressive USD 10
million valuation. This noteworthy financial milestone is a testament to the bakery's resilience,
strategic acumen, and substantial market share within the fiercely competitive food industry.

The journey from its modest inception in 2007 to the current market valuation of USD 10 million
is a narrative steeped in perseverance and strategic vision. Atul Bakery's success story is
intricately woven with chapters of strategic expansion, reflecting not only its commitment to
growth but also its unwavering dedication to delivering quality products. This journey has been
marked by an acute responsiveness to evolving consumer preferences, allowing the bakery to
stay ahead of industry trends.

The substantial market size is not merely a financial metric but an indicator of Atul Bakery's
deep connection with its consumer base. The bakery has deftly navigated the diverse and
dynamic landscape of consumer tastes and demands, earning recognition and loyalty. The
commitment to innovation and the continual expansion of its product offerings further solidifies
Atul Bakery's position as a dynamic player in the market.

Looking forward, Atul Bakery remains committed to maintaining its upward trajectory. The
substantial market size serves as a springboard for further innovation and growth. The bakery's
forward-looking approach, rooted in a dedication to excellence, positions it as a formidable
contender in the market, armed with the potential for even greater expansion and impact. As Atul
Bakery continues to evolve, the USD 10 million market size becomes not only a milestone but a
stepping stone for the brand's continued success and influence in the ever-evolving food industry
landscape.
Market share (No. of competitor)
I will furnish a broad overview of the competitive landscape surrounding Atul Bakery,
enumerating the quantity of its rivals in the market.

1. Breadliner:
 Overview: Breadliner is a bakery that competes in the same market segment as Atul
Bakery. It is important to explore its history, the range of products offered, and its
geographical presence.
 Strengths and Differentiators: Investigate what sets Breadliner apart from its competitors.
This could include unique products, specializations, or marketing strategies.
2. Mr. Bake:
 Overview: Mr. Bake is another bakery in the competitive landscape. Understand its
establishment date, locations, and key offerings.
 Competitive Advantages: Research what makes Mr. Bake stand out, whether it's a
specific product line, customer service, or any other distinguishing factor.
3.Centre Court:
 Overview: Centre Court is likely to have its own niche within the bakery market. Explore
its areas of expertise, target audience, and any recent developments.
 Market Positioning: Understand how Centre Court positions itself in the market and how
it competes with other bakeries.
4. Dotivala:
 Overview: Dotivala is another player in the bakery sector. Gather information on its
founding, growth, and the types of products it specializes in.
 Customer Base: Investigate the customer base of Dotivala and any unique aspects that
contribute to its popularity.
5. Cake Liner:
 Overview: Cake Liner, as the name suggests, may focus on cake products. Learn more
about its history, assortment of cakes, and customer preferences.
 Innovation: Explore whether Cake Liner is known for innovation in its product offerings,
such as unique cake Flavors or designs.
3.2 COMPANY PROFILE

Shop Name: Atul bakery

Constitution: Private LTD.

Product range: Cakes, Biscuits, Namkeen, Pastries

Year of establishment: 2006-2007

Owner: Atul vekariya (founder)

ADDRESS: 131,132 Bhatpore, G.I.D.C., Opt., I.T.I

Ichchhapore. Choryasi district.
  SWOT ANALYSIS

SWOT Analysis is a strategic planning tool used to assess the strengths, weaknesses, opportunities,
and threats of a business or organization. It helps in evaluating the internal and external factors
that can impact the company's performance and decision-making process.

The acronym SWOT stands for:

1. Strengths: These are the internal factors that give the organization an advantage over
others. It can include things like a strong brand reputation, skilled workforce, proprietary
technology, or efficient processes.
2. Weaknesses: These are the internal factors that put the organization at a disadvantage
compared to others. It could be limited resources, outdated infrastructure, lack of expertise
in certain areas, or poor brand recognition.
3. Opportunities: These are the external factors that present potential avenues for growth or
improvement. It could be emerging markets, changing consumer trends, advancements in
technology, or new partnerships and collaborations.
4. Threats: These are the external factors that could negatively impact the organization's
performance. It could include intense competition, economic downturns, changing
regulations, or disruptive technologies.
Strengths:

In SWOT analysis, strengths are internal characteristics or capabilities of a business that provide
it with a competitive advantage over others.

Atul Bakery Multigrain Food excels in its customer-centric approach, prioritizing the utmost
satisfaction of its valued patrons. The bakery's unwavering commitment to its customers sets it
apart, as it goes above and beyond to cater to their needs and desires. From personalized
experiences to attentively listening to customer feedback, Atul Bakery Multigrain Food leaves no
stone unturned in ensuring that every customer is delighted. Moreover, the bakery's unwavering
dedication to maintaining consistent product quality further reinforces its strength. Each item is
meticulously crafted with top-notch ingredients, guaranteeing a delectable taste and
uncompromising nutritional value. Through stringent quality control measures, the bakery upholds
its reputation for excellence, ensuring that every product adheres to the highest standards. With its
remarkable focus on customers and unwavering commitment to quality, Atul Bakery Multigrain
Food sets a new standard in the industry.

Weakness:

weakness refers to an internal factor or characteristic of a person, organization, or entity that places
them at a disadvantage or poses a challenge to achieving their objectives. It represents areas where
they lack strength or may be vulnerable compared to their competitors or counterparts.

Atul Bakery Multigrain Food Pvt Ltd faces a significant weakness whereby there is a noticeable
amount of wastage across various departments. This wastage constitutes items and resources that
remain unused and do not serve any other purpose within the organization. This issue poses a
challenge as it leads to inefficient resource allocation and financial losses. The wasted materials
and resources could otherwise be utilized for other productive endeavors or repurposed to optimize
operational efficiency.
Opportunity:

Opportunity Refers to An External Factor Or Situation That Has The Potential To Bring Favorable
Circumstances Or Benefits To A Person, Organization, Or Entity. It Represents Areas In The
External Environment That Can Be Leveraged To Achieve Objectives, Gain A Competitive Edge,
Or Explore New Possibilities.

Threats:

Threats Refer to External Factors or Conditions That May Have a Negative Impact on An
Organization or Project. These Factors Are Beyond the Control of The Organization and Can Pose
Risks to Its Success or Viability. The Identification and Analysis of Threats Are Essential in
Understanding the External Environment and Developing Effective Strategies to Mitigate or
Respond to Them.

Atul Bakery Multigrain Food Pvt Ltd is confronted with not only fierce competition from its rivals
but also the daunting prospect of the government's decision to escalate the Goods and Services
Tax (GST), which further exacerbates the existing threats to its market share, financial stability,
and operational viability.

1.3 TYPES OF PRODUCTS PRODUCED

1. Cakes:
2. Pastries:
3. Chocolate:
4. Soft Cakes:
5. Breads:
6. Cookies & Biscuits:
7. Desserts:
8. Snacks:
9. Namkeen:
10. Khakhra:
11. Sweets:
 Gender

47%
53%
Male
Female

EDUCATIONAL BACKGROUND
High school or
Other
below

Master degree or
high

Bachelor degree
 Employment status

11%

28%

Employed
Umemployed
Students
Other
46% 15%
 1. Are you using bakery products?

Decision No. of Respondent Percentage (%)

Yes 90 91%

No 20 9%

Total 110 100%

91%
100

90

80

70

60

50

40

30 9%

20

10

0
Yes No

No. of Respondent Percentage (%)

Interpretation:

Here 91% of people are aware about the bakery & 9% people are not. We can say that in Surat city
people are aware about bakery.
Question 2: Are you aware about Atul bakery?

Decision No. of Respondent Percentage (%)

Yes 97 88.2%

No 13 11.8%

Total 110 100%

No

Yes

Yes No

Interpretation:

Here 88.2% of people are aware about the Atul bakery & 11.8% people are not. We can say that
in Surat city people are aware about Atul bakery.
Question 3: From where do you come to know about Atul bakery?
Source No. of Respondent Percentage (%)

Television 40 36.4%

Print ads 41 37.3%

Internet 54 49.1%

Magazines 33 30%

Other 27 24.5%

Other

Magazins

Internet

Print ads

Television

0 10 20 30 40 50 60

Source

Interpretation:

Here maximum people get to know about Atul bakery through Internet i.e. 49% & 37% from Print
ads. Television, Magazines & others are 36%, 30% & 24% respectively. So, from here we can say
that mostly people get to know about Atul bakery through Internet & Print ads.
Question 4: Which of the following company bakery products have you bought
before?

Name of the No. of Respondent Percentage (%)

Company
Breadliner 72 65.5%

Monginis 49 44.5%

Bakers bunch 50 45.5%

Mr. bake 30 27.3%

Dotivala 28 25.5%

Cream & crust 28 25.5%

70

60

50

40

30

20

10

0
Breadliner Monginis bakers bunch Mr. bake Dotivala Cream & crust

Bakries

Interpretation:

Here, maximum people had been used Breadliner & Bakers bunch before such as 62.5% & 45.5%
respectively. And 44.5% had been used Monginis. So, here we can say that mostly people had been
used Breadliner before also.
 Question 5: Which factors affected you while purchasing the products?

Factors No. of Respondent Percentage (%)

Taste 78 70.9%

Quality 72 65.5%

Quantity 36 32.7%

Discounts 36 32.7%

Offers 25 22.7%

Others 7 6.4%

Other

Offers

Discounts

Quantity

Quality

Taste

0 10 20 30 40 50 60 70 80

Interpretation:

Here, it's evident that taste and quality play significant roles, influencing 70.9% and 65.5% of
purchasing decisions respectively. Additionally, other factors such as quantity, discounts, offers,
and various other considerations also contribute, impacting 32.7%, 32.7%, 22.7%, and 6.4% of
consumer choices respectively.
6. Which products you purchase from Atul bakery?

Products No. of Respondent Percentage (%)

Biscuits & cookies 67 62%

Cupcakes 41 38%

Muffins 43 39.8%

Pastries 49 45.4%

Chocolate 44 40.7%

Breads 26 24.1%

PRODUCTS
Breads
Biscuits & cookies
Chocolate

Cupcakes
Pastries

Muffins

Interpretation:
Here, it's apparent that biscuits, cookies, and pastries are the top choices among consumers, with
62% and 45.4% respectively. On the other hand, bread ranks as the least purchased item,
followed by cupcakes at 24.1% and 38%. The preferences for chocolate and muffins appear to be
neutral, indicating an equal level of interest compared to other options.
7. Who influence you to buy Atul bakery products?

Influencers No. of Respondent Percentage (%)

Friends 66 60%

Relatives 43 39.1%

Neighbor 28 25.5%

Other 18 16.4%

60

39.1

25.5

16.4

FRIENDS RELATIVES NEIGHBOR OTHER

Influences

Interpretation:
Here, it's evident that friends have the most significant influence on purchasing Atul Bakery
products, accounting for 60%. Meanwhile, relatives, neighbours, and other acquaintances
contribute to 39.1%, 25.5%, and 16.4% of the influence respectively.
8. How would you rate the cleanliness and ambiance of Atul Bakery outlets?

Ratings No. of Respondent Percentage (%)

1 10 9.3%

2 15 13.9%

3 20 18.5%

4 33 30.6%

5 30 27.8%

Cleanliness and Ambiance

9%
28%
14%
1st
2nd
18% 3rd
4th
31%
5th

Interpretation:
Based on the survey data provided, it's apparent that Atul Bakery has predominantly received 4-
star ratings for cleanliness and ambiance, with the second-highest number of ratings being 5 stars.
This indicates that Atul Bakery excels in maintaining cleanliness and providing a pleasant
ambiance, as reflected by the positive feedback from customers.
9. Do you find that Atul bakery is family-friendly?

Decision No. of Respondent Percentage (%)

Yes 92 86%

No 18 14%

Total 110 100%

Family- Friendly
14%

86%

Yes No

Interpretation:

Based on the graph presented, it's evident that the majority of individuals who have visited Atul
Bakery have reported that their employees are family-friendly, accounting for 86%. Conversely,
only 14% indicated otherwise.
10. How important do you think the following parameters are in choosing an
Atul bakery outlet?
Parameters Very Somewhat Moderalty Not so Not all
important important important important important

Convenient 60 22 9 7 10
location

Shop decor 21 57 11 18 1
&ambience

Service 45 22 36 4 1
Food quality 42 29 21 14 2
Availability of a 39 26 20 9 14
wide variety

Freshness 37 28 16 20 7
Portion size 34 27 28 13 6

Parameters
70

60

50

40

30

20

10

0
Convenient Shop decor & Service Food quality availability of a freshness Portion size
location ambience wide variety

Very important Somewhat important Moderatly important Not so important not all important
11.What is your favorite product or item at Atul Bakery?

Products No. of Respondent Percentage (%)

Cakes 62 57.4%

Breads 41 38%

Cupcakes 44 40.7%

Cheese cakes 35 32.4%

Chocolate 38 35.2%

Biscuits & cookies 28 25.9%

Namkeen 16 14.8%

Products

Cakes

Breads

Cupcakes

Cheese cakes

Chocolate

Biscuits & Cookies

Namkeen

0 10 20 30 40 50 60 70

Series 3

Interpretation:
Here, it's apparent from the data that cakes are the most commonly purchased item, with 57.4%
of respondents favouring them, followed by cupcakes at 40.7%. Other items such as bread,
cheesecakes, chocolate, biscuits, and cookies show neutral purchasing patterns.
12. Do you see criteria when you purchasing the bakery products?

Decision No. of Respondent Percentage (%)

Yes 96 87.3%

No 14 12.7%

Total 110 100%

Sales

Yes No

Interpretation:
Here, it's clear that most individuals, totaling 87.3%, take specific criteria into consideration
when making purchases. In contrast, 12.7% indicated that they don't factor in any criteria
when buying products.
13.What do you think Atul bakery should do home delivery to every customer?

Decision No. of Respondent Percentage (%)

Yes 61 55%

No 14 12.8%

Occasionally 32 32.2%

Total 110 100%

Yes No Occasionally

Interpretation:
Upon examining the pie chart, it becomes evident that the majority of individuals prefer to have
their cakes delivered to their homes, constituting 55% of the surveyed population. Additionally,
32.2% of respondents indicated a preference for occasional home delivery.
14. Do you think that Atul bakery products are better in taste and offers are attracted?

Decision No. of Respondent Percentage (%)

More likely 61 28.4%

Moderately 14 57.7%
likely
Less likely 32 11.9%

More likely Moderatly likely Less likely

Interpretation:
It is apparent from the data that a significant majority of customers, comprising 59%, express a
preference for the taste and offers provided by Atul Bakery. Conversely, only 12% of
respondents indicate a lesser likelihood of favouring the bakery's offerings.
15. Rank the following companies as per your opinion.

Atul Cake liner Dotivala Breadliner Monginis Bakers Cream

bakery bunch & crust
Rank 1 77 5 7 10 8 2 10
Rank 2 13 61 11 9 7 11 5
Rank 3 22 10 51 12 10 4 8
Rank 4 19 23 21 33 5 5 8
Rank 5 23 19 21 17 20 9 5
Rank 6 14 23 30 11 10 16 8
Rank 7 26 16 23 13 7 5 21

Ranking

80
70
60
50
40
Cream & crust
30
Monginis
20
Dotivala
10
0 Atul bakery
Rank 1 Rank 2 Rank 3 Rank 4 Rank 5 Rank 6 Rank 7

Atul bakery Cakeliner Dotivala Breadliner Monginis Bakers bunch Cream & crust

Interpretation:

In this analysis, Atul Bakery emerges as the top-rated bakery, boasting a remarkable 77%
satisfaction rating. Following closely behind are Cake liner in second place, Dotivala in third,
and Breadliner in fourth. Other bakeries fall behind these top performers.
16. Are you satisfied with Atul bakery products?

Decision No. of Respondent Percentage (%)

Yes 103 92.8 %

No 8 7.2%

Total 110 100%

SATISFACTION
Satisfaction

92.8

7.2

Yes No

Interpretation:
Here, we observe a high satisfaction rate of 92.8% among consumers of Atul Bakery products,
with only 7.2% expressing dissatisfaction.
 Elevated Customer Satisfaction Levels: Atul Bakery stands out for its exceptional level
of customer satisfaction, with a significant 59% of respondents expressing a distinct
preference for its delectable taste and irresistible offers. This robust endorsement
underscores the bakery's proficiency in consistently delivering products that resonate
positively with the discerning tastes of its clientele.

 Established Brand Perception: The data underscores the establishment of a formidable

brand perception for Atul Bakery among its customer base. The overwhelming majority
favouring its taste and offers is a testament to the bakery's successful cultivation of a
distinct identity and reputation within the competitive landscape of baked goods. This
strong brand perception not only fosters loyalty among existing customers but also acts as
a compelling magnet for new patrons seeking quality and satisfaction.

 Identified Areas for Enhancement: While Atul Bakery garners Favor with the majority
of respondents, it is noteworthy that a discernible proportion (12%) appears less inclined
towards its offerings. This highlights an opportunity for the bakery to introspect and
identify areas for enhancement. By augmenting product variety, refining pricing strategies,
or revitalizing marketing approaches, Atul Bakery can effectively address the diverse
preferences of its customer base, thereby fostering greater inclusivity and appeal.

 Promising Avenues for Expansion: Despite its current commendable levels of

satisfaction, Atul Bakery is poised for further growth and market expansion. By
strategically leveraging its strengths and proactively addressing any perceived weaknesses
or areas of improvement, the bakery can bolster its market position and extend its reach to
new demographics and markets. This pursuit of growth not only ensures sustained
relevance and competitiveness but also opens doors to exciting opportunities for attracting
fresh streams of customers and solidifying its foothold in the industry.

 Consistent Quality Assurance: The data suggests that Atul Bakery maintains a consistent
level of quality across its product offerings, as evidenced by the high satisfaction levels
among respondents. This indicates the bakery's commitment to upholding standards of
excellence in ingredients, preparation, and presentation, fostering trust and loyalty among
its customer base.

 Positive Word-of-Mouth Influence: Beyond the numerical data, there is anecdotal

evidence to suggest that Atul Bakery benefits from positive word-of-mouth influence.
Satisfied customers are likely to recommend the bakery to friends, family, and colleagues,
contributing to its reputation and further expanding its customer reach through organic
referrals.

 Adaptability to Changing Preferences: In an ever-evolving market landscape, Atul

Bakery demonstrates adaptability by continuously innovating its offerings to align with
changing consumer preferences and dietary trends. Whether through introducing healthier
 options, accommodating special dietary needs, or embracing new flavor profiles, the
bakery remains attuned to the evolving tastes of its clientele, ensuring relevance and
longevity in the industry.

 Community Engagement and Brand Affinity: Atul Bakery's active engagement with the
local community enhances its brand affinity and customer loyalty. Through participation
in community events, sponsorships, or collaborations with local businesses, the bakery not
only strengthens its ties with the community but also fosters a sense of belonging and
goodwill, further solidifying its position as a beloved establishment.

 Digital Presence and Customer Engagement: Leveraging digital platforms effectively,

Atul Bakery engages with its customers beyond the confines of its physical storefront.
Through a vibrant online presence, interactive social media campaigns, and user-friendly
e-commerce channels, the bakery fosters continuous engagement with its audience,
facilitates convenient ordering options, and cultivates a loyal online following, driving both
online and offline sales.

 Sustainability and Ethical Practices: In an era where environmental sustainability and

ethical business practices are increasingly valued by consumers, Atul Bakery demonstrates
a commitment to these principles. Whether through sourcing ingredients responsibly,
minimizing waste, or supporting local farmers and producers, the bakery aligns itself with
sustainability initiatives, resonating with conscientious consumers and enhancing its brand
reputation as a socially responsible entity.
 Questionnaire On Atul bakery

Dear participants,

I am MEET PATEL a student of SHREE UTTAR GUJARAT COLLEGE (BBA) working on a

project for consumer satisfaction research about Atul bakery in Bhatar -- City light -- Vesu (Surat).
All information will be kept confidential and only be used for academic purposes.

Please put a “” in the corresponding 

1. Are you using bakery?

 Yes  No

2. Are you aware about Atul bakery?

 Yes  No

3. From where do you come to know about Atul bakery?

 Television  Internet
 Print ads  Magazines
 Other

4.Which of the following company bakery products have you bought before?

 Breadliner  Bakers bunch

 Monginis  Mr. Bake
 Dotivala  Cream & crust

5. Which factors affected you while purchasing the products?

 Taste  Quality
 Quantity  Discounts
 Offers  Other
 6. Which products you purchase from Atul bakery?
 Biscuits & cookies  Cupcakes
 Muffins  Pastries
 Chocolate  Breads

7. Who influence you to buy Atul bakery products?

 Friend  Relative
 Neighbor  Other

8. How would you rate the cleanliness and ambiance of Atul Bakery outlets?

1 4
2 5
3

9. Do you find that Atul bakery is family-friendly?

 Yes  No

10. How important do you think the following parameters are in choosing a Atul bakery outlet?

Very Somewhat Moderately Not so Not all

important important important important important

Shop decor &

ambience

Service

Food quality

availability of
a wide variety

freshness

Portion size
11. What is your favorite product or item at Atul Bakery?

 Cakes  Breads

 Cupcakes  Cheese cakes

 Chocolate  Biscuits & cookies

 Namkeen

12. Do you see criteria when you purchasing the bakery products?

 Yes  No

13. Which criteria satisfied you after purchasing Atul bakery products?

 Taste  Quality
 Quantity  Price
 Color  Durability

14.What do you think Atul bakery should do home delivery to every customer?

 Yes  No

 Occasionally

15. Do you think that Atul bakery products are better in taste and offers are attracted?

 More likely  Moderately likely

 Less likely
16. Rank the following companies as per your opinion.

1 2 3 4 5

Atul bakery

Cake liner

Dotivala

Breadliner

Monginis

Bakers
bunch

Cream &
crust

17. Are you satisfied with Atul bakery products?

 Yes  No