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Consumer Behaviour and Brand Preferences of Britannia Biscuits -An empirical

study with reference to Salem, Tamil Nadu

Article  in  Indian Journal of Marketing · December 2017

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An empirical study with reference to Salem, Tamil Nadu
K. Maruthamuthu , K. Krishnakumar , M. Vasan
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Abstract
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Call for Papers - IJCS
The biscuit market in India is estimated to be 1.1million tons p.a., valued at Rs.35billion. The
unorganized sector accounts for over 50% of the market. The market has been growing at a
Call for Papers -
Entrepreneurship
CAGR of 6-7% p.a. Per capita consumption of biscuits in India is estimated at a low 1.5kgs, For Subscribers
reflecting the huge potential for growth. Manufacturing was reserved for small-scale upto 1997,
which put large players at a disadvantage. In the organized sector, Britannia and Parle are the Request for Missing Issues
 Call for Papers - only national players with dominant market shares. Other organized players include domestic
Civil Engineering Request for Change
players like ITC, Bakeman's, Champion, Kwality, Priya and MNC's like SmithKline Consumer,
Kellogg's, Sara Lee, Heinz, Excelsia (Nestle) and United Biscuits. of Address
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