Understanding consumer behavior in the

Biscuit market
Mahika Sapra PGP37033
Shashank Sonal PGP37049
Muskan Agarwal ABM18055
Pranita Nikam PGP37037
Sindhu Srinath PGP37051
Arpan Mondal PHD22032
Abhinav Jain PGP37002
Anahita Garg PGP37012
 Demographic Information
18

16

FREQUENCY
14

12

10

0
0 2 4 6 8 10 12
20
18 FAMILY SIZE
FREQUENCY

16
14
12
10
8 Gender No. of respondents Percentage
6
4 Female 23 41.07 %
2
0
<5 LPA 5-10 LPA 10-15 LPA 15 LPA+ Male 33 58.93 %
ANNUAL INCOME
 Brands and their major products
Britannia Cadbury

Parle

Sunfeast
 Others
Unibic 9%
1%
Sunfeast
1%
Britannia

Parle
46%
Consumption KEY INSIGHTS
35%
in 2021
• Britannia continues to be the most preferred brand.
Cadbury • Largest decline noticeable in percentage for Sunfeast.
8% • Movement from big brands to others like Bakery Atta
Biscuits or Jeera Biscuits.
• Britannia and Parle have bitten into the market share of
Unibic other brands.
4% • The decline in preference for Cadbury can be owing to
Sunfeat change in tastes and preferences as kids grow up.
12%

McVities
Britannia
4% 39%

Consumption
Parle
30% in 2016
Cadbury
11%
Frequency of consumption No. of respondents Percentage
2 days 16 28.57 %
2-5 days 23 41.07 %
>5 days 17 30.36 %

Do all family members consume the

same brand No. of respondents Percentage
Yes 36 64.3 %
No 20 35.7 %

Willing to change brand if you find a

cheaper substitute No. of respondents Percentage
Yes 21 37.5 %
No 35 62.5 %
Brand Loyalty
28.57% of respondents discontinued certain products or brands due to the following reasons

Reasons No. of respondents Percentage

High Sugar/glucose content 2 12.5 %

Refined Wheat Flour 3 18.75 %
Bad Taste 1 6.25 %
High Price 1 6.25 %
Misinformation 1 6.25 %
Poor Quality 1 6.25 %
Change of taste 1 6.25 %
Other concerns (health, availability, offers) 6 37.5 %