A STUDY

ON

CONSUMER PREFERENCES
TOWARDS BINGO
Submitted in partial fulfilment of the

requirement for the award of the degree of

BACHELOR OF BUSINESS MANAGEMENT

BY

D.Priyanka

(165014017)

Under the esteemed guidance of

Ms. N. PURNIMA DEVI M.B.A

Lecturer in Management Studies

DEPARTMENT OF BUSINESS MANAGEMENT

VASAVI MAHILA KALASALA

AFFILIATED TO RAYALASEEMAUNIVERSITY

KURNOOL

2016-2019
 A STUDY
ON
CONSUMER PREFERENCES
TOWARDS BINGO
Submitted in partial fulfilment of the

requirement for the award of the degree of

BACHELOR OF BUSINESS MANAGEMENT

BY

D.Priyanka

(165014017)

Under the esteemed guidance of

Ms.N.PURNIMA DEVI M.B.A

Lecturer in Management Studies

DEPARTMENT OF BUSINESS MANAGEMENT

VASAVI MAHILA KALASALA

AFFILIATED TO RAYALASEEMA UNIVERSITY

KURNOOL

2016-2019
 Vasavi Mahila Kalasala
Kurnool
Department of Business Management

CERTIFICATE

This is to certify that the Project Report titled “A STUDY ON

CONSUMER PREFERENCE TOWARDS BINGO” was carried out by

D.Priyanka Regd.No:165014017. This is submitted in partial fulfilment for the

award of the Degree of Bachelor of Business Administration (BBA) of

Rayalaseema University, during the academic year 2016-2019.

EXAMINER PRINCIPAL HOD

 PROJECT GUIDE CERTIFICATE

Ms. D.PRIYANKA, pursuing BBA of final year from Vasavi Mahila Kalasala,

Kurnool in partial fulfilment for the award of the degree has been done her

project entitled, “A Study on Consumer preference towards Bingo”, under

my guidance has furnished the details true to the possible extent of my

knowledge.

Place:

Date:

N.PURNIMA DEVI

Lecturer in Management department

 DECLARATION

I hereby declare that this Project Report

titled “A study on Consumer preference towards Bingo”
submitted by me to the Department of Business
Management, Vasavi Mahila Kalasala, is a bonafide work
undertaken by me and it is not submitted to any other
University or Institution for the award of any degree/
diploma/ certificate or published any time before.

Name of the Student Signature of the Student

Date:
 ACKNOWLEDGEMENT

I, the researcher would like to express my thanks to all those who

helped me directly or indirectly to complete this project.

First, I take this opportunity to express my sincere thanks to our

Principal Smt. Dr.N.Parvathi Madam and the college management for

providing an opportunity and facility in successful completion of my project.

I also thank Mr. Sandeep Sir, Vasavi Mahila Kalasala, Kurnool for his

constant guidance and valuable advice.

My heartful thanks to the Ms. Purnima Mam who showed infinite interest

and helped me at all times with valuable suggestions and kind co-operation

without whom I could not draw multifarious sketch for my Project Work.

Finally, I am thankful to my parents who helped me directly in my phase of

completion of this project work.

D.PRIYANKA
 CONTENTS

1. Introduction

2. Industry profile

3. Company Profile

4. Need for the Study

5. Research and methodology

6. Concepts

7. Data Analysis

8. Findings

Conclusion

9. Annexure

Questionnaire

Bibliography
 Chapter 1
Introduction
 INTRODUCTION

MARKETING

Marketing is the process of planning and executing the conception,

pricing, promotion and distribution of ideas, goods and services to create
exchanges that satisfy individual and organizational objectives.

WHO IS CUSTOMER
A customer is the most significant icon for long term survival of any
firms or enterprises in terms of retaining quality products and services at
affordable cost as for being the market king.

A customer doesn’t dependent upon us while in several aspects, we

dependent upon him. A customer is not an interruption of our work; actually,
they are the purpose of them.
We are not doing any sorts of favours by serving them; actually, they are
doing it for our flavour by giving us the opportunity to do so.
Today, more companies are recognizing the importance of satisfying and
retaining customers. Satisfied customers constitute the company’s relationship
capital. If the company were to be sold, the acquiring company would to pay not
only for the plant and equipment and the brand name but also for the delivered
customer base mainly the number and the value of the customer who would do
business with the new firms.

Consumer Preference:
“How do Buyers form their preference”. Their preferences are influenced
by their past buying experience, friend’s and associate’s advice, and the
marketer’s and competitor’s information and promises. Though customer
preference is a very qualitative term and it is very difficult to measure. In this
study an effort has been made to measure the customer preference level.
Definition:
“Preferences refer to certain characteristics any consumer wants to have in a
good or service to make it preferable to him. This could be the level of
happiness, degree of satisfaction, utility of the product, etc”.
Chapter-2
Industry
Profile
FAST MOVING CONSUMER GOODS
The fast-moving consumer goods (FMCG) segment is the fourth largest
sector in the Indian economy. The market size of FMCG in India is estimated to
grow from 30 billion in 2011 to 74 billion in 2018.
Food products are the leading segment, accounting for 43 per cent of the
overall market. Personal care (22 per cent) and fabric care (12 per cent) come
next in terms of market share.
Growing awareness, easier access, and changing lifestyles have been the
key growth drivers for the sector.

What are FMCG goods?

FMCG goods are popularly known as consumer-packaged goods. Items in
this category include all consumables (other than groceries/pulses) people buy
at regular intervals. The most common in the list are toilet soaps, detergents,
shampoos, toothpaste, shaving products, shoe polish, packaged foodstuff, and
household accessories and extends to certain electronic goods. These items are
meant for daily of frequent consumption and have a high return.
Top Competitors

According to the study conducted by AC Nielsen, 62 of the top 100 brands

are owned by MNCs, and the balance by Indian companies. Fifteen companies
own these 62 brands, and 27 of these are owned by Hindustan Unilever.

The top ten India FMCG brands are:

1. HindustanUnilever Ltd.
2. ITC (Indian Tobacco Company)
3. Nestle India
4. GCMMF (AMUL)
5. Dabur India
6. Asian Paints (India)
7. Cadbury India
8. Britannia Industries
9. Procter& Gamble Hygiene and Health Care
10.Marico Industries

Indian Food Processing Industry

Food processing industry in India is a sunrise sector that has gained
prominence in the recent years. Availability of raw materials, changing
lifestyles and relaxation in policies has given a considerable push to the
industry’s growth. This sector is among the few that serves as a vital link
between the agriculture and industrial segments of the economy. An extensive
and highly fragmented industry, the food processing sector largely comprises
of the following sub-segments: fruits & vegetables, milk and milk products,
beer & alcoholic beverages, meat and poultry, marine products, grain
processing, packaged/convenience food and packaged drinks.
Chapter -3
Company
Profile
 COMPANY PROFILE: ITC LTD

Incorporated on 24 August 1910 as the Imperial Tobacco Company of India

Limited, the company's name was changed to ITC Limited in 1974. Rated
among the 'World's Best Companies' by Forbes magazine, ITC ranks third on all
major profit parameters among India's private sector corporations. ITC employs
over 20,000 people at more than 60 locations across India. It has a turnover of 3
billion.
ITCLimited or ITC is an Indian conglomerate headquartered
in Kolkata, West Bengal. Its diversified business includes five segments: Fast-
Moving Consumer Goods (FMCG), Hotels, Paperboards & Packaging, Agri-
Business & Information Technology.

Established in 1910 as the Imperial Tobacco Company of India Limited,

the company was renamed as the Indian Tobacco Company Limited in 1970 and
further to I.T.C. Limited in 1974. The periods in the name were removed in
September 2001 for the company to be renamed as ITC Ltd.The Company
completed 100 years in 2010 and as of 2012-13, had an annual turnover of 8.31
billion and a market capitalization of 45 billion. It employs over 25,000
people at more than 60 locations across India and is part of Forbes 2000 list.
BINGO:
Bingo was launched in March 2007 with a wide range of exciting packaged
salted snacks. The range includes multiple flavour variants of Potato Chips &
Finger Snacks. The brand is associated with youth, fun and excitement. It fulfils
the consumers need for variety and novelty in snacks. At present Bingo has 4
sub-brands in its portfolio, each of which has unique values based on consumer
need differentiation.
BingoYumitos - 'Take a Yumitos Break'
BingoYumitos Potato Chips are the best partner for break. BingoYumitos is
very tempting and yummy account the full-bodied flavours. These flavours
range from traditional favourites like Salted to innovative ones such as Red
Chilli. There are in total 7 exciting flavours.

International Cream &

Premium Salted
Onion Red Chilli Bijli

Masala Remix Juicy Tomato Ketchup Fiery Red Tomato

OyePudina
BingoYumitos Original Style - Salt and Chilli sprinkled

ITC has carved a niche for itself by creating yet another winner product
in the form of BingoYumitos Original style. These come in two delectable
flavours of Chilli sprinkled and Salt Sprinkled. Savour the unique combination
of perfectly sliced potatoes along with carefully sprinkled spices.

Original Style - Chilli

Original Style - Salt Sprinkled
Sprinkled
Bingo Mad Angles - "Har Angle se Mmmm..."

One of the biggest successes from the Bingo! Portfolio, Bingo! Mad
Angles has carved a niche for itself in the consumers mind and is synonymous
with the perfect triangular snack. A combination of innovative flavours on a
traditional khakra base, Mad Angles is a snack that is true to taste with perfect
flavour delivery as well as shape, making it a snack that's truly "Har Angle se
Mmmm ..."

Mad Angles Tomato Mad Angles Masala MadAnglesAchaariMas

Madness Madness ti

MadAnglesChaatMasti
Bingo TedheMedhe - "EatPhir Repeat."

Bingo TedheMedhe 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.

TedheMedheAchaariMasti TedheMedhe Mast Masala Tadka

Bingo! Tangles - "Let's Tangle"

Bingo Tangles is one of the most innovative snacks available in the

market. Each piece of this innovative crunchy snack is made out of strands
loaded with lip smacking masala or tantalizing tomato or simply salted flavours.

Masala Tangle salted Tangle

Masala Cheese Tangle

Tomato Tangle
Chapter-4
Need for
Study
 OBJECTIVES OF RESEARCH

1. To identify the most preferred flavour of Bingo and know

the satisfaction level of people who eat Bingo.

2. To find out the preferences of people for different brands.

3. To find out how much people spend on snacks weekly

4. To identify the impact of advertising while making a

purchase decision for Bingo.
 CHAPTER 5
RESEARCH
METHODOL0gY
 RESEARCH METHODOLOGY

RESEARCH DESIGN AND METHODOLOGY

Research design is the basic framework which provides guidelines for the
rest of research process. It specifies the methods for data collection and data
analysis .In this research project the survey method of data collection is used, to
be more specific questionnaire method. The size is 100 Respondents in the
sample size were asked to fill the questionnaires to gather the data.
Sampling Method:
Sampling has been done through ‘Random Sampling Method ‘and the
sample size of 120 has been recognized from Kurnool. The in-depth interviews
were conducted with the consumers of Bingo who willingly cooperated.
Research Place:-Kurnool
Research Instrument:
Contacting the customer personally and studying the response from the
questionnaire filled.
Data Analysis Method:
The data analysis of this research was represented on qualitative as well as
quantitative manner. Application packages like Office XP (Microsoft Word,
Microsoft Excel) were used.

DATA COLLECTION /SAMPLE SIZE

Data Collection:
a. Primary Data:
Questionnaires for in-depth discussions with various respondents to be
interviewed during primary survey were designed during this phase. List of
contacts were also prepared during this phase. This involved in-depth face-to-
face discussions using semi-structured questionnaires with various respondents.
b. Secondary Data:
Taken data from various magazines, Newspaper and other prominent source
of information collected from different websites and search engines.
Chapter 6
concepts
STRATEGIES OF ITC FOR BINGO
Business Standard's Annual Brand thereby has picked Bingo as the most
successful launch of 2007. Ten months after it entered the category with its
wafer snack brand, Bingo, ITC's foray into the Rs 1,800-crore branded snack
market has fetched the company a 16 percent market share across the country
(Source: AC Nielsen). What made the brand tick let's take a look.
Research: After making the decision to launch Bingo it started by sending a
cross-functional team of eight individuals were sent across the country to
research the snacking habits of the Indian consumer. After travelling to 14 cities
and speaking to more than 1,000 people, the team came back with an insight
that Indian consumers were looking for novelty and excitement in existing
snacks.
Taste: For the recipes, the company went to the chefs in its hotels. The chefs
came back with 16 flavours with twists like bindaasmastichaat, chatkilanimbu
achar and tandoori paneer tikka-flavoured potato chips, chilli and tomato-
flavoured mad angles — inspired by khakras — and other snacks.
Targeting: The Company decided that youngsters in the age group of 16-30 are
the most experimental and hence they would be the primary target audience.
Marketing & Advertising: Bingo touched a chord with consumers through
humour and irreverent advertising. On television, the company booked 10 to 15
spots per channel per day on youth channels such as MTV and Star World, mass
Hindi channels like Zee and Star TV, and news channels. It also had around 20
spots on a variety of radio channels and advertised in most leading national
dailies..
Distribution: The Company distributed more than 4lakh large racks, to display
the brand at all points of sale. The racks created so much impact that even
competitors like market leader Frito-Lay's introduced its own version of wafer
racks. This incredible leveraging of distribution system is credited by many as
major cause of Bingo's success.
LITERATURE REVIEW
EVOLUTION OF BINGO AND ITS MARKETING STRATEGIES
Bingo is ITC's newly-launched ready-to-eat snacks that hit the market in
March this year. In mid-March, ITC announced its foray into the Rs 2,000crore
(Rs 20 billion) fast-moving branded snack market that has one major competitor
- Frito-Lay. After biscuits and pasta, the company is now eyeing this segment,
which is growing at 30 per cent every year.

The company's in-house research team of eight people travelled

extensively across the country, studying typical home-made snacks such as
bhel, khakras, golgappas and so on. The verdict: as many as 70 per cent of
those surveyed confirmed that they would like to have snacks which are slightly
familiar yet have variations in taste.

To achieve this, the company turned to the chefs from its restaurant
business to dish out new and tasty combinations of existing delicacies. They
created 16 different varieties inspired from regular snacks such as potato chips,
khakra and pakodas.

Chips come in experimental flavours such as bindaasmastichaat,

chatkilanimbu achar and tandoori paneertikka. Yet another product launched is
"Mad Angles", which according to the company, is inspired by the Gujarati
snack khakra and comes in tomato and chilli flavours.

The commercials were created by O&M, which was selected by ITC after
the company called for a pitch in June last year. "This being the first campaign
for the product, we have focused on the products and the brand name to aid
recognition. Also our tag line emphasises that we have many combinations to
offer," says MalvikaMehra, senior creative director, O&M, who wrote the
creatives along with colleague and senior creative director AmitAkali.
 The advertisements were then shot by Rajesh Krishnan of Foot Candle on
specially created sets in Mumbai and a bungalow in Alibi. Thereafter, the
company has left no stone unturned to make sure it reaches to its audience.

Since the company's target audience is people in the age group of 20-35, the
company began with Internet. It created a website www.bingeonbingo.com,
which has free offers, games, downloads and even mobile games. The site has
been advertised with banners on websites such as Yahoo, rediff and Sify. It's
betting big on television, too.

The company has booked 10 to 15 spots per channel per day on youth
channels such as MTV and Star World, mass Hindi channels like Zee and Star
TV, and news channels. Meanwhile, the company's radio commercials can be
heard between 8 and 10 a.m. and between 6 and 8 p.m. as research revealed that
most youngsters travel during these hours and listen to the radio then.

About 20 spots a day have been booked on channels such as Radio One and
Radio Mirchi. The company has not left out the print media. To familiarise
consumers with its products, the company plans to advertise in most leading
national dailies.

That's not all. In top 30 cities, over 1,000 outdoor hoardings have been
booked to carry images of the product. Like Frito-Lay, ITC, too, has designed a
merchandise rack for its products. The company plans to distribute this to 500-
600 thousand retail shops to ensure visibility at the point of sale.
Chapter-7
DATA
ANALYSIS
 DATA ANALYSIS
Drawing of inferences through Statistical Analysis

In order to extract the meaningful information from the data collected an

analysis of data is done using pie charts, bar graphs etc.

1. What do you like about BINGO?

Particulars Percentage

Taste 39%

Variety 21%

Quality 18%

Price 16%

Shape 6%

Interpretation: The above data analysis shows taste is the major driving
factor for Bingo since it has scored highest ie.33 points among all the other
factors and shape has scored the lowest i.e.,5 points.
 2. Which flavours you like the most?
Type of products Percentage of the product used

Masala potato chips 12%

Salted potato chips 14%

Tomato potato chips 16%

Chatkilanimbuachar 12%

Tandoori paneertikka 8%

Mad angles 23%

Tedhemedhe 9%

Live wires 6%

Interpretation: The above table and pie chart shows the responses of the
people. It is clear that Bingo’s Mad Angles dominates the market for Bingo due
to its creative and unique positioning. The second spot is Tomato potato chips.
Third most popular format of Bingo is Salted potato ships and so on.
 3. How often you have Bingo?

Particulars Percentages

Once a week 65%

Twice a week 20%

Thrice a week 15%

Everyday 0%

Interpretation: The above data shows that the number of respondents who
use bingo are very low i.e.,33% are the respondents who only have once and 0%
are the respondents who have bingo every day.
 4. Overall, how satisfied you are with Bingo products?
Particulars Percentages

Unsatisfied 14%

Satisfied 68%

Very satisfied 18%

Interpretation: Above chart shows that some consumers of Bingo are very
satisfied while most of them i.e.: 34 out of 50 are just satisfied whereas 7 of
them are not satisfied.
 5. How likely are you to recommend Bingo to others?

Particulars Percentages

Definitely will 17%

Probably will 50%

Not sure 70%

Interpretation: From the above pie chart it is clear that 6 people will
definitely recommend Bingo, these consumers are those who are completely
satisfied and major respondents may recommend probably and 2 unsatisfied
consumers will definitely not recommend Bingo.
 6. If Bingo is not available, which of the following will you prefer?

Particulars Percentage

Lays 36%

Kurkure 22%

Uncle chips 6%

Pringles 5%

Haldirams 14%

None 17%

Interpretation: In the above graph we can see that Lays is the most popular
brand among people followed byKurkure. Next is Haldiram’sNamkeens. The
least popular brand appears to be Pringles. It may be because Pringle is based
on American recepies and tastes and the Indian public has not been able to
warm up to the American tastes. Also, Pringles is imported which makes it a
little more expensive than Indian snacks.
 7. When compared to other snacks (such as kurkure, lays, Pringles uncle
chips, haldiram, etc.) that are available in market, do you say that Bingo
is?

Particulars Percentages

Much better 5%

Some what better 31%

About the same 47%

Worst 17%

Interpretation: The above pie chart shows that 23 out of 50 respondents

believe that Bingo is same as other snacks hence such consumers expect
something new from the snacks industry.
Q.8. How much do you spend weekly on snacks?

Particulars Percentages
More than Rs.100 46%
Rs.50-100 24%
Rs.20-50 14%
Below Rs.20 16%

Interpretation: From the above bar chart it can be seen that people have
started spending moreon snacks 25 out 50 people spend more than Rs 100 on
snacks. While there are even people who spend even less than Rs 20 on snacks.
9. How did you first discover Bingo?

Particulars Percentages

Advertising 78%

Newspaper 10%

Social media 10%

Others 2%

Interpretation: From the above pie chart it’s clear that advertisements have

taken the attention of most people towards Bingo. Hence it’s clear that spending

on advertisements had a positive result to the popularity of Bingo.

10.Which media took your attention to a Bingo Ad?

Particulars Percentages

Print 5%

Radio 32%

Television 45%

Others 2%

Interpretation: According to Bar chart Television ads has taken most of the

public attention. This may be due to different types of catchy advertisements

which have created Buzz in the market.

11.How did the advertisement of Bingo affect you?

Particulars Percentages

Recall 14%

Positive impression 36%

Interest 32%

Desire to purchase 18%

Interpretation: According to bar graph, we can conclude that the

advertisement of bingo affect more by positive impression. The percentage is
36%.And the lowest is recall and the percentage is 14%
Chapter 8
Findings
 FINDINGS

1) According to the survey conducted Taste is the major driving

factor for which people like to eat Bingo

2) It is identified that Bingo’s Mad Angles dominates the market for

Bingo due to its creative and unique positioning.

3) In other brands Lays is identified the most popular brand among

people followed by Kurkure. Next is Haldiram’s Namkeens. The
least popular brand appears to be Pringles.

4) It is also identified that people have started spending more on

snacks 25 out of 50 people spend more than Rs 100 on snacks.
 CONCLUSION

After conducting the survey it can be said that ever since its launch,
Bingo as a preferred brand is on a rise. Although Lays is the most popular
brand Bingo has carved a niche for itself. This is due to ITC’s powerful and
creative marketing and branding strategies which has created a buzz in
market.

Bingo is in the growth stage of its life cycle .It has been taking the self
space of popular brands like Frito Lays due to its strong distribution and
marketing strategies. Given more time it is capable of capturing a larger
market share and giving tough competition to other brands.

Overall the advertising used by ITC is creating impact on purchasing

decision of people and due to its popularity it was easy to conduct the
research since the respondent’s wereawareofBingo and people seem to be
satisfied with Bingo.

The purpose of the research was to analyze the consumer preference for
Bingo in region which has been achieved to greater extent even after
considering certain money and time constraints
CHAPTER-9
ANNEXURE
 QUESTIONNAIRE
Name: _______________________ Age : ________
Signature: ___________________

General Instructions:
1. Answer all questions.
2. Indicate your answer by marking a tick against an appropriate option.
3. Mark only one option in all questions.

Q1. What do you like about BINGO?

● Taste
● Variety
● Quality
● Price
● Shape
Q2. Which flavours do you like the most?
● Masala Potato Chip
● Salted Potato Chip
● Tomato Potato Chip
● Chatkila Nimbu Achar Potato Chip
● Tandoori Paneer Tikka Potato Chip
● Mad Angles
● Tedhe Medhe
● Livewires
Q3. How often do you have BINGO?
● Once a week
● Twice a week
● Thrice a week
● Everyday
Q4. Overall, how satisfied are you with BINGO?
● Unsatisfied
● Satisfied
● Very satisfied
Q5. How likely are you to recommend BINGO to others?
● Definitely will
● Probably will
● Not sure
Q6. If BINGO is not available, which of the following will you prefer?
● Lays
● Kurkure
● Uncle chips
● Pringles
● Haldiram Namkeens
Q7. Compared to other snacks (such as Kurkure, Lays, Pringles, Uncle chips,
Haldiram, etc.) that are available, would you say that BINGO is?
● Much better
● Somewhat Better
● About the same
● Worst
Q8. How much do you spend weekly on snacks?
● More than Rs. 100
● Rs.50-100
● Rs.20-50
● Below Rs.20
Q9. How did you first discover BINGO?
● Advertising
● Newspaper
● Social media
● Others
Q10. Which media took your attention to a Bingo Ad?
● Print
● Radio
● Television
● others
Q11.How did the advertisement of Bingo affect you?
● Recall
● Positive impression
● Interest
● Desire to purchase
Q12. Suggesstions
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BIBLOGRAPHY

WEBSITES
www.allbusiness.com
www.bingeonbingo.com
www.financialexpress.com
www.fidelity.co.in
www.itcportal.com
www.indiaretailbiz.com
MAGAZINES
Business Standard
Financial Express
BOOKS
Marketing Management-Philip Kotler