RESEARCH PROJECT REPORT

On

A STUDY ON CONSUMER BEHAVIOUR

TOWARDS BRITANIA PRODUCT IN
LUCKNOW CITY

Towards partial fulfillment of

Bachelor of Business Administration (BBA)
School of Management, Babu Banarasi Das University, Lucknow

GUIDED BY SUBMITTED BY
MS. NIHARIKA VERMA ALFIA ALI
Asst. Professor Roll No. 1210671099
School of management
(BBDU)

Session 2023-2024
School of Management

Babu Banarasi Das University

Sector I, Dr. Akhilesh Das Nagar, Faizabad Road, Lucknow (U.P.) India
CERTIFICATE

ii
 DECLARATION

I hereby declare that the field work entitled of “A STUDY ON CONSUMER BEHAVIOUR

TOWARDS BRITANIA PRODUCT IN LUCKNOW CITY ” Guided by the BABU BANARASI

DAS UNIVERSITY is a record of an original work done by me under the guidance of Ms. Niharika

Verma and this research report is submitted in the partial fulfillment of Bachelor in Business

Administration.

ALFIA ALI

iii
 ACKNOWLEDGEMENT

No project report ever reflects the efforts of a single individual. The report owes its existence to the

constant support and guidance of a number of people. I am thankful to all of them.

I would like to thank all the respondents for giving their valuable time and providing useful insight

into finer aspects of marketing.

I take this opportunity to extend my sincere gratitude and profound obligation towards our Dean

Prof. (Dr.) Sushil Pande for giving me valuable suggestions & Research project without their

encouragement and continuing support, this Research project would not have been possible.

I am grateful to my coordinator Ms. Niharika Verma who have guided me to the completion of the

field study report .

I am also grateful to all those who have either directly or indirectly contributed towards the

completion of the project, for their support and encouragement.

iv
 PREFACE

Research Report is an important part of the Management studies. It bears immense important in the

field of Business Management. It offers the student to explore the valuable treasure of experience and

an exposure to real work culture followed by the industries and thereby helping the students to bridge

gap between the theories explained in the book and their practical implementations.

Research plays an important role in future building of an individual so that we can understand the real

world in which he has to work in future. The theories greatly enhance our knowledge and provide

opportunities to blend theoretical with the practical knowledge where researcher gets familiar with

certain aspect of research. I feel proud to get myself to do research at topic “A STUDY ON

CONSUMER BEHAVIOUR TOWARDS BRITANIA PRODUCT IN LUCKNOW CITY”.

v
 TABLE OF CONTENT

Sr. No Page no.

Topic

1. Introduction 7-16

2. Company profile 17-24

3. Objective of the study 25-27

4. Research methodology 28-29

5. 30-33
Limitations

6. Data analysis and interpretations 34-35

7. . Findings 36-72

8. Recommendation & suggestions 73-74

9. 75-76
Conclusions

10 . Bibliography 77-78

11. Annexure 79-80

vi
INTRODUCTION

1
 INTRODUCTION

The biscuit market in India is estimated to be 1.1million tons p.a., valued at Rs.35billion. The

unorganized sector accounts for over 50% of the market. The market has been growing at a

CAGR of 6-7% p.a. Per capita consumption of biscuits in India is estimated at a low 1.5kgs,

reflecting the huge potential for growth. Manufacturing was reserved for small-scale upto

1997, which put large players at a disadvantage. In the organized sector, Britannia and Parle

are the only national players with dominant market shares. Other organized players include

domestic players like ITC, Bakeman's, Champion, Kwality, Priya and MNC's like SmithKline

Consumer, Kellogg's, Sara Lee, Heinz, Excelsia (Nestle) and United Biscuits. Consumer

behaviour and marketing strategies go hand in hand. If the marketing strategies adopted by

the company are not in proper lines, it will pave way of consumer dissatisfaction. So

management should focus their attention in adopting right marketing strategies which in turn

will satisfy the consumers.

Only if the consumers are satisfied with regard to quality, service and

promotional activities, they will remain as consumer forever. In this highly competitive

world, the consumers have several options. The entire market has drifted away from sellers

market to buyers market. So it should be the objective of any organization to adopt the best

possible marketing strategies to retain the consumers.

Definition

It is a measure of how Britannia biscuitss and services supplied by a company

meet or surpass consumer expectation. It is seen as a key performance indicator within

business and is part of the four perspectives of a balanced scorecard. In a competitive market

place where businesses compete for consumers, consumer behaviour is seen as a key

differentiator and increasingly has become a key element of business strategy.

2
 The present study entitled consumer preference towards Britannia biscuits, a study

with reference to Lucknow is intended to enquire into the factor that influences their choice

of biscuits with respect to Britannia biscuit. Consumer preference varies from brand to brand

on the basis of quality, price, style, taste, advertising and peer influence. The complication

undergone by the researcher to identify consumers reaction are many the researcher’s interest

to know the degree to which consumer preference varies with age, education, occupation or

other, characteristics prompted the selection of this study.

In modern business it is important to know the brand preference of the product this

can increase the level of the consumer satisfaction and value of profit by selling the products.

Only when the consumer give preference for a particular brand, consumer will buy and they

will not buy any other product other than a particular brand.

Organizations are increasingly interested in retained in existing consumers

while targeting non-consumers; measuring consumer behaviour provides an indication of

how successful the organization is at providing Britannia biscuitss and\or services to the

place.

Consumer behaviour is an ambiguous and abstract concept and the actual

manifestation of the state of satisfaction will vary from person to person and Britannia

biscuits\service to Britannia biscuits\service. The state of satisfaction depends on a number of

both psychological and physical variables which correlate with satisfaction behaviors such as

return and recommend rate. The level of satisfaction can also vary depending on other

options the consumer may have and other Britannia biscuitss against which the consumer can

compare the organization’s Britannia biscuitss.

Because satisfaction is basically a psychological state, care should be taken in the effort of

quantitative measurement, although a large quantity of research in this area has recently been

developed. Work done by Berry, Broduer between 1990 and 1998 defined ‘ Ten Quality

3
Values’ whish influence satisfaction behavior, further expanded by Berry in 2002 and known

as the ten domains of satisfaction.

The present study entitled consumer preference towards Britannia biscuits, a study with

reference to Madurai is intended to enquire into the factor that influences their choice of

biscuits with respect to Britannia biscuit. Consumer preference varies from brand to brand on

the basis of quality, price, style, taste, advertising and peer influence. The complication

undergone by the researcher to identify consumers reaction are many the researcher’s interest

to know the degree to which consumer preference varies with age, education, occupation or

other, characteristics prompted the selection of this study.

In modern business it is important to know the brand preference of the product this can

increase the level of the consumer satisfaction and value of profit by selling the products.

Only when the consumer give preference for a particular brand, consumer will buy and they

will not buy any other product other than a particular brand.

Consumer is always right

Consumer is always right, right? Well, that’s what the playbook for any successful business

says. Satisfying consumers may seen like a no-brainer, but the method and psychology

behind securing a loyal following takes more than discount coupons and free balloons.

Studies show that consumers are usually lost for three primary reasons: bad service, bad

Britannia biscuitss, and competition.

Satisfaction is a function of perceived performance and expectation. If the expectation falls

short of expectation, the consumer is dissatisfied. If the performance exceeds expectations,

the consumer is highly satisfied or delighted.

Companies are aiming for high satisfaction because consumers who are just satisfied still find

it easy to switch when a better offer comes along. Those who are just satisfied still find it

4
easy to switch when a better offer comes along. Those who are highly satisfied are much less

ready to switch. High dissatisfaction or delight creates an emotional bond with the brand, not

just a rational preference. The results are high consumer loyalty. Some of today’s most

successful companies are raising expectations and delivering performances to match. The

companies are TCS-Total Consumers Satisfaction.

The key in generating high consumer loyalty is to deliver high consumer value. In

addition to tracking consumer value expectations and satisfaction, companies need to monitor

their competitor’s position in these areas. For consumer centered companies, consumer

behaviour is both a goal and a marketing tool. Although the consumer-centered firm seeks to

create high consumer behaviour, its main goal is not to maximize consumer behaviour. If the

company increases consumer behaviour by lowering its price or increasing its services, the

result may be lower profit.

Retailing can be defined as the buying and selling of goods and services. It can also be

defined as the timely delivery of goods and services demanded by consumers at prices that

are competitive and affordable.

Retailing involves a direct interface with the consumer and the coordination of business activities

from end to end- right from the concept or design stage of a product or offering, to its delivery and

post-delivery service to the consumer. The industry has contributed to the economic growth of many

countries and is undoubtedly one of the fastest changing and dynamic industries in the world today.

Retail operations enable a store to function smoothly without any hindrances. The significant types of

retail operations consist of: Retail Management System targets small and midsize retailers seeking to

automate their stores. The package runs on personal computers to manage a range of store operations

and consumer marketing tasks, including point of sale; operations; inventory control and tracking;

5
pricing; sales and promotions; consumer management and marketing; employee management;

customized reports; and information security.

THE EMERGING SECTORS IN RETAILING:

Retailing, one of the largest sectors in the global economy, is going through a transition phase not

only in India but the world over. For a long time, the corner grocery store was the only choice

available to the consumer, especially in the urban areas. This is slowly giving way to international

formats of retailing. The traditional food and grocery segment has seen the emergence of

supermarkets/grocery chains (Food World, Nilgiris, Apna Bazaar), convenience stores (Convenio, HP

Speedmart) and fast-food chains.

The traditional grocers, by introducing self-service formats as well as value-added services such as

credit and home delivery, have tried to redefine themselves. However, the boom in retailing has been

confined primarily to the urban markets in the country. Even there, large chunks are yet to feel the

impact of organised retailing. There are two primary reasons for this. First, the modern retailer is yet

to feel the saturation' effect in the urban market and has, therefore, probably not looked at the other

markets as seriously. Second, the modern retailing trend, despite its cost-effectiveness, has come to be

identified with lifestyles.

In order to appeal to all classes of the society, retail stores would have to identify with different

lifestyles. In a sense, this trend is already visible with the emergence of stores with an essentially

`value for money' image. The attractiveness of the other stores actually appeals to the existing affluent

class as well as those who aspire for to be part of this class. Hence, one can assume that the retailing

revolution is emerging along the lines of the economic evolution of society.

6
RETAILING SCENARIO- GLOBAL VIEW:

Retailing in more developed countries is a big business and better organized than what in India.

According to a report published by McKinsey & Co. along with the Confederation of the Indian

Industry the global retail business is a worth a staggering URS 6.6 trillion. In the developed world,

most of it is accounted for by the organized retail sector.

The service sector accounts for a large share of GDPin most developed economies. And the retail

sector forms a very strong component of the service sector. In short, as long as people need to buy,

retail will generate employment.Globally, retailing is a consumer-centric with a emphasis on

innovation in products, processes and services.

With total sales of URS 6.6 trilloin, retailing is the world is largest private industry, ahead of finance

and engineering. Some of the world is largest companies are in this sector: over 50 Fortune, 500

companies and around 25 of the Asian Top 200 firms and retailers. Wal-Mart, the world issecond

largest retailer, has a turnover of URS 260 billion, almost one-third of India is GDP.

A store manager is the person ultimately responsible for the day-to-day operations (or management)

of a retail store. All employees working in the store report to the store manager. A store manager

reports to a district or general manager.

Roles and responsibilities

Responsibilities of a store manager may include:

 Human Resources, specifically: recruiting, hiring, training and development, performance

management, payroll, and schedule workplace scheduling;

7
  Store business operations, including managing profit and loss, facility management, safety

and security, loss prevention (also called shrinkage), and banking;

 Product management, including ordering, receiving, price changes, and handling damaged

products and returning them.

 Team Development, to take responsibility for your own personal learning and development.

 Store manager is a great problem solver, challenges the status quo, encourages new ideas, is

positive, forward thinker, aware of goals and results.

 An individual who has exceptional conversational skills. As the main component of a retail

store manager’s daily duties is to interact with consumers and employees, it is very important

that they know how to converse in such a manner which is courteous yet effective.

Sales generation

The store manager will be required to meet monthly, quarterly, or annual sales goals,

depending on the company's fiscal cycle. This may be achieved by setting individual sales

goals (quotas), holding contests for employees, or offering sales promotions. He or she may

also receive a monetary incentive (or "bonus") tied to the financial performance of the store

over a specific time period. This incentive may be based on net sales, profitability, or both.

Thus, the store manager may be forced to reduce payroll expenditures by decreasing

employees' hours, or otherwise reducing costs associated with operating the business.

Safety and security

The General manager will be required to post Material Safety Data Sheets for their employees for any

chemicals used in their store.

The Store manager is the primary keyholder of the store and may be called to the store

before, during, or after business hours in the event of an emergency. He or she is also

8
responsible for the safety of all consumers and employees on store premises. Store managers

may be required to hold safety meetings, especially as dictated by union practices in cases

where store employees belong to a union.

Division of responsibility

A store manager may have several subordinates within the hierarchy of the store to whom he

or she can delegate management-level responsibility. These employees are sometimes called

assistant managers, supervisors, keyholders, shift leads or leads.

Hiring, training and development

The store manager is responsible for the hiring, training, and in some cases, the development,

of employees. The manager must ensure that adequate staffing levels exist in order to

effectively operate the store, and ensure that employees receive the training necessary for

employees to perform their job responsibilities independently. Managers are sometimes

responsible for developing their employees so that the company can promote employees from

within and develop future leaders, potentially for employment at other locations.

Visual merchandising and inventory control

Store managers ensure that visual merchandising is consistent with consumers' expectations of the

brand.

9
In retail locations, store managers are responsible for visual merchandising. Many companies

communicate how to merchandise their stores using direction such as planograms to indicate

product placement. While managers have a varying degree of autonomy in deviating from

corporate direction, it is important to ensure that stores are compliant with the company's

brand image. Managers must ensure that the proper amount of inventory is displayed for

consumers to purchase, by ensuring that shelves and racks remain stocked and that product is

frequently rotated out of storage areas. Managers are also concerned with shrinkage, and

must ensure that merchandising techniques and consumer service skills minimize the

possibility of product being stolen.

10
COMPANY PROFILE

11
 COMPANY PROFILE

Britannia strode into the 21st Century as one of India's biggest brands and the

pre-eminent food brand of the country. It was equally recognized for its innovative

approach to Britannia biscuitss and marketingIn 2002, Britannia's New Business Division

formed a joint venture with Fonterra, the worlds second largest Dairy Company, Britannia

New Zealand Foods Pvt. Ltd. was born. In recognition of its vision and accelerating graph,

Forbes Global rated Britannia 'One amongst the Top 200 Small Companies of the World',

and The Economic Times pegged Britannia India's 2nd Most trusted Brand.

The company's offerings are spread across the spectrum with Britannia

biscuitss ranging from the healthy and economical Tiger Britannia biscuits to the more

lifestyle-oriented Milkman Cheese. Having succeeded in garnering the trust of almost one-

third of India's one billion populations and a strong management at the helm means

Britannia will continue to dream big on its path of innovation and quality. And millions of

consumers will savor the results, happily ever after.

12
Britannia Industries

Britannia Industries Limited

Type Private

Founded 1892

Kolkata and Bangalore; R&D Chennai,

Headquarters
India

Number of
300 stores (2000)
locations

Area served India

Nusli Wadia, Chairman

Key people
Ms. Vinita Bali, (Managing Director)

Industry Food

Biscuits Tiger, Britannia,

Products
milk

Revenue ▲ Rs 2,200 crore

Owner(s) Danone, Kalabakan Investments

Wadia Group,
Parent
Associated Biscuits Intl. Holdings

Website www.britannia.co.in

13
Britannia Industries Limited is an Indian company based in Kolkata that is famous for its

Britannia and Tiger brands of biscuit, which are highly recognised throughout the country.

Britannia is India’s largest biscuit firm, with an estimated 38% market share. [1]

The Company's principal activity is the manufacture and sale of biscuits, bread, rusk, cakes

and dairy products.

The Britannia's fame is largely acknowledged through the colourful Britannia logos that

Indian cricketers such as Virender Sehwag and Rahul Dravid wear on their bats.

History

It was started way back in 1892 with an investment of Rs. 295. [2] Initially, biscuits were

manufactured in a small house in central Kolkata. Later, the business was acquired by the

Gupta brothers and operated under the name of V.S. Brothers. In 1918, C H Holmes, an

English businessman in Kolkata was taken as a partner and The Britannia Biscuit Company

Limited (BBCo) was launched. The Mumbai factory was setup in 1924 and Peak Freans, UK

acquired a controlling interest in BBCo. Biscuits were in big demand during World War II,

which gave a fillip to the company’s sales. The company name was changed to the current

Britannia Industries Limited in 1979. In 1982 Nabisco Brands Inc., USA became a major

foreign shareholder.

Kerala businessman K. Rajan Pillai secured control of the group in the late 1980s, becoming

known in India as the 'Biscuit King'. In 1993, the Wadia Group acquired a stake in ABIL, UK

and became an equal partner with Groupe Danone in Britannia Industries Limited. In what

the Economic Times referred to as one of [India's] most dramatic corporate sagas, [3] Pillai

ceded control to Wadia and Danone after a bitter boardroom struggle, [4] then fled his

Singapore base to India in 1995 after accusations of defrauding Britannia, and died the same

year in Tihar Jail.[5]

14
Growth and profitability

The company is a growing and profitable one. Between 1998 and 2001, the company's sales

grew at a compound annual rate of 16 per cent against the market, and operating profits

reached 18 per cent. More recently, the company has been growing at 27 per cent a year,

compared to the industry's growth rate of 20 per cent. At present, 90 per cent of Britannia’s

annual revenue of Rs2,200 crore comes from biscuits.

Business

Dairy products

Dairy products contribute close to 10 per cent to Britannia's revenue. [6] Britannia trades and

markets dairy products, and its dairy portfolio grew at 47% in 2000-01 and by 30% in 2001-

02. Britannia holds an equity stake in Dynamix Dairy and had outsourced the bulk of its dairy

products from its associate. Its main competitors are Nestle India, and the National Dairy

Development Board (NDDB).[7]

Joint venture with New Zealand Dairy

On October 27, 2001, Britannia announced a joint venture with Fonterra Co-operative Group

of New Zealand, an integrated dairy company from procurement of milk to making value-

added products such as cheese and buttermilk.[7] Britannia planned to source most of the

products from New Zealand, which they would market in India. [6] The joint venture will

allow technology transfer to Britannia.[7] Britannia and New Zealand Dairy each holding 49%

of the JV, and the remaining 2 per cent held by a strategic investor. Britannia has also

tentatively announced that its dairy business would be transferred and run by the joint

venture.[7]

The authorities' approval to the joint venture obliged the company to start manufacturing

facilities of its own. It would not be allowed to trade, except at the wholesale level, thus

15
pitching it in competition with Danone, which had recently established its own dairy

business.[7]

Biscuits

The company's factories have an annual capacity of 433,000 tonnes. [1] The brand names of

biscuits include VitaMarieGold, Tiger, Nutrichoice Junior,Good Day, 50 50, Treat, Pure

Magic, Milk Bikis, Good Morning, Bourbon, Thin Arrowroot, Nice and many more.

Tiger, the mass market brand, realised $150.75 million in sales including exports to countries

including the U.S. and Australia, or 20% of Britannia revenues in 2006.

The company alleged that Danone has violated its intellectual property rights in the Tiger

brand by registering and using Tiger in several countries in 2006 without the consent of the

Britannia Board. Managing Director Vinita Bali claims the company found out in 2004

Danone launched the Tiger brand in Indonesia in 1998, and later in Malaysia, Singapore,

Pakistan and Egypt when it attempted to register the Tiger trademark in some of these

countries.[8] Whilst it was initially reported in December 2006 that agreement had been

reached,[9] it was reported in September 2007 that a solution remained elusive. [8] In the

meantime since Danone's biscuit business has been taken over by Kraft, the Tiger brand of

biscuits in Malaysia has been renamed Kraft TiGER Biscuits beginning September 2008.

Britannia initiated legal action against Danone in Singapore in September 2007.[10]

Ownership and relationship between major shareholders

The Wadias' Kalabakan Investments and Groupe Danone have two equal joint venture

companies, Wadia BSN and UK registered Associated Biscuits International Holdings Ltd.,

which together hold 51 per cent stake in Britannia. [11] The ABIH tranche was acquired in

1992, while the controlling stake held by Wadia BSN was acquired in 1995. It was agreed

that, in case of a deadlock between the partners, Danone is obliged to buy the Wadia BSN

16
stake at a "fair market value". ABIH which has a separate agreement signed in 1992 and is

subject to the British law.

Wadia was to be Danone's partner in the food and dairy business, and product launches from

Groupe Danone’s were expected but never materialised despite the JV being in existence for

over 11 years in India.[11] Under the 1995 joint venture agreement, Danone is prohibited from

launching food brands within India without the consent of the Wadias. [13] In addition, the

partners agreed there would be the right of first refusal to buy out the remaining partner in the

event of the other wishing to sell its holding.[14]

In May 2007, Nusli Wadia told the Ministry of Commerce and Industry that Danone invested

in a Bangalore-based bio nutrition company, Avesthagen, in October 2006 in violation of the

government's Press Note 1, 2005, which requires a foreign company to obtain the consent of

its Indian joint venture partner before pursuing an independent business in a similar area,

including joint ventures based purely on technical collaboration. Danone argued that Press

Note 1 did not apply to it as it did not have a formal technology transfer or trademark

agreement with Avesthagen, and that its 25 pct holding in Britannia was indirect. [15] Wadia

also filed a case in the Bombay High Court for a breach of a non-compete clause in that

connection. The court ordered Danone not to alienate, encumber or sell shares of Avestagen.

In September 2007, the Foreign Investment Promotion Board of India rejected Danone's

claims that it does not need a non-compete waiver from the Wadias to enter into business in

India alone.[17]

In June 2006, Wadia claimed Danone had used the Tiger brand to launch biscuits in

Bangalore.[14]

After a prolonged legal battle, Danone has finally agreed to sell its stake in Britannia and get

out of this line of business. Danone will sell its 25.48% stake to Leila Lands, which is a

17
Wadia group entity based in Mauritius. The deal is valued to be at $175-200 m. With this

buy-out, Wadia's will hold a majority stake of 50.96%.

THEORITICAL BACKGROUND

The topic of consumer behavior is one of the massively studied topics by the researchers and

marketers in the past and still being studied. Researchers show different reasons as to why

consumer behavior has been the topic of many academics and researchers. One of the common

views is that understanding consumer behaviour has become a factor that has a direct impact on the

overall performance of the businesses (Kotler and Keller, 2012). Variawa (2010)2 analyzed the

influence of packaging on consumer decision making process for Fast Moving Consumer Goods.

The aim of the research was to analyze the impact of packaging for decision making processes of

low-income consumers in retail shopping. In a survey conducted in Star Hyper in the town of

Canterville 250 respondents.

Lee (2005)3carried out study to learn the five stages of consumer decision making process in the

example of China. The researcher focuses on the facts that affect the consumer decision making

process on purchasing imported health food products, in particular demographic effects such as

gender, education, income and marital status . Acebron et al (2000)6. The study was to analyze

the impact of previous experience on buying behaviour of fresh foods, particularly mussels. In

their studies the authors used structural equation model in order to identify the relationship

between the habits and previous experience on the consumer buying decision.

Britannia Industries Limited has deep rooted its name firmly in each and Everyone’s mind and

heart, thecompany deals with producing wide range of biscuits, cakes, dairy products and snacks In

the year 1918 Gupta Brothers took Mr.C.H.Holmes, an English businessman in Calcutta, as a

partner.

18
The Britannia Biscuit Company Limited (BBCo.) was registered on March 21, 1918 and brand

name ‘Britannia’ was launched. In 1998, company’s sales were Rs.1000 crores. Britannia now

produces over 1,00,000 tones of biscuits every year and over 60,000 tons of bread and cake, with

4 production units, over 5800 employees and 21 franchise manufacturers, and of course an

excellent distribution network of more than 34 warehouse and more than 2,00,000 retail outlets. In

April ’97, the Government de reserved the biscuit sector from small scale. Britannia has expanded

captive manufacturing facilities and has modernized and upgraded its facilities in the last five

years. It has also forayed into the Dairy Business with the launch of Cheese, Butter, Ghee, Dairy

whitener and flavored milk products.

19
OBJECTIVES OF THE

STUDY

20
 OBJECTIVES OF THE STUDY

 To study the consumer behaviour towards Britannia product in Lucknow City

 To study about the various factors this determines the levels of consumer

preference among different varieties of Britannia biscuits.

 To evaluate opinion of the consumers about their preferences, the parameters to

improve the sales.

 To give suggestions to the concerned management for improving the consumer

behaviour.

21
 RESEARCH

METHODOLOGY

22
 RESEARCH METHODOLOGY

NEED FOR THE STUDY

This report is an outcome of a study undertaken for the consumer’s brand

preference among Britannia Britannia biscuits. The main research objectives are to study the

opinion of the consumer regarding the cost, quality, taste, purity and health aspects.

The data is collected by means of distributed structural questionnaire to the

people those who are using the branded milk. The data collected has been subjected to

analysis and interpretation on the basis of objectives and suggestions has been given at the

end, which will help the consumer to recommend the brand to the others and the

manufactures may also be aware about it.

RESEARCH DESIGN

 The research design is the plan and structure of investigation so conceived as to

obtain answer to research questions. Since the problem of the research is already

known, the researcher has the study, which is descriptive in nature.

DATA COLLECTION

A. PRIMARY DATA

B. SECONDARY DATA

A. PRIMARY DATA

A study on brand preference among the consumer using branded milk in

our area was done through field survey. Questionnaire method was used for the field survey.

Questionnaire method was used and the information was collected from the 100 sample

respondents.

23
 QUESTION TYPE

The question contains open-ended, multiple choice questions and also

dichotomous questions.

OPEN-ENDED QUESTIONS

Questions that the respondent can answer in a free- flowing format without

restricting the range of choices to a set of specific alternatives suggested by the researcher.

MULTIPLE CHOICE QUSETIONS

It is formed with a view that the respondents can answer from among the

given choices. These type of questions can save the valuable time of the respondents.

DICHOTOMOUS QUSETIONS

In this type of questions, the respondents have to choose only Yes or No.

This type of questions can save the value time of the respondent’s.

B.SECONDARY DATA

Secondary sources of information are obtained through observation and

analysis of records such as company profile, Britannia biscuits profile, and websites.

Data analysis is essential for a scientific study and for ensuring that the

relevant data was used for making contemplated comparison and analysis.

Interpretation is essential for the simple reason that the usefulness and utility

of research findings lies in proper interpretation.

SAMPLING METHOD

Sampling is a process of selecting a sufficient number of clients from the

population, so that a study of sample and understanding of its properties or characteristics

would make it possible for us to generate such properties and characteristics.

24
 In the study, the researcher has adopted the convenience sampling

technique-“Conveniently available to provide “.In this study, the researcher has selected 100

sampling size from the unknown population.

SAMPLING SIZE

The number of sample taken for the study is 150. The samples taken for the

study belong to the area surrounding to Lucknow.

TOOLS USED FOR ANALYSIS

Percentage analysis is the tool analysis the collected data and to find out the

position. It is used to compare one response with that of the other

Percentage of response= [No of respondents / total no of respondents] *100

Bar charts and Pie charts have been used for representing through graphical

method.

25
LIMITATIONS

26
 LIMITATION

. There are number of uncontrollable factors acting as limitations in conducting the study.

Some of such limitations encountered by me in my study are -

 Since the survey was done only in Lucknow the result obtained may not be taken as universal

suggestion.

 Quality of the information highly dependent on the knowledge of the respondents.

 Concern person of shop keeping in charge will always change, so that their assessment of the

product and the relationship with the company officials could not be adequate.

 Respondents in some department gave biased responses for fear of their position in the

company. This may have influenced the results.

 Some people at top level were afraid and showed complete reluctance to give responses to

some questions.

 The study is confined only to Lucknow.

27
DATA ANALYSIS AND

INTERPRETATION

28
 DATA ANALYSIS AND INTERPRETATION

TABLE NO: 1

AGE OF THE RESPONDENTS

Age Frequency Percent

Less than 20 13 8.7

21-40 75 50.0

41-60 48 32.0

61 and Above 14 9.3

Total 150 100.0

INTERPRETATION

From the above table it is clear that 50.0% of the respondents belong to age

between 21 - 40. This shows that they are highly aware of the Britannia biscuits. 32.0% of

the respondents belong to age between 41 - 60. They are working age people who buy the

Britannia biscuits for their family. The rest of the respondent for old age people and young

students who are less in number compared to other age people.

CHART NO: 1

29
30
 TABLE NO: 2

OCCUPATION OF THE RESPONDENTS

Occupation Frequency Percent

Student 52 34.7

Govt-employee 34 22.7

Businessmen 28 18.7

Housewife 22 14.7

Professional 14 9.3

Total 150 100.0

INTERPRETATION

From the above table it is clear that 34.7% of the respondent of students.

22.7% of the respondents are government employees, 18.7% of the respondents are business

man, 14.7% of the respondents are house wives, and 9.3% of the respondents are

professionals.

31
CHART NO: 2

32
 TABLE NO: 3

NUMBER OF FAMILY MEMBERS OF THE RESPONDENTS

Family Members Frequency Percent

Below Four 36 24.0

Four or Five 99 66.0

Six and Above 15 10.0

Total 150 100.0

INTERPRETATION

From the above table it is clear that 66.0% of respondents have a family with

members four or five, 24.0% of the respondents have a family of below four members, and

10.0% of respondents have a family with members six and above.

33
CHART NO: 3

34
 TABLE NO: 4

FAMILY INCOME OF THE RESPONDENTS

Family Income Frequency Percent

Below 10000 37 24.7

10000-20000 98 65.3

21000-30000 14 9.3

31000 and Above 1 .7

Total 150 100.0

INTERPRETATION

From the above table it is clear that 65.3% of the respondents have a family

income between 10,000- 20, 000, 24.7% of the respondents family income below 10,000,

9.3% of the respondents have a family income between 210000- 30,000, 0.7% of the

respondents have a family income of 31,000 and above.

35
CHART NO: 4

36
 TABLE NO: 5

FREQUENCY OF PURCHASE OF THE RESPONDENTS

Frequency of purchase Frequency Percent

Many times a day 3 2.0

Few times a day 17 11.3

Once a day 67 44.7

Few times a month 18 12.0

Few times a week 45 30.0

Total 150 100.0

INTERPRETATION

From the above table it is clear that 44.7% of the respondents consume the

Britannia biscuits once a day. 30.0% of the respondents consume the Britannia biscuits few

times a week. 12.0% of the respondents consume the Britannia biscuits few times a month.

11.3% of the respondents consume the Britannia biscuits few times a day. 2.0% of the

respondents consume the Britannia biscuits many times a day.

37
CHART NO: 5

38
 TABLE NO: 6

PREFERRED WEIGHT OF BISCUIT PACKETS BY THE RESPONDENTS

Weight Frequency Percent

53g 22 14.7

102g 56 37.3

121g 43 28.7

143g 18 12.0

200g 11 7.3

Total 150 100.0

INTERPRETATION

From the above table it is clear that 37.3% of respondents preferred 102g

packets, 28.7% of respondents preferred 121g packets, 14.7% of respondents preferred 53g

packets, 12.0% of respondents preferred 143g packets, the rest of the respondents prefer 200g

packets.

39
CHART NO: 6

40
 TABLE NO: 7

ATTRACTED MEDIA OF THE RESPONDENTS

Media Frequency Percent

Word of mouth 19 12.7

Advt. through Print

17 11.3
Media

Advt. through TV 114 76.0

Total 150 100.0

INTERPRETATION

From the above table it is clear that 12.7% of respondents buy the Britannia

biscuits because of others reference, the majority of respondents that is 76.0% buy because of

the advertisements through Televisions. The rest of the respondents buy because of

advertisements threw Print Media.

41
CHART NO: 7

42
 TABLE NO: 8

OPINION OF THE RESPONDENTS REGARDING BRITANNIA BRITANNIA

BISCUITSS

Opinion Frequency Percent

Highly Satisfied 37 24.7

Satisfied 108 72.0

Neither Satisfied Nor

5 3.3
Dissatisfied

Total 150 100.0

INTERPRETATION

From the above table it is clear that 72.0% of the respondents are satisfied

with the Britannia biscuits. 24.7% of the respondents are highly satisfied with the Britannia

biscuits.The rest of the respondents are neither satisfied nor dissatisfied.

43
CHART NO: 8

44
 TABLE NO: 9

LEVEL OF PROMOTIONAL ACTIVITIES AMONG THE RESPONDENTS

Level of promotion Frequency Percent

Excellent 10 6.7

Very good 61 40.7

Good 58 38.7

Moderate 21 14.0

Total 150 100.0

INTERPRETATION

From the above table it is clear that 38.7% of the respondents feel that the

promotional activities provided by the company are good. 40.7% of the respondents feel that

the promotional activities provided by the company are very good.6.7% of the respondents

feel that the promotional activities provided by the company are excellent. The rest of the

respondents feel it as moderate.

45
CHART NO: 9

46
 TABLE NO: 10

PREFERRED PROMOTIONAL ACTIVITY AMONG THE RESPONDENTS

Promotional activity Frequency Percent

Discount 56 37.3

Gift 15 10.0

Prize 10 6.7

Buy One Get One Free 6 4.0

Contest 6 4.0

Offering extra quantity

57 38.0
with same price

Total 150 100.0

INTERPRETATION

From the above table it is clear that 38.0% of the respondents prefer offering

extra quantity with same price. 37.3% of the respondents prefer discount. 10.0% of

respondents prefer gift. 6.7% of the respondents prefer prize. The rest of the respondents

prefer buy one get one free and contest as the promotional activity.

47
CHART NO: 10

48
 TABLE NO: 11

OPINION OF THE RESPONDENTS REGARDING THE PRICE OF THE

BRITANNIA BISCUITS

Price level Frequency Percent

High 22 14.7

Optimum 127 84.7

Low 1 .7

Total 150 100.0

INTERPRETATION

From the above table it is clear that 84.7% of the respondents feel that the

price of the Britannia biscuits is optimum. 14.7% of the respondents feel that the price of the

Britannia biscuits is high. Only 0.7% feels that the price is low.

49
CHART NO: 11

50
 TABLE NO: 12

PREFERRED SPECIALTY OF THE BRITANNIA BISCUITS AMONG THE

RESPONDENTS

Specialty Frequency Percent

Service 4 2.7

Quality 86 57.3

Packing 17 11.3

price 11 7.3

All he Above 32 21.3

Total 150 100.0

INTERPRETATION

From the above table it is clear that 57.3% of the respondents feel the quality

is special in the Britannia biscuits. 11.3% of the respondents feel the packing is special in the

Britannia biscuits. 7.3% of the respondents feel that price is special in the Britannia

biscuits.2.7% of the respondents feel the service is special in the Britannia biscuits. The rest

of the respondents feel that all the above are the specialty factors in the Britannia biscuitss.

51
CHART NO: 12

52
 TABLE NO: 13

MODE OF THE PURCHASE OF THE RESPONDENTS

Mode of Purchase Frequency Percent

Retailer 106 70.7

Agency 14 9.3

Wholesaler 30 20.0

Total 150 100.0

INTERPRETATION

From the above table it is clear that majority of the respondents that is 70.7%

buy from the retailers. 20.0% of the respondents buy from the wholesalers. The rest of the

respondents buy directly from the agency.

53
CHART NO: 13

54
 TABLE NO: 14

BRAND IMAGE OF THE BRITANNIA BISCUITS AMONG THE RESPONDENTS

Brand Image Frequency Percent

Excellent 20 13

Very good 82 54.7

Good 45 30.0

Moderate 3 2.0

Total 150 100.0

INTERPRETATION

From the above table it is clear that about 54.7% of the respondent feel that

brand image of the Britannia biscuits is very good. 30.0% of the respondent feel that brand

image of the Britannia biscuits is good. 13.3% of the respondent feel that brand image of the

Britannia biscuits is excellent. The rest of the respondents feel it as moderate.

55
CHART NO: 14

TABLE NO: 15

56
 LEVEL OF MARKETING LITERATURE AMONG THE RESPONDENTS

Marketing Literature Frequency Percent

Excellent 13 8.7

Very good 71 47.3

Good 57 38.0

Moderate 8 5.3

Bad 1 .7

Total 150 100.0

INTERPRETATION

From the above table it is clear that about 47.3% of the respondents feel that

brand image of the Britannia biscuits is very good. 38.0% of the respondents feel that brand

image of the Britannia biscuits is good. 8.7% of the respondents feel that brand image of the

Britannia biscuits is excellent. 5.3% of the respondents feel it as moderate and only 0.7% of

the respondents feel as bad.

CHART NO: 15

57
58
 TABLE NO: 16

LEVEL OF AVAILABILITY OF THE BRITANNIA BISCUITS

Availability Frequency Percent

Highly satisfied 23 15.3

Satisfied 111 74.0

Neither Satisfied Nor

16 10.7
Dissatisfied

Total 150 100.0

INTERPRETATION

From the above table it is clear that about 74.0% of the respondents are

satisfied with the availability of the Britannia biscuitss. 15.3% of the respondents are highly

satisfied with the availability of the Britannia biscuitss. 10.7% of the respondents are neither

satisfied nor dissatisfied with the availability of the Britannia biscuitss.

59
 TABLE NO: 18

OPINION REGARDING IMPACT ON OBESITY BY THE BRITANNIA BISCUITSS

Impact on obesity Frequency Percent

Yes 30 20.0

No 120 80.0

Total 150 100.0

INTERPRETATION

From the above table it is clear that about 80.0% of the respondents feel that

the Britannia biscuits does not have any impact on obesity and only 20.0% of the respondents

feel that the Britannia biscuitss have impact on obesity.

60
CHART NO: 18

61
 TABLE NO: 19

OPINION REGARDING THE LEVEL OF CALORIE

Level of Calorie Frequency Percent

Highly satisfied 29 19.3

Satisfied 112 74.7

Neither Satisfied Nor

9 6.0
Dissatisfied

Total 150 100.0

INTERPRETATION

From the above table it is clear that about 74.7% of the respondents are

satisfied with the calorie of the Britannia biscuitss. 19.3% of the respondents are highly

satisfied with the calorie of the Britannia biscuitss. 6.0% of the respondents are neither

satisfied nor dissatisfied with the calorie of the Britannia biscuitss.

62
 TABLE NO: 20

NEXT PREFERENCE OF THE RESPONDENT

Next preference Frequency Percent

Sun feast 68 45.3

Parle 25 16.7

Horlicks 16 10.7

Complan 11 7.3

None 30 20.0

Total 150 100.0

INTERPRETATION

From the above table it is clear that about 45.3% of the respondents are buying

Sun feast if Britannia is not available. 16.7% of the respondents are buying Parle if Britannia

is not available. 10.7% of the respondents are buying Horlicks if Britannia is not available.

7.3% of the respondents are buying Complan if Britannia is not available and about 20.0% of

the respondents have no other option except Britannia which shows their brand loyalty.

63
CHART NO: 20

64
FINDINGS

65
 FINDINGS

 Most of the respondents consume Britannia biscuits only once a day.

 It was found that 102g weight packet is mostly preferred among the respondents.

 Offering extra quantity with the same price is the promotional activity preferred by

the respondents.

 It was found that respondents feel that the price of the Britannia biscuits is optimum.

 Majority of the respondents feel that the Britannia biscuits don’t have impact on

obesity.

 The respondents are satisfied with the calorie contents of the Britannia biscuits.

 Most of the respondents were highly satisfied with the quality of the Britannia

biscuits.

 Advertisement through television was very effective among the respondents.

 Majority of the respondents do not prefer changes such as taste, flavor, size, in the

Britannia biscuits.

 According to this survey the immediate competitor of Britannia is sun feast.

66
SUGGESTIONS

67
 SUGGESTIONS

 Advertisement through other Medias may be influenced to get growth in sales.

 The advertisement is promoted in such a way that it may cover people of all age

groups.

 Britannia biscuits differentiation is in such a way that it may promote and create

awareness among the population.

 The preferred promotional activity among the public may be implemented to achieve

more consumer behaviour.

68
CONCLUSION

69
 CONCLUSION

A Study on Consumer behaviour of Britannia Cookies was used to detect the

consumer behaviour of Britannia users. This survey is highlighted on specific area to

determine the consumer utilization of Britannia at the exceeding level or not and also

the survey used to identify the important factors which influencing the Britannia.

From the detailed studies conducted it is seen that there is a direct relation

with the consumer behaviour and many other factors.

Problem to consumer behaviour have been defined and necessary suggestion

have been provided.

The Britannia biscuits is already well established among the population in its

quality aspects. Further improvement is possible by providing many promotional

activities preferred by the population.

70
BIBLIOGRAPHY

71
 SUGGESTIONS

1. Books

K.Sekaran, “Research Methods for Business”, A Skill Building Approach,

John Wiley & Sons Ltd U.K, Fourth Edition, 2009 Page No.(218-223).

R.Nandhagopal, K.Arul Rajan, N.Vivek, “ Research Methods In

Business”, Excel Books, 2008, Page No.(13-21), (83-91).

2. Thesis

N.Manonmani, “ A Study On Consumer behaviour Of Cheran food

House”, Under the guidance of Mr.R.Rajendran MBA,MCA.,

Website

http://en.wikipedia.org/wiki/Descriptive_research

http://en.wikipedia.org/wiki/research

http://business.mapsfindia.com/india_industry/Britannia biscuits.html

http://www.ibmaBritannia biscuits.in/biscuit_industry_profile.html

http://www.britannia.co.in

72
ANNEXURE

73
 QUESTIONNAIRE

A Study on Consumer behaviour in Britannia Cookies

1. Name :

2. Location :

3. Age :

a) Below 20 b) 21-40 c) 41-60 d) 61& above 61

4. Occupation:

a) Student b) Govt-employee c) Businessmen d) Housewife e) Professional

5. How many members are there in your family?

a) Below Four b) Four or Five c) Six or Above

6. Income of your family:

a) Below 10000 b) 10000 to 20000 c) 21000 to 30000 d) 31000 and Above

7. How frequently you use Britannia biscuits?

a) Many times a day b) Few times a day c)Once a day d) Few times a week

e) Few times a month f) Haven’t used it yet

8. Which Variety of Britannia biscuit you prefer?

a) Milk Bikis b) Treat c)50-50 d) Bourbon e) Cookies f) Almond g) Tiger

h) Nice i) Maska Chaska j) Marie Gold k) Vita Marie l) Little Hearts m) Goodday

9. From among the following which weight you prefer to buy?

a) 53g b) 102g c) 121g d) 143g e) 200g

10. What is your opinion about our Britannia biscuits?

a) Highly Satisfied b) Satisfied c) Neither Satisfied Nor Dissatisfied

d) Dissatisfied e) Highly Dissatisfied

11. Which one of the media attracted you the most?

a) Word of Mouth b) Advt. through Print Media c) Advt. through Television

74
 12. What is the level of promotional activity provide by the company?

a) Excellent b)Very Good c) Good d) Moderate e)Bad f) Very Bad

13. Which type of promotional activity you prefer?

a) Discount b) Gift c) Prize d) Buy One Get One Free e) Contest

d) Offering Extra Quantity with Same Price

14. What do you feel about the price of Britannia Britannia biscuitss?

a) Very High b) High c) Optimum d) Low e) Very Low

15. What is the specialty of Britannia Britannia biscuitss?

a) Service b) Quality c) Packing d) Price e) All the above

16. What is your mode of purchase?

a) From retailer b) From agency c) From Wholesaler

17. State your level of satisfaction regarding the dealers (wholesaler & retailer only?)

a) Highly Satisfied b)Satisfied c) Neither Satisfied Nor Dissatisfied

d)Dissatisfied e) Highly Dissatisfied

75