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SYNOPSIS

ON
THE CONSUMER BEHAVIOUR
TOWARDS BRITANNIA

SUBMITTED TO:

MR. PANKAJ

SUBMIITED BY:

ABHISHEK
14116
BBA 6TH SEM

INTRODUCTION
India Biscuits Industry is the largest among all the food industries and has a
turnover of around Rs. 3000 crores. India is known to be the second largest
manufacture of biscuits, the first being USA. It is classified under two sectors:
organized and unorganized. Bread and biscuits are the major part of the bakery
industry and covers around 80 percent of the total bakery products in India.
Biscuits stand at a higher value and production level than bread. This belongs to thr
unorganized sector of the bakery Industry and covers over 70 percent of the total
production.
India Biscuits Indusrty came into limelight and started gaining a sound
status in the bakery industry in the later part of 20th century when the urbanized
society called for ready made food products at a tenable cost. Biscuits were
assumed as sick-mans diet in earlier days. Now , it has become one of the most
loved fast food products for every age group.
Biscuits are easy to carry , taste to eat, cholesterol free and
reasonable at cost. States that have larger intake of biscuits are Maharashtra, West
Bengal, Andhra Pradesh, Karnataka, and Uttar Pradesh. Maharashtra and West
Bengal, the most industrially developed states, hold the maximum amount of
consumption of biscuits. Even, the rural sector consumes around 55 percent of the
biscuits in the bakery products.
The total production of bakery products have risen from 5.19 lakh
tones in 1975 to 18.95 lakh tones in 1990. Biscuits contributes to over 33 percent
of the total production of bakery and above 79 percent of the biscuits are
manufactured by the small scale sector of bakery industry comprising both factory
and non- factory units.

The production capacity of biscuits is 60 MT and the cost is


Rs. 56,78400 with a motive power of 25 KW. Indian biscuit industry has occupied
around 55-60 percent of the entire bakery production . Few years back, large scale
bakery manufactures

OBJECTIVES OF THE STUDY

To study the various factors that determines the levels of customer preferences
among different varieties of biscuits.

To evaluate opinion of the customers about their preferences , the parameters to


improve the sales.

To give suggestions to the concerned management for improving the customer


satisfaction.

SCOPE OF THE STUDY

My study is restricted to the respondents of Kangra region only


The scope of the study is to find out the CUSTOMER BEHAVIOR TOWARDS
BRITANNIA AT KANGRA REGION.

RESEARCH METHODOLOGY
RESEARCH DESIGN
The controlling plan for marketing research study in which the methods and
procedures for collecting and analyzing the information is to be collected is known
as Research Design. Since the problem is the research is already known, the
research has the study, which is descriptive in nature.

Data Source
Primary Data
A study on brand preference among the customer using branded milk in our area
was done through field survey. Questionnaire method was used for the field survey.
Questionnaire method was used and the information was collected from100Sample
respondents.

DATA COLLECTION TOOL


Questionnaire Survey
SAMPLE SIZE
100 Respondents
SAMPLING TECHNIQUES
Convenient Sampling

QUESTIONNAIRE
1 Name:

2 Location:

3 Age:
a) Below 20

b) 21 40

c) 41 60

d) 61 & above

4 How frequently you have use Britannia products?


a) Many times a day

b) Few times a day

c) Once a day

d) Few times a week

e) Few times a month

f) Havent used it

5 Which variety of Britannia biscuit you prefer?


a) Milk Bikis

b) Treat

c) 50 50

d) Bourbon

e) Cookies

f) Almond

g) Tiger

h) None

6 From among the following which weight you prefer you to buy?
a) 50 g

b) 102 g

c) 121 g

d) 143 g

e) 200 g

7 What is your opinion about our product?


a) Highly satisfied
c) Neither satisfied nor dissatisfied

b) Satisfied
d) Highly dissatisfied

8 Which one of the media attracted you the most?


a) Word of mouth
print media

b) Advt. through

c) Advt. through television

9 What is the level of promotional activity provide by the company?


a) Excellent

b) good

c) Moderate

d) Bad

10 Which type of promotional activity you prefer?


a) Discount
c) Prize
one free
e) Contest
quantity with same

b) Gift
d) Buy one get
f) Offering extra
price

11 What do you feel about the price of Britannia products?


a) Very high

b) High

c) Optimum

d) Low

12 What is the specialty of Britannia products?


a) Service

b) Quality

c) Packing

d) price

e) All the above

13 State your opinion regarding Brand images of Britannia company ?


a) Excellent
c) Good

b) Very good
d) Moderate

e) Bad

14 How would you rate Britannia company marketing literature and strategy?
a) Excellent

b) Very good

c) Moderate

d) Bad

15 State your level of satisfaction on availability of Britannia products?


a) Highly satisfied
c) Neither satisfied nor dissatisfied
dissatisfied

b) Satisfied
d) Highly

16 What is the satisfaction level regarding the calorie content of Britannia biscuits?
a) Highly satisfied
c) Neither satisfied nor dissatisfied
dissatisfied

b) satisfied
d) Highly