SUMMER INTERNSHIP PROJECT REPORT

On
“Factors Influencing Retailers behavior towards Parle-G
Biscuits”
At

Submitted In partial fulfillment of the requirements for the award

Of the degree of Master of Business Administration under, BPUT ODISHA

By

S.RAHUL

Regd: 1606278039

Under the guidance of

External guide Internal guide

Mr. manoj das Mr.Dhananjay

beura
Coordinating Manager Professor (MARKETING)
PARLE, BBSR GIM, BBSR

GLOBAL INSTITUTE OF MANAGEMENT

BHUBANESWAR
1
PREFACE

In the present scenario we are surviving in the COMPETATIVE WORLD in the age of
GLOBALIZATION. So it is essential to know the practical knowledge for survive the
competitive era .Beside practical knowledge theoretical is also essential. Both are two sides
of a coin.

In the today’s world the sense marketing is regarded as a GLOBAL MARKETING,

realizing this practical experience is of permanent importance for all round developing of a
persona, as a part of the which mentioned in our curriculum for Two Years of MBA Master
Degree , the student has to undergo practical training for 45 days .

As the LINGARAJ BISCUIT PVT.LTD.OF ODISHA, Which is considered as a

PARLE MANUFACTURING UNIT, producing PARLE G and HAPPY HAPPY brand. It is a
great opportunity for me to know not only the Parle Biscuit Manufacturing Process but how
their marketing strategy, Sales distribution process and last not but least what is Retailers as
well as the consumer behavior towards Parle G Glucose Biscuit.

Lastly I want to thank the people who had supported me in the whole process and
my special thanks to my Internal as well as External Guide, Friends for their kind support and
motivation which help me to complete me research.

2
 ACKNOWLEDGEMENT

First of all I am thankful To Lingaraj Biscuits, A subsidiary of PARLE BISCUITS

Pvt. Ltd, where are I was able to prepare this project report.

I express great sense of gratitude to Mr. Manoj Das (coordinator) for pay his
kind support, guidance and cooperation for the successful completion of this study.

His academic excellence, immense interest, scholarly suggestions and affable

temperament have been the source of inspiration and motivation which helped me to
complete this research work. I want to offer my sincere thanks to all the staff members of
Lingaraj Biscuits. I also indebt to the respondents for their valuable support and
cooperation for the purpose of study.

I am also thankful to my internal faculty guide Mr. Dhananjay Beura Professor

of Marketing to have taken the pains to guide my project work at all times. Without his
help and it would be impossible to complete my project with stipulated knowledge I had.

I express my great sense of gratitude to my caring family for their encouragement

and moral support which require completing the study.

MR. S.RAHUL

3
 DECLARATION

I, S.RAHUL, Redg no.1606278039 of the Global Institute Of Management,

Bhubaneswar hereby declare at the project “FACTOR INFLUENCING RETAILERS
BEHAVIOURS TOWARDS PARLE G” is my original work and has not submitted by
any other person.

I also declare that, I have done my work sincerely and accurately even if
any mistake or error kept in , I request to the reader to point out these error & guide me to
remove these errors in future. The interim was made under the supervision of Mr. Manoj
Das (coordinator). The feasible suggestions have been only incorporated in consultation
with supervisor.

Place: Bhubaneswar
Date: 2017 S.RAHUL

4
SL.NO. CONTENT PAGE

1 CHAPTER 1

INTRODUCTION
1.1 Overview of Biscuit Industry

1.1.1 Different Brand of Biscuit

1.1.2 Biscuit Market share

1.2 Overview of Glucose Biscuit Segment

1.2.1 Marketing Mix

1.3 Determinant of Biscuit Market

1.3.1 Times of India told about the Biscuit Market

1.3.2 Growth of Biscuit Production

1.4 Biscuit Brand Analysis

1.4.1 Britannia Biscuit

1.4.2 Parle Product

1.4.3 ITC

1.4.4 PriyaGold

1.5 Current Market Share

2 CHAPTER 2

2.1 History of the Company

2.1.1 Popularity

2.1.2 Product Profile

a) Biscuit Basket
b) Confectionary Basket
c) Snacks Basket

2.2 LIGARAJ BISCUIT PVT LTD

2.2.1 Overview

2.2.2 Parle G

2.2.3 HAPPY HAPPY

2.2.4 Per day Production Per Capita

2.3 MANUFACTURING PROCESS OF PARLE G

2.3.1 Ingredients of Biscuit

2.3.2 Addition Chemical Composition:

5
 2.3.3 Supply Chain of Raw material From outside
2.4 Department and Section Of Parle Biscuit
2.5 Sales and Distribution Network of Parle
2.5.1 Distribution Logistic
2.5.2 Distribution Channel
2.5.3 Distribution Channel Member
2.6 FOOD SAFETY AND SECURITY STANDARD
2.7 Promotion Strategy of Parle
2.7.1 Sales Promotion
2.7.2 Advertising
2.7.3 Public Relation
3 CHAPTER 3

3.1 LITERATURE REVIEW

4 CHAPTER 4

4.1 Research Objective

4.1.1 Hypothesis
4.2 Research Methodology

4.2.1Methods of Data Collection

4.2.2 Research Approach
4.2.3 Research Instrument
4.2.4 Sample Size
5 CHAPTER 5

5.1 Analysis and Interpretation of Data

5.1.1 Statistical Packaging Of Social Science

5.2 Statistical Technique
5.2.1 Factor Analysis
5.3 Data Analysis
5.3.1 Data Interpretation
5.3.2 Reliability Analysis

6
 5.3.3 Exploratory Factor Analysis of Pilot Data
5.3.4 Univariate Descriptive Analysis
5.3.5 Multivariate Regression Analysis
6 CHAPTER 6

6.1 FINDING
6.2 RECOMMENDATION
6.3 CONCLUSION
13 ANNEXTURE

14 BIBLIOGRAPHY

OVERVIEW OF BISCUIT INDUSTRY IN INDIA

CHAPTER-1:

7
 INRODUCTION:

(1.1) Overview of Biscuit Industry in India :

BisBiscuit industry in India in the organized sector produces around 60% of the total production, the
balance 40% being contributed by the unorganized bakeries. The industry consists of two large scale
manufacturers, around 50 medium scale brands and small scale units ranging up to 2500 units in the
country, as at 2000-01. The unorganized sector is estimated to have approximately 30,000 small &
tiny bakeries across the country. The annual turnover of the organized sector of the biscuit
manufacturers (as at 2001-02) is Rs. 4,350 crores. In terms of volume biscuit production by the
organized segment in 2001-02 is estimated at 1.30 million tonnes. The major Brands of biscuits are -
BriBrittania, Parle Bakeman, Priya Gold, Elite,Cremica, Dukes, Anupam, Horlicks, Craze, Nezone,
besides various regional/State brands. Biscuit industry which was till then reserved in the SSI
Sector, was unreserved in 1997-98, in accordance with the Govt Policy, based on the re
commendations of the AbidHussain Committee.The annual production of biscuit in the organized
sector, continues to be predominantly in the small and medium sale sector before and after de-
reservation. The annual production was around 7.4 Lakh tonnes in 1997-98 In the next five years,
biscuit production witnessed an annual growth of 10% to 12%, up to 1999-00.

 However the average utilization of installed capacity by biscuit manufacturers in

the country has been a dismal 60% over the last decade up to 2001-02.

 Biscuit can he broadly categorized into the following segments:(Based on

productions of 2000-01)

 Table 1 :

Glucose 44%

Marie 13%

Cream 10%

Crackers 13%

Milk 12%

8
 Others 8%.

 As regards the consumption pattern is concerned. surveys and estimates by

industry from time to time indicate the average consumption scenario in the four Zones have
been more or less close to each other, as below:
Northern States: 28%
Southern States: 24%
Western States: 25%
Eastern States: 23%

Though India is considered as the third largest producer of Biscuits after USA and China, the per
capita consumption of biscuits in our country is only 2.1 Kg., compared to more than 10 kg in the
USA, UK and West European countries and above 4.25 kg in south cast Asian countries, Le.
Singapore, Hong Kong, Thailand, Indonesia etc. In view of the meager per capita consumption
even as penetration of biscuits manufactured by the organised sector, into rural areas in India, has
been very good during the last 10 years, as also in the metro and other cities, small towns etc.
However, in spite of this, the industry has not been able to utilize about half of their installed
capacities.

The Food Processing Ministry has been rendering yeomen service to the industry,
of which biscuit manufacturing is an important part. The Ministry, with the objective of enabling
food processing Industries to undertake technology up gradation diversification. expansion as
also to set up new units has formulated scheme of Grants and Financial Assistance. Please see
www.mofpi.nic.in

According to the production figures of member’s available upto the calendar year 2003, the total
production was 625000 tones as against 475000 tons in the previous year. The production of
biscuit for the last 11 years is as under:

1993 - 167750 1994 - 180526

1995 - 202567 1996 - 222371
1997 - 362000 1998 - 400000
1999 - 425000 2000 - 450000

9
 2001 - 465000 2002 - 475000
2003 - 625000
Note: the production of members of FBMI consist of 50% (approx) of the total production of
biscuit in the organized sector.

India is the world’s largest country in consuming biscuit. Basically biscuit and cookies is
the largest segment in bakery industry with contributing 72%. It has estimated about
145bn in the year 2014.Industry estimates the India biscuit industry will grow nearly
279bn in coming FY 2019. With rising income consumer are extremly switches to the
cream biscuit and cookies instead of glucose. Share also rapidly increases in FY 2019.
1.1.1DIFFERENT BRAND OF BISCUIT CHART 1

PARLE G
 BRITANNIA
 PRIYA GOLD
 ANMOL
 HARLICS
 CREAMICA
 SUNFEAST
 BISKFARM
 ROSE
 COBISCO
 DUKES
 NEZONE
1.1.2BISCUIT MARKET

In Indian biscuit market contributing 8000 crore to the FMCG industry and Provide a vast grow
opportunity. Basically biscuit treated as the “SICK MAN‘S DIET” in early but now consuming
biscuit as breakfast and snacks. Exportbill production of biscuit it has an annual production
capacity of 433000 tone.

1.1.3BISCUIT SHARE MARKET

There are two type of share in biscuit market :-

1. Organized, { 70% market shares }
2. Unorganized, { 30% market shares }
About 90% of Indians buy and eat biscuits. Bread and biscuits are the major part

10
 of the bakery industry and covers around 80 percent of the total bakery products in

India. Biscuits stand at a higher value and production level than bread. This belongs to the unorganized sector of
the bakery Industry and covers over 70% of the total production. India is ranked 3rd after US and China amongst
the global biscuits producers. The export of biscuits is approximately 17% of the annual production, the export of
sweet biscuits for year 2007-08 was Rs 145.93 Cr and for year 2008-09(April-Dec) was Rs 280 Cr, the major
exporting regions were Haiti, Angola, USA, Ghana, UAE. The imports are not significant amount as compared to
the total consumption. The penetration of biscuits in urban and rural market is 85% and 55% respectively.

1.2 OVERVIEW OF GLUCOSE BISCUIT SEGMENT: CHART 2

1.2.1MARKETING MIX

 Product: - Product refers to that which enables to make a business. Company manufacture product as
per the market requirement to meet the demand of their potential consumer. For a higher acceptance
company introduced a premium product into market with added some value in it.
Price: - price refers to that which help to got a product. By the consideration of price we purchase a
product as per or capacity. A too high price may avoided by the middle class peoples as per the
suitability of the there must be some kinds of product with affordable price for them.
 Promotion: - Promotion plays a vital role for the sales of a new or existing product in the market. in
biscuits sector , promotion has also impact broadly because it is a product basically meant of the the
child .so higher the promotion higher the response
 Place: - product should convenience to the consumer, by widely availability of in the market. So the
manufacture need do spreader a big supply chain from the manufacture to roadside outlay.

11

 1.3DETERMINANT OF BISCUIT MARKET:CHART 3
 PRICE
 AVAILIBILITY
 MARKET ACCEPTANCE
 MARKETING STRATEGY
 RETAILER MARGIN
 COST OF PRODUCTION
COMPETITION
QUALITY

1.3.1TIMES OF INDIA TOLD...

Britannia's market share was a little over 28% in value terms in April this year, while Parle's value
share during the month stood at a little over 27.5%. This gives Britannia a 0.5% edge over Parle,
multiple sources confirmed to TOI, while quoting all-India Nielsen numbers. Britannia, sources said,
started developing a tentative lead over Parle in the preceding months of February and March this
year and it has continued to build on the same.

Parle, however, dominates the market on an annual basis both in terms of value as well as volumes.
Given its ubiquitous Parle G biscuit, it's difficult for a rival to beat Parle at the volume game. The
Vijay Chauhan and Sharad Chauhan-controlled firm, which is the pioneer in biscuits, is understood to
have taken a beating due to a dull market scenario with respect to glucose biscuits. Britannia has been
in a rejig mode after Wadia installed Varun Berry, a Unilever and Pepsi veteran, as the new managing
director. The company, in which French food and dairy giant Danone, was an equal partner till some
years ago had faced pressure in holding its share of market and also dragged in profitability.

ITC today has a share of around 11% which has inched up year on year even as both Britannia and
Parle have come off their peaks of around 33-35% share of the Biscuit market.

1.3.2GROWTH OF
BISCUIT
PRODUCTION

CHART 4

12
 CHART 5

1.4 BISCUIT BRAND ANALYSIS:

13
1.4.1 BRITANIA INDUSTRIES LIMITED

Positioning &Market Share:

Britannia Industries Limited is an Indian company based in Kolkata that is famous

for itsBritannia and Tiger brands of biscuit, which are highly recognized throughout the
country. Britannia is one of India’s leading biscuit firms, with an estimated 38% market
share. It is the leader in all biscuit categories except glucose, where Parle has an edge.

Main biscuits produced by Britannia industries are:

Good Day, Tiger, Marie Gold, 50- 50, Chocó - Chips, Chocó - nuts, Little Hearts , Nutri
Choice, Bourbon, Nice Time, Pure Magic, Milk Bikes’, Jim -Jam, Cream Treats, Time
Pass, Digestive ,etc.

Strengths:

 Britannia is currently the market leader in the organized biscuit industry.

 Well defined and appealing advertisements highlighting the core value of

energy and health´.

 They have 6 power brands which contribute towards 80% of their sales.

 Well diversified portfolio of biscuits and innovative concepts of smaller

size packets.

 Only biscuit company to have removed trans-fat from all its recipes, catering to a
marketwith sensitive needs.

Weaknesses:

 Increase in input costs in putting pressure on the prices.

 Stiffer competition from other players in the segment

1.4.2 PARLE PRODUCT

14
 Parle Products has the most extensive biscuit portfolio in the country today. Parle
biscuits cater to all tastes from kids to senior citizens. Tea-time biscuits form a bulk of
their product line. Theyhave the largest number manufacturing units, 14 in India and have
an annual turnover of around2000 crore.

Main biscuits produced by Parle Products are:

Parle G, KrackJack, Hide N Seek, Hide N Seek Milano, Monaco, Magix, Milk- Shakti,
ParleMarie, Milk Shakti, Digestive Marie, Pale 20-20 Cookies, Hide N Seek Bourbon,
etc.

SWOT ANALYSIS

Strength Weakness

1. Brand image, one of the oldest in the
country.
2. Well diversified product range.
3. Extensive distribution system.
4. Low and mid range prices catering to
all segments of consumer.
1. Over dependent on Parle-G Brand
2. They have to rely more on retailer AD
Grocery Store to showcase their
diversified product range rather than on
individual advertisement of individual
products.
3. Declining market share.

4. Stiff competition on by other player.

Threat Opportunity

1. Similar BISCUIT Category. 1. Tie up with school as part of Tiffin

2. Ties up with corporate, Medical and

Hostel.

BRITANNIA Vs PARLE Battle of Market continues –

Britannia & Parle are the two food major of India in the field of Biscuits as well as
Bakery Product fighting it out in market for the share consumer pocket and market
dominance.

In the yester year it was market segment by which both are dominated and not much was
seen to disturb that arrangement. Parle with its Parle- G, KrackJack and Monaco where as
Britannia has Good day, Marie Gold and creams.

15
 Britannia dominates the Premium segment of biscuit where asParle dominates the
mass; Low Premium biscuit things were pretty predictable. But for the entry of new
player have change that status. Now the ITC and Priya Gold are try to break in to their
market and have established themselves as important players in Biscuit Market. These
two major Biscuit Producer are now force to innovate their product by the Consumers to
create brand which could be differentiated.

PARLE Vs BRITANNIA BRAND ANALYSIS: Table 2

Description Britannia Parle

Established 1896 1929

Nature of Public ltd Family run business

business

No of 5 own ,40CMU 8 own units ,60 CMU

manufacturing
units

Market share 32.80% 32.94%

( value)

Ads Major Cricket events and Celebrities endorsement

methods players

New areas of Environment Health and wellness

promotion

Here Britannia is the biggest players which is compete with Parle in each and every
aspect of Biscuit Market segment

Table 3

16
 Category Britannia Parle Leader

Glucose Tiger Parle –G Parle-G

Marie Marie Gold Parle Marie Marie Gold

Salty 50-50 Krack Jack Krack Jack

snacks

Choco Good day Hide n seek Good day

chips

Milk Milk bikis Milk sakhti Milk bikis

Bourbon Bourbon Hide n Seek Bourbon

Nice Nice ------ Britannia Nice

Multi Nutri choice ----- Nutri choice

grain

Cream Cream Treat Kreams Cream treat

Cookie Good day 20-20 Good day

1.4.3 ITC

Sunfeast Glucose Biscuit Sunfeast is a brand introduced by ITC Foods India Ltd. The
launch of “Sunfeast” marks ITC Foods entry into the branded biscuit market with a range
of offerings in both basic and value added segments. 'Sunfeast', with the Brand Essence
“Spread the Smile,” connotes happiness; contentment, satisfaction and pleasure one
would derive from the biscuits. Sunfeast`s entry in the market was a tough competition
for the existing brands like Parle G and Tiger. Product The core benefit of the product is
to give good quality to the customers. The consumer needed a change in the taste from

17
Parle G which was consumed from years long. The product looks promising in terms of
look,taste and features.

Price unlike Parle G Sunfeast does not focus on the low price fund It mainly concentrates
on offering a good quality and a change in the taste for the consumers.

Place Unlike Parle G Sunfeast markets its products mainly in metros and small cities. Its
strong distribution network is a major strength of Sunfeast biscuits Its distribution
channel includes:- Departmental stores Small retailers

Sunfeast Glucose Biscuit:

Sunfeast Glucose Biscuit Product - Sunfeast Glucose Biscuit Quantity - 1 Box(196gm X

60 packs) Offers -One pack free on placing an order for 20 packs Manufacturer
Distributor Retailer Selling Price Rs 528 Rs 545 Rs 600 Profit Earned - Rs 16.35 Rs 55.

1.4.4 PRIYAGOLD :

Positioning & Market Share:

PriyaGold is a biscuit brand of Surya Food & Agro Ltd. It is an Indian biscuit company which
isbased primarily in Greater Noida. PriyaGold today is one of India’s leading biscuit firms,
with anestimated15% market share.Surya Food & Agro Ltd. was incorporated in November
1992 andcommenced its commercial operations of manufacturing & selling of biscuits under
brand³Priyagold´ in October 1 1993.Strong brand building and distribution capabilities have
enabled PriyaGold to command asizable market share in the biscuit market despite
competition from well-established players inthe industry.PriyaGold is positioned in a higher
segment in the market where is primarily caters to the midland high end consumer offering
premium biscuit product range and a large variety of creambiscuits.

Main biscuits produced by PriyaGold are

18
1.5 CURRENT BISCUIT MARKET SHARE

Chart 6

10%
ITC

26% OTHER
PARLE
BRITTANNIA

26%

38%

19
 HISTORY OF THE PARLE

2.1 History of Parle

Parle Products Company was founded in 1929 in British India. Before it was founded by
Mohan Lal Dayal. It was owned by the Chauhan family of Vile Parle, Mumbai. Parle
began manufacturing biscuits in 1939. In 1947, when India became independent, the
20
company launched an ad campaign, showcasing its Gluco biscuits as an Indian alternative
to the British biscuits. The Parle brand became well known in India following the success
of products such as the Parle-G biscuits and the Frooti soft drink.

The original Parle Company was split into three separate companies, owned by the
different factions of the original Chauhan family.

Parle Products, led by Vijay, Sharad and Raj Chauhan (owner of the brands Parle-G,
Melody, Mango Bite, Poppins, Kismi toffee bar, Monaco and KrackJack)

 ParleAgro, led by Prakash Chauhan and his daughters Schauna, Alisha and Nadia
(owner of the brands such as Frooti and Appy)

 Parle Bisleri, led by Ramesh Chauhan

All three companies continue to use the family trademark name "Parle". The original
Parle group was amicably segregated into three non-competing businesses. But a dispute
over the use of "Parle" brand arose, when Parle Agro diversified into the confectionery
business, thus becoming a competitor to Parle Products. In February 2008, Parle Products
sued Parle Agro for using the brand Parle for competing confectionery products. Later,
Parle Agro launched its confectionery products under a new design which did not include
the Parle brand name. In 2009, the Bombay High Court ruled that Parle Agro can sell its
confectionery brands under the brand name "Parle" or "Parle Confi" on condition that it
clearly specifies that its products belong to a separate company, which has no relationship
with Parle Products. Brands

Biscuits:
Parle-G, KrackJack, Monaco, Kreams, Golden Arcs, Parle Marie, Milk Shakti,
Parle Hide & Seek Bourbon, Parle Hide & Seek Fab, Top, Parle Gold Star, Happy
Happy, 20-20, simply good, Namkeenparlemagix, coconut, cheeselings, Parle-G
Gold
Sweet confectionary:

21
 Melody, Mango Bite, Poppins, 2 in 1 Eclairs, Mazelo, Kismi Toffee Bar, London
Dairy, Kaccha Mango Bite
Snacks:
Monaco Smart Chips, Parle's Wafers, Fulltoss, Parle Namkeens, Parle rusk, Parle
Cake.Since they have been entered at the food competition of Monde Selection in
1971, the brands have received consistently gold and silver Quality Awards at the
World Quality Selections.

Infrastructure:

Apart from the original factory in Mumbai, Parle has manufacturing facilities
at Neemrana (Rajasthan), Bangalore (Karnataka), Kutch (Gujarat), Khopol
(Maharashtra) and Bahadurgarh (Haryana). Bahadurgarh, Haryana is the
largest manufacturing plant of Parle in India. It also has several manufacturing
units on contract.

2.1.1 Popularity:

Primarily eaten as a tea-time snack, Parle-G is one of the oldest brand names in India. For
decades, the product was instantly recognized by its iconic white and yellow wax
paper wrapper. The wrapper features a young girl (mangallaldayal).

As of January 2013, Parle-G's strong distribution network covered over 6 million retail
stores in India. TheBrand Trust Report ranked Parle-G as the 42nd most trusted brand of
India in 2014.

The low price is another important factor in Parle-G's popularity. Outside India, it is sold
for 99 cents for a 418 gram pack as of 2012. A more common 80 gram "snack pack" is
sold for as low as 15 percents( 5 INR) at Indian grocers, and 40 cents at major retail
outlet.

2.1.2 Product Profile of Parle: 1. BISCUIT SEGMENT

A. GLUCOSE BISCUIT SEGMENT :

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 I. Parle- G

Weight & Price -- 40 gm – 3/- , 140 gm- 10/- , 250gm-20/-

II. Parle –G Gold

Weight & Price --40 gm – 3/- , 140 gm- 10/- , 250gm-20/-

I. MILK SHAKTI

Weight & Price --40 gm – 3/- , 140 gm- 10/- , 250gm-20/-

B.CHOCOLATE BISCUIT SEGMENT:

I. Happy Happy

Weight & Price --40gm – 5/- , 75gm – 10/-

II. Hide&Seek

Weight & Price –120gm-25/-

III. Hide&Seek Bourbon

Weight & Price – 75gm- 40/-, Mini pack-- 5/-, 10/-

23
 IV. Hide&Seek Fab

Weight & Price – 100gm –20/-

D. Butter Segment :

i. TOP Weight & Price – 90gm –10/-,

200gm—25/-

ii. TOP SPIN

Weight & Price -- 77gm – 10/-, 200gm—25/

iii. GOLDSTAR

iv. 20 – 20

Weight & Price – Butter – 5/-,10/-,15/- cashew-- 5/-,10/-,15/-

E. THINAROOT SEGMENT :

MARIE

Weight & Price – 200gm – 20/- Mini Pack—5/-, 10/-,15/-

24
 i. BAKE SMITH

Weight & Price – 250gm – 28/-

ii.Act Fit Cream Cracke

Weight & Price -- 250 gm – 30/-, Mini pack – 5/-,10/-,20/-

iii.RUSK

Weight & Price-- 200gm – 25/-

iv. KRACK JACK

Weight & Price-- 75.6gm—10/-,200gm – 25/-

E. CREAM SEGMENT:

I. MONACO

Weight & Price—200gm—25/- Mini Pack – 5/-,10/-,15/-

II.FESTO

Weight & Price—5/-,10/-

25
 III. HAPPY HAPPY CREAM

Weight & Price – 60gm/120gm—10/-,20/-

IV. KREAM

Weight & Price – 5/-,10/-,20/-

V. MAGiX

Weight & Price – Orange, Chocolate &Elaichi – 5/-,10/- Mango, Pineapple- 5/-

2. CONFECTIONARY SEGMENT:

I. BLACK MINT CANDY Price 1/-

II. LONDONDERRY Price 1/-

III. MELODY CHACOLATE Price 1/-

(Punch Line –“Yeh Melody itni chocolaty kyunhai?”)

26
 IV. ORANGE CANDY Price 1/-

V. MANGO BITE Price 1/-

VI. MAZELO Price 1/-

VII. KISS ME TOFFY Price 1/-

VIII. 2 in 1 Price 1/-

IX. POPPINES Price 2/-

X. KACHA MANGO BITE Price 1/-

3. SNACK SEGMENT:

I. WAFFER Price – 30/-

II. NAMKIN

27
 Price 5/-,10/-,20,

III. SIXER&JEFF

Price &Weight –Sixer- 200gm( Jar) – 45/- ,5kg( Tin) – 635/-

Jeff- 4.5 kg (Tin) – 655/-

II. FULL TOSS Price-5/-,10/-,20/-

2.2 LINGARAJ BISCUITS PVT LTD. Manufacturing unit in

Bhubaneswar, Odisha

Company Number: U1555412OR2004PTC007735

Status: Active
Incorporation Date: 23 August 2006 (almost 10yrs ago)
Company Type:Company limited by shares Jurisdiction India

28
Registered Address
Plot No. -31, CHANDAKA INDUSTRIAL ESTATE, PATIA. BBSR
Directors/Officer:

KRISHNA KUMAR AGARWAL

KUNAL AGARWAL

2.2.1 Overview
Lingaraj Biscuit PVT LTD covering acre starting to the ending position including raw
material Godhadown , Workers Colony, Finished good section, Dispatched section and
Gas Tanker area. More than 500 workers are working 4 hrs of production every day
except Sunday.

TIME (Per hrs.) SESSION

6AM to 2PM 1ST
2PM to 10PM 2ND

29
10PM to 6AM 3RD
(Per shift 8 hrs.)

There are two type of Biscuits are Manufacture in this Manufacturing unit:

2.2.2 Parle G

Price & Weight of Parle G: 40gm 3/-, 140gm 10/-, 250gm 20/-

2.2.3 Parle Happy Happy

Price & Weight of Parle G: 40gm-5/- ,75gm 10/-

2.2.4 Per day Production Per Capita:

Per day 5 to 6 metric ton of Production and Approximately 25 to 30 Trucks are

Dispatched from here all over India, including Calcutta, Ranchi, Bihar, Jharkhand,
Jordan, Siligudi, U.P, Odisha, Nagaland etc.

2.3 MANUFACTURING PROCESS OF PARLE:

30
DTBC
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2.3.1 INGRADIENT OF BISCUIT

 Wheat Flour
 Sugar  Parle Flavour
 Vegetables Oil (Refined Blitzed  Cho co chips
 Salt
Dorized –RBD)
 Water
 Sckimoned Milk Powder (Solid
 InvertSyrup
type)

2.3.2 Addition Chemical Composition:

 Mono Acid Calcium Phosphate -

 Ammonium Bi- Carbonate –
Longevity
Moulding
 Citric Acid – Smell
 Sodium Bi- Carbonate- Baking
 Lactic Acid-Stable size
 Sodium meta Bio Sulphate-
 Dietetic Fibber (Diabetic)
Adapting
 Finamul (liquid to solid)

2.3.3 SUPPLY CHAIN OF RAW MATERIAL FROM OUTSIDE:

31
Wheat Flour – Eastern Food (JagatPur , Cuttack)
Sugar- Rayagada (Odisha), Andra Pradesh, TikaBali
Vegetable Oil – Cargill (ParadeepRefinary), Andra Pradesh, Tika Bali
SMP- Haryana
Wrapper – Kanpur
Propane Gas – Nagpur
Parle Flavour – Maharashtra, Mumbai
Chocó Chips - Maharashtra, Mumbai
Cartoon Box – Mancheswar, Bhubaneswar
Chemical – Kalyan Nagar/Calkota

2.4 DEPARTMENT&SECTION OF PARLE BISCUIT

*BSR:BOUNDED STORAGE ROOM

* HR: HUMAN RESOURCE
* IT : INFORMATION TECHNOLOGY

32
  BSR : BOUNDED STORAGE ROOM
 HR : HUMAN RESOURSE
 IT: INFORMATION TECHNOLOGY

2.5 PARLE SALES& DISTRIBUTION NETWORK

2.5.1 DISTRIBUTION LOGISTIC :

 Selection of Channel member :

Parle takes in to consideration a host of factor selecting a channel member.
This because it believe thatselection of channel member is a long term
decision and the rest of the decision regarding the supply chain depending
upon the efficiency and coverage by the channel member .

Following are the host of factor considering by the company in selecting the channel
member.
 Authentication is required by the regarding the identification of channel
member , which includes the name ,address, Photograph of the location
 Proof of solvency which requires the name and address of the channel
member’s banker.
 Details of the delivery vehicle which includes the following:
i. Light commercial vehicle
ii. Matador
iii. Three wheeler van
iv. Tricycle van

33
 The number and model of each of the vehicle need to be
furnished to the company.
 The salesman too are divided in to various category like,
* The field sales man
* The counter sales man

 The details of the clerical staff and labour are to be provided. The technical
competence of the salesman needs to be mentioned.
 Dealers of the company must carry a good reputation. This is due to the fact
that Parle believes that the reputation of the dealer affect the climate in the long
run.
 Market distribution by the distribution needs to be define which includes
details Geographic coverage and Outlet per market area.
 The company also require the dealer to furnish any Advertising and Sales
initiative under taken by them on behalf of the company.

2.5.2 DISTRIBUTION CHANNEL :

Parle has nearly 1500 wholesalers, catering to 425000 retail outlet directly or
indirectly. A two hundred strong dedicated field force service these wholesaler and
retailers. Additionally, there are 31 depots and carry and Forward agents supplying

34
 goods to the wide distribution network. Parle has level 1, level 2, level 3 distribution
channel levels.

Level 1: Availability of Parle G Biscuit at all department stores across the length and
breadth of the country.
Level 2: Since its an FMCG product this channel exist for customers scattered throughout
the country.
Level 3: Mass consumption and suitable for National and International coverage. For e.g.
Parle’s international operations consist of serving market in the Middle East, Africa,
South America, Sri Lanka, Australia, and North America for which the three level of
channel distribution exist.

A. The company strength is the procurement of raw material and essentiality not the
distribution of the product.

B. Parle has the loyal comparatives that provide product only them, Over time the
relationship of trust has built up with these people that leverages now.

C. The transport channel is another strong point of Parle. As this transporter has
grown of with over time; The bonding with them enables to company to give least
margins when the distributors comes in to the industry, lowering the cost.

D. Parle believes that there is ongoing demand in the market therefore there is no
promotions are needs to increase the sales, also the fact this would affect the cost
of the product and the company doesn’t have any promotion scheme.

2.5.3 DISTRIBUTION CHANNEL MEMBER :

The Distributers:
One ofthe main factors, which keep the distributors motivated, is the margin. Usually the
margins offered by Parle’s are 8%. Now-a-days it has been raised to 8.5%..Volume wise this

35
comes out to be a big figure since the Parle’s product has good demand in the Market.
However compared to the other companies the margins are still lower since the new players
in the market offer a much higher margin. But very fact Parle’s product have good demand in
the market motivates the distributors to stock it.

The Retailers:
Trade schemes:
These are undertaken by the company only for the hard selling items e.g. Biscuit and
Snacks etc. for these company raise their margins by 2%, also schemes like good
packaging in the case of butter and cheese are undertaken by the company. However this
is only short term initiative to push the products of the company.

Conflicts and co-Operation among the channel member:

Conflicts among the channel member:
 Ownership of assets:
Previously the company used to give the products on lease to the retailer, when the
company wanted the stuff back; the retailer disagreed to comply and created issue of
ownership.
 Stocking issues:
The company doesn’t want the retailers to stock the competing brand in the company
lease stall, which at times hard to manage as retailers tend to do it often.
 Replacement of the Product:
The deterioration of the product call for fail in replacement by the company this major
issue of vertical conflict.

 Credit policy:
Compared to the market the company’s credit period is less that specially in case of
institutional sale is very important.
 Packaging:
The channel members for easy storing demand a better quality of packaging.
Co-operation among the channel member:
 Parle quality circle:

36
 The member of local channel meets together every month to share issue and the
achievement of the channel members. This is an ongoing activity facilitated by the
company office in different location: this enable the channel members to learn
together and reduce the horizontal conflicts among the wholesaler and distributors.

2.6 FOOD SAFETY AND REGULATION:

This Law should be enacted for all segment of food starting FMCG Product including
Biscuit manufacturing unit all over the India. This is called “FOOD SAFETY AND
STANDS AUTHORITY OF INDIA(FSSAI)”

The Food Safety and Stands Authority of India has been established under the Food
Safety and Standard Act, 2006 as a statutory body laying down science base standard
for articles of food and regulating manufacturing, Processing, distribution, sale and
import of food so as to ensure safe and wholesome food for human consumption
vegetable oil Products ( control) order, 1947,Edible Oils Packaging (Regulation)
Order 1988,Solvent Extracted Oil, De-Oiled Edible Meal, Edible
Flour(Control)Order, 1967,Milk and Milk Products, 1992 etc. will be repealed after
commencement of FSS Act , 2006.

The ACT also aims to establish a single reference point for all maters relating to
food safety and standards, by moving from multi- level, multi- departmental control to
a single line of command. To this effect, the Act establishes an independent statutory
Authority – the Food Safety and Standards Authority of India (FSSAI) and the State
Food Safety Authorities shall enforce various provision of the Act.

37
2.7 PROMOTION STRATEGY

Marketing Mix tools are used by Parle are Sales Promotion, Advertising and Public
Relation

2.7.1 Sales Promotion:

Parle used Sales force Promotion for all the employees. Every year its holds day
fairs at Branded venue , where games and fun events are organized for the employee of
Parle and their Families; where Parle products are give away prizes.

2.7.2 Advertising:

Parle G started being Advertise in the 80s. It was advertised mainly through the
Press ADS. The communication spoke about the basic benefit of energy and Nutrition. In
1989 Parle G released in Dadaji commercial, which went on to one of the most popular
commercial ads for Parle G.

The year 2002 went down as a special year in the Parle G ‘s advertising history, A
year that saw the G- Man , a new ambassador of Parle G. Not just the hero but the Super
hero that saves the entire world especially children from the all evil forces. A campagn
that was not just new to the audience but one that involved complitely a new way of
execution, that was loved by children all over the world- Animation. A TV commercial
that show the G – Man that saving the children from all the civil force that is called
Terrolene launch this campaign.It was also supported by print medium through posters
and stremers put up at the retailers outlet.

Another campaign that was by Parle for Parle G i.e. “Parle G :- G Mane Genious”
For this a series of ads were shown in which a little Kids eat Parle G and tricks the
experience & wise people.

38
 Just a few years back a reminder TV commercial was launched for Parle G, where the
product is being called ‘Hindustan ki Takat’. Most of the Parle g TV commercials tells
us that Brand awareness is being done by capturing consumer emotions. Heavy
promotion is plays a major roles by creating Brand awareness. Such in the case of Parle
Hide&Seek biscuit advertisement. The ads of hide & seek is portraying by actor Hrithik
Roshan. This is tells us that the product is being promoted by celebrity endorsement to
increase the brand awareness of the product and helps to capture the consumer attraction.

2.7.3 Public Relation:

Parle has done the following for enhance the Public Relation: In the year 1997,
Parle G sponsored the tele- serial of the Indian Superhero ‘SHAKTIMAN’ that went to
become a huge success. The personality of a superhero matched the overall superb benefit
of the brand. Parle extend this association with Shaktiman and gave away a lot of
merchandise of Shaktiman. In the year 2002 it was decide to bring the Brand closer to the
child who is a major consumer. A national level promo – “Parle G Mera Sapna Pura
Hoga” was run for the period of 6 months. The promo was all about fulfilling the dreams
of children. There was over 5 lakh responses and of that 300 dreams were fulfill.

39
3.1 LITERATURE REVIEW:

For every research report researchers follows some of the renowned research paper
which has already been conducted by some experts of different corner of the world to
make the research useful as well as unbiasness Some of experienced reviews that has use
in this project are follow
:

Keller (1998) believes that brands serve to identify the source or maker of a product and
allow consumers to assign responsibility as to which particular organisation should be
held accountable for the experience gained by using the product. Because of past
experience with a product and the marketing programme over a period of time,
consumers learn more about a brand. Consumers collect information to help in the
decision making process regarding which brands satisfy their needs and which do not. As
a result, brands provide a shorthand device or means of simplification for making product
decisions.

Amine (1998) comments that perceived differences between brands depend on the
consumers‟ familiarity with the product category. High involvement in a product category
enables consumers to identify more subtle differences between brands in both functional
and psychological attributes, leading to higher functional, experiential and symbolic
benefits (Keller, 1993)
According to Warrington and Shim (2000), product involvement occurs when a product
category is related to a person’s centrally held values and self-concept.

40
On the other hand, Bristow, Schneider, and Schuler (2002), suggest that if consumers
believed that there are differences among brands, then the brand name becomes the center
piece of information in the purchase decision or repurchase intention and the dependence
on the usage of brand name in the search information will likely increase. Another branch
of consumer behaviour research related to brand is that, consumers use brands to create or
communicate their self-image or status (O’Cass, and Frost, 2002).

Kotler (2003) distinguishes six elements that according to him must be evaluated when
employing packaging decisions: size, form, material, color, text and brand.

According to Rundh (2005) package attracts consumer’s attention to

Particular brand, enhances its image, and influences consumer’s perceptions about
product. Also package imparts unique value to product. Works as a tool for
differentiation, i.e. helps consumers to choose the product from wide range of similar
products, stimulates customers buying behaviour(Wells, Farley and Armstrong, 2007).
Thus package performs an important role in marketing communication.

The research result of Rita Kuvykaite (2009) shows the impact of package elements on
consumers purchase decisions can be stronger. In their study they took two types of
package elements, visual and verbal. Graphic, color, size, form and material are
considered as visual elements, while product information, producer, country-of-origin and
brand as considered as verbal ones. They conclude that Package could be treated as one of
most valuable tool in today’s marketing communications, necessitating more detail
analysis of its elements and an impact of those elements on consumers buying behaviour.

RenukaHirekenchanagoudar (2008) says that the present investigation made an attempt

to analyze the buying behaviour of ready-to-eat food products by consumers of Hubli and
Dharwad. A total sample of 200 respondents was selected for the study. Majority of the
respondents were aware of Parle-G, Lays, Frooti and Amul brands in case of biscuits,
chips fruit juice and ice creams accordingly. Television was the major source for getting
information about various brands in all the four products. Biscuits were consumed by all

41
the respondents because of their convenience to use as snacks. Parle-G, Lays, Maaza and
Amul brands were highly preferred brands of biscuits, chips, fruit juice and ice creams
respectively. The main factors influencing brand preference for biscuits, chips,
fruit juice and ice creams were quality, taste and reasonable price. Most of the
respondents would go to other shops if preferred brand in all the four products was not
available
Yughasha Gupta (2010) says that after going thick on the things, now time is to make a
complete picture. While making a product a SKU (stock keeping unit) of the shop
retailers think about the GMROI (gross margin return on investment) and they promote
the brand which provides them highest. They expect return in the form of profit margin,
company schemes, window display and reference of the shop. Among these, company
schemes make the difference and are the highest sources of motivation after profit
margin. Retailing demands a constant push from the company. The manufacturer should
understand consumer behavior because retailers can’t help quality and price. It is only up
to manufacturers to deliver what consumer wants.

Suresh Garg (2010) Detailed that Day by day the intensifying global competition is
throwing challenges in the form of uncertainty and fluctuation in demand, necessity to
provide wide variety to attract and hold the ever demanding customer. To survive and
succeed under such competitive environment, organizations’ are forced to find and adopt
efficient and effective ways for their operations. Organizations are seeking ways to
increase the value of their products and services by eliminating unnecessary processes
and practices from all systems. The implementation of Lean manufacturing system helps
organizations to reduce lead-time and inventory,
Improve quality, and achieve better on-time deliveries.

F.MohamedSabura; Dr.T.VijayaKumar; Abdul Hameed (2012) explain that unlike

urban markets, rural markets are difficult to predict and possess special characteristics.
The featured population is predominantly illiterate, have low income, characterized by
irregular income, lack of monthly income and flow of income fluctuating with the
monsoon winds. The rural consumer expects value for money and owing to has unsteady
and meager status of weekly income; increasing the household income and improving

42
distribution are the viable strategies that have to be adapted to tap the immense potential
of the market. Social norms, traditions, castes, and social customs have greater influence
on the consumer behavior in rural areas than in urban areas. Factors such as limited
physical access, low density of shops, limited storage facilities, need for a large number
of intermediaries in the distribution channel to reach the end customers, and low capacity
of intermediaries to invest in business make the tasks of reaching rural consumers very
complex. The aim of this research is generally to examine retailer’s attitudes towards
parle products in the Bhubaneswar market

43
 4.1 RESEARACH OBJECTIVE:

1. To find out the influence of marketing mix strategies on retailer’s behaviour towards
Glucose Biscuit segment
2. To find out the satisfaction level of retailers towards Parle glucose biscuit
3. To find out the sales force effectiveness of Parle India
4. To find out the glucose biscuit penetration in Bhubaneswar market
5. To provide information about further research.

4.1.1 Hypothesis

1) The product category that determine the retailer’s behaviour towards the glucose
biscuit segment.
2) The price of glucose biscuit determines the behaviour of retailer’s.
3) The availability of glucose biscuit determines the retailer’s behaviour.
4) The promotion mix of the glucose biscuit segment determines the retailer’s
behaviour.

4.2 RESEARCH METHODOLOGY

Descriptive study has been used which is carried out to describe accurately the
characteristics of an individual, or group, or a particular situation. A descriptive study is
one in which information is collected without changing the environment. In this report we
study the Attitude of Retailer’s towards the Glucose Biscuit from the different areas of
Bhubaneswar with a variety of retail outlets ranging from small Tea Stall to Big Bazaar
mall. Primary data was collected through the structured questioners from different

44
location of Bhubaneswar and secondary data was collected from books, journals,
periodicals, articles, internet, etc. in this study the research method is used descriptive
research the responded were selected on the basis of non random sampling and convince
sampling. Which mean that the retailers who were willing to answer the questionnaire
were selected the sample size selected was 50.

4.2.1 METHODS OF DATA COLLECTION

The present study is largely based on the primary data collected from Retailers of the
Bhubaneswar through field survey. Field survey was conducted by intensively
interviewing individuals of different proprietor considering them as the representative of
the outlets. For this purpose, a structured questionnaire was administrated. To know the
different factors that influence the Retailer’s and to check the effectiveness of Sales
Force of PARLE as well as to know he Overall rating of Marketing Mix of Parle in the
questionnaire, a pilot survey had been conducted by getting the questionnaires filled by
fifty retailers from different socio-economic backgrounds. And, this pilot experiment was
also to conduct a small scale preliminary study in order to evaluate feasibility, time, cost,
adverse events and statistical

A pilot study is usually carried out on respondents from target population, but not on
those who constitute the final sample because it may influence the latter’s behavior over
research subjects.

The pilot study introduced some changes in the hypotheses which were set previously;
some were changed, some were dropped and some were developed newly. The response
set of 50 respondents had brought in new ideas and clues that increased the chances of
getting clearer findings in the main study..

4.2.2 RESEARCH APPROACH

The survey approach has been chosen for the study to gather descriptive information;
structured survey with formal lists of direct questions was conducted among the
respondents. Generally, this approach is used to collect data for different kinds of studies.

45
Moreover, this approach is quick and carries low cost as compared to observation and
experimental methods.

4.2.3 RESEARCH INSTRUMENT

The questionnaire is not specifically divided into different parts, but it can be observed
that questionnaire has two sections i.e. One is the what is the retailers behaviors towards
Glucose Biscuit segment and lastly to find out the Penetration price levels in Glucose
segment i.e. PARLE G. The questionnaire is comprised of total thirty two questions other
than general background questions for respondents to answer. Except three open ended
questions, the remaining are multiple choice questions. The schedule for respondents was
structured in a way to collect maximum data regarding their feedback on the background
of availability, pricing strategies, preferences by company, brand identity. The
questionnaire in English is shown in the Annexure.

4.2.4 SAMPLING SIZE

This refers to the number of items to be selected from the universe to constitute a sample.
The size of sample should neither be excessively large nor too small, it should be
optimum. A sample of 50 from rural markets and 50 from urban markets (total 50
Retailers) is taken for the given research study.

46
47
5.1 ANALYSIS AND INTERPRETATION OF DATA
Analysis is the computation of certain measures so that the relationship amongvarious
variables can be established. On the basis of these relationships, conclusions ofthe
research are made. Analysis of data can be done by employing certain statistical
toolsaccording to the requirement of the objectives of the study. After completing the
analysis,it is necessary to interpret the results drawn through the application of statistical
tools.Interpretation refers to the task of drawing inferences from the results of analysis.

5.1.1 Statistical Package for the Social Sciences (SPSS)

Statistical Package for the Social Sciences (SPSS), version- 14.0 has been used for
analyzing the data.

5.2 STATISTICAL TECHNIQUES

5.2.1 Factor Analysis

To examine all variables simultaneously, factor analysis is used. Factors
areextracted using Principal Component Analysis. It simplifies data by reducing
largenumber of variables to a set of small number of variables. It analyses the
interdependenceof interrelationships among a total set of variables. Hence, it is extremely
useful when alarge mass of data has to be simplified and condensed.

48
5.3 DATA ANALYSIS AND PRESENTATION

ANALYSIS OF Questionnaire Table 4

49
1) Chart 6

AVAILABILITY OF GLUCOSE BISCUIT (AVG)

1
0.9
0.8
0.7
AVAILABILITY OF GLUCOSE
0.6 BISCUIT (AVG)
0.5
0.4
0.3
0.2
0.1
0
BRITANNIA PRIYAGOLD SUNFEAST PARLE

Here in this figureParle G Glucose Biscuit is highly available everywhere i.e. 96%
comparatively other Brand of Glucose Biscuit segment.

Chart 7

HIGHEST SELLING OF GLUCOSE BISCUIT(AVG)

0.7
0.6
0.5 HIGHEST SELLING OF GLUCOSE
0.4 BISCUIT(AVG)

0.3
0.2
0.1
0
BRITANNIA PRIYAGOLD SUNFEAST PARLE

Here in this figure Parle G Glucose Biscuit is highest selling Glucose Biscuit i.e. 62%
comparative to other brand of Glucose Biscuit segment.

Sales of Glucose Biscuit(Per Unit):

Chart 8

50
 AVG.SALES OF GLUCOSE BISCUIT(Per Unit)

*Parle – 46.20%
*Sunfeast – 3.50%
*Britannia – 50.30%

Here in the above Pie - Chart Britannia is the highest selling Biscuit (Per Unit) i.e. 50.3% in
the respective retail output.

5.3.2
Reliability Analysis

Reliability Statistics

Cronbach's
Alpha N of Items

774 .17

Reliability analysis includes calculation of Cronbach’s Alpha that measures the internal
consistency and reliability of the instrument.In the current research, the Cronbach’s Alpha
for all variables (i.e.26) for both (questions number 3 and 4) is 0.774 respectively.
Similarly, for each of the factors the Cronbach’s Alpha is higher than 0.7 which indicates
the significance of the model.

51
5.3.3 EXPLORATATORY FACTOR ANALYSIS OF PILOT TEST

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .795
Bartlett's Test of Sphericity Approx. Chi-Square 1103.062
Df 136
Sig. .000

The KMO Bartlet test of spear city has been found within the accepted limit with P=0.000
significance

Total Variance Explained

Extraction Sums of Squared Rotation Sums of Squared

Initial Eigenvalues Loadings Loadings

Componen % of Cumulative % of Cumulative % of Cumulative

t Total Variance % Total Variance % Total Variance %

1 6.285 36.968 36.968 6.285 36.968 36.968 5.633 33.137 33.137

2 2.266 13.329 50.296 2.266 13.329 50.296 2.079 12.231 45.368

3 1.534 9.024 59.320 1.534 9.024 59.320 1.988 11.694 57.062

4 1.139 6.699 66.019 1.139 6.699 66.019 1.523 8.957 66.019

5 .909 5.345 71.364

6 .907 5.336 76.700

7 .799 4.699 81.399

8 .671 3.947 85.346

9 .533 3.133 88.478

10 .471 2.768 91.247

11 .404 2.378 93.625

12 .342 2.013 95.638

13 .260 1.532 97.169

14 .201 1.182 98.352

15 .189 1.111 99.463

16 .069 .405 99.868

17 .022 .132 100.000

Extraction Method: Principal Component Analysis.

52
*After examine the VAR. the report shows the all the 17 factor we got the 6 major factor and all
others (11)s are coming under these 6 factor. The variances of variables are explained by 72.6%
having Eigen value more than 1.

Rotated Component Matrixa

Component

1 2 3 4

VAR00001 .158 .685 -.122 -.349

VAR00002 .010 .275 .090 .726

VAR00003 .248 .089 .035 .739

VAR00004 .047 .386 .196 .217

VAR00005 .057 .776 .051 .287

VAR00006 .132 .794 .189 .246

VAR00007 .781 -.032 .131 -.010

VAR00008 .780 .104 .283 .157

VAR00009 .711 .146 .051 -.033

VAR00010 .863 .111 .209 .115

VAR00011 .868 .110 .281 .098

VAR00012 .845 .158 .286 .036

VAR00013 .669 .020 -.345 -.013

VAR00014 .223 .089 .878 .090

VAR00015 .723 -.070 -.181 .260

VAR00016 .752 .180 -.078 .094

VAR00017 .063 .124 .809 .052

Extraction Method: Principal Component Analysis.

Rotation Method: Varimax with Kaiser Normalization.

a. Rotation converged in 6 iterations.

*In this above Rotated Component Matrix the value of the VAR0002 has Cross loading in the
component columns 5 & 6. Here according to the rules we have to remove the VAR0002 in
further process. So, it has been deleted in the next communalities table and except this other
VAR are undergo with the test again.

53
 KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .798

Bartlett's Test of Sphericity Approx. Chi-Square 1089.625

df 120

Sig. .000

*In this above table the SPSS figure are recorded as Extraction which have a standard value
is set.

Total Variance Explained

Extraction Sums of Squared Rotation Sums of Squared

Initial Eigenvalues Loadings Loadings

Componen % of Cumulative % of Cumulative % of Cumulative

t Total Variance % Total Variance % Total Variance %

1 6.239 38.995 38.995 6.239 38.995 38.995 5.624 35.153 35.153

2 2.156 13.474 52.469 2.156 13.474 52.469 1.997 12.484 47.637

3 1.530 9.561 62.030 1.530 9.561 62.030 1.832 11.448 59.085

4 1.139 7.117 69.147 1.139 7.117 69.147 1.610 10.063 69.147

5 .908 5.678 74.825

6 .829 5.183 80.008

7 .684 4.274 84.282

8 .539 3.369 87.652

9 .472 2.952 90.603

10 .405 2.530 93.134

11 .344 2.151 95.284

12 .264 1.652 96.936

13 .201 1.257 98.193

14 .198 1.234 99.427

15 .069 .431 99.858

16 .023 .142 100.000

54
55
 Rotated Component Matrixa

Component

1 2 3 4

VAR00001 .148 -.087 .738 -.260

VAR00002 .004 .111 .210 .769

VAR00003 .252 .037 .000 .741

VAR00005 .051 .089 .736 .376

VAR00006 .124 .230 .761 .342

VAR00007 .780 .130 -.026 -.014

VAR00008 .781 .284 .076 .163

VAR00009 .711 .055 .148 -.021

VAR00010 .864 .211 .092 .121

VAR00011 .868 .285 .094 .107

VAR00012 .845 .291 .145 .049

VAR00013 -.345 .668 .043 -.012

VAR00014 .222 .884 .048 .101

VAR00015 -.188 .726 -.091 .245

VAR00016 -.067 .747 .190 .120

VAR00017 .063 .815 .083 .064

Extraction Method: Principal Component Analysis.

Rotation Method: Varimax with Kaiser Normalization.

a. Rotation converged in 6 iterations.

Table 5
VARIABLES FACTORS 1 2 3 4
7 CREDIT FACILITY .780 - - -
8 SETTLEMENT .781 - - -
9 LOWER VALUE .811 - - -
10 AVAILABILITY .864 - - -
11 DELIVERY TIME .868 - - -
12 SUPPLY CHAIN .845 - - -
13 ADVERTISEMENT - .668 - -
14 CUTOMER - .884 - -
ACCEPTANCE
15 SALES - .726 - -
PROMOTION
16 SALES FORCE - .747 - -
SUPPORT
17 CONSUMER - .815 - -

56
 DEMAND
1 CORPORATE - - .738 -
BRAND
PREFRENCE
5 PRODUCT - - .736 -
MARGIN
6 PRICING - - .761 -
2 PRODUCT - - - .769
QUALITY
3 PRODUCT - - - .74
ASSORTMENT

In above Rotated Component Matrixano VAR is over loading so all the factor has
brought into the next factor analysis table to plotted their value according to the
component grab the VAR. Those components have the more than .5 value that has been
mentioned. This reflected as figure like vertically increasing graph figure.

In the above test through exploratory factor analysis the variables were reduced to six
major factors that influence the retailer behavior towards the Glucose Biscuit segment
and the others are coming under these major factors that has extracted from the test, these
are

Table 6

S.l Major Factors Variables Sub Factors Value

1 PLACE 7 Lower Value 0.780

8 Settlement 0.781

9 Lower value 0.811

10 Availability 0.864

11 Delivery time period 0.868

12 Supply chain 0.845

2 PRICE 01 Corporate brand preference 0.738

05 Product margin 0.736

06 Pricing of the product 0.761

3 PROMOTION 13 Advertisement 0.668

14 Customer acceptance 0.884

57
 15 Sales promotion 0.726

16 Sales force support 0.747

17 Consumer demand 0.815

4 PRODUCT 02 Product quality 0.769

03 Product assortment 0.741

In the above mentioned factors are sufficiently loaded to signify the factors.

5.3.4 Descriptive of Univariate Sample Data (Overall Glucose Biscuit)

Variables Factors N Minimum Maximum Mean

VAR00001 Place 50 6.00 20.00 19.94

VAR00002 Price 50 3.00 9.00 10.74

VAR00003 Promotion 50 3.00 14.00 17.31

VAR00004 Product 50 5.00 15.00 8.3

Table 7

S Major Factors Variables Sub Factors Mean Mean of sub Rating

l Factor

1 PLACE 7 Credit facility 19.94/6=3.32

8 Settlement 19.94/6=3.32

9 Lower Value 19.94 19.94/6=3.32 Satisfied

10 Availability 19.94/6=3.32

11 Delivery time period 19.94/6=3.32

12 Supply chain 19.94/6=3.32

2 PRICE 01 Corporate brand 10.74/3=3.58

preference
10.74 Satisfied
05 Product margin 10.74/3=3.58

06 Pricing of the product 10.74/3=3.58

58
3 PROMOTION 13 Advertisement 17.31/5=3.46

14 Customer acceptance 17.31 17.31/5=3.46 Satisfied

15 Sales promotion 17.31/5=3.46

16 Sales force support 17.31/5=3.46

17 Consumer demand 17.31/5=3.46

4 PRODUCT 02 Product quality 8.3/2=4.15

03 Product Assortment 8.3 8.3/2=4.15

Highly
Satisfied

SCALE OF RATING Limits

 Highly Dissatisfied 0-1

 Dissatisfied 1-2
 Somewhat Satisfied 2-3
 Satisfied 3-4
 Highly Satisfied 4-5

 First factor Place is 19.94 can be divide into six sub factors i.e. 19.94/6=3.32, which
assume that it can be satisfied the factor influencing retailers behaviours towards
Parle G biscuit.
 Second factors Price is10.74 can divide in to three sub factors i.e. 10.74/3=3.58,
which assume that it can that it can be satisfied the factor influencing retailers
behaviour’s towards Parle G biscuit.
 Third factor Promotion is 17.31 can divide five sub factors i.e. 17.31/5=3.46, which
assume that it can that satisfied the factor influencing retailers behaviour’s
towards Parle G biscuit.
 Fourth factor Product is 8.3can be divided in to two factors i.e. 8.3/2=4.15,which

assume that it can that it can be highly satisfied the factor influencing retailer’s
behaviour’s towards Parle G biscuit.

59
 As there are Multivariate and they implement each Predictor variables in multiple
manner, Multivariate analysis are being made. This can be shows as below

5.3.5 MULTIVARIATE REGRESSION ANALYSIS

. In multivariate analysis multiple regression analysis has done to test the significance of
each Prediction variables

Model Summary

Change Statistics

Adjusted R Std. Error of R Square F Sig. F

Model R R Square Square the Estimate Change Change df1 df2 Change

1 .782a .612 .596 1.61786 .612 37.503 4 95 .000

a. Predictors: (Constant), VAR00005, VAR00003, VAR00004, VAR00002

The variables considered for the research are highly significant i.e.( P = .015) and
explaining 61.2% ( R square = 0.612) of the aggregated variables.

ANOVAb

Model Sum of Squares Df Mean Square F Sig.

1 Regression 392.652 4 98.163 37.503 .000a

Residual 248.658 95 2.617

Total 641.310 99

a. Predictors: (Constant), VAR00005, VAR00003, VAR00004, VAR00002

b. Dependent Variable: VAR00001

60
 Coefficientsa

Standardized
Unstandardized Coefficients Coefficients

Model B Std. Error Beta T Sig.

1 (Constant) 3.439 1.635 2.104 .038

VAR00002 .241 .023 .740 10.383 .000

VAR00003 -.105 .118 -.062 -.893 .374

VAR00004 .300 .125 .165 2.390 .019

VAR00005 .032 .163 .014 .197 .845

a. Dependent Variable: VAR00001

The regression analysis of independent variable marketing mix of Parle G with dependent
variable reveals that two out of four independent variables are significant. The P value
extracted for these variables are showing the relationship between satisfaction towards
marketing mix and individual independent variables. The P value of Price i.e. (P = 0.002)
explains that price is significant with overall satisfaction towards marketing mix. The P
value of Promotion i.e. (P = 0.010) explains that Promotion is also significant with
overall satisfaction towards marketing mix and the P value of Producti.e. (P = 0.033)
which also explains that Product is significant with overall satisfaction towards marketing
mix.

61
62
5.3.6 Descriptive AVG of Effective Sales Force of Parle India

Sl. No. N Minimum Maximum Mean

1 50 1 5 3.17

2 50 1 4 2.95

3 50 1 5 3.23

4 50 1 5 2.85

5 50 1 5 3.43

6 50 1 5 3.02

7 50 1 5 3.47

Valid N 50
(listwise)

Table 9

Sl No. FACTORS Mean

1 Approach towards 3.17

Retailer

2 Frequency of meeting 2.95

3 Query handling 3.23

4 Company presentation 2.85

5 Damage settlement 3.43

6 Scheme information 3.02

 7 Timely delivery 3.47

The mean first factor i.e. Approach towards retailer is 3.17; which is satisfied , the mean
second factor i.e. Frequency of meeting is 2.95 which is some what satisfied towards retailers
behavior. Similarly the means of third, fourth,fifth and six factor i.e. Query handling,
Company presentation and scheme information respectively 3.23,3.43,3.02&3.47 which
seems to be satisfied towards retailers behaviors. And the mean of fourth factor having the
rating of 2.85 which is somewhat dissatisfied towards retailers behaviors.

Chart 9

EFFECTIVE SALES FORCE OF PARLE(AVG)

4
3.5
3
2.5
2
1.5 EFFECTIVE SALES FORCE OF
1 PARLE(AVG)
0.5
0
s g g n t n ry
er tin lin tio en tio ve
al ee d a m a e
ret fm
n en
t l e
rm el
ds o y ha res s et nfo l yd
r r i e
a cy e P
ag
e e m
tow u en Qu a ny m em Ti
c h q p Da c h
a e m S
po Fr Co
Ap

In the above table it should be clarifies that the average of 5 th and 7th factors i.e. damage
settlement and timely delivery is highest possibilities that occurs the effectiveness sales force
of Parle in India.

5.3.7 MARKETING MIX OF PARLE G BISCUIT

 Variables N Minimum Maximum Mean

VAR00001 50 1.0 5.00 3.47

VAR00002 50 1.0 5.00 3.46

VAR00003 50 1.0 5.00 3.24

VAR00004 50 1.0 5.00 2.96

Table 10

Sl No. FACTORS MEANS OF THESE

FACTOR

1 Product mix 3.4700

2 Price 3.4600

3 Distribution management 3.2400

4 Promotion strategy 2.9600

Here in this descriptive statistical data, the marketing mix of Parle G which shows various
average of these factor i.e. in product mix the mean is 3.47 which influence satisfied towards
retailers behaviour, the mean of the Price is 3.46 satisfied towards retailers behaviour, the
mean of the distribution management is 3.24 which influence satisfied towards retailers
behaviour and Promotion strategy is shows somewhat dissatisfied towards retailers
behaviour because of the lowest rating i.e. 2.96.

Chart 10
 MARKETING MIX OF PARLE GLUCOSEBISCUIT
43
21
0 MARKETING MIX OF
PARLE
GLUCOSEBISCUIT

In the above diagram the mean value represents the inclination of distributors towards each
variable of marketing mix. If we do Univariate analysis the finding reveals that Parle product
mix is towards strongly satisfied category, whereas price and promotion remain at
moderately agree segment and promotion strategies are towards dissatisfied segment.

PROJECT TOPIC:FACTOR INFLUENCING RETAILERS BEHAVIOUR

TOWARDS PARLE GLUCOSE BISCUIT SEGMENT

Now biscuit market has raised its position as compare to other market in the
overall world. People are also sensitive towards consuming of biscuit rather than any other
light food product. In India the consumption of biscuit has increased very fast according to
the previous report. A company is manufacturing the biscuit but not directly sell to their
customer they reach that product through their channel members, some companies are using
a lengthy or some are short supply chain system, but their motto is to avail the product to the
customer easily.

Company starting from the MNC to National level, all has the common tendency to
avail their product at retailers’ outlet as the last channel member. There are some companies
who also sales their product as agencies via and some are by direct marketing (including
online marketing) , but the basic partner of company is to sell the products its Retailers.
Retailers have some margined to that they keep their profit according to the company
policies. Retailers are the only partners who directly involves with the customers. They well
acquainted with the company customers and also identified the needs and wants of particular
customer towards a particular product and they gave some suggestion to the company to
making the product such a way how the consumer demanded.

PARLE have also its own retailers ground. For knowing the effectiveness of the sales force
support of PARLE to its retailers we have undertake a survey having 50 retailers in
Bhubaneswar market and we also find out the behaviors of retailer’s towards the Glucose
biscuit. We did some primary survey from where we got the direct responses of the retailers
and the data collected from different sources as secondary has gave us the standard
behavior of the retailers which have already been found by some researchers. Retailers must
look for the profit margin and make it available to their retail outlet.

In this project report we prepare a questionnaire and we take 50 retail outlet and then we
analysis the data and found that six major factor which influence the retailersbehaviour
towards Parle G Biscuit mainly Price, Product, Place, Promotion, Brand Identity and
Packaging etc. Then we do various test regarding six major factors and find out the details
which influence retailers behaviors. As we know Parle G is the well known Glucose Biscuit
segment in Biscuit market.

Similarly in this Questionnaire which we ask the retailers ,at last we conclude that
retailers responds 96% of Parle G Biscuits are highly available in retail outlet. which
considered that retailers have highly satisfied towards the Parle G Biscuit beside other
Glucose Biscuit segment. And also 62% of Parle G Biscuits are highest selling in retail
outlet . This is all about Retailers Behaviors towards Parle G Biscuit.

The mean first factor i.e. Approach towards retailer is 3.04; which is neither satisfied nor
dissatisfied, the mean second factor i.e. Frequency of meeting is 2.00 ;which is highly
dissatisfied towards retailers behavior. Similarly the means of third, fourth and six factor i.e.
Query handling, Company presentation and scheme information respectively 2.72, 2.08 and
2.86 which seems to be highly dissatisfied towards retailers behaviors. And the mean of fifth
and seventh factors i.e. Damage settlement and Timely delivery having the rating of 3.74 and
3.68 which is highly satisfied towards retailers behaviors.
6.1 FINDINGS:
In this project report we did various test by which we get six major factor by which can be
describe below

In Questionnaire Question no. 1 Parle G Glucose Biscuit is highly available everywhere

i.e. 96% comparatively other Brand of Glucose Biscuit segment.

In Questionnaire Question no. 2 Parle G Glucose Biscuit is highest selling Glucose

Biscuit i.e. 62% comparative to other brand of Glucose Biscuit segment.

In QUESTIONNAIRE Question no. 3 Chart Britannia is the highest selling Biscuit (Per
Unit) i.e. 50.3% in the respective retail output.

 Descriptive of Univariate Sample Data(Overall Glucose Biscuit)

The First factor Place is 19.94 can be divide in to six sub factors i.e.
19.94/6=3.32, which assume that it can be satisfied the retailers behaviors towards Parle
G biscuit. The means of Second factors Price is 10.74 can divide in to three sub
factors i.e. 10.74/3=3.58, which assume that it can that it can be satisfied the retailers
behaviors towards Parle G biscuit. The mean of factor Third factor Promotion is
17.31 can divide five sub factors i.e. 17.31/5=3.46, which assume that it can that
somewhat satisfied the retailers behaviors towards Parle G biscuit. The mean of
Fourth factor Product is divide in to two factors i.e. 8.3/2=4.15, which assume that it
can that it can be highly satisfied the retailer’s behaviors towards Parle G biscuit.

 Multivariate Regression Analysis:

The P value extracted for these variables are showing the relationship between satisfaction
towards marketing mix and individual independent variables. The P value ofPrice i.e. (P =
0.002) explains that price is significant with overall satisfaction towards marketing mix. The
P value of Promotion i.e. (P = 0.010) explains that Promotion is also significant with overall
satisfaction towards marketing mix and the P value of Product i.e. (P = 0.033) which also
explains that Product is significant with overall satisfaction towards marketing mix.

 Effective Sales Force of Parle India:

The mean first factor i.e. Approach towards retailer is 3.17; which is satisfied , the mean
second factor i.e. Frequency of meeting is 2.95 ;which is somewhat dissatisfied towards
retailers behavior. Similarly the means of third, fourth and six factor i.e. Query handling,
Company presentation and scheme information respectively 3.23, 2.85 and 3.43 which seems
to be satisfied towards retailers behaviors. And the mean of fifth and seventh factors i.e.
Damage settlement and Timely delivery having the rating of 3.02 and 3.47 which is satisfied
towards retailers behaviors.

 MARKETING MIX OF PARLE G BISCUIT

Here in this descriptive statistical data, the marketing mix of Parle G which shows various
average of these factor i.e. in product mix the mean is 3.47 which influence satisfied towards
retailers behavior, the mean of the Price is 3.46 influence satisfied towards retailers behavior,
the mean of the distribution management is 3.24 which influence satisfied towards retailers
behavior and Promotion strategy is shows somewhat dissatisfied towards retailers behavior
because of the lowest rating i.e. 2.96.

6.2 RECOMMENDATION:

It is highly recommended to the marketing and business units that they should pay
proper attention for Product Margin, Promotion. If they accept or introduce the poor product
margin, Promotion strategy and Brand Identity then it could be one of the causes of product
failure in the market. It is necessary to set the product margin, Promotion strategy and Brand
Identity and to implement strategy accordingly for better protection and promotion of a
product..It is finally recommended that the marketers of the industry should not consider the
packaging is the solely factor for the success of any product, therefore, they should also take
up other important factors of the marketing while they are launching new products or
revitalize old products.It is also recommended to other researchers when they take up
packaging, promotion and product margin then they should also consider other factors and
dimensions of marketing as well.
There are two distinct segments in the Indian market, and require differentcommunication
approaches. One set of rural consumers is less educated (evenilliterate) when compared to
their urban counterparts. They cannot read, write andunderstand with ease. They do not buy
branded products. They have their ownmethod of identification of products and
communication with retailers.

6.3 CONCLUSION:

Results of research study regarding the Retailers Behaviors behavior stipulated

following conclusions:
Product margin, Query handling ,could be treated as one of the most valuable tool in today’s
marketing communications, necessitating more detail analysis of its elements and an impact
of those elements on consumer’s buying behavior.All these elementscontribute each
important effort to catch retailers as well as consumer’s attention and interest. It has been
empirically tested the proposed research model, package elements,which are having the
ultimate effect on consumer choice; in a case of different products from group of
convenience goods were availableIt has also revealed that elements of packaging are the
most important forconsumer’s purchase decision. For a major part of consumers’ attraction
was asize of package and material are the main visual elements, whereas, productinformation
is also the main verbal elements when purchasing milk and washing powder.
According to this research, it is concluded that most consumers like the product quality after
they purchased their desired packaged product. Based on those facts, we cannot say there is a
100% equal relationship between good package and good product quality, but there is a
positive thinking and trend about well-designed package shows high product quality.
 ANNEXUTRE
QUESTINONNAIRE

I am a student of Global Institute of Management, Bhubaneswar currently doing my Summer Internship

Project with PARLE. I am conducting this survey for purely academic purpose and need your co-
operation regarding this.

Name of the retail outlet:

Type of store: Convenience store/Grocery/Variety/Beetle shop/Tea stalls

Contact Person: Contact No :

Address:

Years of Experience: Total Transaction per day:

1) Which Brand of Glucose Biscuit available in your retail outlet?

a) Britannia c)Sunfeast
b) Priya Gold d)Parle e)Other

2) Which is the highest selling Glucose Biscuit brand in your retailers outlet?

a) Britannia c)Sunfeast
b) Priya Gold d)Parle e)Other

3) Please mention the sales of Glucose Biscuit (units) in your retail outlet?

a) Britannia c)Sunfeast
b) Priya Gold d)Parle e)Other

4) Please rate the following factors that influence you to keep stocks of Glucose Biscuit in your
retail outlet
 STRONGL DISAGREE SOME AGREE STRONGLY
Y WHAT AGREE
Sl FACTORS AGREE
No. AGREE

1 Corporate Brand
Preference

2 Product Quality

3 Product
Assortment(Variety)

4 Packaging

5 Product margin

6 Pricing of the product

7 Credit facility

8 Settlement
(Expiry/Damage)

9 Lower value

10 Availability

11 Delivery time period

12 Supply chain

13 Advertisement

14 Customer acceptance

15 Sales promotion

16 Sales force support

17 Consumer demand

5) Please rate the effectiveness of sales force of Parle in India.

 FACTOR HIGHLY DIS- SOME SATISFIE HIGHLYSATISFIE
S DIS- SATISFIE WHAT D D
Sl SATISFIE D SATISFIE
No D D
.
1 Approach
towards
retailers

2 Frequency
of meeting

3 Query
handling

4 Company
presentatio
n

5 Damage
settlement

6 Scheme
information

7 Timely
Delivery

6) Rate the MARKETING MIX of Parle Glucose Biscuit.

FACTORS HIGHLY DIS- SOME SATISFIE HIGHLYSATISFIE

DIS- SATISFIE WHAT D D
Sl SATISFIE D SATISFIE
No D D
.

1 Product
mix

2 Price

3 Distribution
managemen
t

4 Promotion
 strategy

BIBLOGRAPHY

Jump up^ "Parle gets Happy Happy wooing the price-conscious". The Hindu Business Line.
2012-02-02. Retrieved 2012-02-13.

Jump up^ Jill Didur (2006). Unsettling partition: literature, gender, memory. University of
Toronto Press.p.22ISBN 978-0-8020-7997-8.

Jump up^ ParamitaChatterjee&RatnaBhushan (2009-08-10). "Chauhans lock horns over Parle

brand, yet again". The Times of India.Retrieved2011-10-12.

Jump up^ DevChatterjee&MeghnaMaiti (2008-09-15). "Chauhan siblings close to settling row

over Parle brand". Economic Times.Retrieved 2011-10-12.

Jump up^ ParamitaChatterjee&RatnaBhushan (2009-01-13).

BOOKS

Aaker, David, “MANAGING BRAND EQUITY: CAPITALIZING ON THE VALUE OF A

BRAND NAME”, New York: The Free Press, 1991, pp. 90.

Aakar, D.A. and Day, G.S., “MARKETING RESEARCH”, John Wiley and Sons Inc.,
9thEdition, 2007.

AMA, “MARKETING DEFINITIONS: A GLOSSARY OF MARKETING TERMS”, American

Marketing Association, Chicago, 1960.

Amarchand D. and Vardharajan B., “AN INTRODUCTION OF MARKETING”, Vikas

Publication House Pvt. Ltd., 5thEdition, 1983, pp.69.

Arnold, David, “THE HANDBOOK OF BRAND MANAGEMENT”, Century Business, the

Economist Books, 1992, pp. 2.

JOURNALS
Agarwal, Sunil Kumar, “A Study of Consumer Behaviour of FMCG Products in Madhya
Pradesh”, International Journal of Business and Management Research, Vol. 4, Issue 1, Jan.
2014.

Deliya, Mitul, “Consumer Behaviour towards the New Packaging of FMCG Products”, Journal
of Research in Commerce and Management, Vol.1, No. 11, 2012, ISSN: 2277-1166, pp. 119-211.
www.parle products.com