Chapter 1

Introduction to the Project And Conceptual framework

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1.1

Introduction to project

The Topic: “A Study of Customer Satisfaction Towards Packaging of Lays” This study is taken up to fulfill the requirement of M.B.A degree of Punjab technical university This provides guideline for further research in area for packaged chips industry. Research says about consumer satisfaction for packaging of lays chips, the research is also important to identify Market Size, growth and Market Potential of lays. The research shows future Scenario of packaged chips in current perspective. The study shows Opportunities and challenges for

packaged chips in respect of internal & external environment. People have very favorable attitude towards the fresh chips and they love to consume them but this project is undertaken to know whether people have favorable attitude towards the packaged chips or not. and to know what consumers think about packaging of lays, role of advertisements on them in identification of chips, etc. People have very favorable attitude towards the fresh chips and they love to consume them but this project is undertaken to know whether people have favorable attitude towards the packaged chips or not. Packaged chips are available in the market are they really being purchased by any customer? Finally if someone (manufacturer) wants to enter in this segment whether it is favorable to him/her to enter in this segment or not, whether it can earn the profits or not, secondly which product manufacturer will produce so that the there should be maximum profits with customer satisfaction and last but not least which product should manufacturer produce so that it can be sell in the market without any hurdles. So to know all these things it is necessary to carry out this study.

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Anyone using this report must consider that it was not done on all India bases but it has done only in one city and in state of Punjab. One should not totally depend on this report but level of understanding should be taken into account. Customer Satisfaction Satisfaction is defined as . . . “a person‟s feelings of pleasure or disappointment resulting from comparing a product‟s perceived performance (or outcome) in relation to his or her expectations.” If performance falls short customer is dissatisfied.If performance exceeds expectations customer is delighted. In competitive market place where business competes for customer, customer satisfaction is seen as a key differentiator and increasing has become a key element of business strategy. Customer satisfaction refers to the extent to which customer are happy with the product and services provided by a business. Customer satisfaction levels can be measured using survey technique and questionnaires. Gaining high levels of customer satisfaction is very important to a business because satisfied customers are most likely to be loyal and to make a repeat orders and to use a wide range of services offered by a business. Clearly defined and understanding customer satisfaction can help any company identify opportunities for product and services innovation and serve as the basic for a customer as the basic for a customer satisfaction surveying program that can ensure that quality improvement effort are properly focused on issue that are most important to the customer.

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CHAPTER 2
COMPANY PROFILE

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Company profile
The Frito-Lay Company, based in Dallas, Texas, and a division of PepsiCo, had 44,000 employees and reported net revenue of $10.8 billion in 2006 according to their annual report, an increase from $9.56 billion in 2004. The undisputed leader in the salty snack category, the company has a firm grip on premium shelf space, outspent every other company in marketing and merchandising, and had a superior distribution system. Its leading products by sales in 2006 were: Lay's Potato Chips, Doritos Tortilla Chips, Cheetos Cheese Flavored Snack, Ruffles Potato Chips, Tostitos Tortilla Chips, and Fritos Corn Chips. As the industry leader, Frito-Lay has been able to diversity its product line-up to include the production of healthier snacks. One example was the 2007 release of the Flat Earth vegetable and fruit crisps label. Other items include multigrain-enhanced Tostitos and Baked Cheetos; meanwhile, Ruffles were made using sunflower oil, which allows for the taste to stay the same while reducing the amount of saturated fat. The company's "Smart Spot" products accounted for about 15 percent of the overall net revenue with growth that was higher than other products. For years, large corporations attempted to challenge Frito-Lay's dominance in the snack business. Anheuser-Busch, Keebler, and Borden all tried and, after battling the giant in advertising and merchandising dollars, all decided to get out of the salty snack business. The closest national brand competing against Frito-Lay was Eagle, owned by Anheuser-Busch for 20 years. After losing about $75 million on the brand, Anheuser-Busch sold the division to Procter & Gamble (P&G) in 1996. A leader in packaged goods, P&G had overall net sales of nearly
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Despite competition from national brands such as Frito-Lay. however. the company's Pringles brand was in fourth place among all brands generating $243 million in 2005 sales. became part of Snyder's of Hanover following the closure of its Chicago manufacturing plant on December 5. Jay's Foods Inc. a slight increase of 1. Introduced in 1968.2 percent of overall sales. with the snacks and cereals segment accounting for 18. Wisconsin. in late 2007 the company was facing bankruptcy and attempting to locate a buyer. an increase of nearly 3 percent from the prior year.9 billion reported in 2008 with the "snacks" segment responsible for 37. Missouri.'s annual report. The leading food producer in the United States. Kraft Foods Inc. Meanwhile.4 billion.4 billion. Indiana. and Iowa and more than a 60 percent share in the ready-to-eat popcorn category. Frito-Lay Company reported a net revenue of $13.$76. 2007.2 billion in 2009 according to their parent PepsiCo.5 billion in 2007. Inc. a 3.5 percent (nearly $6. had about $1. Other leaders included Kraft Food Inc. 2. and Jay's Foods Inc. Jays Foods has 23 percent share of the potato chip market in Illinois.4 billion with 97. posted revenues of $40.2 COMPANY STRUCTURE 6|Page . Kraft had overall net revenues in 2006 in North America of $34. an increase from $11.5 billion reported for 2006.7 percent from 2005).7 percent decline compared to $41.000 employees worldwide in 2009. which has a 67 percent market share. Jay's Foods Inc.6 billion in 2006 sales with 500 employees.

Lay‟s has become known for its engaging and innovative promotions and campaigns. In November 2008. Lay‟s has established itself as a youth brand and continues to grow in the hearts and mind of its consumers. Dhoni with each celebrity rooting for the flavor of their choice. In June 2009. This friction is like a game between the heart and the head.S. has steadily established itself as an indispensable part of India‟s snacking culture since its launch in 1995. Lay‟s made yet another innovative breakthrough – the Chip-n-Sauce pack. The new platform has been launched with a series of ads built around the universal consumer struggle between what the mind asks one to do and what the heart desires. Over the years.2. The new Dillogical concept makes an instant connect with youth caught between the desire to succeed and the desire to remain engaged with certain moments that offer a deep emotional fulfillment. With its irresistible taste. the world‟s largest and favorite snack food brand. Dhoni. In 2008. Both embody the youthful energy and appeal of the brand. Lay‟s launched the never-before „Fight for Your Flavor‟ allowing consumers to vote for the flavor of their choice. This first-to-market pack has been launched for cricket lovers as they settle in their seats to savour the best sporting action of the season. a struggle between what you want to do and what you have to do. The flavor with the maximum votes would continue in the market. The flavors have been selected by the Lay‟s brand ambassadors Saif Ali Khan and M.3 PRODUCT PROFILE Lay‟s. and has recently been joined by the captain of the Indian cricket team M. Lay‟s launched its new positioning platform: „Lay’s – Be a Little Dillogical‟. The Lay‟s Chip-n-Sauce large pack comes in two unique flavor‟s – Chilli Chinese with a Schezwan Sauce sachet and Chatpata Indian with a Tamarind Sauce sachet inside the pack. happen. It‟s all about making things that matter to the heart. A powerful 360 7|Page . The brand known for its „No one can eat just one‟ campaign has moved its positioning to „What’s the programme?‟ making Lay‟s „the main food of every programme„! Saif Ali Khan has been the face of the brand for over five years. international and Indian flavor‟s and youth-centric imagery.S.

000 16.912. Cheesy Mexicana. and Bangladesh. Recently.000 2.000 16. now are packaged in metallized plastic bags. This adjustment has resulted in a 5% reduction in Fritos packaging material from our landfills each year. and then invited the public to taste and vote on the best of them.039.There is actually a very good reason for the excess space in our snack packages: The air at the top of the packages provides a "cushion" that protects the fragile chips against breakage in shipment and handling.477.841.613.000 . Pakistan.827. Years of testing have resulted in this packaging technique.000 2.000 19.971.000 16.698.136.277. Ruffles.375. and has indeed prompted consumers to be a little Dillogical.445.degree approach supports the new TVC.000 16.800. Lays India introduced a contest to name new flavor‟s. We also are investigating reducing the seals on other chip productsLay‟s is 100 percent vegetarian.000 19. The winner of the contest was "Mango Mastana".000 4.067.000 322.000 358.409.000 1.000 18. flavors popular in India are "American Style Cream and Onion" and "Spanish Tomato tango".000 7. This flavour is popular in India.203.479.441. and Tangy Twist.041.FRITOS® brand corn chips has reduced the bag seal from the industry standard ½ inch to ¼ inch.000 3. One flavour sold primarily in southern Asia is called "Magic Masala".4 FINANCIAL ANAYSES Period Ending 28-Dec-2013 29-Dec-2012 31-Dec-2011 Assets Current Assets Cash And Cash Equivalents Short Term Investments Net Receivables Inventory Other Current Assets Total Current Assets Long Term Investments Property Plant and Equipment Goodwill Intangible Assets 8|Page 9.000 18.000 303.297.000 3. "World Classic Salted" is available as well. closely resembling another Frito-Lay brand in North America.000 22.000 1. once packaged in composite plastic bags.000 6.575. which protects the chips from breakage.000 1.581.720.000 1.525.Because we are committed to decreasing the amount of solid waste produced. we have made some changes to decrease the amount of packaging material: Lay‟s® brand and Ruffles® brand potato chips. The new flavors in production now are HipHop Honey and Chili.954. 2. Mango Mastana.000 17.000 3. It is also sold in Indian deli stores in Canada and the United States.000 16.000 16. This results in a 25% reduction of weight in the packaging material used for these two products and a reduction of more than 6 million pounds of packaging material per year from being placed in landfills.162.633.000 6. Beside Magic Masala. South Asian Lay's chips are ridged.000 6.

294.000 4.458.420.000 6.544.266.000 5.000 12.000) 25.000 6.882.704.099.568.089.000 40.000 18.000 20.000 (5.417.461.127.000 (123.154.409.000 (8.000 24.000 4.638.000) 9|Page .000 17.000 4.000 110.000 (21.000 72.000 1.653.000 5.000 (5.541.000) 20.000 46.000 (116.158.000 (130.000 77.207.000 52.000 4.000) 4.000) 11.000 74.000) 22.000 (11.000 1.000 5.815.000 8.243.000 311.487.000 (24.931.004.205.000 17.000 43.949.274.199.021.478.079.000 23.333.839.000 (12.000 (19.000) 26.995.Accumulated Amortization Other Assets Deferred Long Term Asset Charges Total Assets Liabilities Current Liabilities Accounts Payable Short/Current Long Term Debt Other Current Liabilities Total Current Liabilities Long Term Debt Other Liabilities Deferred Long Term Liability Charges Minority Interest Negative Goodwill Total Liabilities Stockholders' Equity Misc Stocks Options Warrants Redeemable Preferred Stock Preferred Stock Common Stock Retained Earnings Treasury Stock Capital Surplus Other Stockholder Equity Total Stockholder Equity Net Tangible Assets 2.178.000) 12.533.000 52.063.000 105.000) 26.986.000 53.543.306.316.095.000) 24.000) 4.344.

Chapter 3 INDUSTRY PROFILE 10 | P a g e .

while the branded segment is growing around 25% per annum to stand at Rs 5. To this wealth of inherited knowledge our new generation has now added another dimension. Manufacturing of potato chips and the similar snacks category held 47.00. however. New York was responsible for the bulk or more than $43 billion of industry shipments.000-Rs 5.000 snack items and 300 types of savouries are sold across India. corn chips.Industry profile In the late 2000s.Modern Technology.000tonnes in terms of volume. and Illinois were the leading manufacturing states.9 percent in market share had shipments valued at $144. 11 | P a g e .500 crore. Pennsylvania. California. Our Forefathers devoted their lifetime in developing exclusive recipes which are now our proud family secrets.7 percent in industry share. since almost ages. while tortilla chips manufacturers with 15.994 workers in 2009. Savoury snacks have been a part of Indian food habit. Others included corn chips and other corn-based snacks manufacturers with shipments totaling $30. Though very large and diverse. due to various reasons like Multiplex culture. and similar snacks with shipment values exceeding $44 billion with industrywide employment of 31. New York.3 million. The branded snacks are sold at least 25% higher thanthe unbranded products. the snack food industry is worth Rs 100billion in value and over 4. The industry has been growing around 10% for the last three years. 3. Texas. The average manufacturing facility generated $167. there were a reported 454 establishments engaged in manufacturing potato chips.1 MAJOR PLAYERS BIKANEAR Bikanerwala is one of the India’s most prominent families in the business of traditional hospitality products like Namkeens and Namkeens. According to an Apeda survey almost 1. already popped (except candy covered) manufacturers with $18. pubs and bars. the snacks industry is dominated by the unorganized sector.8 million and popcorn. According to the ministry of food processing. snacking at home while watching TV.4 percent in market share followed by potato chips and other potato-based snacks manufacturing with 16.1 million in shipments.6 million in sales employing 78 workers.

IS AN ISO 9001:2000. Continental.The brand is associated with youth. 12 | P a g e .. It is so tasty that you can‟t resist sharing it with others."Har Stick mein alag twist. Bingo Bingo! was launched in March 2007 with a wide range of exciting packaged salted snacks. Bingo! Tedhe Medhe provides a unique experience to the consumer each time he consumes it from the pack. Each piece of this innovative crunchy snack is made out of strands loaded with lip smacking masala or tantalizing tomato or simply salted flavours. The range includes multiple flavor variants of Potato Chips & Finger Snacks.. Once bitten.." Bingo! Tedhe Medhe is the popular spindle shaped format from Bingo! that is a delicious blend of handpicked spices with an aroma that makes one crave for more. At present Bingo! has 4 sub-brands in its portfolio. each of which have unique values based on consumer need differentiation. South Indian.Today. It fulfils the consumers need for variety and novelty in snacks.A combination of innovative flavours on a traditional khakra base..One of the biggest successes from the Bingo! Portfolio.." Bingo! Tangles is one of the most innovative snacks available in the market. HACCP and SQF 2000cm certified company with four modern manufacturing units in the National Capital Region and a chain of 88 outlets in India and abroad. Chinese cuisine and Fast Food along with a vast variety of traditional Indian namkeens and snacks."Khaoge to Khilaoge. making it a snack that's truly "Har Angle se Mmmm .. making him go beyond stereotypes and celebrating the eccentricities in life! Bingo! Tangles . BIKANERWALA FOODS PVT. fun and excitement. they break into many more delicious strands in the mouth. Mad Angles is a snack that is true to taste with perfect flavour delivery as well as shape. The taste of fiery sparks which masalas leave on ones tongue is an experience with savouring!Just like no two things in life are the same. Bingo! Mad Angles has carved a niche for itself in the consumers mind and is synonymous with the perfect triangular snack." Bingo! Tedhe Medhe . serving vegetarian North Indian.LTD.

Today Haldiram’s occupies considerable shelf space at prominent supermarkets the world over. Sommerfield. East Europe and parts of North Africa. Haldiram's is also diversifying into fast food retail chains all over India. Chips. Maharashtra. Haldiram's is one of the larger chips and snack manufacturer's in India. From traditional Indian namkeens and savouries to the more international. cookies.Haldiram's Haldiram's is an Indian sweets and snacks manufacturer based in Nagpur. Tesco. many based on traditional Indian flavours and styles. nuts and sherbets. Haldiram's offers an extensive range of different products. our products are fast capturing the imagination of people making it possible for us to aim for deep penetrations in the Middle East. Sipneys and Carrefore. Some of these products are offered by Haldiram's all around the world. 13 | P a g e .

2MARKET SHARES OF THE LEADING PUBLIC AND PRIVATE GROUP COMPANY WISE % MARKET SHARES Top snacks maker PepsiCo Foods has started slipping with a slew of smaller and regional brands eating into the market share of its flagship brands Kurkure snacks and Lays potato chips.400-crore Indian snacks market. Kurkure and Lays.3. Indore's Yellow Diamond and DFM Foods' Crax in addition to some variants of ITC's Bingo snacks. which dominate the Rs 9. have begun losing share to regional players such as Gujarat-based Balaji. which are matching the 14 | P a g e .

PepsiCo attempted to buy out strong regional players such as Gujarat-based Balaji Wafers and A-Top Foods. owner of Yellow Diamond chips. PepsiCo has been selling products at prices ranging from Rs 2 to Rs 55 across categories. multiple packs and increased marketing spends to get back its market share. Mid last year. with more than 25 new launches including new category introductions like Kurkure Monster Paws and Kurkure Puffcorn."This year we have further strengthened our market position in all potato chips. The Bingo brand of chips was launched by ITC on 14th March 2007 with an aim to capture at least 25 percent market share of the Rs 2000 crore branded snack market within five yrs.But then its smaller rivals too are widening their product portfolio and reach. Parle and even Yellow Diamond have gained.A PepsiCo spokesperson said the company doesn't comment on market shares. it consolidated its mass-priced snacks under a new entity. Biscuits and snacks maker Parle Products extended its portfolio to the traditional salted snacks category with the revamp of its 'Parle namkeens' earlier this month."Whenever new products enter any category. variants and regionalisation.Officials said the firm is banking on volumes. ITC and Haldiram's. group product manager at Parle Products. Lehar Foods. The other was the Haldiram group with 25 percent of the market share. 15 | P a g e . Meanwhile. Industry official quoting Nielsen data said both Kurkure and Lays' market shares slipped 2-3% in the April-September period. A couple of years back. the dominant player naturally gets impacted.multinational on pricing. and smaller players have been fuelling category growth as much as bigger ones like PepsiCo. said. He said the company was enthused by the product's initial response and hoped to capture 20% share by the end of this fiscal. while some others like ITC's Bingo." the person said. This was an extremely ambitious target according to observers as the market was dominated by the Frito Lay group (owned by Pepsi Co) with a slew of brands like Lays. Kurkure. to take on regional brands such as Balaji. Kurkure and Uncle Chipps holding 50 per cent of the market share. Sequoia Capital invested close to $30 million in Indorebased snack food maker Prakash Snacks. It operates on a low-cost model and PepsiCo is hopeful that Lehar Foods will contribute 50% to the firm's foods division FritoLay by 2015. Balaji. The eight-year-old Indore-based firm sells a range of chips and savoury puffs. which "fluctuate from quarter to quarter". Nielsen data also shows that PepsiCo Foods' ( FritoLay India) share in overall western snacks has slipped to 40% last fiscal from 48% in 2009-10.And they are attracting the attention of private equity players. the competition is increasing.The salted snacks market in the country has been growing 25% a year." B Krishna Rao. Bikanervala and A-Top Foods. baked snacks and traditional namkeen that we operate in. Last year. but the talks did not materialize.

Chapter 4 Research methodology 16 | P a g e .

To know the awareness level of customers regarding information details on packet of lays. businessmen. which inhabit growth and segmentation in the industry. SECONDARY DATA:-Information that already exists on internet. 4. To find out effect of packaging of lays on customers 2. focus groups. Qualitative or quantitative data that are newly collected in the course of research. 3.2 RESEARCH DESIGN This stage shall help a person to restrict and select only the important question and issue.  Design the exploratory. Consists of original information that comes from people and includes information gathered from surveys. descriptive and causal research. The various tasks that a person has undertaken in the research design process are:  Defining the information need.4. TYPE OF RESEARCH:17 | P a g e Exploratory research is conducted in Banur. To know about consumer satisfaction for packaging of lays . We collected information from students.. employs in the region of Banur. independent observations and test results. To find out Role of advertisement in identification of lays 4. journals etc. books. . Data gathered by the researcher in the act of conducting research. EXPLORATORY RESEARCH The method a person used for exploratory research was  Primary Data  Secondary data PRIMARY DATA New data gathered to help solve the problem at hand.1 RESEARCH OBJECTIVE 1. An example is information gathered by a questionnaire.

the key determinants impacting consumers food choice are passion for eating out. 2 A study of determinants impacting consumers food choice with reference to the fast food consumption in India Type: Case study Author(s): RituAnand Source: Society and Business Review Volume: 6 Issue: 2 2011 Abstract Purpose – The purpose of this case study is to explore and study the determinants (demographics and psychographics) impacting consumers food choice towards fast food in India. The research provides a thorough understanding of the snack industry. The management areas observed are: creating a variety of products. incorporating advanced technology. the World Health Organisation.3 Review of Literature 1 Management of operations in the snack industry Type: Research paper Author(s): Fernando Pineda. The snack industry generates about $21 billion annually in retail sales in the United States. Data obtained from the reliable sources (e. marketing a product. potato chips. managing the production process.4. Findings – Based on literature reviews and exploratory surveys. socialize. and operating in accordance to both HACCP guidelines and company guidelines. Some of the topics focus on one portion of the snack industry. the changes and demands it faces and the way managers put all the pieces together to make it work. ambience and taste for school and college goers and convenience for dual-income families in urban India. Management operations in this industry entail several areas.g. Brian H. in order to provide a more detailed account of certain themes. Design/methodology/approach – Food choice variables have been explored using literature reviews and exploratory survey of young consumers in the age group of 20-40. Findings indicate that 18 | P a g e . Euromonitor International and Datamonitor International) have been used to study the implications of consumer food choice and growing trend towards organic food. Kleiner Source: Management Research News Volume: 28 Issue: 2/3 2005 Abstract This article examines the components of management operations in the snack industry.

Parents and Food Author(s): Leann L. Despite the necessity of a varied diet. The transition from suckling to consuming an omnivorous diet is critical to the child's growth and health. exploratory surveys and reliable data sources 3 Children. impeding the development of internal controls of food intake in children 19 | P a g e . The social contexts and physiological consequences of eating also shape children's food acceptance patterns through associative conditioning. Originality/value – This paper focuses on determining a food choice model in wake of changing food and eating habits in India. Birch Source: British Food Journal Volume: 95 Issue: 9 1993 Abstract Examines aspects of the child's early experience with food and eating in order to reveal how these experiences shape children's food acceptance patterns. Repeated experience is necessary to transform the initial neophobic response. children do not readily accept new foods. unless the implications of same on consumers health is given equal importance in the years to come. Children are responsive to the energy density of foods and can adjust intake based on foods' energy density. using literature reviews. Research limitations/implications – Data obtained from the convenience sample and literature reviews have been generalized for inferring consumption patterns of Indian consumers (population). Practical implications – This case study focuses on growing trends towards organic food and green consumerism in view of rising global obesity with fast food consumption in Western countries and significantly very less in India despite obesity being an epidemic in India. Such responsiveness is easily disrupted when parents employ child-feeding tactics to control what and how much children will eat. in which foods' sensory cues are associated with the contexts and consequences of ingestion. Limited evidence suggests that such child-feeding practices may focus the child away from hunger and satiety. and are often very neophobic.fast food companies can no longer rely on convenience as USP in India.

TinoBech-Larsen Source: Health Education Volume: 109 Issue: 6 2009 Abstract Purpose – The purpose of this paper is to explore Chinese adolescents' perceptions of healthy eating. their perceptions of various socializing agents shaping their eating habits. during festivals. Seven testable hypotheses are proposed to guide further research. as these were considered relatively more effective than other measures. Findings – The participants perceived a balanced diet and regular meal times as the most important attributes of healthy eating. 20 | P a g e . Social services marketers might consider influencing adolescents' eating habits through the parents and school teachers. Restricting selling of soft drinks at schools and sports centers and increasing the price of soft drinks should be considered. Research limitations/implications – The interviewees were mostly from low to middle income families. They reported that mothers and teachers often advise them to eat healthy foods. Gerard Prendergast. and their opinions about various regulatory measures which might be imposed to encourage healthy eating. and when socializing. Participants were most likely to eat unhealthy food at parties. They felt that banning the sale of soft drinks in schools and at sports centers and/or increasing the price of soft drinks might discourage their consumption. but felt that banning soft drink advertisements and/or making free drinking water more available would be ineffective. Originality/value – The study serves as a guideline for social services marketing professionals targeting adolescents. thus limiting the generalisabilty of the findings.4 Adolescents' perceptions of healthy eating and communication about healthy eating Type: Research paper Author(s): Kara Chan. Design/methodology/approach – Four focus group interview sessions were conducted with 22 eighth and ninth grade adolescents (aged 13 to 15) in Hong Kong. They may not be representative of all adolescents in Hong Kong or elsewhere. Alice Grønhøj.

. 21 | P a g e .I have targeted 100 customers for the purpose of research. The survey is not done throughout the census. Hence the results may not be implemented for other areas. The target population influences the sample size. 2..4. The limitations shaping this research are given below: The area of study was comparatively small. Bar diagram: in this the circle is partition in to various sections representing the proportions of various components. The target population represents the Chandigarh.5 SAMPLE SIZE. 4.7 Statistical tools Tools of analysis used for this study.     Data was collected on the basis of primary data and hence there is a chance for a biased or misleading response from the respondents.8 Limitations of the study The project definitely had its own limitations before going through the results of this research study. The target population is the population a person wants to make conclude an ideal situation. Level accuracy of the result of research is restricted to the accuracy level with which the customer have given the answer and the accuracy level cannot be a prediction.4 SAMPLE DESIGN Determination the sample plan and sample size. 3 SPSS: stastical package for social science 4. 1. Simple bar method: a simple bar diagram represents the magnitude of only one variable.6 Sample technique: convenience sampling technique 4. Time is the major constraint of the study. Some of the respondent where reluctant to fill the demographic characteristics in the questionnaire. The people were from different professional backgrounds and economical backgrounds. that is restricted only in Rajpura and Banur. the sampling frames to matches the target population 4. Banur region of Punjab.

CHAPTER 5 DATA ANALYSES AND INTERPRETATION 22 | P a g e .

DATA ANALYSIS Part one cross tabulation Table 1 Age and gender wise cross tabulation Age 31 years and 15-20 years gender male female Total 34 9 43 20-30 years 17 13 30 above 20 7 27 Total 71 29 100 Interpretation: From the above frequency table and graph . and 27 involved in 31 years and above It means that out of 100 respondents 71 were male and 29 were female category respondents. and 20 involved in 31 years to above. and 7 involved in 31 years and above. Now in total 43 male and female respondents were involved in 15 years to 20 years age group. 23 | P a g e . 30 involved in 20 yrs to 30 yrs. . 17 involved in 20 yrs to 30 yrs. Now in female category 9 respondents involved in age group of 15 yrs to 20 yrs. it can be concluded that 34 were male respondents involved in age group of 15 yrs to 20 yrs. 13 involved in 20 years to 30 years.

and majority of male respondents belong to student group and in females majority of respondents belong to employees group.Table 2 Gender and occupation wise cross tabulation Occupation students gender male female Total 32 10 42 employees 15 17 32 businessman 23 0 23 others 1 2 3 Total 71 29 100 Interpretation: From the above table and graph.15 involved in employee group. and 2 in others. 17 involved in employee group. it can be concluded that 32 were male respondents involved in student group. It means that out of 100 respondents 71 were male and 29 were female category respondents. 23 in businessmen and 1 involved in other group . Now in female category 10 respondents involved in student group. 24 | P a g e . .

25 | P a g e . 43% respondents are eating it from more than 4 year.0 18. .0 Cumulative Percent 7.Part Two of cross tabulation Table 3 Time from when respondents start eating lays Frequency more than 1 years more than 2 year more than 3 year more than 4 year Total 7 18 32 43 100 Percent 7.0 18. so majority of respondents are eating it from more than 4 years.0 100.0 32. . 32% respondents are eating it from more than 3 year. 7% respondents are eating it from more than 1 year.0 57.From the above table and graph it can be concluded that among 100 respondents. . 18% respondents are eating it from more than 2 years.0 100.0 25.0 INTERPRETATION:.0 43.0 Valid Percent 7.0 32.0 43.0 100.

0 18.0 Valid Percent 23. 26 | P a g e .0 38. 18% respondents are eating it more than 4 times in a week.0 21.0 21.0 Percent 23.0 38.0 82.Table 4 how often people consume lays in a week Cumulative Frequency Valid 1-2 times 2-3 times 3-4 times more t than 4 times Total 23 21 38 18 100 Percent 23.0 100.0 100. 23% respondents are eating it 1-2 times in a week . 38% respondents are eating it 3-4 times in a week.0 44.0 INTERPRETATION:.0 18. so majority of people are eating it 3-4 times in a week.21% respondents are eating it 23 times in a week.From the above table and graph it can be concluded that among 100 respondents.0 100.

0 19. So majority of people are satisfied .0 11.0 12.0 100. 27 | P a g e .12% strongly dissatisfied. 44% respondents are satisfied.0 Percent 14.0 INTERPRETATION:.0 100. 14% respondents are strongly satisfied.11% dissatisfied.0 100.0 12.0 19.0 77.From the above table and graph it can be concluded that among 100 respondents.0 88.0 44.0 11.0 44.0 Valid Percent 14.Table 5 Satisfaction level regarding packaging material Cumulative Frequency strongly satisfied Satisfied Neutral Dissatisfied strongly dissatisfied Total 14 44 19 11 12 100 Percent 14.0 58. 19% neutral .

0 8.0 100. 28 | P a g e .0 65.13% disagree.Table 6 Packaging attracts people Cumulative Frequency STRONGLY AGREE AGREE NEUTRAL DISAGREE STRONGLY DISAGREE Total 21 44 21 6 8 100 Percent 21.0 86. 24% neutral . 42% respondents are satisfied.0 Valid Percent 21.0 21.0 6.0 21.0 6.0 100.0 44.0 INTERPRETATION:..From the above table and graph it can be concluded that among 100 respondents.0 44.0 100.0 92.0 8.0 Percent 21. So majority of people agree that packaging attracts them. 21% respondents are strongly satisfied.

0 23.0 24.0 9.38% respondents say very important .0 39.0 38. 23% respondents say important .0 100.0 38.0 9. 6 % respondents say not at all important .0 Valid Percent 6.0 24.0 100.0 100.0 15.so majority of people say packaging is very important for crispiness. 24% respondents say somewhat important .0 62.0 INTERPRETATION:.From the above table and graph it can be concluded that among 100 respondents.Table 7. 29 | P a g e . 9 % respondents say less important.0 Percent 6.0 23.1 Importance of packaging for crispiness Cumulative Frequency not at all important less important somewhat important Important very important Total 6 9 24 23 38 100 Percent 6.

14% respondents say important .Table 7.0 100.0 14. 5 % respondents say not at all important .2 Importance of packaging for taste Cumulative Frequency not at all important less important somewhat important Important very important Total 5 28 5 14 48 100 Percent 5.0 28.0 28.0 33.0 5.48% respondents say very important .0 Valid Percent 5.0 INTERPRETATION :-From the above table and graph it can be concluded that among 100 respondents.28 % respondents say less important.so majority of people say packaging is very important for taste.0 52.0 Percent 5.0 48.0 5.0 14.0 100. 5% respondents say somewhat important .0 100. 30 | P a g e .0 38.0 48.

0 Percent 1.0 11.0 100.0 22.0 100..36% respondents say very important .0 22.0 INTERPRETATION .so majority of people say packaging is very important for information about ingredients.From the above table and graph it can be concluded that among 100 respondents. 31 | P a g e .3 Importance of packaging for information about ingredients Cumulative Frequency not at all important less important somewhat important Important very important Total 1 22 30 11 36 100 Percent 1.0 64.0 11. 1 % respondents say not at all important .0 36.0 23.Table 7. 11% respondents say important .0 100.0 53.0 Valid Percent 1. 30% respondents say somewhat important . 22 % respondents say less important.0 36.0 30.0 30.

22 % respondents say less important. 32 | P a g e ..4 Importance of packaging for price Frequency not at all important less important somewhat important Important very important Total 4 22 6 46 22 100 Percent 4.0 78.0 22.0 22.0 6.0 INTERPRETATION .0 32.so majority of people say packaging is very important for price.Table 7.22% respondents say very important .0 26.0 22. 46% respondents say important .0 100.0 22.From the above table and graph it can be concluded that among 100 respondents. 4 % respondents say not at all important .0 46.0 Valid Percent 4.0 46.0 6.0 100.0 Cumulative Percent 4. 6% respondents say somewhat important .0 100.

0 51.0 23.0 INTERPRETATION .From the above table and graph it can be concluded that among 100 respondents.0 74.0 10.0 100.so majority of people say packaging is very important for price COLORS 33 | P a g e .0 Valid Percent 24.0 17.Table 7.26% respondents say very important .0 26.0 100. 10 % respondents say less important. 24 % respondents say not at all important .0 100.5 Importance of packaging for COLORS Cumulative Frequency not at all important less important somewhat important Important very important Total 24 10 17 23 26 100 Percent 24. 23% respondents say important .0 23.0 10..0 Percent 24.0 17.0 34.0 26. 17% respondents say somewhat important .

7 % respondents say not at all important .0 INTERPRETATION . 17 % respondents say important .0 34.0 24.0 34.24% respondents say very important .0 100.0 18.0 24.0 Percent 7. 18 % respondents say less important.0 17.6 Importance of packaging for Freshness Cumulative Frequency not at all important less important somewhat important Important very important Total 7 18 34 17 24 100 Percent 7.0 17.0 100.0 25.0 Valid Percent 7. 34% respondents say somewhat important .so majority of people say packaging is somewhat important for freshness 34 | P a g e .0 76..0 18.0 59.From the above table and graph it can be concluded that among 100 respondents.0 100.Table 7.

0 Percent 12.so majority of people say packaging is important for photographs.0 95.0 45.5% respondents say very important . 25% respondents say somewhat important .0 5.0 100.0 25.0 25. 35 | P a g e .0 100. 13 % respondents say less important.Table 7.0 45.0 13.0 25.0 5. 45 % respondents say important .0 50.0 13..0 Valid Percent 12.From the above table and graph it can be concluded that among 100 respondents.0 INTERPRETATION .7 Importance of packaging for photographs Cumulative Frequency not at all important less important somewhat important Important very important Total 12 13 25 45 5 100 Percent 12.0 100. 12 % respondents say not at all important .

36 | P a g e .0 Valid Percent 55. so majority of people say they always judge packaging before buying.0 Percent 55.Table 8 People Judge packaging before buying Cumulative Frequency Always Sometimes Total 55 45 100 Percent 55.0 100.From the above table and graph it can be concluded that among 100 respondents. 55 % respondents say they were judging packaging before buying.0 INTERPRETATION ..0 45.0 100.0 100.45% say sometimes.0 45.

0 100. 43% say they are satisfied with size of packet and 57% say they are not satisfied.From the above table and graph it can be concluded that among 100 respondents.0 Percent 43.0 100.0 Valid Percent 43.. so majority of people are not satisfied.0 INTERPRETATION .0 100.0 57.Table 9 Satisfaction level regarding packet size Cumulative Frequency YES No Total 43 57 100 Percent 43. 37 | P a g e .0 57.

0 100.0 100.6 are strongly dissatisfied from statement that advertisement plays an important role in identification of lays chips..0 51. so majority of people are satisfied with above statement 38 | P a g e .27 are dissatisfied.From the above table and graph it can be concluded that among 100 respondents 21 are strongly satisfied .0 Valid Percent 21.0 67.0 Percent 21.0 6.0 100.0 27.30 are satisfied.16 are neutral.0 INTERPRETATION .0 16.0 6.Table 10 Advertisements play an important role in identifying packet of lays Cumulative Frequency strongly satisfied Satisfied Neutral Dissatisfied strongly dissatisfied Total 21 30 16 27 6 100 Percent 21.0 30.0 27.0 16.0 30.0 94.

.0 INTERPRETATION .0 24. 39 | P a g e .0 19.0 Percent 5.0 14.0 14.0 24.0 Valid Percent 5.0 21. 24% respondents are attracted by its advertisement. Cumulative Frequency Originality Style Taste brand name advertisement Total 5 14 36 21 24 100 Percent 5.0 100.0 100.0 36.Table 11 Aspect of lays that attracts people most.From the above table and graph it can be concluded that among 100 respondents 5% respondents are attracted by its originality. so majority of people are attracted by its taste.0 55.0 21. 12% respondents are attracted by its taste .0 76.0 100. 21% respondents are attracted by its brand name.0 36.

53% say yes because of packaging cost has increased and 47% say No.Table 12 Because of packaging cost has increased Frequency Yes No Total 53 47 100 Percent 53.0 Valid Percent 53.0 100.0 INTERPRETATION .0 100.0 100.0 47.0 47..From the above table and graph it can be concluded that among 100 respondents.0 Cumulative Percent 53. so we can say majority of respondents say yes and agree that cost has increased because of packaging 40 | P a g e .

0 91. 41 | P a g e .0 100.0 73.0 9.0 100.Table 13 People have seen full details on lays packet Cumulative Frequency seen totally seen partially not seen Total 18 73 9 100 Percent 18.0 100.0 Valid Percent 18.0 9.From the above table and graph it can be concluded that among 100 respondents 18% respondents have seen totally details on packet.73% have seen partially and 9% have not seen ..0 Percent 18.0 73.0 INTERPRETATION .so majority of people have seen partially details given on packet.

Table 14 Satisfaction level regarding promotional strategies Cumulative Frequency strongly satisfied Satisfied Neutral Dissatisfied Total 11 41 14 34 100 Percent 11.0 INTERPRETATION ..0 34.0 66.0 100.41% are satisfied.0 14.0 52.0 100.0 100.0 Valid Percent 11.0 41.14% are neutral. 42 | P a g e .0 34.From the above table and graph it can be concluded that among 100 respondents 11 are strongly satisfied .0 41. so majority of people are satisfied .0 Percent 11.0 14.34% are dissatisfied with promotional strategies of lays.

0 22.0 66.0 44.0 100. and 13% through others .0 17.17% say they were attracted through online advertisements.0 13.0 17.0 22..21% through billboards.0 Percent 27.0 100.Table 15 People are mostly attracted by advertisements through Cumulative Frequency advertisements through Newspapers & TV online advertisements Banners Billboards Others Total 27 17 22 21 13 100 Percent 27.0 100. 43 | P a g e .0 13.0 21.0 87.From the above table and graph it can be concluded that among 100 respondents 27% respondents say they were attracted through advertisements through newspaper and tv.0 21.0 Valid Percent 27.0 INTERPRETATION .so majority of people are attracted through advertisements through newspaper and TV.22% through baneers.

Chapter 6 Findings and Conclusion 44 | P a g e .

• It were found from above analysis that Maximum people always judge packaging before buying. • • • People are mostly attracted by taste of lays. • It were found from above analysis that Majority of people believe that packaging is very important for taste. Majority of people agree that advertisement plays an important role in identification of lays. Majority of respondents are overall satisfied with packaging of lays. freshness and somewhat important for multiple colours.26-30 years and people are from different occupations like business. people were of different age groups but most of the people having age between 21-25 and . 45 | P a g e . price and photographs. • It is evident from the above analysis that Majority of people are satisfied with packaging material • It is evident from the above analysis that Majority of people believe that packaging is important for crispiness. retired person. • It were found from above analysis that Maximum of respondents are dissatisfied with packet size. service. information about ingredients. On the basis of the survey conducted It were found from above analysis that-: • • Majority of people are eating lays more than 4 years It is evident from the above analysis that People mostly consume lays 3-4 times in a week.1 FINDINGS On the basis of survey conducted on 100 people in which men and women both have contributed it is founded that men were more in the ratio than women. Majority of people have seen details partially given on packet.5. house maker but most were students who have filled the questionnaire.

2 CONCLUSION On the basis of the survey conducted it has been said that most of the people like to consume packaged chips and they have no doubt that they Packaging plays an important role in maintaining their crispiness. It was found that the aspect which attracts people most is its advertisements and after that taste of the lays. and the information given on packet. availability and advertisements. It was found that Majority of people are satisfied with packaging of lays. and newspaper. Lays should increase its promotional strategies.attractness and freshness . Apart from that most of the people don‟t consume them only occasionally they prefer to consume them daily or weekly. • • Lays should focus more on its promotional strategies. It was found that advertisements play an important role in identification of lays .V. 46 | P a g e . People prefer lays packaged chips in comparison with other brands packaged chips because of its quality.people read the details given on packet of lays. Lays should make change in packet size people are not satisfied with its packet size 5. SUGESSIONS • Lays can make the packaging even more attractive by making some positive changes in it.• The promotional strategy that attracts people most are advertisements through T. taste.

htm  http://buad307.navdeepAggarwal.lays. 4 Research methodology. “Note on Measuring Brand Awareness.N Marketing management.fritolay. 1-10.google. Brand Image. INSEAD 6 Websites  http://www. Sontakki C.com  http://buad307.Kothari Research Methodology New age international publishers (p) limited 3 Dr. 2 C.com/magazine/prnt.siliconindia.M Prasad Fundamental Of Market Research 47 | P a g e .pdf  http://www.com/PDF/ResearchMethods.triplepundit.co.in  http://www.pepsico.php.html  http://www.R .com/PDF/ResearchMethods. 5 Chandon. Brand Equity and Brand Value” Working Paper Series.com/2010/12/frito-lay-compostable-packaging-failure/ L.com/Purpos/Packaging-and-Waste  http://www.com/our-planet/packaging-questions. Pierre (2003).pdf  http://www.BIBLIOGRAPHY/REFERENCE Books 1 Philip Kotler Marketing management.Motit Gupta.

Banur. The information or the data provided by you. 5=very important. 4=important. Dr IT Group. Q1 Since how long you started eating lays? More More More More than 1 than than than 2 3 4 year years years years Q2 How often do you consume lays chips in a week ? 1-2 TIMES 3-4 MORE TIMES THAN 4 TIMES Q3 Are you satisfied with the quality of packaging material used in lays? Strongly satisfied Neutral Dissatisfied Strongly satisfied dissatisfied Q4 packaging of lays chips attract you most? Strongly agree Neutral Disagree Strongly agree disagree Q5 How important is packaging for following factors in chips Rank it.ANNEXURE 1 QUESTIONAIRE Dear Respondent. would be strictly confidential or safe. I ensure you. I would like you to kindly fill this questionnaire as a part of my Academic research.2=less important. doing a project on “A Comparative Study ON : Customer Satisfaction towards Packaging of LAYS chips ”. This data would be only utilized for my analysis of the project.3=somewhat important.1=not at all important ? statement 1 2 3 4 5 crispiness taste Information about ingredients price Multiple colors freshness photographs 2-3 TIMES 48 | P a g e . I am SHOAIB MOHMMAD SARAF student of MBA IV SEM.

Q6 Do you judge packaging of a product before buying? always sometimes Never Q7 Are you satisfied with size of the lays packet? Yes No Q8 Advertisement plays an important role in identifying packaging of lays? Strongly agree Neutral Disagree Strongly agree disagree Q9.Which aspects of lays attract you mostly rank it from 1-5 from highest to lowest? originality style taste Brand name advertisements Q10 Do you think because of packaging cost of lays has increased? Yes No Q11 Have you seen full details given on lays packet? Seen totally Seen partially Not seen Q12 Are you satisfied with the packaging material used by lays? Strongly satisfied Neutral Dissatisfied Strongly satisfied dissatisfied Q13 Are you satisfied with the promotion strategies used by lays? Strongly satisfied Neutral Dissatisfied Strongly satisfied dissatisfied Q14 which promotion strategy used by lays attracts you the most? Advertisements Online BANNERS BILLBORDS through Advertisements newspaper and through tv internet Respondent Name …………………… Gender MALE FEMALE Occupation: Student employee Age: 15 years to 20 year Businessman Others 20 year to 30 year 31 years & Above 49 | P a g e .

ANNEXURE 2 Data view 50 | P a g e .

Variable view 51 | P a g e .

52 | P a g e .