A PROJECT REPORT ON

“Consumer behaviour towards Lays potato chips”

Submitted to
UNIVERSITY OF MUMBAI

IN PARTIAL REQUIREMENT OF THE REQUIREMENT FOR THE AWARD

OF DEGREE OF MASTERS OF MANAGEMENT STUDIES
(MMS)

MASTERS OF MANAGEMENT STUDIES

MMS- MARKETING
(2016-2018)

SUBMITTED BY- PROJECT GUIDE-

ROHIT KAMBLE PROF. VIKAS PANDE

Marketing- 221

SHEILA RAHEJA SCHOOL OF BUSINESS MANAGEMENT & RESEARCH

UNIVERSITY OF MUMBAI

Raheja Education Complex, Kher Nagar, Opp. Chhatrapati Shivaji Ground,

Bandra (East), Mumbai- 400051.
 Index

Sr. No. Topic Page No.

1 Prefatory Items
i. Certificate
ii. Declaration
iii. Acknowledgement
iv.
Letter of Transmittal
v.
Authorization Letter
vi.
Table of Content
vii.
A. Index of tables
B. Index of charts
Executive Summary
2 Introduction
i. Problem Statement
ii. Research Objectives
iii. Hypothesis
iv.
Research Design
v.
Literature Review
3 Methodology
i. Sampling Design
ii. Data Collection
iii. Data Analysis
iv.
Hypothesis Testing
v.
vi. Findings
Limitations
4 Conclusion
i Conclusion
ii Recommendations
5 Appendices
i. Research Proposal
ii. Sample Questionnaire
iii. Bibliography
 PREFATORY ITEMS

/
 CERTIFICATION

This is to certify that the project work titled “To study consumer behavior towards lays
potato chips” is a bonafide work of Student name carried out in partial fulfillment for
the award of Masters of Management studies under my guidance.

This project work is original and not submitted earlier for the award of any
degree/diploma of this or any other University/Institution.

Director Project Guide

Prof. Dr. Vijay Wagh Prof: Vikas Pande

Place: Mumbai

Date:
 DECLARATION

I, Rohit Kamble, a student of Sheila Raheja School of Business Management & Research,
Bandra (East) hereby declare that this project is done and submitted in partial
fulfillment of the requirements for the degree of Masters Of Management Studies
(MMS) by Mumbai University.

I hereby declare that this project report titled “To study the consumers behavior
towards lays potato chips” is my original piece of research work and not copied from
elsewhere nor submitted before any degree, diploma or course to any institute or
university. The research work is carried out by me under the guidance and supervision
of Prof. Vikas Pande Sir. The information incorporated in this project is true and original
to the best of my knowledge.

Place: Mumbai ________________

Date: Rohit Kamble

 ACKNOWLEDGEMENT

I take this opportunity to specially gratify Dr. Vijay Wagh, director, Sheila Raheja School
of Business Management & Research, for permitting me to undertake this study and
also Placement Head, Prof. Vivek Sharma, for his exemplary guidance, monitoring and
constant encouragement throughout the course of this internship project.

I am deeply indebted to my guide Prof. Vikas Pande for not only his valuable and
enlightened, guidance but also for the freedom he rendered me during this project
work.

Faculty Members, who have extended their kind help, guidance and suggestion without
which it could not have been possible for me to complete this project report.

I also take this opportunity to express my gratitude to Company Mentor Dhananjay

malivade, Manager of Nielson for his cordial support, valuable information and
guidance, which has helped me in completing this task through various phases during
the project.

Rohit Kamble

Roll No: 221

Specialization- Marketing

SRBS, Mumbai.
 LETTER OF TRANSMITTAL

Date: 25/09/2017

Dr. Vijay Wagh,

Director,

Sheila Raheja School of Business Management & Research,

Bandra (East), Mumbai – 400051.

Re: Project on “To study the consumer buying behaviour towards lays potato chips”

Respected Sir,

The report outline in the research proposal of 25/09/2017 is complete. I have personally
supervised the project, conducted the statically analysis and prepared this report.

The report addresses the key decision: consumer buying behaviour towards lays potato
chips. As agreed upon the proposal, the report offers no specific recommendations for
managerial action, but rather, it presents conclusions which should enable you to make
informed decisions.

I successfully accomplished the research project as described in the outline. I was able to
meet my goals for surveying the customers of lays potato chips.

Sincerely,

Rohit Kamble
 Authorization letter
Date:

Dr. Vijay Wagh,

Director,

Sheila Raheja School of Business Management & Research,

Bandra (East), Mumbai – 400051.

Dear Students,

After reviewing the proposed study, “To study the consumer buying behaviour
towards lays potato chips”, presented by the student of Sheila Raheja School of Business
Management

The purpose of study is to conduct the research on “consumer behaviour towards lays
potato chips.” The primary activity will be to study and find out the Customer
expectations from lays potato chips

The students have prepared the project step by step according to the topic taught after
every lecture under my guidance.

The project will be assessed considered as a part of Semester 3 marks for assessment of
Rohit Kamble.

Sincerely,

Dr. Vijay Wagh,

Director,

Sheila Raheja School of Business Management & Research,

 Table of content

A) Index of table

Table No. Table Name Page No.

Gender
1
Age
2

3 Type of snack

How often do you think of buying snacks

4
Do you like lays
5
How much do you eat potato chips at each time
6
Factors do you like about lays
7
Flavors of lays
8
Do you think lays is famous in the market
9
reason that lays differs from other brand
10

B) Index of Charts
Table Table Name Page no.
no.
1 Gender

2 Age

3 Type of snack

4 How often do you think of buying snacks

5 Do you like lays

6 How much do you eat potato chips at each time

7 Factors do you like about lays

8 Flavors of lays

9 Do you think lays is famous in the market

10 reason that lays differs from other brand

 EXECUTIVE SUMMARY

A research conducted under a topic “consumer behaviour towards lays potato chips”. The

research is done to know the consumer purchase of lays potato chips in mumbai and to know

what the reason behind purchase. This study is focus on lays potato chips. And the sample size

is 100.this study helped us understand the patterns behind purchase of lays and what psycho-

social benefits one derive from them.

PROBLEM STATEMENT:

To study the consumer behaviour towards Lay’s potato chips.

RESEARCH OBJECTIVE:
 To study the trends in snacks industry.

 To get to know the factors which affects in purchase of lays.

 To understand the reason of purchase of lays over other brands.

HYPOTHESIS:
SET I:

 H0: Customer does not prefer potato chips as a snack.

 H1: Customer prefer potato chips as a snack.

SET II:

 H0: Customer does not like crunchiness in Lays potato chips.

 H1: Customer like crunchiness in Lays potato chips.

SET III:

 H0: Quality is not the only reason to purchase of Lays over other brand.

 H1: Quality is the reason to purchase of Lays over other brand.

RESEARCH DESIGN:

I used a combination of both Exploratory Research and Descriptive Research Design.

SAMPLING STRATEGIES:

Sampling Method: Probability Sampling

Sampling Procedure: Simple Random Sampling
Sample Size: 100

QUESTIONNAIRE:

The questionnaire of the research was comprised of 10 questions. All the questions were
relevant to the research objectives and the hypothesis statements.

DATA ANALYSIS:

Data analysis of the research was comprised of questions, Reponses to the questions in the
tabulated form, appropriate graphs such as bar charts, pie charts and interpretation of the
responses to the questions in the questionnaire.

FINDINGS:
Findings 1:
From the above data we can clearly see that 58% are Males and 42% are females.

Findings 2:
From above data, 73 respondents are from below 20 age group, 19 respondents are from 20-30
age group, 8 respondents are from above 30 age group.

Findings 3:
It is observed that out of 100 respondent, 43 prefer potato chips, 8 prefer south Indian dishes &
10 prefer Maggie, 37 prefer samosa / wada pav,2 prefer other snacks
Findings 4:
From the above data it is observed that out of 100 respondents , 60 respondent buy snacks daily
& 29 respondents buy snacks twice in a week, 11 respondents buy snacks weekly.

Findings 5:
It is noticed that out of 100 respondent 74 respondents like Lays , 24 respondents does not like
Lays .

Findings 6:
It is observed that 53 respondents ate 1 potato chip packet at a time, 28 respondents ate 2 potato
chip packet at a time,12 respondents ate 3 potato chip packet at a time, 7 respondents ate more
than 3 potato chip packet at a time.

Findings 7:
From the above data we can clearly see that 24 respondents like taste of Lays potato chips, 47
respondents like crunchiness of Lays potato chips, 21 respondents like flavor of Lays potato
chips, 8 respondents like fat free of lays potato chips.

Findings 8:
It is noticed that 39 respondents like classic salted, 36 respondents like cream and onion,13
respondents like barbeque, 12 respondents like chilly cheese.

Findings 9:
it observed that 96 respondents believe that Lays potato chips famous in the market, 4
respondents believe that Lays potato chips is not famous in the market.

Findings 10:
It is noticed that out of 100, 79 respondents believe that Qaulity is the reason that Lays differs
from other brands, no one believe that Quantity is the reason that Lays differs from other brands,
14 respondent believe that variety is the reason that Lays differs from other brands, 7 respondents
believe that brand personality is the reason that Lays differs from other brands
INTRODUCTION
PROBLEM STATEMENT:

To study the consumer behavior towards Lay’s potato chips.

RESEARCH OBJECTIVE:
  To study the trends in snacks industry.

 To Get to know the factors which affects in purchase of lays.

 To understand the reason of purchase of lays over other brands.

HYPOTHESIS:
SET I:

 H0: Customer does not prefer potato chips as a snack.

 H1: Customer prefer potato chips as a snack.

SET II:

 H0: Customer does not like crunchiness in Lays potato chips.

 H1: Customer like crunchiness in Lays potato chips.

SET III:

 H0: Quality is not the only reason to purchase of Lays over other brand.

 H1: Quality is the reason to purchase of Lays over other brand.

RESEARCH DESIGN:
To complete this project I am using a combination of descriptive and
exploratory methods.
Exploratory method helps me to explore a consumer behavior towards lays
Whereas; descriptive method helps me to describe the views about lays.
LITERATURE REVIEW
INTRODUCTION

A.C. NIELSEN

The Nielsen Corporation, self-referentially known as The Nielsen Company, and

formerly known as ACNielsen or AC Nielsen, is a global marketing research firm, with
worldwide headquarters in New York City, United States. Regional headquarters
for North America are located in the Chicago suburb of Schaumburg, Illinois.[1] As of
May 2010, it is part of Nielsen Holdings.
This company was founded in 1923 in Chicago, by Arthur C. Nielsen, Sr., in order to
give marketers reliable and objective information on the impact of marketing and sales
programs. ACNielsen began expanding internationally in 1939, and now operates in
more than 100 countries.
One of Nielsen's best known creations is the Nielsen ratings, an Audience
measurement system that measures television, radio and newspaper audiences in their
respective media markets. In 1950 they acquired the C. E. Hooper company and began
attaching recording devices to a statistical sample of about 1,200 consumer television
sets in the U.S.[2] These devices used photographic film in mail-in cartridges to record
the channels viewed by the consumer and thus determine audience size. Later they
developed electronic methods of data collection and transmission. In 1996, Nielsen split
off this part of its operations into a separate company called Nielsen Media
Research (NMR), which operated as an independent company until it was acquired
by Dutch conglomerate VNU in 1999.
Another market research tool is the Home scan program where sample members track
and report all grocery and retail purchases, allowing purchasing patterns to be related
to household demographics. Home scan covers several countries
including Australia, Canada, the United Kingdom, and the United States. In 2004,
ACNielsen chose the Cipher Lab CPT-8001 as its data collection terminal for the Home
scan program throughout Asia.

International
In Germany, ACNielsen gained particular reputation for their introduction of the
Nielsen areas (or Nielsengebiete in German), each of which includes one or more German
federal states sharing a similar economic structure, culture, and consumer behaviour. To
a considerable part, marketing strategies in heterogeneous Germany depend on the
Nielsengebiete, this even leading to the result that some trademarks or marketing
campaigns have only been introduced in some of the Nielsengebiete. In addition, in
many newspapers or magazines disseminated nationwide, ads may be placed for just
only one or some Nielsengebiete; the circulation figures of print media are often stated
according to Nielsengebiete, as well.
In 2001, ACNielsen itself was acquired by VNU, as part of VNU's Marketing
Information group, and thus is now under the same corporate umbrella as the company
it spawned, NMR. Nielsen Media Research is based in New York City, while ACNielsen
headquarters remain in Schaumburg, Illinois.
ACNielsen is also sister company to Nielsen//NetRatings, which measures Internet
and digital media audiences, and Nielsen BuzzMetrics, which measures Consumer-
Generated Media.
In 2005, ACNielsen initiated their MVP (Media Voice Panel) program. Panel members
carry an electronic monitor that detects the digital station and program identification
codes hidden within the TV and radio broadcasts they are exposed to. At night,
members place the monitor in a cradle that sends the collected data through the home's
electrical wiring to a relay device that transmits it by phone, making it one of the first
practical uses of electrical wiring as a home network. With an approximately one week
notice to members, the MVP program ended on March 17, 2008.
In 2007, the owner VNU changed its name to "The Nielsen Company".
Arthur Charles Nielsen, Jr. (born April 8, 1919)[4] the man who acquired the company
from his father, died at the age of 92 on October 3, 2011
Lay’s
Lay's is the brand name for a number of potato chip varieties as well as the name of the
company that founded the chip brand in the U.S. in 1932. Lay's has been owned by
PepsiCo since 1965. Lay's is the company's primary brand with the exception of limited
markets where other brands are utilized (Walkers in the United Kingdom and Ireland,
Smith's in Australia, Chipsy[1] in Egypt, Poca in Vietnam, Tapuchips in Israel,[2]
Margarita in Colombia, Sabritas in Mexico and, formerly, Hostess in Canada). It is also
called Frito-Lay.

History
In 1932, salesman Herman Lay opened a snack food operation in Dorset, Ohio; and, in
1938, he purchased the Atlanta, Georgia, potato chip manufacturer "Barrett Food
Company", renaming it "H.W. Lay Lingo & Company." Lay criss-crossed the southern
United States, selling the product from the trunk of his car.

The business shortened its name to "the Lay's Lay Lingo Company" in 1944 and became
the first snack food manufacturer to purchase television commercials, with Bert Lahr as
a celebrity spokesman.[3]

In 1961, the Frito Company founded by Derrick Lothert and Lay's merged to form Frito-
Lay Inc., a snack food giant with combined sales of over $127 million annually, the
largest of any manufacturer. Shortly thereafter, Lays introduced its best-known slogan
"betcha can't eat just one." Sales of the chips became international, with marketing
assisted by a number of celebrity endorsers.

In 1965, Frito-Lay merged with the Pepsi-Cola Company to form PepsiCo, Inc. A new
formulation of chip was introduced in 1991 that was crisper and kept fresher longer.
Shortly thereafter, the company introduced the "Wavy Lays" products to grocery
shelves. In the mid to late 1990s, Lay's introduced a lower calorie baked version and a
variety that was completely fat-free (Lay's WOW chips containing the fat substitute
olestra).

In the 2000s, kettle-cooked brands appeared as did a processed version called Lay's Stax
that was intended to compete with Pringles, and the company began introducing a
variety of additional flavor variations.

Frito-Lay products currently control 59% of the United States savory snack-food market.
International
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In Argentina, Lays was commercialized before 2001 with the name Frenchitas and
Chizitos for the Cheetos.

In Australia, PepsiCo acquired The Smith's Snackfood Company in 1998 and marketed
Frito-Lay products under that label, using the name Thins. After Thin's was sold to
Snack Brands Australia (Owned by Arnotts), Smith's produced a line of potato chips
under the Lay's brand for a brief period of time. The Lay's line was eventually
rebranded in 2004 as Smith's Crisps, while the traditional Smith's line was renamed
Smith's Crinkles. This is still sold in Australia as a direct competitor to Smith's Crisps.

In the Benelux Lay's are sold in three varieties: Lay's, Lay's Light and Lay's Sensations
(Thai Sweet Chili/Red Paprika/Oven Roasted Chicken and Thyme). Lay's Super Chips
(Heinz Ketchup/Mexican Pepper/Perfect Pickles/Salt 'n' Pepper (all through Delhaize)
and Lay's Baked Chips (Mediterranean Herbs/through Delhaize). As with Doritos,
Lay's are manufactured, distributed and imported in The Netherlands by Frito Lay's
Benelux division, Smith's Food Group. Lay's used to be called Smiths in the Netherlands
until the name was changed in 2001.

In Brazil, products used to be distributed under the Elma Chips label. In 2016, though,
they were all rebranded to simply state Lay's.[citation needed]

In Colombia, the chips are sold under the name Margarita. They are still
commercialized under the label Lay's, however.

In Egypt, Lay's was once sold under its own label until it was merged with the local
label Chipsy (‫)شيبسى‬, which has since become the local unit of Lay's under much the
same arrangement as Walkers.

In India, cricketer Mahendra Singh Dhoni and Bollywood actors Saif Ali Khan and
Ranbir Kapoor endorse Lay's.

In Indonesia, Lay's products are distributed by Indofood.[5]

In Iran, Lay's products are distributed as Sensation by MazMaz.

In Israel, the Lay's label is distributed with the name Tapuchips (‫ )תפוצ'יפס‬by Strauss-
Elite.

In Italy, Lay's are distributed in by Ferrero SpA since 2014.

In Mexico, PepsiCo acquired Sabritas S. de R.L. in 1966. Lay's along with other products
such as Cheetos, Fritos, Doritos and Ruffles are marketed under the Sabritas brand. The
logo for the Mexican company sports the red ribbon, but it has a stylized smiling face
instead of the sun. It controls around 80% of the market there.

In Pakistan, the Lays brand is endorsed by renowned pop star Ali Zafar. Lays has also
introduced two new flavors 'Dahi Baray' and 'Mint Chutney' in Pakistan with a
campaign of 'Chaat Street'

In South Africa, Lay's are distributed by the Simba Chip company since 1998.[6]

In United Arab Emirates, Lay's and Walkers are sold as different labels.

In the UK, Lay's is known as Walkers. Walkers flavors include Cheese & Onion, Ready
Salted, Salt & Vinegar. Walkers also makes Sensations-branded crisps in the UK. The
logo used by Lay's and Walkers is noticeably similar, featuring a red ribbon around a
yellow sun; it derives from the Walkers logo used in 1990. The other Frito-Lay brands
are also distributed through the Walkers label.

In Vietnam, Lay's products are distributed as Poca.

Flavors

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North America

Lay's Barbecue-flavored potato chips, which appeared in 1958, was the only flavor
available in the United States other than the conventional salted chip until the
introduction of Sour Cream & Onion in the late 1970s.

In the United States, Lay's offers a number of flavor combinations, in addition to the
classic chips. Flavored products in the traditional fried varieties include Sour Cream &
Onion, Barbecue, Chipotle Ranch, Cheddar & Sour Cream, Hidden Valley Ranch, Salt &
Pepper, Flamin' Hot, Limón, and a thicker "Deli style" chip. The WOW! brand was
rebranded in 2004 as Lay's Light after the olestra formula was altered and the U.S. Food
and Drug Administration allowed removal of warnings about various health
consequences of the fat substitute. Other potato chip flavors offered by Lay's are Garden
Tomato and Basil, Honey Barbecue, Sweet Southern Heat Barbecue, Tapatio Limon,
Simply Sea Salt Thick Cut, and Dill Pickle Brand (Only found in Arizona, Arkansas,
Georgia, South Carolina, Pennsylvania, Texas, Utah, Wisconsin, and Minnesota). Lay's
has occasionally solicited new flavor ideas through its 'Do Us a Flavor' promotions.
The 2013 contest produced three new flavors: sriracha, chicken and waffles, and cheesy
garlic bread. Cheesy garlic bread was chosen as the winner and was added to the
lineup, however the other flavors remain on sale in some regions.

Another round of 'Do Us a Flavor' was launched in 2014. The flavors include Cheddar
Bacon Mac & Cheese, Kettle Cooked Wasabi Ginger, Wavy Mango Salsa, and
Cappuccino. Kettle Cooked Wasabi Ginger was chosen as the winner.

The 2015 finalists include Kettle Cooked Greektown Gyro, New York Reuben, Southern
Biscuits & Gravy, and Wavy West Coast Truffle Fries. Southern Biscuits & Gravy was
crowned the winner.

The 2016 'Do Us a Flavor' was rebranded 'Passport to Flavor' for the 2016 Summer
Olympics. The four finalists are Chinese Szechuan Chicken, Greek Tzatziki, Brazilian
Picanha, and Indian Tikka Masala.

The following Lay's flavors are available nationally in Canada: Classic, Lightly Salted,
Wavy Original, Dill Pickle, BBQ, Ketchup, Salt & Vinegar, Smoky Bacon, Sea Salt &
Pepper, and Cheddar & Sour Cream. There are also a number of regional flavors,
including Fries & Gravy and Roast Chicken (available in Atlantic Canada), Sour Cream
& Onion (available in Ontario, Atlantic Canada, and Western Canada) and Wavy Smoky
BBQ and Wavy Old Fashioned Ketchup (available in Western Canada). Other varieties
available nationally include Baked Lay's, Lay's Kettle Cooked and Lay's Stax.

In 2015, Lay's made Canadian flavor "All Dressed" available in the United States.[7] The
flavor combines the potato chip flavors of barbecue, sour cream and onion, ketchup,
and salt and vinegar.[8]

In 2013, Lay's ran a 'Do Us a Flavour' contest in Canada, with four flavors chosen as
finalists: Creamy Garlic Caesar, Perogy Platter, Grilled Cheese & Ketchup, and Maple
Moose. Maple Moose was chosen as the winner, but discontinued in February 2014 due
to low sales.[9]

In 2014, Lay's ran a second 'Do Us a Flavour' contest in Canada, with a new batch of
finalists: Bacon Poutine, Cinnamon Bun, Jalapeño Mac n' Cheese, and Tzatziki.[10]
Jalapeño Mac n' Cheese was chosen as the winner.[11]

In 2015, Lay's ran their third 'Do Us a Flavour' contest in Canada, with four new flavors
chosen as finalists: Cowboy BBQ Beans, Butter Chicken, Montreal Smoked Meat, and
PEI Scalloped Potatoes.[12] The winning flavor was PEI Scalloped Potatoes.

The following Lay's (called Sabritas) are available nationally in Mexico: Original,
Ruffles, Tostitos, Doritos, Cheetos, Pake-Taxo, Japoneses (peanuts), Cheetos Poffets,
Rancheritos, Adobados, Frit-os, Churrumais, Caseras, Sabritones, Crujitos and
Chicharrón Clásico.
Europe

Ambox current red.svg

Parts of this article (those related to UK Do Us a Flavour 2014) need to be updated.

Please update this article to reflect recent events or newly available information.
(August 2015)

There are a number of unique products in the United Kingdom which are sold under
the Walkers label, including, prawn cocktail, pickled onion, cheese & onion and
Marmite. Walkers also ran a 'Do Us A Flavour' promotion wherein the public vote for
the flavor they like the best. Flavors included in the 2010 promotion were: Spanish
Chicken Paella, Japanese Teriyaki Chicken, German Bratwurst Sausage, Italian
Spaghetti Bolognese, French Garlic Baguette, American Cheeseburger, Brazilian Salsa,
Scottish Haggis, Irish Stew, English Roast Beef and Yorkshire Pudding, Dutch Edam
Cheese, Australian BBQ Kangaroo, South African Sweet Chutney, Argentinian Flame
Grilled Steak and Welsh Rarebit. The previous winner of this promotion was Builders
Breakfast. 2014 competition flavor choices included Chip Shop Chicken Curry, Pulled
Pork in sticky BBQ sauce, Sizzling Steak Fajita, Cheesy Beans on Toast, Hotdog with
Tomato Ketchup and Ranch Raccoon. Pulled Pork in sticky BBQ sauce won, with the
winning suggestion receiving a £1,000,000 prize.

In France, about eight varieties of potato chips are marketed in a number of flavors for a
total of approximately thirty products.

In Greece and Cyprus, Lay's are made and packed by Tasty Foods and Corina Snacks
LTD, with Mediterranean flavors which include Feta cheese flavor, Tzatziki, Olive and
Tomato, Oregano, Sea Salt & Black Pepper and various more. There are hundreds of
sub-variations in the Mediterranean line adjusted to each country's liking.

In Germany, Lay's are sold in three varieties: Lay's, Lay's Light and Lay's Sensations
(Thai Sweet Chili/Red Paprika/Oven Roasted Chicken and Thyme) and as Lay's Super
Chips (Heinz Ketchup/Mexican Pepper/Perfect Pickles/Salt 'n' Pepper and Lay's Baked
Chips). As with Doritos, Lay's are manufactured, distributed and imported in Germany
by Frito Lay's Benelux division, Smith's Food Group.

Russia has "Lay's MAX" chips (Chicken, Sour cream & Onion, Sour cream & Cheese,
Ham & cheese flavors) and some international "Lay's" flavors plus Russian specific
flavors, including Mushroom & Sour cream, Crab, Red Caviar, Salted Cucumber.

In Romania the Lay's flavors are Salt, Paprika, Cheese, Barbecue, Sour Cream & Dill; the
Lay's Sensations flavors are: Thai Chili, Baked chicken with lemon and thyme; Lay's
Max and Lay's Sticks flavors are: Paprika and Salt.

Asia
One flavor sold primarily in southern Asia is called "Magic Masala". This flavor is
popular in India, Pakistan and Bangladesh. It is also sold in Indian deli stores in Canada
and the United States. South Asian Lay's chips are ridged, closely resembling another
Frito-Lay brand in North America, Ruffles.

In Thailand and the Philippines, their Flavors featured are Classic, Sour Cream &
Onion, Cheese & Onion, Mexican Bar-B-Q, Japanese Nori Seaweed, Basil, Squid, Spicy
Chili Squid, Seafood and Mayonnaise, and Spicy Seafood. Temporary international
flavors have also been introduced, such as French Mayonnaise, Balsamic Vinegar and
Salt (England), Garlic Soft Shelled Crab (Hong Kong), Soy Sauce, Salmon Teriyaki
(Japan), Lobster, Bacon & Cheese (America). Other traditional "Thai" flavors include
Tom Yum, Thai Chili Paste, Thai Seafood Dip, Chili and Lime.

Lay's China has four ranges of flavors: Cool & Refreshing (Cucumber, Kiwi, Blueberry,
Cherry Tomato, and Lime), Classic Flavors (American Classic, Italian Red Meat,
Mexican Tomato Chicken, Texas Grilled BBQ, and French Chicken), Intense &
Stimulating (Numb & Spicy Hot Pot, and Hot & Sour Fish Soup), and Stax (Authentic
Original, Finger Licking Braised Pork, Seafood Barbecue, Spicy Seafood, Tomato, Crispy
Roasted Chicken, Black Pepper Rib Eye Steak, Cucumber, Kiwi, Blueberry, and Lime).
[citation needed]

Flavors in Vietnam include Original, Brazilian BBQ, Beijing Roasted Duck, Manhattan
Steak, Nori, and Mornay Shrimp.

Lay's, with its original brand, is also produced by the Saudi Snack Foods Company in
Saudi Arabia, and is exported to the other GCC countries. It is available in several
flavors, including Salt, Salt & Vinegar, Chilli, Chilli-Lemon, Ketchup, French cheese,
and Pizza. Lay's Max is available in flavors: Chili, Cheese and Italian Blend. Lay's Forno,
which has less fat by 60%, is available in two flavors: Authentic Cheese and Black
Pepper.

Africa

Since its acquisition of Chipsy, Lay's chips (marketed as Chipsy) in Egypt inherited the
Chipsy range of flavors as well as the pre-merger Lay's flavors. These flavors include
salt and vinegar, cheese (most likely based on Roumy cheese and the most popular
flavor), seasoned cheese, tomato (a ketchup-based flavor), kebab on charcoal, and chili
& lime, and Peri peri flavor. In 2010, a shrimp flavor was added after a national contest.

Nutritional information

As with most snack foods, the Lay's brands contain very few vitamins and minerals in
any variety. At ten percent of the daily requirement per serving, vitamin C is the
highest. Salt content is particularly high, with a serving containing as much as 380 mg of
sodium
A one-ounce (28 gram) serving of Lay's regular potato chips has 160 Calories, and
contains ten grams of fat, with one gram of saturated fat. Kettle-cooked brands have
seven to eight grams of fat and one gram of saturated fat, and are 140 Calories. Lays
Natural has nine grams of fat, two grams of saturated fat and 150 Calories. Stax chips
typically contain ten grams of fat, 2.5 grams saturated fat and are 160 calories per
serving. Wavy Lays are identical to the regular brand, except for a half-gram less of
saturated fat in some combinations. The various brands do not contain any trans fats.

A 50 gram serving of Lay's BarBQ chips contains 270 calories, and 17 grams of fat. It also
contains 270 mg of sodium, and 15% Vitamin C.

The baked variety, introduced in the mid 90s, feature 1.5 grams of fat per one ounce
serving, and have no saturated fat. Each serving has 110 to 120 Calories. Lay's Light
servings are 75 Calories per ounce and have no fat., Baked Lays are produced in
cheddar, barbecue, sour cream and onion, and original flavors.

Consumer behavior

Meaning and Definition:

Consumer behaviour is the study of how individual customers, groups or organizations

select, buy, use, and dispose ideas, goods, and services to satisfy their needs and wants.
It refers to the actions of the consumers in the marketplace and the underlying motives

for those actions.

Marketers expect that by understanding what causes the consumers to buy particular

goods and services, they will be able to determine—which products are needed in the

marketplace, which are obsolete, and how best to present the goods to the consumers.

The study of consumer behaviour assumes that the consumers are actors in the

marketplace. The perspective of role theory assumes that consumers play various roles

in the marketplace. Starting from the information provider, from the user to the payer

and to the disposer, consumers play these roles in the decision process.

The various factors that influence the consumer behaviour are as follows:

1.Marketing Factors:

a. Marketing factors such as product design, price, promotion, packaging, positioning

and distribution.

b. Personal factors such as age, gender, education and income level.

2. Undergoes a constant change:

Consumer behaviour is not static. It undergoes a change over a period of time

depending on the nature of products. For example, kids prefer colourful and fancy

footwear, but as they grow up as teenagers and young adults, they prefer trendy

footwear, and as middle-aged and senior citizens they prefer more sober footwear. The

change in buying behaviour may take place due to several other factors such as increase

in income level, education level and marketing factors.

3. Varies from consumer to consumer:

All consumers do not behave in the same manner. Different consumers behave

differently. The differences in consumer behaviour are due to individual factors such as

the nature of the consumers, lifestyle and culture. For example, some consumers are

technoholics. They go on a shopping and spend beyond their means.

They borrow money from friends, relatives, banks, and at times even adopt unethical

means to spend on shopping of advance technologies. But there are other consumers

who, despite having surplus money, do not go even for the regular purchases and avoid

use and purchase of advance technologies.

4. Varies from region to region and country to county:

The consumer behaviour varies across states, regions and countries. For example, the

behaviour of the urban consumers is different from that of the rural consumers. A good

number of rural consumers are conservative in their buying behaviours.

The rich rural consumers may think twice to spend on luxuries despite having sufficient

funds, whereas the urban consumers may even take bank loans to buy luxury items

such as cars and household appliances. The consumer behaviour may also varies across

the states, regions and countries. It may differ depending on the upbringing, lifestyles

and level of development.

5. Information on consumer behaviour is important to the marketers:

Marketers need to have a good knowledge of the consumer behaviour. They need to

study the various factors that influence the consumer behaviour of their target

customers.

The knowledge of consumer behaviour enables them to take appropriate marketing

decisions in respect of the following factors:

a. Product design/model

b. Pricing of the product

c. Promotion of the product

d. Packaging

e. Positioning

f. Place of distribution

6. Leads to purchase decision:

A positive consumer behaviour leads to a purchase decision. A consumer may take the

decision of buying a product on the basis of different buying motives. The purchase

decision leads to higher demand, and the sales of the marketers increase. Therefore,

marketers need to influence consumer behaviour to increase their purchases.

7. Varies from product to product:

Consumer behaviour is different for different products. There are some consumers who

may buy more quantity of certain items and very low or no quantity of other items. For

example, teenagers may spend heavily on products such as cell phones and branded

wears for snob appeal, but may not spend on general and academic reading. A middle-

aged person may spend less on clothing, but may invest money in savings, insurance

schemes, pension schemes, and so on.

8. Improves standard of living:

The buying behaviour of the consumers may lead to higher standard of living. The more

a person buys the goods and services, the higher is the standard of living. But if a

person spends less on goods and services, despite having a good income, they deprives

themselves of higher standard of living.

9. Reflects status:
The consumer behaviour is not only influenced by the status of a consumer, but it also

reflects it. The consumers who own luxury cars, watches and other items are considered

belonging to a higher status. The luxury items also give a sense of pride to the own.

Lays Marketing Profile

Youth Brand
Lay's target young generation and the brand have positioned itself as a youth brand.
The major chunks of its consumer are of age between 13-18 and 18-26. The youth brand
ambassador endorsing the brand carries the young imagery forward. Lays target the
health conscious too. By its 'snack smart' program they are targeting the health and
wellness area.

Price Strategy
Lays come in many price variants. It has packets of Rs 5, Rs 10, Rs 20 and Rs 25. This
shows that lays offer different packet sizes. Lays also started giving 20% extra on few of
its packets.

Promotional Strategy
Lay's focus is on consumer engagement modules and crowd sourcing strategy to
promote our brands. Its various promotional strategy like " Chala Change Ka Chakkar",
"Fight For Your Flavor" and " Campaign Dillogical" are all consumer interaction driven.
All its campaigns are supported by mega 360-degree communication medium on TV,
Radio, Print, Viral, Outdoor and Cinema.

Distributional channels
The company functions over 40 distribution centers, serving more than 2,500 stockiest,
reaching approximately 1 million retail stores that makes the product available on a
mass scale and is easily available. And now they have plans to extend more the existing
distribution network to reach out to 3 tier towns and villages in India.

Infrastructure
Lays is made in automated plants in three locations -
Channo (Punjab),Kolkata andPune.
All these plants are audited and certified with various quality standards like
HACCP (Hazard analysis & critical control point),
Certification by TQCSI (Australia),
ISO 14000 &OHSAS 18001.
Lays is now planning to grow across the country with a new plant coming in Karnataka
and West Bengal. Plans to increase their Contract Farmers from 15000 currently to 90000
are also there. This strategy will meet their procurement demand for volume growth.

Brand analysis
Brand analysis can be further divided as-
Customer Equity
CRM: Customer Relationship Management
Customer Equity
The customer equity model allows marketers to decide which of the main factors would
let the customer drive to their brand / product or their company. The three main
drivers of customer equity are
Value Equity
Brand Equity
Retention Equity
Customer Equity helps to determine the customer lifetime value of the consumer.
Higher the customer equity, higher is future revenues by its customers in the lifetime of
their existence. A company with higher customer equity is more valuable than a
company, which has lower customer equity.

Our Mission and Vision

At PepsiCo we believe that business and society can thrive together. We are guided by
Performance with Purpose: delivering top-tier results in a way that sustains and
respects business, society and the planet.
Our Mission

As one of the largest food and beverage companies in the world, our mission is to
provide consumers around the world with delicious, affordable, convenient and
complementary foods and beverages from wholesome breakfasts to healthy and fun
daytime snacks and beverages to evening treats. We are committed to investing in our
people, our company and the communities where we operate to help position the
company for long-term, sustainable growth.

Our Vision

At PepsiCo, we're committed to achieving business and financial success while leaving
a positive imprint on society – delivering what we call Performance with Purpose.

In practice, Performance with Purpose means providing a wide range of foods and
beverages from treats to healthy eats; finding innovative ways to minimize our impact
on the environment and reduce our operating costs; providing a safe and inclusive
workplace for our employees globally; and respecting, supporting and investing in the
local communities where we operate.

Wherever we do business, Performance with Purpose is our guide. We believe that

delivering for our consumers and customers, protecting the environment, sourcing with
integrity and investing in our employees are not simply good things to do, but that
these actions fuel our returns and position PepsiCo for long-term, sustainable growth.

Guiding Principles

To advance our mission and vision with honesty, fairness and integrity, we are
committed to six guiding principles. When conducting business around the world, we
must always strive to:

Care for our customers, our consumers and the world we live in.
We are driven by the intense, competitive spirit of the marketplace, but we direct this
spirit toward solutions that benefit both our company and our constituents. We see our
success as inextricably linked to that of our customers, consumers and communities.

Sell only products we can be proud of.

The true test of our standards is our own consumption and endorsement of the products
we sell. Without reservation. Our confidence helps ensure the quality of our products,
from the moment we purchase ingredients to the moment it reaches the consumer's
hand.

Speak with truth and candor.

We tell the whole story, not just what's convenient to our individual goals. In addition
to being clear, honest and accurate, we are responsible for ensuring our communications
are understood.

Win with diversity and inclusion.

We embrace people with diverse backgrounds, traits and ways of thinking. Our
diversity brings new perspectives into the workplace and encourages innovation, as
well as the ability to identify new market opportunities.

Balance short-term and long-term.

In every decision, we weigh both short-term and long-term risks and benefits.
Maintaining this balance helps sustain our growth and ensures our ideas and solutions
are relevant both now and in the future.

Respect others and succeed together.

Our mutual success depends on mutual respect, inside and outside the company. It
requires people who are capable of working together as part of a team or informal
collaboration.While our company is built on individual excellence, we also recognize
the importance and value of teamwork in turning our goals into accomplishments.

SWOT Analysis of Lay’s

Lay’s is a multi-billion dollar brand from the armoury of PepsiCo. Lay’s is an 80-year-
old potato chip brand which has gained credibility and popularity around the world.
Lay’s is particularly famous for its advertising commercials which have created a
distinct identity for the brand.
Strengths in the SWOT Analysis of Lay’s :

Strong Brand Name: Lay’s has been able to create a strong brand name itself with
popular advertisements and celebrity associations. Lay’s is an 80-year-old brand and it
has gained credibility and trust around the world. In the potato chips segment, Lay’s is
one of the most popular brands around the world.

Strong Global Presence: Lay’s drives on PepsiCo’s global presence and is present in over
100 countries and has a strong presence in the Americas, Europe, Asia-Pacific, Middle
East and Africa. The strong global presence has helped in building a multi-billion dollar
company. Distribution is one of the strongest points in the SWOT Analysis of Lay’s.

Strong Distribution Network: Lay’s has an advantage in terms of distribution since it

drives on PepsiCo’s distribution system, which is one of the strongest in the world. The
strong distribution allows Lay’s to be available and accessible and to have a large
customer base.

PepsiCo as a parent company: Lay’s has a competitive advantage being a brand from
the armory of PepsiCo. PepsiCo is one of the largest FMCG companies in the world and
thus managing capital and high investment for a brand is possible for the company.

Good Positioning: Lay’s has made sure it reinvents itself as per the choices of its target
group and has positioned itself well amongst the youth. Through its advertisement
campaigns, it has positioned itself as an evening or party time snack which attracts its
target base.

Weaknesses in the SWOT Analysis of Lay’s :

High-calorie content: Lay’s has been tagged as a product with high-calorie content
considering its constituents, especially potato wafers which include high fat and
cholesterol.

Less localized flavors: Lay’s has focused on its successful global flavors around the
world and has not introduced many local flavors. This proves to be a disadvantage
when compared to other local competitors.
Brand Cannibalization: Lay’s also has to compete with other PepsiCo brands worldwide
such as Doritos, Cheetos, Fritos and Kurkure etc. This creates a dent in market share of
Lay’s.

Labelled as “Nothing More than Chips”: Lay’s is positioned as a tea-time/party-time

snack and thus it is considered as nothing more than chips, this leaves a market which is
looking for a part time meal.

Air in packets: It is the brunt of all jokes that there is a lot of air in a packet of Chips.
Although there is scientific reasoning for the same, Lays, being one of the most famous
brands around, has seen most of the jokes played with the background being the packet
of Lays chips.

Opportunities in the SWOT Analysis of Lay’s :

Increasing Disposable income: Disposable income of people in emerging nations is

increasing quickly and thus it will have a positive impact on demand for food and
beverages. Lay’s can take advantage of this situation with its strong distribution
channel.

Rural Penetration: Rural market in countries like India, Pakistan and other emerging
nations can be explored more by Lay’s which can increase its customer base and
revenues.

New Localized Flavors: Taking the queue from Kurkure, one of PepsiCo’s brands, Lay’s
should also look to bring out localized flavors which can attract a number of people and
thus can increase sales.

Brand Extensions: Lay’s is a very popular brand and thus PepsiCo can look out to
extend the same brand with other snack related products. This will help enhance
customer base and increase revenues.

Threats in the SWOT Analysis of Lay’s :

The abundance of Local substitutes: Local substitutes of Lay’s are present in abundance
in all market. These local products are according to the tastes of the market and thus
give high competition to branded products like Lay’s. In India itself, there is Balaji and
Diamond which are strong competitors.

Increasing health awareness: Health awareness is increasing amongst the target group,
which is a threat to the brand as people are moving away from high-calorie products to
healthy products.
Threat of New Entrants: In the recent years, a threat of new entrants has increased as
new brands have emerged in different parts of the world. For example, Catty Chins in
US or Balaji in India.

RESEARCH METHODOLOGY
 SAMPLING STRATEGY

UNIVERSE:
The study is on “Consumer behavior towards lays potato chips”. Here the universe of
this study will be all the consumers buying lays .

DEFINE SAMPLE:
The sample should be a representation of general population. The size of the sample is
represented by ‘n’. Here the sample is “consumer buying lays ”.

DETAILS OF SAMPLE:
Gender: Male and Female.

Age: All age groups .

PARAMETERS USED TO SELECT SAMPLE:

• people buying potato chips.

SAMPLING METHOD:
Probability Sampling method .

SAMPLING PROCEDURE:
Simple Random Sampling method .

SAMPLE SIZE: 100

SAMPLE SIZE ESTIMATION

In order to estimate the sample size we will use the following formula:

n= (ZS/E)*(ZS/E)

Where,
 E= Tolerance limit

S= Standard deviation

N= Number of elements (sample)

Z= Accuracy

CALCULATION OF SAMPLE SIZE

E= 5%

S= 0.525%

Z= 95%

n= (ZS/E)*(ZS/E)

n= (0.95*0.525/0.05)* (0.95*0.525/0.05)

n= 100

Hence sample size is 100.

DATA COLLECTION METHOD:

PRIMARY DATA:
Collection Method- Survey

Collection Instrument- Questionnaire

Contact Method- Online

SECONDARY DATA:
It is defined as the data collected earlier for a purpose other than one currently being
pursued.
As a research we have scanned lot of source to get an access to secondary data which
have formed a reference base to compare the research findings. Secondary data in this
study has provided an insight and forms an outline for the objective established.
The various source of secondary data used for this study are:
 Newspaper
 Text book
 marketing reports of the company
 Internet.

DATA ANALYSIS
Q1. Gender

Table No .1 Gender

Answer Count
1. Male 58
2. Female 42
Total 100
Source: Data collection from respondent’s to Q.1

Graph No. 1 Gender

Source: Data collection from Table No. 1

Findings: From the above data we can clearly see that 58% are Males and 42% are
females.

Q2. What is your Age

Table No.2 Age

Answer Count

1. Below 20 73

2. 20-30 19

3. Above 30 8

Total 100
Source: Data collection from respondent’s to Q.2

Graph No .2 Age

Source: Data collection from Table No. 2

Finding: from above data, 73 respondents are from below 20 age group, 19 respondents
are from 20-30 age group, 8 respondents are from above 30 age group.

Q3. Which type of snack you prefer?

Table No.3 Type of snacks

Answer Count
1. Potato chips 43
2. South Indian dishes 8
3. Maggie 10
4. Samosa/wada pav 37
5. Others 2
Total 100

Source: Data collection from respondent’s to Q.3

Graph No .3 Types of snacks

Source: Data collection from Table No. 3

Finding : It is observed that out of 100 respondent, 43 prefer potato chips, 8 prefer south
Indian dishes & 10 prefer Maggie, 37 prefer samosa / wada pav,2 prefer other snacks

Q4. How often do you think of buying snacks?

Table No.4 How often do you think of buying snacks

Answer Count
1. Daily 60
2. Twice in a Week 29
3. Weekly 11
Total 100

Source: Data collection from respondent’s to Q.4

Graph No .4 How often do you think of buying snacks

Source: Data collection from Table No.4

Finding: From the above data it is observed that out of 100 respondents , 60 respondent
buy snacks daily & 29 respondents buy snacks twice in a week, 11 respondents
buy snacks weekly.

Q5. Do you like lays?

Table No.5 Do you like lays

Answer Count
1. Yes 74
2. No 26
Total

Source: Data collection from respondent’s to Q.5

Graph No .5 Do you like lays

Source: Data collection from Table No. 5

Finding: It is noticed that out of 100 respondent 74 respondents like Lays , 24

respondents does not like Lays .

Q6. How much do you eat potato chips packet at each time?

Table No.6 How much do you eat potato chips at each time

Answer Count
1. One 53
2. Two 28
3. Three 12
4. More than three 7
Total 100

Source: Data collection from respondent’s to Q.6

Graph No .6 How much do you eat potato chips at each time

Source: Data collection from Table No. 6

Finding: It is observed that 53 respondents ate 1 potato chip packet at a time, 28

respondents ate 2 potato chip packet at a time,12 respondents ate 3 potato chip packet at
a time, 7 respondents ate more than 3 potato chip packet at a time.

Q7. Which among these factors do you like about lays?

Table No.7 Factors do you like about lays

Answer Count
1. Taste 24
2. Crunchiness 47
3. Flavor 21
4. Fat free 8
Total 100

Source: Data collection from respondent’s to Q.7

Graph No .7 Factors do you like about lays

Source: Data collection from Table No. 7

Finding: from the above data we can clearly see that 24 respondents like taste of Lays
potato chips, 47 respondents like crunchiness of Lays potato chips, 21 respondents like
flavor of Lays potato chips, 8 respondents like fat free of lays potato chips.

Q8. Which of the following flavour ?

Table No.8 Flavours of lays

Answer Count
1. Classic salted 39
2. Cream and onion 36
3. Barbeque 13
4. Chilly cheese 12
Total 100

Source: Data collection from respondent’s to Q.8

Graph No .8 Flavors of lays

Source: Data collection from Table No. 8

Finding: It is noticed that 39 respondents like classic salted, 36 respondents like cream
and onion,13 respondents like barbeque, 12 respondents like chilly cheese.

Q9. Do you think lays is famous in the market?

Table No.9 Do you think lays is famous in the market

Answer Count
1. Yes 96
2. No 4
3. Total 100

Source: Data collection from respondent’s to Q.9

Graph No .9 Do you think lays is famous in the market

Source: Data collection from Table No. 9

Finding: it observed that 96 respondents believe that Lays potato chips famous in the
market, 4 respondents believe that Lays potato chips is not famous in the market.

Q10. What is the reason that lays differs from other brand?

Table no 10. reason that lays differs from other brand

Answer Count
1. Quality 79
2. Quantity 0
3. Variety 14
4. Brand personality 7
Total 100

Source: Data collection from respondent’s to Q.10

Graph No .10 reason that lays differs from other brands

Source: Data collection from Table No. 10

Finding: It is noticed that out of 100, 79 respondents believe that Qaulity is the reason
that Lays differs from other brands, no one believe that Quantity is the reason that Lays
differs from other brands, 14 respondent believe that variety is the reason that Lays
differs from other brands, 7 respondents believe that brand personality is the reason
that Lays differs from other brands
 HYPOTHESIS TESTING

SET I:

H0: Customer does not prefer potato chips as a snack.

H1: Customer prefer potato chips as a snack.
Q3. Which type of snack you prefer?

Table No.3 Type of snacks

Answer Count
1. Potato chips 43
2. South Indian dishes 8
3. Maggie 10
4. Samosa/wada pav 37
5. Others 2
 Total 100

Source: Data collection from respondent’s to Q.3

Graph No .3 Types of snacks

Source: Data collection from Table No. 3

Finding : It is observed that out of 100 respondent, 43 prefer potato chips, 8 prefer south
Indian dishes & 10 prefer Maggie, 37 prefer samosa / wada pav,2 prefer other snacks

Interpretation of data:

Chips is most preferred snack of the customer.

Therefore H1 accepted and H0 rejected

SET II:

H0: Customer does not like crunchiness in Lays potato chips.

H1: Customer like crunchiness in Lays potato chips.

Q7. Which among these factors do you like about lays?

Table No.7 Factors do you like about lays

Answer Count
1. Taste 24
2. Crunchiness 47
3. Flavor 21
4. Fat free 8
Total 100
Source: Data collection from respondent’s to Q.7

Graph No .7 Factors do you like about lays

Source: Data collection from Table No. 7

Finding: from the above data we can clearly see that 24 respondents like taste of Lays
potato chips, 47 respondents like crunchiness of Lays potato chips, 21 respondents like
flavor of Lays potato chips, 8 respondents like fat free of lays potato chips.

Interpretation of data:

Customer like crunchiness in Lays potato chips.

Therefore, H1 is accepted H0 is rejected

SET III:

H0: Quality is not the only reason to purchase of Lays over other brand.

H1: Quality is the reason to purchase of Lays over other brand.

Q10. What is the reason that lays differs from other brand?

Answer Count
1. Quality 79
2. Quantity 0
3. Variety 14
4. Brand personality 7
Total 100
Source: Data collection from respondent’s to Q.10

Graph No .10 reason that lays differs from other brands

Source: Data collection from Table No. 10
Finding: It is noticed that out of 100, 79 respondents believe that Qaulity is the reason
that Lays differs from other brands, no one believe that Quantity is the reason that Lays
differs from other brands, 14 respondent believe that variety is the reason that Lays
differs from other brands, 7 respondents believe that brand personality is the reason
that Lays differs from other brands

Interpretation of data:

Quality is the reason to purchase of Lays over other brand.

Therefore H1 is accepted and H0 is rejected

FINDINGS
Findings 1:From the above data we can clearly see that 58% are Males and 42% are females.
Findings 2:From above data, 73 respondents are from below 20 age group, 19 respondents are
from 20-30 age group, 8 respondents are from above 30 age group.

Findings 3:It is observed that out of 100 respondent, 43 prefer potato chips, 8 prefer south
Indian dishes & 10 prefer Maggie, 37 prefer samosa / wada pav,2 prefer other snacks

Findings 4: From the above data it is observed that out of 100 respondents , 60 respondent buy
snacks daily & 29 respondents buy snacks twice in a week, 11 respondents buy snacks weekly.

Findings 5:It is noticed that out of 100 respondent 74 respondents like Lays , 24 respondents
does not like Lays .

Findings 6:It is observed that 53 respondents ate 1 potato chip packet at a time, 28 respondents
ate 2 potato chip packet at a time,12 respondents ate 3 potato chip packet at a time, 7 respondents
ate more than 3 potato chip packet at a time.
Findings 7: From the above data we can clearly see that 24 respondents like taste of Lays
potato chips, 47 respondents like crunchiness of Lays potato chips, 21 respondents like flavor of
Lays potato chips, 8 respondents like fat free of lays potato chips.

Findings 8: It is noticed that 39 respondents like classic salted, 36 respondents like cream and
onion,13 respondents like barbeque, 12 respondents like chilly cheese.

Findings 9: it observed that 96 respondents believe that Lays potato chips famous in the
market, 4 respondents believe that Lays potato chips is not famous in the market.

Findings 10:It is noticed that out of 100, 79 respondents believe that Qaulity is the reason that
Lays differs from other brands, no one believe that Quantity is the reason that Lays differs from
other brands, 14 respondent believe that variety is the reason that Lays differs from other brands,
7 respondents believe that brand personality is the reason that Lays differs from other brands
 LIMITATIONS:

No research work is free from certain limitations. These limitations cannot

be ignored while judging the research validity. This project has its own
limitations, which are as follows:

 The analysis and interpretations of the study are correct only to the
information provided by the customers.
 Lack of time and unavailability delayed the analysis of data.
 Restricted to carry the survey at location.
 Some of the respondents in spite of the request made were not ready to
fill the questionnaire due to lack of time and interest.
CONCLUSION
 CONCLUSION:

This Research has provided results regarding consumer behaviour towards

Lays potato chips. The customers are highly satisfied with the Quality
offered, various flavor & cruncheness provided by Lays. Lays is ISO
certified

Hence consumer behaviour towards lays potao chips is positive.

RECOMMENDATIONS
Quantity is the most negative factor about lays. So lays should increase
quantity.
APPENDICES
 QUESTIONNAIRE

1. Gender
 Male
 Female

2. Age
 Below 20
 20-30
 Above 30

3. Which type of snack you prefer?

 Potato chips
 South indian dishes
 Maggie
 Samosa/wada pav
 others

4. How often do you think of buying snacks?

 Daily
 Twice in a week
 weekly

5. Do you like Lays?

 Yes
 No

6. How much do you eat potato chips packet at each time?

 One
 Two
 Three
 More than three
 7. Which among these factors do you like about lays?
 Taste
 Crunchiness
 Flavor
 Fatfree

8. Which of the following flavour?

 Classic salted
 Cream and onion
 Barbeque
 Chilly cheese

9. Do you think lays is famous in the market?

 Yes
 No

10. What is the reason that lays differs from other brand?

 Quality
 Quantity
 Varierty
 Brand personality
RESEARCH PROPOSAL
 Research Proposal:-

Problem statement:-
To study the consumer behaviour towards Lay’s potato chips.

Research objective:-
1. To study the change in snack industry.

2. To get to know the factors which affects in purchase of lays.

3. To understand the reason of purchase of lays over other brands
BIBLIOGRAPHY
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15.Jump up^ "Indofood CBP Company Profile". Indofood CBP. Archived from the original on
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