A PROJECT REPORT

on

“A MARKET RESEARCH ON RETAILERS

AWARENESS & ACCEPTANCE TOWARDS
BRITANNIA’S DAIRY PRODUCTS”

ARYABHATT KNOWLEDGE UNIVERSITY, PATNA

(In partial fulfilment of the requirement for the award of the degree of)

BACHELOR OF BUSINESS ADMINISTRATION

UNDER THE GUIDANCE OF: SUBMITTED BY:

Dr. Jyotsna Rai Sonam Kumari Mishra

th
Associate Professor BBA 6 Semester

Marketing Reg. 21302334022

IIBM, Patna

INDIAN INSTITUTE OF BUSINESS MANAGEMENT, PATNA

BATCH-2021-2024

1
 DECLARATION

I Sonam Kumari Mishra (Registration No 21302334022) declare that the Project Report on the
Study Of “A MARKET RESEARCH ON RETAILERS AWARENESS & ACCEPTANCE
TOWARDS BRITANNIA'S DAIRY PRODUCTS" submitted by me to ARYABHATTA
KNOWLEDGE UNIVERSITY, PATNA is a record of an original work done by me under the
guidance of Prof. (Dr.) Jyotsna Rai, Associate Professor (Marketing), Indian Institute of Business
Management, and Mr Ranjeet Kumar, Area Sales Manager, Britannia Industries Ltd, Bihar and this
project work is submitted in partial fulfilment of the requirements for the award of the degree of
Bachelor of Business Administration. The results embodiedin this project have not been submitted to
any other University or Institute for the award of any degreeor diploma.

Sonam Kumari Mishra

Registration No: 21302334022 Date:

2
GUIDE CERTIFICATE

3
COMPANY CERTIFICATE

4
 ACKNOWLEDGEMENT

All achievements and accomplishments are incomplete without the support and guidance of some
people. I primarily express my sincere acknowledgment to the Executive Director IIBM Prof. (Dr.)
Rohit Singh and Prof. Ganesh Panday, Director of Academics, for their guidance and
encouragement throughout the academic curriculum.
Then I extended my gratitude towards Prof. (Dr.) Jyotsna Rai, Associate Professor (Marketing),
Department of Management, for her guidance, support, and motivation behind this management
thesis.
I also extend my deep regards and gratitude to the guiding team at Britannia Industries Ltd, Patna.
I acknowledge Mr. Shashank Shekhar, State Head Britannia Bihar, and Mr. Ranjeet Kumar, Area
Sales Manager, Britannia Industries Ltd, Bihar for giving us this opportunity to pursue our
internship under their esteemed organisation.
I extend my gratitude towards Mr. Sitesh Kumar, Head M/S Vasudev Enterprises, Chithkohra, for
his consistent guidance, practical knowledge sharing, and support required during the internship. I
also thank Mr. Aashish Aman, Area Sales Executive, Britannia Industries, Patna and the Field Sales
Representative Mr. Aditya Kumar, Britannia, other staff at Vasudev Enterprises and all the channel
partners who supported me during this study.
Finally, I extend my regards to my family, friends and all those people who directly or indirectly
helped and supported me during this internship.

Sonam Kumari Mishra

Registration no: 21302334022

5
 TABLE OF CONTENT

Chapter No. Section Chapter Details Page No.

DECLARATION 02

CERTIFICATES 03-04

ACKNOWLEDGEMENT 05

EXECUTIVE SUMMARY 11

1.1 INTRODUCTION 12-13

1.2 COMPANY PROFILE 14-16

Chapter I 1.3 17
OVERALL MARKET SIZE OF BRITANNIA

1.4 DAIRY PRODUCTS OF BRITANNIA 18-19

1.5 ABOUT VASUDEV ENTERPRISES 20-21

CONCEPTUAL BACKGROUND

2.1 SERVICE MAKRETING 22-24

Chapter II 2.2 MARKETING DISTRIBUTION SYSTEM 24

2.3 7P’S OF SERVICE MAKRETING 25-26

2.4 7’S OF SERVICE MARKETING WITH THE 26-27

REFERENCE TO VASUDEV ENTERPRISES

6
 2.5 KEY TERMINOLOGY 28-29

OBJECTIVES & RESEARCH

METHODOLOGY

3.1 OBJECTIVES 31

3.2 SCOPE OF STUDY 31

3.3 MOTIVATION 31

3.4 RESEARCH DESIGN 31

3.5 SAMPLING METHODS 32

TYPES OF SAMPLING METHODS -

Chapter III 3.6 32
PROBABILITY & NON-PROBABILITY

3.7 CONVENIENCE SAMPLING 32

3.8 RESEARCH PLAN 33

3.9 RESEARCH METHODOLOGY 34

3.10 TYPES OF RESEARCH METHODOLOGY 34

3.11 METHODS OF DATA COLLECTION 35

3.12 GAP ANALYSIS 35-36

7
 DATA ANALYSIS & INTERPRETATION

Chapter IV 4.1 DATA ANALYSIS 38

4.2 TYPE OF DATA ANALYSIS 38

4.3 DESCRIPTIVE DATA ANALYSIS 39-47

FINDINGS, SUGGESTIONS,
CONCLUSION & LIMITATIONS

5.1 SUMMARY OF FINDINGS 49-50

Chapter V 5.2 LIMITATIONS 50

5.3 SUGGESTIONS 50-51

5.4 CONCLUSION 51-52

BIBLIOGRAPHY 53

ANNEXURE – QUESTIONNAIRE 54-55

8
 LIST OF FIGURES

Chapter No. Figure No. Particulars Page No.

1.1 BRITANNIA PRODUCTS RANGE 15

Chapter I 1.2 BRITANNIA PRODUCT MIX 16

1.3 DAIRY PRODUCT RANGE OF BRITANNIA 19

Chapter II 2.1 BRITANNIA’S CHEESE PRODUCT RANGE 29

3.1 DIAGRAM FOR RESEARCH DESIGN 33

PHOTOGRAPH OF INTERN WITH SALES

3.2 REPRESENTATIVE DURING MARKET 34
Chapter III VISIT

3.3 GAP ANALYSIS DIAGRAM 35

3.4 DIAGRAM FOR DATA COLLECTION 36

METHODS

4.1 DATA ANALYSIS PROCESS 38

Chapter IV
4.2 BRITANNIA DAIRY PRODUCTS 42

Chapter V 5.1 BRITANNIA’S BRAND IMAGE 52

9
 LIST OF CHARTS

Chapter No. Chart No. Particulars Page No.

4.1 NUMBER OF RETAILERS WITH 39

REFRIGERATOR/FRIDGE

4.2 GRAPH SHOWING FROM WHERE 40

RETAILERS PURCHASE THEIR GOODS

4.3 RETAILERS’ AWARENESS ABOUT 40

BRITANNI DAIRY PRODUCTS

4.4 MILKSHAKE BRAND THAT RETAILERS 43

PURCHASE

Chapter IV RETAILERS PREFERRED PRICE RANGE

4.5 44
OF MILKSHAKES

DO THE RETAILERS COMPARE THE

4.6 PRICE OF BRITANNIA DAIRY PRODUCTS 44
WITH OTHER BRANDS OR NOT
WILL THE RETAILERS SWITCH TO
4.7 ANOTHER BRAND IF THE PRICE OF THE 45
BETTER-QUALITY MILKSHAKE IS RS? 40
AND ABOVE

4.8 RETAILERS’ AWARENESS ABOUT 47

DIFFERENT MILKSHAKE BRANDS

10
 EXECUTIVE SUMMARY

A market research study on retailers' awareness of Britannia's dairy products for the Regional Unit of
Patna shows that the brand has high recognition and familiarity due to its strong market presence and
extensive promotional efforts. Retailers are informed about Britannia’s offerings, particularly dairy
whitener, cheese, Lassi, Ghee and milkshakes and often emphasize the brand’s reputation for quality and
reliability. However, the research also reveals areas for improvement, such as increasing awareness in
interior urban markets, rural and semi-urban areas and ensuring consistent product availability. To
capitalize on this strong awareness, Britannia should keep investing in marketing initiatives, supply chain
improvements, and retailer engagement programs to establish its position in the dairy sector further.

The dairy segment has become a critical area of growth for many FMCG companies, including Britannia
Industries Limited. While renowned for its extensive portfolio in the biscuits and bakery segment,
Britannia has strategically entered the dairy market. This market research aims to assess the awareness
level of retailers regarding Britannia's dairy products, explore factors influencing their awareness, and
provide insights on how Britannia can enhance its market penetration.

Figure 1 (Britannia Celebrating World Milk Day)

(Source: Website of Britannia)

11
12
 CHAPTER 1: INTRODUCTION

(1.1) INTRODUCTION

Channel partners in Patna are essential for FMCG companies, playing a crucial role in ensuring market
penetration and driving growth in this region. Leveraging their local market expertise, these partners
facilitate effective distribution, minimize operational costs, and enhance brand visibility, making them
vital for companies aiming to establish and expand their presence in this market.

In today’s highly competitive market, businesses are increasingly getting customer-oriented, realizing the
fact that it is necessary to keep their channel partners and customers with them for the long term to sustain
in the market. Though customer retention is very important, it’s equally important to identify and analyze
the factors that cause retailers or customers to switch behaviour.

Understanding that intermediatory and final consumers are very critical for companies’ marketers always
pay crucial attention to switching behaviour. The Switching behaviour is a phenomenon where channel
partners or customers of products leave their regular brand and switch to a new brand, due to various
reasons adding to their dissatisfaction. Companies have always attempted to understand their
intermediatory and final consumers and have always given prominent importance to their channel partners
understanding their role in the entire distribution system and product placement and promotion in the
markets.

In the past, there have been many attempts made via different studies to understand consumer behaviour
and their satisfaction level with products. This study emphasizes understanding the retailer’s behavior
towards accepting Britannia’s dairy products in the region of Patna. Retailer switching has always been
a concern area for many FMCG companies for numerous reasons. Therefore, this research study attempted
to bring forward retailers’ acceptance, perception and concerns related to the placement and promotion of
Britannia’s dairy products.

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(1.2) COMPANY PROFILE

Britannia Industries Limited, established in 1892, is one of India's oldest and most respected food
companies. Headquartered in Kolkata, Britannia has a rich heritage and a strong legacy in the FMCG
sector. Known for its high-quality products, Britannia has become synonymous with trust, innovation, and
excellence in the Indian food industry. Britannia’s product portfolio spans across various categories,
including biscuits, bread, cakes, rusk, and dairy products. The company is a market leader in the biscuits
segment, with popular brands like Good Day, Tiger, MultiChoice, Milk Bikis, and Marie Gold. Britannia’s
foray into the dairy segment further strengthens its position as a comprehensive food solutions provider.

Product Segments (Product Mix)

1. Biscuits
o Good day: A premium range of butter and cashew biscuits.
o Tiger: Economical and nutritious biscuits, catering to the mass market.
o MultiChoice: Health-focused biscuits for the health-conscious consumer.
o Milk Bikis: Popular among children, enriched with milk and essential nutrients.
o Marie Gold: Classic tea-time biscuits, loved for their simplicity.
o 50-50: Balanced flavour that combines a hint of sweetness with a touch of saltiness.
o Jim Jam: Sweet taste of fruit jam, making it a delightful treat.
o Bourbon: Beloved classic in the realm of cookies, known for its rich chocolate flavour
o Treat a Popular range of cream-filled cookies known for their delightful taste.
o Little Hearts: Well-loved snack, recognizable by their unique heart.
o Pure Magic: Premium range of cookies known for their indulgent and rich flavours.
o Nice Time: Cherished for their unique coconut flavour and satisfying crunch.
o Biscoe: Unique blend of coffee flavours.
2. Bread

o Whole Wheat Bread: A healthy option made with whole wheat flour.
o White Bread: Soft and fluffy, a staple in many households.
o Multigrain Bread: Packed with the goodness of multiple grains.

14
3. Cakes and Rusk
o Cakes: Available in various flavours and formats, including cupcakes and bar cakes.
o Rusk: Crunchy and perfect for tea-time snacks.
4. Dairy
o Milk: Fresh, flavored, and UHT milk options.
o Cheese: Slices, cubes, spreads, and blocks.
o Yogurt: Plain, flavored, and Greek yoghurt.
o Paneer: Fresh and packaged paneer.
o Dairy Beverages: Lassi, buttermilk, and flavoured milkshakes (Mango thick shake,
Badam Shake, Kesar Milk, Badam Milk, Chocolate Milk etc.)

Figure 1.1 (Glimpse of a few ranges of Britannia Products)

(Source: Website)

15
Figure 1.2 (Product Mix of Britannia)

(Source: Website of Britannia)

16
(1.3) OVERALL MARKET SIZE OF BRITANNIA

Indian Biscuits Market

• Dominance: Britannia is a market leader in the Indian biscuits segment, holding approximately
33% market share.
• Market Value: The Indian biscuits market is valued at around USD 5 billion, with expected
growth driven by increasing consumer demand for packaged foods.

Bakery and Dairy Segments

• Bread and Bakery: Britannia is a major player in the bread segment, where the market is
estimated to be worth around USD 1.5 billion, growing at a steady rate.
• Dairy Products: Britannia has also expanded into dairy, with products like cheese, milk, and
yoghurt. The Indian dairy market is valued at approximately USD 140 billion, with significant
growth potential.

Global Presence

• International Markets: Britannia exports to over 80 countries, leveraging its strong brand
presence. The global biscuits market is expected to grow to USD 110 billion by 2025, providing
ample opportunities for Britannia’s international expansion.

Financial Metrics

• Revenue: Britannia’s annual revenue is around INR 14,987 crore (approximately USD 2 billion)
for the fiscal year 2023.
• Growth: The company has reported a compound annual growth rate (CAGR) of about 10% over
the past five years, showcasing its robust market presence and strategic growth initiatives.

17
(1.4) DAIRY PRODUCTS OF BRITANNIA

Britannia Industries Limited, a leader in India's fast-moving consumer goods (FMCG) sector, has
expanded its portfolio to include a comprehensive range of dairy products. Leveraging its strong brand
equity and extensive distribution network, Britannia has established a significant presence in the dairy
market, offering products that cater to the evolving tastes and nutritional needs of consumers.

Product Portfolio

1. Milk
o Fresh Milk: Available in various fat content levels to suit different dietary preferences.
o Flavored Milk: Offered in popular flavours such as chocolate, strawberry, and vanilla,
appealing to both children and adults.
o UHT Milk: Ultra-high-temperature processed milk that has a longer shelf life and does not
require refrigeration until opened.
o Daily Whitener: Daily Whitener is a dairy product designed to be used as a milk substitute
in beverages such as tea and coffee.
2. Cheese
o Slices: Convenient for sandwiches and quick meals.
o Cubes: Perfect for snacking and adding to dishes.
o Spreads: Versatile cheese spreads suitable for a variety of culinary applications.
o Blocks: Large cheese blocks used in cooking and baking.
3. Yogurt
o Plain Yogurt: A staple for health-conscious consumers.
o Flavored Yogurt: Available in various fruit flavours.
o Greek Yogurt: High-protein yoghurt catering to health and fitness enthusiasts.
4. Paneer

o Fresh Paneer: An essential ingredient in Indian cuisine, offered in fresh and convenient
packaging.

18
 5. Dairy-based Beverages
o Lassi: A traditional yoghurt-based drink, available in sweet and flavours.
o Buttermilk: A refreshing and low-fat drink.
o Flavored Milk Drinks: Nutritious and convenient options for on-the-go consumption.
6. Ghee
o High Aroma: It is a type of clarified butter known for its rich aroma and flavours.

For this study, we are considering products such as Dairy-based beverages like Lassi, Milkshakes, Cheese,
Dairy Whitener and Ghee. Britannia’s dairy products segment is a strategic extension of its core business,
aimed at providing nutritious, high-quality, and convenient dairy options to consumers. With a focus on
innovation, quality, and sustainability, Britannia continues to strengthen its position in the dairy market,
catering to the diverse needs of its customers.

Figure 1.3 (Dairy Product Range)

(Source: Website)

19
 ABOUT VASUDEV ENTERPRISES

Vasudev Enterprises is one of the fastest-growing authorized distribution partners in the FMCG
sectorin the Patna region. A distribution channel partner plays a crucial role in the supply chain by
facilitatingthe movement of products from manufacturing companies to end consumers.

• Business Model – It operates as an intermediary between manufacturers and retailers and

isresponsible for providing logistics.

Figure 1.4 (Business Model Of M/S Vasudev Enterprises)

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 • KEY FUNCTIONS PERFORMED
1. Logistics & Warehousing- Manages the storage and transportation of FMCG products.
They have warehouses to store goods efficiently and ensure timely delivery to retailers.
2. Order procurement- They process orders from retailers and ensure accurate and timely
delivery of products. This involves maintaining adequate inventory levels to meet
demand.

3. Market Coverage- To have a vast network and market reach, enabling FMCG
manufacturers to access a broader customer base without managing logistics.

4. Risk Moderation- To absorb certain risks associated with inventory management, such
as overstock or stockouts, allowing manufacturers to focus on production and core
business activities.
5. Market Support- They also provide marketing support by promoting products at the
retail level, managing displays, and executing promotional activities.

6. Relationship with Manufacturers- They maintain close relationships with FMCG

manufacturers. They negotiate terms, including pricing, delivery schedules, and
payment terms. Effective communication and collaboration between manufacturers and
distributorsare crucial for a smooth supply chain.
7. Tackling Challenges - Channel partners face challenges such as fluctuating demand,
the need for efficient inventory management, and adapting to changes in consumer
preferences.They must be agile to respond to market dynamics and trends.

21
22
 CHAPTER:2 CONCEPTUAL BACKGROUND

2.1 SERVICE MAKRETING

Service marketing is a branch of marketing that focuses on promoting and selling intangible products—
services—rather than physical goods. It involves strategies and tactics designed to attract, retain, and
satisfy customers in healthcare, finance, education, hospitality, and professional services.

2.1.1 Key aspects of service marketing include:

• Intangibility: Services cannot be seen, touched, or owned. Marketers must emphasise benefits,
experiences, and value propositions.
• Inseparability: Production and consumption of services often co-occur. For example, a haircut
or a live concert happens in the presence of the customer, making the service provider and the
quality of interaction critical.
• Variability: Service quality can vary based on who provides it, when, where, and how.
Consistency and quality control are significant challenges.
• Perishability: Services cannot be stored for future use. If a service is not utilized when offered
(e.g., an empty hotel room or an unfilled appointment slot), the opportunity is lost.

2.2 1ST INDUCTION AT M/S VASUDEV ENTERPRISES

1. Total 5 stages in the distribution channel.

• Manufacturer
• Companies C and F points
• M/S Vasudev Enterprises (Warehouse)
• Retailer
• Final customer

2. 1 beat includes 40 Shops in all the regions.

3. The Nature of Business is Distributorship.
23
 4. The legal status of the firm is Individual to Proprietor.
5. There are types of distributors
• Modern Distributor
• Sub Distributor
• Super Distributor
6. Sub Distributors are for rural areas/distant areas.
7. Super Distributors are also termed as Super Stockists.
8. Vasudev Enterprises is an intermediary between retailers and carrying & forwarding agents
of Britannia.
9. CNF is divided into 6 different parts:
a) Distribution Trade - This provides stock to the Town Line.
b) Railway Trade - This provides stock to the Railway Line.
c) Modern Trade - Provides stock to Online Shopping Line.
d) Super Trade - Provides stock to Rural Area Supply.
e) ECS Trade - Provides stock to Medical Lines (Hospitals).
f) General Trade- Local standalone stores and roadside stalls.

2.3 MARKETING DISTRIBUTION SYSTEM

A marketing distribution system, also known as a distribution channel, refers to the pathways that
products or services take from the producer or manufacturer to the final consumer. Effective
distribution channels are crucial for ensuring products reach their target market efficiently and
effectively.
➢ Helps in:
• Market Coverage
• Customer Convenience
• Cost Efficiency
• Competitive Advantage

Example: A company that manufactures clothes and sells them directly to its customers using an
e-commerce platform would be utilizing a direct distribution channel.

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2.4 7P’s OF SERVICE MAKRETING
The 7Ps of service marketing expand upon the traditional 4Ps (Product, Price, Place, Promotion)
to address the unique challenges and characteristics of marketing services. Here’s a detailed look
at each of the 7Ps:

• Product:
In services, the "product" is intangible. This includes the core service and additional benefits. For
example, a hotel offers lodging (core service) and amenities like free breakfast or a swimming pool
(additional benefits).

• Price:
Pricing strategies for services can be more complex due to their intangible nature. Factors
influencing pricing include the cost-of-service delivery, competition, demand, and perceived
value. Methods like discounting, bundling, and subscription pricing are common.

• Place:
Place refers to how the service is delivered and where it’s available. This includes physical
locations like retail stores or service centers and digital platforms like websites or apps. The
convenience and accessibility of the service location are crucial.

• Promotion:
Promotion involves communicating the benefits and features of the service to the target audience.
This can include advertising, sales promotions, public relations, and direct marketing. Service
marketing often relies on word-of-mouth and customer reviews as well.

• People:
In services, the personnel delivering the service are a key component. Their skills, attitudes, and
behavior directly impact the customer’s experience. Training, motivation, and customer service
excellence are vital to ensure high-quality service delivery.

25
 • Process:
The process involves the procedures and flow of activities required to deliver the service. This
includes everything from how appointments are booked to the speed and efficiency of service
delivery. Streamlining processes to minimize wait times and enhance the customer experience is
important.

• Physical Evidence:
Although services are intangible, they often have physical components that help customers
evaluate and experience the service. This includes the service environment (e.g., cleanliness and
ambience of a restaurant), branding materials, uniforms, and any tangible goods provided during
the service.

2.5 7’s Of Service Marketing with the Reference of Vasudev Enterprises

• Product: Vasudev Enterprises focuses on Britannia products such as biscuits and dairy products
like Ghee, Cheese, Milkshake, lassi, Dairy Whitener etc.

• Price: Pricing margins are fixed by Britannia for the distributor and for the retailers as well so
that they both are in a win-win situation.
• Place: Their main focus is in interior urban markets, rural and semi-urban areas.
• Promotion: They promote their products through multiple advertisements to create consumer
awareness.
• People: The staff involved in there, the sales representative, the drivers the loaders of goods, the
dispatchers who ship the products to the markets.
• Process: The way of delivery, sales representative takes orders, bills are generated by the
accounts team, orders are collected as per retailer bill invoice, area-wise, beat wise, they are
dispatched by staff to the retail outlets. Then the sales representative on the day of collection
collects the payment per invoice and deposits it into the accounts.
• Physical Evidence: The physical environment you saw at the Vasudev Enterprises office, the
vehicles, the storage rooms, the cold storage, the office for accounts, and other staff.

26
 ➢ Practical Insights About of Service Distribution System

A service distribution system encompasses the methods and processes involved in delivering
services to end users.

• Understanding Service Channels

Service channels are the pathways through which services are delivered to customers.

• Service Quality and Customer Satisfaction

Ensuring high service quality is crucial for customer satisfaction and retention.

• Technology Integration

Modern service distribution relies heavily on technology.

• Logistics and Supply Chain Management

Efficient logistics and supply chain management are vital for service distribution, especially for services
that involve physical goods or components.

• Regulatory Compliance

Adherence to local and international regulations is critical for in-service distribution.

• Cost Management

Effective cost management strategies are essential for maintaining profitability.

• Scalability

A good service distribution system should be scalable to accommodate growth.

• Customer-Centric Approach

A service distribution system should always keep the customer at the center.

• Data Analytics

Utilizing data analytics to improve service distribution.

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2.6 KEY TERMINOLOGY

• Consumer Behavior: in marketing refers to the study of how individuals, groups, or

organizations select, purchase, use, and dispose of goods, services, experiences, or ideas to satisfy
their needs and wants. It encompasses the decision-making processes and actions of consumers,
including the psychological, social, and emotional factors that influence their buying choices.
Understanding consumer behavior helps businesses tailor their products, marketing strategies, and
customer experiences to effectively meet the needs and preferences of their target audience.

• Distribution Channel: It refers to the path or route through which goods and services travel
from the producer or manufacturer to the final consumer. It involves various intermediaries, such
as wholesalers, distributors, and retailers, who play a role in ensuring that the product reaches the
end user. Effective distribution channels are crucial for ensuring product availability, timely
delivery, and customer satisfaction.

• Retailers: They play a crucial role in marketing by ensuring product availability, offering
personalized customer service, and running in-store promotions to boost sales. They enhance brand
representation through a positive shopping experience and expand market reach by tailoring
strategies to local preferences. Retailers educate consumers by providing product information and
demonstrations, and they gather valuable customer feedback for manufacturers. Additionally, they
offer convenience through a one-stop shopping experience and streamlined purchase processes.

• Consumer Satisfaction: It is the measure of how well a company’s products or services meet
or exceed customer expectations. It reflects the overall contentment of customers with their
purchase experience and product performance. High consumer satisfaction leads to customer
loyalty, repeat business, and positive word-of-mouth referrals. Companies achieve this by
providing quality products, excellent customer service, and addressing customer needs and
feedback promptly. Monitoring consumer satisfaction through surveys and feedback helps
businesses identify areas for improvement and maintain a competitive edge.

28
• Consumer Awareness: It refers to the understanding and knowledge that consumers have
about their rights, choices, and responsibilities regarding products or services available in the
market. It encompasses awareness of product features, prices, safety concerns, and the impact of
consumption on health and the environment. Consumer awareness empowers individuals to make
informed decisions, avoid exploitation, and demand quality and value. Businesses and
governments play roles in promoting consumer awareness through education campaigns, labelling
regulations, and consumer protection laws. Informed consumers contribute to a fair marketplace
where competition thrives, quality standards are upheld, and businesses are held accountable for
their practices.

Figure 2.1 (Britannia Cheese Range)

(Source: Britannia Website)

29
30
CHAPTER: 3 OBJECTIVES AND RESEARCH METHODOLOGY

3. PROBLEM STATEMENT
• It has been observed that there is limited awareness regarding the product range of dairy items
under Britannia in the regional unit of Patna. Local brands, cooperatives and brands like AMUL
have an established market and this acts as a hindrance in customers’ acceptance of Britannia dairy
products. So, the need arises to understand the channel system and functioning of retailers to buy
and promote the product range of Britannia dairy products.

3.1 OBJECTIVE
• To explore the retailer’s behavior towards Britannia's Dairy products.
• To Understand the role of Distribution in the Marketing System.
• To explore the retailer’s behavior towards Britannia's Dairy products.

3.2 SCOPE OF THE STUDY

• This research will help Britannia understand how retailers’ acceptance of its dairy products
motivates the sales and consumers' acceptance of Britannia.

3.3 MOTIVATION
• Despite such a huge market for dairy products in India. The dairy product of Britannia has the least
share among its brands as well as among the other companies' dairy product market. Having my
interest in marketing. I am curious to find the causes for this issue and measure the impact of
different causes on the consumers not aware of the dairy product of Britannia.

3.4 RESEARCH DESIGN

• Research design is an important premier league because of the increased complexity in the market
as well as the marketing approaches available to the researcher. A research design specifies the
method and procedure for conducting a particular study. According to Kerlinger "research design

31
 is a plan conceptual structure and strategy of investigation conceived as to obtain an answer to
research questions and to control variance.

3.5 What are sampling methods?

The sampling method is the process of studying the population by gathering information and analyzing
that data. It is the basis of the data where the sample space is enormous.

There are several different sampling techniques available, and they can be subdivided into two groups.
All these methods of sampling may involve specifically targeting hard or approach to reach groups.

3.6 Types of Sampling Methods - Probability & Non-Probability

• Probability Sampling Method: The probability sampling method utilizes some form of random
selection. In this method, all the eligible individuals have a chance of selecting the sample from
the whole sample space. This method is more time-consuming and expensive than the non-
probability sampling method. The benefit of using probability sampling is that it guarantees the
sample that should be representative of the population.

• Non-probability Sampling Method: The non-probability sampling method is a technique in

which the researcher selects the sample based on subjective judgment rather than random selection.
In this method, not all the members of the population have a chance to participate in the study.

Non-probability Sampling methods are further classified into different types, such as convenience
sampling, consecutive sampling, quota sampling, judgmental sampling, and snowball sampling.

3.7 Convenience Sampling

In a convenience sampling method, the samples are selected from the population directly because they are
conveniently available for the researcher. The samples are easy to select, and the researcher did not choose
a sample that outlines the entire population.

32
❖ Our Market analysis is purely based on the Convenience sampling method, the salesperson from
Britannia helped us to visit every retail store they are coordinating with, and they also helped us
to do our surveys.

3.8 RESEARCH PLAN

Figure 3.1 (Research Design of the Study)

RETAILERS OF M/S VASUDEV ENTERPRISES,

PATNA & SAMPLE SIZE (520)

KHOJAI BEUR SIPARA POLICE CHITKOHRA ANISHABAD ALKA

IMLI COLONY PURI
GARDANIBAGH
PHULWARI SAKET MITHPUR
VIHAR RETAILERS AND
SHARIF SELLING DAIRY JAKKANPUR
AND BASED
AIIMS PRODUCTS

CONVENIENCE
SAMPLING

RETAILERS BEHAVIOUR RETAILERS ACCEPTANCE

TOWARDS BRITANNIA'S OF BRITANNIA'S DAIRY
DAIRY PRODUCTS PRODUCTS

ROLE OF DISTRIBUTORS IN
MARKETING SYSTEM

STATISTICAL
DATA
ANALYSIS

CODING TABULATION DESCRIPTIVE

STATISTICS
FREQUENCY AND
PERCENATGE

REPRESENTATION OF
DATA

33
3.9 RESEARCH METHODOLOGY

• Research methodology is considered as the nerve of the project without a proper well organization
plan it is impossible to complete the project and reach any conclusion. The project was based on
the survey plan. the main objective of the survey was to collect appropriate data which worked as
a base for drawing conclusions and getting the result.

3.10 TYPES OF RESEARCH METHODOLOGY

1. Descriptive Research: Descriptive research design involves describing a phenomenon or

situation often through observational studies or cross-sectional studies.
2. Explanatory Research: Exploratory research designs aim to explain the relationship between
variables and determine cause and effect.
3. Exploratory Research: Exploratory research design is used to explore a new or under-
research topic often through qualitative methods to generate hypotheses and gain is
deeper understanding.

Figure 3.2 (Interns with their respective salesperson)

34
3.11 METHOD OF DATA COLLECTION

• Primary data: The primary source of data collection is the tool in which the data is collected
with the help of a direct survey questionnaire directly asked questions from the retailer.
• Secondary data: The secondary source of data collection is the way through which data is
collected with the help of secondary sources like internet magazines newspapers etc.

❖ The project report is designed to be exploratory as the main purpose of this project
is to identify the brand awareness of the Dairy Products of Britannia.

• Data collection instrument: The data collection for the exploratory research was
done through both service methods as well as personal interviews. The survey was used to
collect data about brand awareness of the dairy products of Britannia. We were a team of
five people, and we did our survey with more than 520 respondents. All the members used
to visit different locations each day. This survey continued for a week and in this survey,
we found multiple loopholes.

3.12 GAP ANALYSIS

A gap analysis is a method of assessing the performance of a business unit to determine whether
business requirements or objectives are being met and if not, what steps should be taken to meet
them. A gap analysis may also be referred to as a need analysis needs assessment or
need gap analysis.

Figure 3.3 (Gap Process)

(Source: Website)
35
Every research study brings relevance when the understanding of the GAP in the current scenario is
observed and identified. In the context of Britannia's dairy products, the following gaps were identified.

1. Britannia is a century-old brand for biscuits with mass market penetrations. However, it was found
that the consumers of Patna are not very aware of or influenced to buy certain dairy-based products.
2. The role of retailers also has to be understood in the distribution channel to stock and promote
selective dairy-based products.
3. There this study brings out the vital role of retailers in understanding their behaviour and
perception towards Britannia's Dairy-based products in selective markets of Patna.

Figure 3.4 (Types of Data Collection)

(Source: Website)

36
37
 CHAPTER: 4 DATA ANALYSIS AND INTERPRETATION

4.1 What is data analysis?

Data analysis is the process of inspecting, cleaning, transforming, and modelling data to discover
useful information, drawing conclusions, and supporting decision-making. It involves the use of
various techniques and methods to interpret patterns, trends, and relationships within datasets.

4.2 Types of data analysis – Descriptive & Inferential

• Inferential Data Analysis: Inferential analysis involves making inferences and predictions about
a population based on a sample of data taken from that population. It aims to draw general
conclusions beyond the specific data points observed.
• Descriptive Data Analysis: This study applied the descriptive data analysis approach. The
analysis of the data collected is shared below.

❖ During our Market Analysis we used descriptive data analysis methods and covered a total of 520 retail
outlets in the given specified areas like Mithapur, Gardanibagh, Phulwari Sharif, Chithkohra, 70 Feet,
Adarsh Nagar, AIIMS Road, Anishabad, Harun Nagar, Jay Prakash Nagar, Sipara, Shivpuri.

Figure 4.1 (Data Analysis Process)

(Source: Website)

38
4.3 Descriptive Data Analysis:

1. Does the shop have a refrigerator/fridge?

Does the shop have a refrigerator/fridge?

2%

30%

No

Yes

Yes, but not in use

68%

Chart 4.1

(Source: M.S Excel 365)

Inference: During the market survey we found out that 68% of shops have refrigerators. While 30%
of the shops don’t have a refrigerator or any kind of freezing system, the remaining 2% of shops have
a refrigerator, but they are not using it.

39
2. From where do retailers purchase products?

From where retailers purchase products?

600

400

500
200
20
0
Distributor Wholesaler

Chart 4.2

(Source: M.S Excel 365)

Inference: From the total retailers we surveyed we found out that 96% of them i.e., 500 retailers
purchase goods directly from the distributor and only 4% of them purchase from the wholesalers.

3. Retailers' awareness about the dairy products of Britannia.

Retailers awareness about the dairy products of Britannia

450
400
350
300
250
200 401
150
100
50 119

0
No Yes

Chart 4.3

(Source: M.S Excel 365)

Inference: Out of 520 retailers 401 retailers already know about the dairy products of Britannia.
40
4. Awareness count of Retailers regarding different Dairy products of
Britannia.

Awareness count of Retailers

Products regarding different dairy products of
Britannia
Cheese Spread 1
Cheese Spread, Lassi 1
Cube Cheese 2
Cube Cheese, Lassi 5
Cube Cheese, Sliced Cheese 1
Cube Cheese, Sliced Cheese, Cheese Spread 7
Cube Cheese, Sliced Cheese, Cheese Spread, Lassi 18
Lassi 81
Milk Whitener 63
Milk Whitener, Cheese Spread 1
Milk Whitener, Cube Cheese, Lassi 1
Milk Whitener, Cube Cheese, Sliced Cheese, Cheese
3
Spread
Milk Whitener, Cube Cheese, Sliced Cheese, Cheese
5
Spread, Lassi
Milk Whitener, Lassi 21
Milk Whitener, Milkshake 6
Milk Whitener, Milkshake, Cheese Spread, Lassi 3
Milk Whitener, Milkshake, Cube Cheese, Cheese Spread,
2
Lassi
Milk Whitener, Milkshake, Cube Cheese, Lassi 1
Milk Whitener, Milkshake, Cube Cheese, Sliced Cheese,
77
Cheese Spread, Lassi
Milk Whitener, Milkshake, Lassi 21
Milk Whitener, Milkshake, Sliced Cheese, Lassi 2
Milk Whitener, Sliced Cheese, Cheese Spread 1
Milk Whitener, Sliced Cheese, Cheese Spread, Lassi 1
Milk Whitener, Sliced Cheese, Lassi 2
Milkshake 47
Milkshake, Cheese Spread, Lassi 2

41
 Milkshake, Cube Cheese 1
Milkshake, Cube Cheese, Lassi 5
Milkshake, Cube Cheese, Sliced Cheese, Cheese Spread 2
Milkshake, Cube Cheese, Sliced Cheese, Cheese Spread,
36
Lassi
Milkshake, Cube Cheese, Sliced Cheese, Lassi 12
Milkshake, Lassi 60
Milkshake, Sliced Cheese 1
Sliced Cheese 14
They don’t know about it at All 14

Grand Total 520

Note: In this question, retailers may select none, one or more than one option.

Table 4.1
(Source: M.S Excel 365)

Inference: From the above table we can conclude that the awareness of milkshakes among retailers is
pretty high and 2/3rd of the retailers knows Britannia’s Lassi well.

Figure 4.2 (Glimpse of Dairy Products of Britannia)

(Source: Britannia’s Website)

42
5. Which flavoured milk brand do retailers buy?

Which flavoured milk

brand do retailers buy?
They don't purchase
Sudha
Smooth
Ruchi Kesar milk
Raj
Osm
Nothing
None at the time
None at the moment
None
None
No
Ice cream .
Hershey's
Cream bell
Britannia, Gher
Britannia
Biscuites
Biscuites
Biscuite only
Biscuite
Ashirwaad
Amul Kool, Sudha
Amul Kool, Smooth
Amul Kool, Osm,sudha
Amul Kool, Hershey's
Amul Kool, Cavin's, Hershey's
Amul Kool, Cavin's
Amul Kool, Britannia, Sudha
Amul Kool, Britannia, Sudha
Amul Kool, Britannia, Hershey's , Cream bell
Amul Kool, Britannia, Hershey's
Amul Kool, Britannia, Hershey's
Amul Kool, Britannia, Cream bell, Haldiram
Amul Kool, Britannia, Cream bell
Amul Kool, Britannia, Cavin's, Hershey's
Amul Kool, Britannia, Cavin's
Amul Kool, Britannia
Amul Kool, B natural, Smooth, Delaso, Cream bell
Amul Kool
0 20 40 60 80 100 120 140 160 180 200

Chart 4.4
(Source: M.S Excel 365)
Inference: During the market analysis we find out that a huge number of retailers buy and sell
Britannia’s Winkin Cow.

43
 6. Retailers preferred price range of milkshakes.

Retailers preferred price range of milkshakes

250

200

150

100

50

0
20 25 30 35 & Above N/A

Chart 4.5

(Source: M.S Excel 365)

Inference: Retailers generally prefer a price range of Rs. 20-25 for sales.

7. Do retailers compare the price of Britannia dairy products with other Brands?

Do retailers compare price of Britannia

dairy products with other Brands?

No
36%
53% Sometimes
Yes

11%

Chart 4.6

(Source: M.S Excel 365)

Inference: During our market analysis we found out that 53% of the retailers generally do not compare
the prices of milkshakes with other brands.

44
 8. If the price of the better-quality milkshake is Rs. 40 and above, will retailers still
switch to another brand?

If the price of the better-quality milkshake is Rs. 40 and above, will

retailers still switch to another brand?

Yes 49

No 284

Maybe 23

0 50 100 150 200 250 300

Note: This is an optional question.

Chart 4.7

(Source: M.S Excel 365)

Inference: A major population of retailers agreed that they don’t switch to another brand if the price is
Rs. 40 or above even if the quality is good.

45
 9. Which among the following brands of milkshake retailers are aware of?

Brands Number of Retailers

Amul
483

Britannia
420

Osum
3

Hershey’s
112

Raj
2

Sudha
9

Haldiram
1

Cavin’s
47

Cream Bell
6

Smooth
2

Delano
1

B Natural
1

Nescafe (Cold Coffee)

1

Ruchi
1

Table 4.2

46
 Raj, 2

Osum, 3
Ruchi, 1
Hershey's, 112
Sudha, 9 Smooth, 2 Amul
Cream Bell, 6 Nescafe, 1
Haldiram, 1 B Natural

Britannia
Delaso, 1
Cavin's

Cream Bell
Cavin's, 47
Delaso

Amul, 483
Haldiram

Hershey's

Nescafe

Osum

Raj

Ruchi
Britannia, 420
Smooth

Sudha
B Natural, 1

Note: In this question, the retailer can give multiple answers like they can choose: Britannia; Amul;
Cream Bell and Amul; Britannia, Amul and Britannia; Sudha; etc.

Chart 4.8

(Source: M.S Excel 365)

Inference: Most of the retailers are already aware of Britannia’s Winkin Cow milkshake but the awareness
of Amul Kool is still at the top.

47
48
 CHAPTER 5: FINDINGS, LIMITATIONS, SUGGESTIONS & CONCLUSION

5.1 SUMMARY OF FINDINGS:

5.1.1 Field Work Findings

1. Infrastructure of the Shop:

❖ The availability of refrigerators is 68% of establishments.

❖ Thirty per cent of stores have neither freezing nor refrigeration systems.
❖ Just 2% of stores have refrigerators that are never used.

2. Purchasing Channels:

❖ 500 out of 520 shops, or 96% of them, said they buy products straight from the distributor (M/S
Vasudev Enterprises).

3. Unawareness and Preferences:

❖ Product Knowledge: 401 (about 77%) of the 520 shops are aware of Britannia's dairy products.
❖ Although there is a lot of awareness about Britannia's Winkin Cow milkshake, Amul Kool is still the
most well-known brand in this market.

4. Price Sensitivity:

❖ For sales purposes, retailers typically favour a price range of Rs. 20–25.
❖ Of the stores, 53% don't compare milkshake costs to other brands.
❖ Even if the quality is high, a sizable percentage of retailers stated they would not move to a different
brand if the price was beyond Rs. 40.

49
5.1.2 Observational Findings:

❖ Retailers show a concern regarding the timely delivery of goods.

❖ Damaged and near-expiry products are another concern area that retailers discussed during the dairy-
based product study.
❖ Retailers look forward to more promotional schemes and support especially for Winkin Cow milkshake
and Lassi.
❖ A few of the stores without refrigerators inquired if Britannia could supply one.

5.2 LIMITATIONS

❖ The study is restricted to a time frame of 25 days.

❖ This study is restricted to retailers mapped under MS Vasudev Enterprises, Chithkohra.

❖ There are another five authorized distributors for the Patna/Danapur region.

❖ This study could not consider the retailers mapped under them.

❖ The scope of the study is limited only to some specified areas of Patna and results cannot be
generalized.

❖ The weather was also a major concern during this study.

5.3 SUGGESTIONS:

➢ As per the discussion with retailers and observation during the market visit, it is suggested that
competitive pricing should be adopted to deal with brands like (Amul, Sudha, Cream Bell,
Hershey’s, Smooth, and Cavin’s).
➢ Timely supply of stocks, promotional support, schemes and stock damage concerns need to be
addressed more significantly to prevent retailers from switching behaviour.
➢ Lack of physical resources like refrigerators and electricity unavailability in rural areas the retailer
faces the issue of storing Britannia Dairy Products.

50
 ➢ Britannia should try to give some attractive incentives to the retailers.
➢ It was observed that retailers wished Britannia could bring out small Rs.10 Sachets of Lassi &
Milkshake to attract the consumers, unlike the other competitors.
➢ Britannia has a good market positioning and awareness, especially for biscuits. But a lot of scope
exists on ground-level promotion of dairy-related products especially Britannia Lassi & Winkin
Cow (Milkshake) in the Patna Region.
➢ An active promotional technique in the context of TV/ Radio/newspapers & social media is
required to build consumer awareness. Retailers are key promoters of products so some special
schemes and promotional techniques should be rolled out for them.
➢ Quality is the key strength of Winkin Cow and Lassi but its awareness in comparison to its present
competitors’ brands is on a weaker side. So, a dedicated focus is required towards building
awareness of which sales promotional tools can be applied (giving free samples).
➢ Apart from Winkin Cow and Lassi few retailers had concerns regarding biscuits and other damage
which they wanted to bring to management’s notice.
➢ There were concerns raised by a few retailers regarding stock delivery in their areas. Which leads
to expiry-related issues.

5.4 CONCLUSION:

To sum up, our examination of the Britannia product industry offers a significant understanding of the
retail environment and customer trends. The majority of the stores assessed have refrigerated units,
demonstrating their preparedness to hold perishable goods. The fact that a large percentage of merchants
purchase their products directly from distributors emphasises how crucial distributor relationships are.

Retailers are comparatively aware of Britannia's dairy products, but Amul Kool is still the more well-
known brand in the milkshake, lassi and cheese market. Retailers typically support a particular price range
for sales, indicating that price sensitivity is a key factor in their selections. Furthermore, a significant
portion of retailers are hesitant to switch brands even when higher-priced alternatives offer greater quality,
and many do not compare milkshake prices because of their relationship with the salesperson.

51
These results imply that even though Britannia has a significant market presence and level of familiarity,
there is still an opportunity to raise brand preference and competitiveness, especially when compared to
industry leaders like Amul and Sudha in the Patna Region for dairy products. Strengthening distribution
networks, preserving competitive pricing, and putting an emphasis on constant quality could all help
Britannia's standing in the market. Although the retailer's perspective is good, Britannia also needs to
make consumers aware of their dairy products since many don’t know that Britannia’s Milkshake, Lassi
or even Milk whitener exists in the market.

Improving the supply chain process, ensuring timely delivery and collection of goods, and providing
promotional schemes to retailers can help Britannia ensure good sales and perceptions of its dairy
products.

Overall Britannia has a very good market positioning and awareness as a brand in the context of biscuits,
Dairy Whitener, Cheese & Ghee but market building is required for selective dairy products like Lassi
and Milkshake in Patna. This study investigated the Britannia’s retailers' perception, understanding and
behaviour towards dairy products, a future study could be undertaken to examine the consumer’s
behaviour towards Britannia’s dairy products.

Figure 5.1 (The Britannia)

(Source: Website)

52
 BIBLIOGRAPHY

REFERENCE BOOKS:

I. Kotler Philip, Marketing Management, 13th edition, 2009, Pearson Education

II. Kothari, C.R. Research methodology, 3rd edition, 1997, Vikas Publishing House Pvt. Ltd, New
Delhi.
III. Chhabra, T.N, Marketing Management, 5th edition, 2009

MAGAZINES:

I. Business India • May 22, 2024; Page no- 6 & 8

II. Business World • March 4, 2024; Page no- 1 & 3
III. India Today Newspaper • June 2, 2023; Page no- 2 & 6

WEB REFERENCING:

• https://www.britannia.co.in/
• https://x.com/BritanniaInd
• https://www.business-standard.com/markets/capital-market-news/britannia-industries-ltd-spurts-
1-51-gains-for-third-straight-session-124061100443_1.html
• https://www.scribd.com

53
 ANNEXURE – QUESTIONNAIRE

1. Name of retailer: ________________

2. Name of shop/store: ________________

3. Where the shop/store is located: ________________

4. Mobile number of the retailer? ________________

5. Does the shop have a refrigerator/fridge?

⚫ Yes
⚫ No
⚫ Yes, but not in use

6. From whom do you purchase products?

⚫ Wholesaler
⚫ Distributor
⚫ Other: __________________________________

7. Do you know about the dairy products of Britannia?

⚫ Yes
⚫ No

8. Which dairy products of Britannia do you know about?

Milk Whitener
Milkshake
Cube Cheese
Sliced Cheese
Cheese Spread
Lassi

54
9. Which flavoured milk brand do you buy?
Amul Kool
Britannia
Cavin’s
Others___________

10.What is the price of your Brand?

⚫ RS 20
⚫ RS 25
⚫ RS 30
⚫ RS 35 above
11.Do you compare prices with other Brands?
⚫ Yes
⚫ No
⚫ Sometimes
12.If the price of the better-quality brand is Rs. 40 and above, will you still switch?
⚫ Yes
⚫ No
⚫ Maybe
13.Which among the following brands of milkshake are you aware of?
Amul Kool
Britannia
Cavin’s
Hershey’s
Others________

(Thank You for your Time and Support)

55