PRESTIGE INSTITUTE OF MANAGEMENT AND RESEARCH,

INDORE
An Autonomous Institute Established in 1994, Thrice Accredited by NAAC with Highest Grade, now A++

ISO 9001:2005 Certified Institute, AICTE/ UGC Approved Programs affiliated to DAVV, Indore

MAJOR RESEARCH PROJECT (MRP)

On

“A Study of retailer’s perception towards

Britannia's Biscuits”

Session: 2021-22

FACULTY GUIDE (MENTOR) SUBMITTED BY

Sign. Sign.

Name: Dr. Satnam K. Ubeja Name: Rohit Jain

Class: MBA-MM-III-A

Roll No. 201696

Scholar No. 1121612698

 DECLARATION

I hereby declare that the Major Research Project Report on “Study of retailers perception
towards Britannia biscuits” is a record of original work carried out by me under the
supervision of Dr. Satnam K. Ubeja towards partial fulfillment of the requirements for
MBA (Marketing Management) course of Prestige Institute of Management and Research,
Indore. I further declare that to the best of my knowledge; this work is not submitted
anywhere else for the award of any degree or diploma.

ROHIT JAIN

MBA (Marketing Management) III Semester ‘Section A’

1121612698
 CERTIFICATE

I hereby declare that the Major Research Project Report on “Study of retailers perception
towards Britannia biscuits” is a record of original work carried out by me under the
supervision of Dr. Satnam K. Ubeja towards partial fulfillment of the requirements for
MBA (Marketing Management) course of Prestige Institute of Management and Research,
Indore. I further declare that to the best of my knowledge; this work is not submitted
anywhere else for the award of any degree or diploma.

Dr. SATNAM K. UBEJA

PRESTIGE INSTITUTE OF MANAGEMENT AND RESEARCH, INDORE

 ACKNOWLEDGEMENT

I would like to express my special thanks of gratitude to our teacher, Dr. Satnam K. Ubeja as
well as our director, Dr. Yogeshwari Phatak who gave me the golden opportunity to do this
wonderful project on the topic Project “Study of retailers perception towards Britannia biscuits”,
which also helped me in doing a lot of research and I came to know about so many new things I
am really thankful to them.
Secondly, I would also like to thank my parents and friends who helped me a lot in finalizing this
project within the limited time frame.

ROHIT JAIN

MBA (Marketing Management) III Semester ‘Section A’

1121612698
 PLAGIARISM DECLARATION CERTIFICATE

To the best of my knowledge and belief, this Research Project Report is my own work, all sources have
been properly acknowledged. I have not previously submitted the work or any version in full or part of
it, for assessment in any other University or institution for any degree or diploma program. I
acknowledge that this Research Project Report may be transferred and stored in a database for the
purposes of data-matching to help detect plagiarism.

ROHIT JAIN

MBA (Marketing Management) III Semester ‘Section A’

 TABLE OF CONTENTS

Sr. No. Title Page

No.
I Chapter 1: INTRODUCTION
1.1 Conceptual Framework 7-8
1.2 Review of Literature 9-10
1.3 Rational of the Study 11
1.4 Objective of Study 12
II Chapter 2: METHODOLOGY
2.1 Research Type 13
2.2 Sampling Technique
13
2.3 Sampling Area
13
2.4 Population & Sample Size
13
2.5 Tool for Data Collection/ Source for Secondary
data 13
2.6 Tools for Data Analysis 13
III. Chapter 3: RESULT AND ANALYSIS 14-20

IV. Chapter 4: SUGGESTIONS

4.1 Suggestions 21
4.2 Limitations
22
4.3 Implications
23
CONCLUSION 24
REFERENCES 25

ANNEXTURE 26-27

6
 Chapter – 1

INTRODUCTION

Conceptual Framework
The challenge of reaching retailers is complicated by factors such as restricted physical access, low shop
density, limited storage facilities, the requirement for a high number of intermediaries in the distribution
chain to reach end customers, and intermediaries' poor capacity to invest in business. The purpose of this
study is to look at the retailer's perceptions of Britannia goods in the Jabalpur district.

What factors must be considered when selecting Biscuit based on application, and what factors impact
purchasing behavior in various applications? What exactly should we be on the lookout for? Many of
these topics have been discussed previously, but I'd like to focus on the practical implications of why
chocolate behaves the way it does.

Key factors which majorly affects the retailer’s perception towards selection of Britannia biscuits
products.

• Quality

• Quantity

• Color

• Packaging

Market have crucial challenges such as distribution, retailer understanding, communication, and poor
infrastructure. The marketer's distribution and pricing methods must be strengthened. Accessing a large
number of tiny villages with low population density scattered over a vast geographic area is
uneconomical. In rural locations, societal norms, traditions, castes, and social practices have a bigger
impact on consumer behavior than in metropolitan ones.

According to a recent poll, India is now ranked as the fifth most appealing shopping destination in the
world, and second among Asian countries. It is the seventh most appealing shopping location in the
world. All actions involved in selling items and services to end users are referred to as retailing. As a
result, this is believed to be the final person.

7
FUNCTIONS OF RETAILING

Retailing is supposed to provide:

• Product Utility

• Place utility

• Time Utility

• Ownership Utility

It supplies consumers with finished end goods, not raw resources, and finished end products in useable
form. As a result, product usefulness is created. The second is that it is provided where the customer
requires it. That is, retailing outlets are located according to the convenience of the client as well as the
demand of the customer. Third, it produces Time Utility, which means that the stores are open according
to the needs of the customers; anytime they want to go shopping, they may do it at a time that is
convenient to them.

KEYWORDS: Retail marketing, Rural Consumers, Retailers

8
 REVIEW OF LITERATURE

According to Vincent (2006) [12], quality is the most essential aspect that attracts customers to
branded products. People perceive branded things to be of high quality, and they are willing to pay
a premium for them because they believe they are getting excellent value for their money. The
author also came to the conclusion that media is a critical component in promoting and shaping
brand image. It has been discovered that a child's demand has an impact on a family's purchasing
decision. Nowadays, children are quite conscious of brands, and they always urge that their families
choose that brand.

In their study, Beck & Kenning (2015) [3] discovered that perceived FFI (Family Firm Image) has
a direct positive influence on NPA (New Product Acceptance) and an indirect effect when it is
mediated by perceived retailer trustworthiness. Furthermore, the customers' perceived confusion
about the product moderates these correlations. The study by McIntyre & Schwanke (2010) [8]
indicated that the process of adult consumption of biscuits comprises aspirations towards an overall
better‐life. In addition, there was negative effect of organic labelling on buyers.

According to Shaikh & Gandhi (2016) [9], the retail margin is the most important factor for retailers
to consider when approving a new product. Furthermore, when accepting a new product, small
retailers would consider promotional support, sales potential of the new product, relationship of
the salesperson with the retailer, fairness in this relationship, corporate goodwill, relevant product
information, and product availability with competing retailers.

Mittal and Kamakura (2001) also discuss the relationship between customer satisfaction and
repurchase behavior. Their main findings show that, despite similar satisfaction ratings, substantial
differences in repurchase behavior were identified related to respondent variables such as age,
education, marital status, sex, and location of residence.

The study by Leahy, R. (2011) [7] highlighted that relationship doesn’t and couldn’t exist in the
9
FMCG market, from consumers’ perspective and therefore marketers and retailers should focus on
other effective strategies for the marketing purpose.

According to Khare, A. (2014) [4], the primary motivations for Indian consumers' choice for small
shops are selection, service, store facilities, and relationship. Service and assortment have a
disproportionately large impact on the connection between the consumer and the small business.

10
 RATIONALE OF THE STUDY

As retailer are the most important channel partners in any FMCG business as retailers are
the ones who directly get in touch with the end consumer so in this study, I tried to
Investigate retailer perception towards Britannia biscuits products and also Identify what
factors influence retailer to purchasing and selling Britannia biscuits. Hence through this
we tried to create an opportunity for the marketers to explore the customer preferences and
analyze the important factors that influence the customer perceptions towards brand
products.

11
 OBJECTIVES OF THE STUDY

This project is based on the consumer preference of Britannia Biscuits. Objectives of the study
are-

• To find the retailer's satisfaction about marketing mix of Britannia biscuits.

• To understand and analyze the factors influencing the retailers to deal with the Britannia
brand.

12
 CHAPTER- 2

1.METHODOLOGY
Research Type
Descriptive Research: A descriptive study may be required when the researcher wants to learn about
the characteristics of specific groups, such as gender or occupation. I also conducted descriptive
research because I wanted to learn about retailer satisfaction, purchasing patterns, and preferences for
Britannia biscuits.

Sampling Technique: Non probability Convenient Sampling

Sampling area: The survey or questionnaire of Factors Affecting the selection of Britannia biscuits
was conducted in Madhya Pradesh state.

Population: Meet set of criteria of interest to researcher. We have taken population from Madhya
Pradesh state targeting customer who buy Britannia biscuits with reference to retailers.

Sample Size: When it comes to conducting research and presenting findings, sample size, or the
number of participants in a study, is critical in determining the validity and relevance of the findings.
The greater the sample size, the more likely the results are to be relevant in a real-world context. The
statistical acronym for sample size is "n," which should be emphasised in your report. As a result, n =
100 denotes that your sample size, or the total number of participants, is 100.
Tool for Data Collection: We made questionnaires which were used to ask specific questions that suit
the study of retailer perception towards Britannia Biscuits and get responses from the respondents.
These questionnaires may be mailed as well, and we also collect some information from Google.

Tools for Data Analysis: MS Excel and SPSS

IU

13
 jth

CHAPTER- 3
RESULT AND ANALYSIS

A survey was conducted on 108 retailers to know about the perception towards Britannia Biscuits. The survey
result is presented and analyzed to check whether our objective is achieved.

HYPOTHESIS –

H0= There is no significant difference between in quantity of Britannia biscuit and on retailers buying
behavior.

H1= there is significant difference between in quantity of Britannia biscuit and on retailers buying
behavior.

Reliability

Reliability Statistics

Cronbach's
Alpha N of Items

.850 14

Cronbach's Alpha test is used to estimate the reliability or internal consistency if it’s value is less then or
equal to 0.9 it’s considered to be excellent.

14
Factor Analysis

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .887

Bartlett's Test of Sphericity Approx. Chi-Square 423.281

Df 66

Sig. .000

If the KMO value is less than 0.6, the sample is insufficient and action should be done.

Some writers suggest a value of 0.5, however for values between 0.5 and 0.6, use your best judgement. Since
the KMO value is greater than 0.6. As a result, this top factor analysis is appropriate.

The significance value should be less than 0.05, indicating that the data is legitimate and appropriate for the test.

Total Variance Explained

Rotation Sums of Squared

Initial Eigenvalues Extraction Sums of Squared Loadings Loadings

Compone % of Cumulative % of Cumulativ

nt Total Variance % Total % of Variance Cumulative % Total Variance e %

1 5.002 41.679 41.679 5.002 41.679 41.679 3.172 26.434 26.434

2 1.155 9.625 51.304 1.155 9.625 51.304 2.984 24.870 51.304

3 .935 7.792 59.097

4 .787 6.561 65.658

5 .726 6.051 71.709

6 .682 5.685 77.394

7 .578 4.815 82.208

8 .562 4.687 86.896

15
9 .467 3.890 90.786

10 .403 3.358 94.144

11 .365 3.043 97.188

12 .337 2.812 100.000

Extraction Method: Principal Component Analysis.

Rotated Component Matrix

Component

1 2

Please rate the following .785 -.022

statements [MRP affect your
purchase decision of buying
Britannia biscuits]

Please rate the following .650 .177

statements [Salesman
behavior affect your purchase
decision]

Please rate the following .639 .351

statements [Biscuit product
Packaging affect your
purchase decision]

Please rate the following .631 .319

statements [Companies
different schemes and
margins on Biscuits product
affect your purchase
decision]

Please rate the following .568 .250

statements [Many different
SKU of a product affect your
purchase decision]

16
Please rate the following .566 .331
statements [High quantity of
the biscuits in a packet
influence your buying
decision]

Please rate the following .498 .411

statements [Demand for the
biscuit product affect your
purchase decision]

Please rate the following .183 .816

statements [Brand image
affect your purchase decision
for buying biscuits]

Please rate the following .185 .754

statements [Quality of
biscuits affect your purchase
decision for buying biscuits]

Please rate the following .164 .728

statements [TV
advertisement affect your
purchase decision for buying
biscuits]

Please rate the following .375 .593

statements [Shelf life of
Biscuits products affect your
purchase decision]

Please rate the following .450 .520

statements [Word of mouth
about the Britannia biscuits
by other retailer influence
your purchasing decision]

Extraction Method: Principal Component Analysis.

Rotation Method: Varimax with Kaiser Normalization.

a. Rotation converged in 3 iterations.

17
Factor 1: Offers

SNO. Variable Item Load Total

Load
1 MRP affect your purchase decision of buying .785 4.337
Britannia biscuits

2 Salesman behavior affect your purchase .650

decision
3 Biscuit product Packaging affect your purchase .639
decision
4 Companies different schemes and margins on .631
Biscuits product affect your purchase decision
5 Many different SKU of a product affect your .568
purchase decision
6 High quantity of the biscuits in a packet .566
influence your buying decision
7 Demand for the biscuit product affect your .498
purchase decision

Interpretation
Offers is the first factor which includes the variable mentioned in the above table. The Factor load of MRP affect
your purchase decision of buying Britannia biscuits are highest that is .785. So, this factor is the most important
among all the others, that affects the Buying of Biscuits.

SUGGESTIONS

• Primarily focused should be maintained in packaging as it is the major factor which influence the
perception.
• High Quantity of biscuit also lead to higher the sales.
• Timely fulfillment of demand should be there.

Factor 2: Promotion

SNO. Variable Item Total Load

Load
1 Brand image affect your purchase .183 1.357
decision for buying biscuits
2 Quality of biscuits affect your purchase .185
decision for buying biscuits

18
 3 TV advertisement affect your purchase .164
decision for buying biscuits
4 Shelf life of Biscuits products affect .375
your purchase decision
5 Word of mouth about the Britannia .450
biscuits by other retailer influence your
purchasing decision

Interpretation
Promotion is the second factor which includes the variables mentioned in the above table. The Word of mouth
about the Britannia biscuits by other retailer influence your purchasing decision are highest that is .450. So, this
factor is the most important among all the others, that affects the Purchase of Biscuits Products.

SUGGESTIONS

• Britannia Industries Limited should adopt new promotional strategy to attract new customers
• Britannia Industries Limited should give various discounts like Value purchase scheme and
quantity purchase scheme.

T-Test

One-Sample Statistics

N Mean Std. Deviation Std. Error Mean

Please rate the following 108 19.58 3.296 .317

statements [High quantity of
the biscuits in a packet
influence your buying
decision]

One-Sample Test

Test Value = 0

95% Confidence Interval of the

Difference
Mean
T Df Sig. (2-tailed) Difference Lower Upper

19
Please rate the following 61.751 107 .000 19.583 18.95 20.21
statements [High quantity of
the biscuits in a packet
influence your buying
decision]

Interpretation
One-Sample T-test helps in comparing the mean of value, whether it is greater than or less than the actual Value.
By applying T-test in the study it is interpreted that the sig value is less than 0.5, so we accept the alternative
hypothesis and reject the null hypothesis.

SUGGESTIONS

Britannia Company should take quantity as a major factor as it influences the perception and buying behavior
of retailers. Which ultimately affect the revenue of the company.

20
 CHAPTER- 4
SUGGESTIONS

SUGGESTIONS –

• Britannia company should adopt new promotional strategy to attract new customers
• Britannia company should give various discounts like cash, bulk discount.
• Britannia company should provide quality along with quantity.

21
 LIMITATIONS

• The Present review has some limitations, the questionnaire is written in English, it’s difficult for some
consumer who don’t understand the language.
• Lack of opportunity to meet respondent because online questionnaire was used to so there will be a
possibility that they might had not understood some questions. Thus, it can be assumed as an interpretive
error that may occur if a respondent interprets a question in a way different from that of the researcher.
• Sometimes a respondent may feel very tedious task to participate in such opinion pool.

22
 FUTURE IMPLICATIONS

• In the future, this research will be valuable for brands and additional research to understand how different
elements impact customers' self-confidence in different areas.

• This study will be valuable to academics in the future when comparing the perspectives of identifying
variables and customer perceptions when making final purchases.

23
 CONCLUSION

On the basis of respondents, we come into a conclusion of that consumers first try to figure out which factors
affects the retailers buying behavior of Britannia biscuits with respect to pricing, promotion and companies’
different schemes and packaging of the products. During the interval, we found out that quantity of biscuits
product affects the purchase of Britannia biscuits by considering that as major factor it can give results in
increased sales and high revenue.

24
 REFERENCE

• V V Devi Prasad Kotni, Korlepara Sumanth (2016) "A Study on Customer

Perception towards Retail Mix".
• M. Raja, Dr. M.I. Saifil Ali (2014) “An analysis of consumer perception towards retail brands”.
• Suraj Palod, Mitali Singh Dr. Gayathri Band (2020) "retailers’ perception towards product
demand and sales during the pandemic period of covid19”
• A. Hariharanath Reddy, S. Raghunatha Reddy, (2014), "Consumer Perception Towards Retail Industry:
A Study”
• Dr. V. Suresh babu and G. Chinna durai (2016) “A study on consumer preference towards
britannia biscuits in Madurai”

25
 ANNEXURE

Questionnaire
Hello, I am Rohit Jain pursuing MBA in marketing management from PIMR Indore. I am doing a research
project on study of retailer's perception towards Britannia biscuit products. This research is only conducted for
the academic purpose and your responses and views will be used for the academic purpose only.
Kindly spare your few minutes and give your valuable response.

Name -

Gender
o Male
o Female

Age -
o 18 - 25 years
o 26 - 35 years
o Above 36 years

26
 RATE THE FOLLOWING ITEMS.

Please use the following decisions for answering (1 = Highly satisfied, 2

= satisfied, 3 = Neutral, 4 =dissatisfied, 5 =Highly dissatisfied)

S.No Statement Highly satisfied Neutral dissatisfied Highly

satisfied dissatisfi
ed
1. MRP affect your purchase
decision of buying Britannia
biscuits
2. Quality of biscuits
affect your purchase
decision for buying
biscuits
3. TV advertisement affect
your purchase decision
for buying biscuits
4. Brand image affect
your purchase
decision for buying
biscuits
5. Companies’ different
schemes and margins
on Biscuit’s product
affect your purchase
decision
6. Biscuit product Packaging affect
your purchase decision
7. Shelf life of Biscuits products
affect your purchase decision
8. Many different SKU of a
product affect your purchase
decision
9. Demand for the biscuit product
affect your purchase decision
10. Salesman behavior affect
your purchase decision

27
11. Word of mouth about the
Britannia biscuits by other
retailer influence your
purchasing decision
12. High quantity of the biscuits in a
packet influences your buying
decision

28
29