CHAPTER 1

INTRODUCTION

1.1 INTRODUCTION

1.2 SCOPE OF THE STUDY

1.3 STATEMENT OF THE PROBLEM

1.4 OBJECTIVE OF THE STUDY

1.5 METHODOLOGY

1.6 LIMITATIONS OF THE STUDY

1.7 CHAPTER SCHEME

1.8 CONCLUSION

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1.1 INTRODUCTION

Britannia Industries Limited is an Indian food products corporation based in Bangalore,

Karnataka in India. It is famous for its Britannia and Tiger brands of biscuits which are
popular thought the country. Britannia has an estimated 38% market share. The company’s
principal activity is the manufacture and sales of biscuits, bread, rusk, cakes and dairy
product. The company was established in 1891, with an investment of ₹265. Initially, biscuits
were manufactured in a small house in central Kolkata.In 1918, C.H. Holmes, an English
businessman in Kolkata, was taken on as a partner and The Britannia Biscuit Company
Limited (BBCo) was launched. The Mumbai factory was set up in 1924 and Peek Freans UK,
acquired a controlling interest in BBCo. Biscuits were in high demand during World War II,
which gave a boost to the company’s sales. The company name finally was changed to the
current "Britannia Industries Limited" in 1979. Kerala businessman Rajan Pillai secured
control of the group in the late 1980s, becoming known in India as the 'Biscuit King'. In
1993, the Wadia Group acquired a stake in Associated Biscuits International (ABIL), and
became an equal partner with Groupe Danone in Britannia Industries Limited. Now Nusli
Wadia is the current owner of Britannina industries Ltd by holding majority shares of
50.96%.

Britannia strode into the 21st century as one of India’s biggest brands and the pre-eminent
food brand of the country .It was equally recognized for its innovative approach to products
and marketing.In 1997,the company unveiled its new corporate identity- “Eat Healthy, Think
Better.” The company’s overall business is primarily bifurcated into two i.e. Foods
comprising (i) bakery products - biscuit, bread, cake and rusk, and (ii) dairy products - milk,
butter, cheese, ghee, dacha, milk-based ready to drink beverages and dairy whitener. In 2001
the delicious Britannia 50-50 Maska-Chaska became India’s most successful product launch.

Today, more than a century after those tentative first steps,Britannia’s fairy tale is not only
going strong but blazing new standards and the initaial investment has grown by leaps and
bounds to crores of rupees in wealth for Britannia shareholders.The company’s offerings are
spread across the spectrum with products ranging from healthy and economic Tiger biscuits
to the more lifestyle-oriented milkman cheese.Having succeeded in gaining the trust of
almost one-third of India’s one billion population and a strong management at the helm
means Britannia will continue to dram big on its path of innovation and quality.
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1.2 SCOPE OF THE STUDY
This research study is useful for Britannia Industries Ltd to understand the expectations
and requirements for the Britannia Biscuits and can serve them in better way.
 The study is intended to know the Britannia users attitude towards the product.
 To understand the problems related with the product in Taliparamba Muncipality.
 It gives information about the competitors product Taliparamba Muncipality.

1.3 STATEMENT OF THE PROBLEM

The study deals with the customers of Britannia biscuits and the satisfaction given by this
product to the customers may vary from one person to another.This study aims at analyzing
and finding the level of satisfaction among the customers by taking a medium number of
samples.

1.4 OBJECTIVES OF THE STUDY

 To study about the customer satisfaction toward Britannia biscuits in Taliparamba
Muncipality.
 To access the customer satisfaction towards quality,availability and price of
Britannia biscuits.
 To know and create awareness about the Briatnnina biscuit among the public.
 To know the average amount spent on Britannia biscuits.
 To measure the level of success rate of Britannia brand against its competitors.

1.5 RESEARCH METHODOLOGY

 Primary Data:
The primary data is collected by means of interview with customer using
structured questionnaire and also through direct observation.The technique used
in this survey is convenient sampling. The data is collected from these persons by
having discussions with them and asking questions related to the topic. Results
from the questionnaire are presented in the form of pie chart, bar
graphs,perentage etc.
 Secondary data:
The secondary data is collected from published journals,concerned books and
internet.
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1.6 LIMITATIONS OF THE STUDY
 The range of the brand is too vast,so it is not possible to cover all the areas.
 The respondents are busy with themselves, thus the availability of response was
limited.
 Most of the customers do not remember full details of shopping.
 Survey was limited for a number of 50 persons in Taliparamba Muncipality.
 The respondents’ response may have bias, which may not give a true picture
about the chosen research topic.

1.7 CHAPTER SCHEME

 First chapter deal with the introduction part of the study.It includes the statement of
the problem, objective of the study, scope of the study, methodology and limitation.

 Second chapter deals with customer satisfaction, importance of customer satisfaction

and factors affecting customer satisfaction.

 Third chapter deals with company profile, which gives information about the
company and Britannia products and features.

 Fourth chapter deals with data analysis and interpretation.

 Fifth chapter deals with findings,suggestion and conclusion of the study.

1.8 CONCLUSION
This chapter deals with an introduction, statement of the problem, objectives,scope
of the study, research methodology,limitations of the study and chapter scheme.

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 CHAPTER 2

CUSTOMER SATISFACTION

2.1 INTRODUCTION

2.2 CUSTOMER SATISFACTION

2.3 IMPORTANCE OF CUSTOMER SATISFACTION

2.4 FACTORS AFFECTING CUSTOMER SATISFACTION

2.5 CONCLUSION

5
2.1 INTRODUCTION
A customer is an individual or business that purchases the goods or services produced
by a business. Attracting customers is the primary goal of most public-facing businesses,
because it is the customer who creates demand for goods and services. Businesses often
compete through advertisements or lowered prices to attract an ever-larger customer base.
Businesses often follow the adage "the customer is always right" because happy
customers are expected to continue buying goods and services from companies that meet
their needs. Many companies closely monitor the relationships they have with customers,
often asking for feedback to learn whether new products should be created or adjustments
made to what is currently offered. Virtually everybody in a modern economy buys products
or services from companies, and so almost everybody at least occasionally acts as a customer.
Several traits mark a customer as opposed to a client or vendor.
The terms "customer" and "consumer" are almost synonymous. Customers are
defined by their purchase of goods, or their contracting for services, as the consumer, or end
user. As the term is commonly used, a customer is the end consumer of a product. This
distinguishes true customers from resellers and vendors, who usually make purchases to sell
later. The terms "customer" and "consumer" are almost synonymous. Customers are defined
by their purchase of goods, or their contracting for services, as the consumer, or end user. As
the term is commonly used, a customer is the end consumer of a product. This distinguishes
true customers from resellers and vendors, who usually make purchases to sell later.

Businesses frequently take a keen interest in knowing the sort of person who buys their
products as an aid to focusing their marketing approach and tailoring their inventory to appeal
to the most lucrative possible customer base. Customers are often grouped according to their
demographics.Age, race, sex, ethnicity, income level and geographic location all go into a
customer's demographic profile. Knowing these things about the people who shop with a
business builds up a picture of the "ideal customer," or "customer persona." This information
helps companies approach the demographics where they are already strong and deepen ties
with loyal customers, as well as reach out to wholly new demographics to cultivate a public
where sales are weak, thus creating a new base of customers for further expansion.
Customers are classified into two:

1. An external customer of an organization is a customer who is not directly connected

to that organization.
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 2. An internal customer is a customer who is directly connected to an organization, and
is usually (but not necessarily) internal to the organization. Internal customers are
usually stakeholders, employees, or shareholders, but the definition also encompasses
creditors and external regulators.

2.2 CUSTOMER SATISFACTION

Customer satisfaction measures how well the expectations of a customer concerning a
product or service provided by your company have been met. Customer satisfaction is an
abstract concept and involves such factors as the quality of the product, the quality of the
service provided, the atmosphere of the location where the product or service is purchased,
and the price of the product or service. Businesses often use customer satisfaction surveys to
gauge customer satisfaction. These surveys are used to gather information about customer
satisfaction. Typical areas addressed in the surveys include:

 Quality of product
 Value of product relative to price - a function of quality and price
 Time issues, such as product availability, availability of sales assistance, time waiting
at checkout, and delivery time
 Atmosphere of store, such as cleanliness, organization, and enjoyable shopping
environment
 Service personnel issues, such as politeness, attentiveness, and helpfulness
 Convenience, such as location, parking, and hours of operation

2.3 IMPORTANCE OF CUSTOMER SATISFACTION

Customer satisfaction is a marketing term that measures how products or services
supplied by a company meet or surpass a customer’s expectation.Customer satisfaction is
important because it provides marketers and business owners with a metric that they can use
to manage and improve their businesses

 It’s a leading indicator of consumer repurchase intentions and loyalty

Customer satisfaction is the best indicator of how likely a customer will
make a purchase in the future. Asking customers to rate their satisfaction on a scale
of 1-10 is a good way to see if they will become repeat customers or even
advocates.Any customers that give you a rating of 7 and above, can be considered

7
 satisfied, and you can safely expect them to come back and make repeat purchases.
Customers who give you a rating of 9 or 10 are your potential customer advocates
who you can leverage to become evangelists for your company.Scores of 6 and
below are warning signs that a customer is unhappy and at risk of leaving. These
customers need to be put on a customer watch list and followed up so you can
determine why their satisfaction is low.

 It’s a point of differentiation

In a competitive marketplace where businesses compete for customers;
customer satisfaction is seen as a key differentiator. Businesses who succeed in these cut-
throat environments are the ones that make customer satisfaction a key element of their
business strategy

 It reduces customer churn

An Accenture global customer satisfaction report (2008) found that price is
not the main reason for customer churn; it is actually due to the overall poor quality
of customer service.Customer satisfaction is the metric you can use to reduce
customer churn. By measuring and tracking customer satisfaction you can put new
processes in place to increase the overall quality of your customer service.

 It increases customer life time value

A study by InfoQuest found that a ‘totally satisfied customer’ contributes 2.6
times more revenue than a ‘somewhat satisfied customer’. Furthermore, a ‘totally
satisfied customer’ contributes 14 times more revenue than a ‘somewhat dissatisfied
customer’.Satisfaction plays a significant role in how much revenue a customer
generates for your business.Successful businesses understand the importance of
customer lifetime value (CLV). If you increase CLV, you increase the returns on
your marketing dollar.

 It reduces negative word of mouth

Customer satisfaction is tightly linked to revenue and repeat purchases. What
often gets forgotten is how customer satisfaction negatively impacts your business. It’s one
thing to lose a customer because they were unhappy. It’s another thing completely to lose 20
customers because of some bad word of mouth.
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To eliminate bad word of mouth you need to measure customer satisfaction on an ongoing
basis. Tracking changes in satisfaction will help you identify if customers are actually happy
with your product or service.

2.4 FACTORS AFFECTING CUSTOMER SATISFACTION

Customer satisfaction is the overall impression of customer about the supplier and the
products and services delivered by the supplier. Following are the important factors that
could affect customer satisfaction:

 Departmentwise capability of the supplier.

 Technological and engineering or re-engineering aspects of products and services.
 Type and quality of response provided by the supplier.
 Supplier’s capability to commit on deadlines and how efficiently they are met.
 Customer service provided by the supplier.
 Complaint management.
 Cost, quality, performance and efficiency of the product.
 Supplier’s personal facets like etiquettes and friendliness.
 Supplier’s ability to manage whole customer life cycle.
 Compatible and hassle free functions and operations.

The above factors could be widely classified under two categories i.e. suppliers behavior and
performance of product and services. The supplier’s behavior mostly depends on the behavior
of its senior subordinates, managers and internal employees. All the functional activities like
customer response, direct product and maintenance services, complaint management etc. are
the factors that rely on how skillful and trained the internal and human resources of the
supplier are. The second category is regarding all the products and services. This depends on
the capability of supplier to how to nurture the products and service efficiently and how
skilled the employees are. It’s all about how the skills are implemented to demonstrate
engineering, re-engineering and technological aspects of the products and services. The
quality and efficaciousness of the products is also an important factor that enables compatible
and hassle free functions and operations. If the product is having some problem or
compatibility issues and requires frequent maintenance and support than the customers could
get irritated and possibilities of sudden divert is there which lead to supplier’s financial loss.

9
In the same way if the product is expecting huge amount of financial and manual resources
then customers could get a feeling of dissatisfaction and worry. However, if these aspects are
handled efficiently by giving class services and dealing with complaints effectively then
dissatisfied customers could be converted into long time satisfied customers and retaining
them becomes easy.

It is practically impossible for the supplier to provide all the above explained features. There
are always some positive as well as negative features in products and services which could
lead to delight or irritate customers. The final opinion is the sum of overall experiences which
a customer percept. But it is also true that more the positive aspects, the more the customer is
satisfied. Hence the aim of the supplier should be always to enhance these positive feelings
among all the customers to increase customer satisfaction. The supplier must identify how to
enhance these positive aspects to maximum level by analyzing the customer’s data and
information using CRM system.

Having discussed the above factors that affect customer satisfaction we can say that higher
the satisfaction level, higher is the sentimental attachment of customers with the specific
brand of product and also with the supplier. This helps in making a strong and healthy
customer-supplier bonding. Hence customer satisfaction is very important panorama that
every supplier should focus on to establish a renounced position in the global market and
enhance business and profit

2.5 CONCLUSION
This chapter discusses about the customer satisfaction,importance of customer
satisfaction and factors affecting customer satisfaction.Customer satisfaction simply means it
is an abstract concept and involves such factors as the quality of the product,the quality of the
service provided, the atmosphere of the location were the product of service is purchased and
the price of the product or service. Businesses often use customer satisfaction surveys to
gauge customer satisfaction.These surveys are used to gather information about customer
satisfaction. Its importants are that it is a leading indicator of consumer repurchases
intentions and loyalty,it is a point of differentiation,it reduces customer churns etc.

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 CHAPTER 3
PROFILE OF BRITANNIA

3.1 INTRODUCTION

3.2 HISTORY OF BISCUIT INDUSTRY

3.3 BISCUIT INDUSTRIES IN INDIA

3.4 COMPANY PROFILE

3.5 PRODUCTS

3.6 MAJOR COMPETITORS

3.7 VALUE OF BRITANNIA INDUSTRIES

3.8 MISSION STATEMENT

3.9 ASPIRATION STATEMENT

3.10 VISION STATEMENT

3.11 SCANNING THE MARKET ENVIRONMENT

3.12 CONCLUSION

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3.1 INTRODUCTION
The word 'Biscuit' is derived from the Latin words 'Bis' (meaning 'twice') and 'Coctus'
(meaning cooked or baked). The word 'Biscotti' is also the generic term for cookies in Italian.
Back then, biscuits were unleavened, hard and thin wafers which, because of their low water
content, were ideal food to store.

Biscuit making is a conventional activity in many parts of the country. Despite the
advent of modern, large capacity and automatic biscuit making plants, large section of people
especially in semi-urban and rural areas still prefer fresh biscuits from local bakery as they
are cheap and offer many varieties. These manufacturers are able to cater to some typical
local palate as well. Thus, they are able to withstand competition from organized sector units.

They are made with baking powder or baking soda as a chemical leavening agent rather than
yeast although they can also be made using yeast (and are then called angel biscuits) or a
sourdough starter.They are traditionally served as a side dish with a meal. As a breakfast item
they are often eaten with butter and a sweet condiment such as molasses, light sugarcane
syrup, maple syrup, sorghum syrup, honey, or fruit jam or jelly. With other meals, they are
usually eaten with butter or gravy instead of sweet condiments. However, biscuits and gravy
(biscuits covered in country gravy) or biscuits with sausage are usually served for breakfast,
sometimes as the main course. A biscuit may also be used to make a breakfast sandwich by
slicing it in half and placing eggs and/or breakfast meat in the middle.

3.2 HISTORY OF BISCUIT INDUSTRY

Sweet or salty. Soft or crunchy. Simple or exotic. Everybody loves munching on
biscuits, but do they know how biscuits began? The history of biscuits can be traced back to a
recipe created by the Roman chef Apicius, in which "a thick paste of fine wheat flour was
boiled and spread out on a plate. When it had dried and hardened it was cut up and then fried
until crisp, then served with honey and pepper."

The word 'Biscuit' is derived from the Latin words 'Bis' (meaning 'twice') and 'Coctus'
(meaning cooked or baked). The word 'Biscotti' is also the generic term for cookies in Italian.
Back then, biscuits were unleavened, hard and thin wafers which, because of their low water
content, were ideal food to store. Many early physicians believed that most medicinal
12
problems were associated with digestion. Hence, for both sustenance and avoidance of
illness, a daily consumption of a biscuit was considered good for health.

As people started to explore the globe, biscuits became the ideal travelling food since they
stayed fresh for long periods. The seafaring age, thus, witnessed the boom of biscuits when
these were sealed in airtight containers to last for months at a time. Hard track biscuits
(earliest version of the biscotti and present-day crackers) were part of the staple diet of
English and American sailors for many centuries. In fact, the countries which led this
seafaring charge, such as those in Western Europe, are the ones where biscuits are most
popular even today. Biscotti is said to have been a favourite of Christopher Columbus who
discovered America!

To become a baker, one had to complete years of apprenticeship - working through the ranks
of apprentice, journeyman, and finally master baker. Not only this, the amount and quality of
biscuits baked were also carefully monitored.

The English, Scotch and Dutch immigrants originally brought the first cookies to the United
States and they were called teacakes. They were often flavoured with nothing more than the
finest butter, sometimes with the addition of a few drops of rose water. Cookies in America
were also called by such names as "jumbles", "plunkets" and "cry babies".

As technology improved during the Industrial Revolution in the 19th century, the price of
sugar and flour dropped. Chemical leavening agents, such as baking soda, became available
and a profusion of cookie recipes occurred. This led to the development of manufactured
cookies.
Interestingly, as time has passed and despite more varieties becoming available, the essential
ingredients of biscuits haven't changed - like 'soft' wheat flour (which contains less protein
than the flour used to bake bread) sugar, and fats, such as butter and oil. Today, though they
are known by different names the world over, people agree on one thing - nothing beats the
biscuit!

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3.3 BISCUIT INDUSTRIES IN INDIA
Biscuit industry in India in the organized sector produces around 60% of the total
production, the balance 40% being contributed by the unorganized bakeries. The industry
consists of two large scale manufacturers, around 50 medium scale brands and small scale
units ranging up to 2500 units in the country. The unorganized sector is estimated to have
approximately 30,000 small & tiny bakeries across the country.

However, recent imports from china industries cheaper verities of biscuit, needs to be
examined with cautions, especially in the context of the price as the low margin based
domestic industry, which is operating at 60 % of the total installed capital. Exports of biscuits
from India have been to the extent of 5.5% of the total production.

Biscuit is a hygienically packaged nutritious snack food available at very competitive prices,
volumes and different tastes. According to the NCAER Study, biscuit is predominantly
consumed by people from the lower strata of society, particularly children in both rural and
urban areas with an average monthly income of Rs. 750.00.

In recognition of industry's obligations towards the community, being a part of it, biscuit
manufacturers supply biscuits to the social welfare agencies in all States for the benefit of
school children, senior citizens and other needy sections of the society. FBMI (Federation of
Biscuit Manufacturer’s of India) Members have always responded positively to our appeal as
also by the Government, to rush truck loads of biscuits to the people affected by earthquakes,
floods, famine etc. These members have also participated in supplying biscuits to the people
of war ravaged Afghanistan and presently to the Iraqi people, under the aegis of the UN.

Though India is considered as the third largest producer of Biscuits after USA and China, the
per capita consumption of biscuits in our country is only 2.1 Kg., compared to more than 10
kg in the USA, UK and West European countries and above 4.25 kg in south east Asian
countries, Le. Singapore, Hong Kong, Thailand, Indonesia etc. China has a per capita
consumption of 1.90 kg, while in the case of Japan it is estimated at 7.5 kg. In view of the
meagre per capita consumption even as penetration of biscuits manufactured by the organised
sector, into rural areas in India, has been very good during the last 10 years, as also in the

14
metro and other cities, small towns etc. However, in spite of this, the industry has not been
able to utilize about half of their installed capacities
.
Biscuit is a comparatively low margin food product in the PMCG (Packaged Mass
Consumption Goods) sector. The commodity is also price sensitive, as a consequence of
which, even when the Excise Duty was doubled on biscuits in 2000-01 biscuit manufacturers,
including the major brands, were not able hike MRPs to the extent of the steep increase in the
Duty. Taxation, both Central Excise Duty as also State Sales Tax, other miscellaneous levies
i.e. turnover tax, local area tax, mandi taxes, purchase tax, Octroi etc., has been a major
deterrent in the growth of the biscuit industry. The CII Study Report has identified Biscuit as
one of the products that should treated as "Merit Good for the purpose of liberal tax policy
both by the Centre and States.

Besides lack of technology up gradation in manufacturing, packaging etc has also been a
factor affecting our industry, along with inadequate financial credit and support particularly
for the medium and small scale biscuit units. On the other hand, the Government of India has
identified food processing industries as a priority area to be encouraged for growth and
development and created the Ministry of Food Processing Industries (which was till then a
Dept in the Ministry of Agriculture), headed by an Ministry of State with Independent charge.
Biscuit manufacturing as well as other bakery products like Bread etc are agro based
industries, with the major inputs - wheat flour/atta sugar, milk vanaspati/vegetable oil etc all
being agriculture produces.

Industries such as Biscuit are also languishing as they are not able to achieve their potentials
for higher production, in the absence of the concrete food Processing Industry Policy. FBMI
in close coordination with other organizations and apex Chambers, initiated to urge the Govt
of India to formulate a comprehensive Policy Document, for smooth growth and harmonious
development of the industry. The Food Processing Industry Policy, which has been evolved
as a result of various workshops, deliberations and representations by a large cross section of
food processing industries, is yet to be finalized. It is hoped that the Ministry of Food
Processing Industries, GOI would initiate action for implementation of the Policy
expeditiously.

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3.4 COMPANY PROFILE
Britannia Industries Limited (BIL) is a major player in the Indian Foods market with
leadership position in Bakery category. Its brand portfolio includes Tiger, Marie Gold, Good
Day, 50:50 and Treat. The Company was born in 21st March of the year 1918 as a public
limited company. The Companys plants are situated in Kolkata, Delhi, Chennai, Mumbai and
Uttarakhand. In 1921, it became the first company east of the Suez Canal to use imported gas
ovens. Britannia business was flourishing. But, more importantly, Britannia was acquiring a
reputation for quality and value. As a result, during the tragic World War II, the Government
reposed its trust in Britannia by contracting it to supply large quantities of service biscuits to
the armed forces.

A new factory was established in the year 1924 at Kasara Pier Road in Mumbai. In the same
year, the Company became a subsidiary of Peek, Frean & Company Limited, U.K., a leading
biscuit manufacturing company, and further strengthened its position by expanding the
factories at Calcutta and Mumbai. In 1952, the Kolkata factory was shifted from Dum Dum
to spacious grounds at Taratola Road in the suburbs of Kolkata. During the same year
automatic plants were installed in Calcutta and later in 1954 the automatic plants were
installed in Mumbai plant, also in the same year the development of high quality sliced and
wrapped bread in India was initiated by the company and was first manufactured at Delhi and
a new bread bakery was set up at Delhi in the year 1965. Britannia Biscuit Company takes
over biscuit distribution from Parrys during the year 1975. In 1976, the company had
introduced Britannia bread in Calcutta and Chennai. During the year 1978, the company
made Public issue, in that Indian shareholding crossed 60%.

The Company re-christened from Britannia Biscuit Company Limited to Britannia Industries
Limited with effect from 3rd October of the year 1979. The Company had signed a 10-year
technical collaboration agreement with Nebico Pvt Ltd., Nepal during the year 1980 for the
supply of know-how relating to manufacturing, packaging and marketing of biscuits and
selection of plant and machinery. During the year 1989, BILs Executive Office was relocated
to Bangalore.

During the year 1990, two new brands of biscuits, Elaichi Creamand and Petit Beurre were
launched. Also, in the same year a new cashew badam variant of the brand Milk Bikis and
brand extension of pure magic biscuit Vanilla cream were launched, Fruit bread was launched

16
in Delhi. The Company launched two new speciality brands in the year 1991 viz., Britannia
milk bread and Britannia brown bread in Delhi and extended nationally its main brands Petit
Beurre and Elaichi Cream. In 17th August of the year 1991, the Company handed over its
Soya unit at Vidisha, MP to SM Dychem Ltd. BIL had celebrated its Platinum Jubilee in the
year 1992. After a year in 1993, Wadia Group had acquired the stake in ABIL, UK and
becomes an equal partner with Group Danone in BIL.

The Company was in re birth phase during the year 1997, new corporate identity Eat Healthy,
Think Better leads to new mission of Make every third Indian a Britannia consumer and in
the same year BIL entered into the dairy products market. In 1998, BIL had launched
Half/Half, a soft cake filled with cream in two variants, chocolate-vanilla and vanilla-orange.
The Company had rolled out its flavored milk brand Zip-Sip in tetrapaks in the year 1999.
Zip-Sip had been launched in Mumbai and some markets in the South.

During the year 2002, the company had entered into a joint venture with the Fonterra
Cooperative Group, New Zealands biggest company and one of the leading diary co-
operative groups in the world and the Britannia New Zealand Foods Pvt. Ltd was born. Pure
Magic, the companys product was winner of the Worldstar, Asiastar and Indiastar award for
packaging in the same year 2002. After a year, in 2003, BIL had launched Treat Duet, most
successful of the year and Britannia Khao World Cup Jao rocks the consumer lives yet again.
During the year 2004, Britannia accorded the status of being a Superbrand and the brand
Good Day added a new variant Choconut in its range. Reviewed marketing alliance with the
Kolkata-based Thacker Dairy Products Pvt Ltd.

3.5 PRODUCTS
 50-50
With a brand name like 50-50, can the product be anything but fun? Launched in 1993, 50-50
belongs to the family of crackers and is considered the "very very tasty tasty" snack.
Britannia 50-50 is the leader in its category with more than one-third of market share. The
versatile and youthful brand constantly aims to provide a novel and exciting taste experience
to the consumer. As a result, in 2001, the delicious Maska Chaska was launched as a variant
of the original brand and became an instant success. Recently, another offering from the 50-
50 stable was introduced - Pepper Chakkar. This thin and crisp snack came with a distinctive
17
peppery flavour and a mysterious ingredient that left everybody wondering "What it eez?"
The consumer's verdict, though, is clear: Britannia 50-50 and its variants are a 100% hit.

 TIGER
Tiger, launched in 1997, became the largest brand in Britannia's portfolio in the very first
year of its launch and continues to be so till today. Tiger has grown from strength to strength
and the re-invigoration in June 2005 has further helped bolster its growth in the highly
competitive glucose biscuit category.

Tiger is more aptly described as a "nutri-glucose" biscuit, and comes with the added
goodness of wheat and milk. It is for modern mothers who play an enabling role for their
children to compete in today's world and thus want the best.
Over the years, Tiger has become the mass-market face of Britannia symbolizing fun and
energy in both urban and rural India, and transcending glucose biscuits.
Tiger Coconut was launched in 2001 and Tiger Creams was added to its repertoire in 2002.
Tiger Cream comes in 4 flavours (Orange, Rose Milk, Kesar and Elaichi) and promises to
bring more fun and more energy to children across the country.

 GOOD DAY
Britannia Good Day was launched in 1986 in two delectable avatars - Good Day Cashew
and Butter. Over the years, new variants were introduced - Good Day Pista Badam in 1989,
Good Day Chocochips in 2000 and Good Day Choconut in 2004.
This rich biscuit enjoys a fan following of consumers across all ages, loyal to the brand
promise of a great taste evident from the visibly abundant ingredients. Good Day is amongst
the fastest growing brands in Britannia's portfolio and is today the market leader with almost
2/3 share of the market. The brand is synonymous with everyday treats that infuse happiness
into people's daily lives.

 LITTLE HEARTS
Little Hearts was launched in 1993 and targeted the growing youth segment. A
completely unique product, it was the first time biscuits were retailed in pouch packs like
potato wafers. The launch message introduced a special taste experience that made the
unlikeliest characters - like Dracula and Frankenstein - melt. In 1997, the 'Direct Dil Se'
campaign encouraged youngsters to openly express their feelings.
18
 And in 2003, two variants called Little Hearts Chocolate and Little Hearts Sesame were
rolled out with a campaign "Dil sabka actually sweet hai". With Little Hearts, Britannia has
tasted the sweet taste of success.

 MARIE GOLD
Britannia's oldest brand enjoys a heritage that spans the last 50 years - and going strong. In a
market swamped with me-too products and where even the name 'Marie' has become generic,
Britannia Marie Gold has maintained its stronghold. Today, the ever-popular Marie Gold is
synonymous with the 'Tea Time Biscuit'. Its taste, crispiness and lightness make it a must for
every tea break.

 MILK BIKIS
Kids may dislike drinking milk, but they love Britannia Milk Bikis! Milk Bikis has been
trusted by mothers as a source of growth energy of milk and their loyalty to the brand has
made it an integral part of their children's nutrition regimen.
In 1996, Milk Bikis launched a variant called Milk Cream. These round biscuits come with
smiley faces and are full of milk cream that makes them very popular with children. Milk
Cream also promoted the idea of 'eating milk' in a yummy way, which makes mothers happy
as well.
To keep pace with the demands of the new generation and to bring milk nutrition to the
masses in a delightful form, Milk Bikis, went one step further in the last quarter of 2006 in
providing not just energy but ‘developmental fuel’ for children. With a unique and attractive
honeycomb design and an enhanced product experience, the new biscuit is now fortified with
smart nutrients – 4 vital vitamins, iron and iodine, proven to aid mental and physical
development in growing kids.

 NUTRICHOICE
Britannia NutriChoice is one of India’s leading health brands today, changing the way
Indians think, feel and behave about health and healthy living. NutriChoice provides a range
of ‘power packed’ snacks specially created for people who seek a healthy way of life.It
consists of different categories such as HeavenOats,Digestive,Essentals ,Thin Arrowroot and
Cracker

19
  BOURBON
The Bourbon biscuit (pronounced /bɔːrbən/, sometimes referred to as a Bourbon cream) is a
sandwich style biscuit consisting of two thin rectangular dark chocolate–flavoured biscuits
with a chocolate buttercream filling.

The biscuit was introduced in 1910 (originally under the name "Creola") by the
biscuit company Peek Freans, of Bermondsey, London, originator of the Garibaldi biscuit.
The new name was taken from the European royal House of Bourbon. The Bourbon biscuit is
the fifth most popular biscuit in the UK to dunk into tea.Many other companies make their
own version of the biscuit under the "Bourbon" name, including major supermarkets.

3.6 MAJOR COMPETITORS

 PARLE
It includes Krack Jack,Monaco,Hide and seek,Parle-G etc.

 SUNFEAST
It includes Dream Cream ,Dark Fantasy,Sunfeast Glucose ,Moms Magic etc.

3.7 VALUE OF BRITANNIA INDUSTRIES

“It's not hard to make decisions when you know what your values are”. Those words
capture, in a nutshell, what we believe in. Our foundation is built on the core values that we
stand by and demonstrate through our actions every single day.

 LEADERSHIP
We have the courage to shape a better future for all our stakeholders.
 OWNERSHIP
We hold ourselves accountable for consistent, sustainable results by focusing on
opportunities & eliminating obstacles, internal or external.
 PASSION FOR LEARNING
We apply thought, creativity & sound business judgment to meet aggressive goals &
continually invest in people, products & processes.
 RESPECT
We value all stakeholders, our communities & the environment and treat them with
dignity and respect.

20
3.8 MISSION STATEMENT
To dominate the food and beverage market in india with a distinctive range of “tasty yet
healthy” Britannia brands by making every Indian a Britannnia consumer. “We want to be
part of our consumer –at home,out of home ,a natural party of his life.

3.9 ASPIRATION STATEMENT

They want a company to make them proud of and committed to,where all employees
have an opportunity to contribute ,learn,grow and advance based on merit, not on politics or
background.They want theur people to respected,treated fairly,listened to and invove.Above
all,they want satisfaction from accomplishments and friendship,balanced personal and
professional lives,and to have fun in our endeavours.

3.10 VISION STATEMENT

To dominate the food and beverage market in india with a distinctive range of “tasty
yet healthy”.Every third person in india should be a Britannia consumer.To be one of the best
biscuit company.

3.11 SCANNING THE MARKET ENVIRONMENT

Britannia is one of the most known Biscuit, bakery and dairy food FMCG companies
in India. The vast variety of products with known brand names like Good day, Marie, Cheese,
butter etc make up the core product portfolio of Britannia. Naturally, the distribution of
Britannia is far and wide. The product line and distribution is the strongest point for the
brand. The various Strengths of the company include its marketing and advertising
efficiency,strong presence in rural markets and its major share in biscuit industry.The
company has several weaknesses and threats which include its heavy expenditure on
advertising and marketing because of lower market share in the dairy segment ,similar
products produced by many companies,rise in cost of raw materials and the lower price
offering by the major competitors.It has several opportunities like expanding its business to
other overseas market which help the company to emerge as a global player in the food
products, Improvement in literacy rate, health awareness, changing lifestyle and increase in
disposable income are shaping the demand for healthy food products.

21
3.12 CONCLUSION
This chapter includes the industry profile and the profile of Britannia industries.
Britannia is India’s leading food company with unmatched presence and leadership in key
categories of bakery and dairy products. Britannia seeks to deliver enjoyable food that is
good and in line with its credo of ‘Eat Healthy, Think Better’. Britannia drives accessibility
through a combination of availability, affordability and delightful taste experience. It has a
well distributed manufacturing presence. Britannia products are available across the country
in over 3.8 million retail outlets and reach over 40% of Indian homes.This chapter also shows
the values of the industry,the mission and vision statement,the aspiration statement ,the major
competitors and the current market environment.

22
 CHAPTER 4

DATA ANALYSIS AND INTERPRETATION

4.1 INTRODUCTION

4.2 ANALYSIS AND INTERPRETATION

23
4.1 INTRODUCTION
Data analysis is considered to be the important step and heart of the research in
research work.After collection of data with the help of relevant tools and techniques,the next
step is analysis and interpretation of data with a view to arriving at empirical solution to the
problem.

Analysis and Interpretation done with the help of information and data collected from
50 customers throughout the study.It will give the clear cut idea about the topic
concerned.Tables and graphs are mainly used for the proper analysis of the data.

This chapter deals with analysis of data.The data analysis for the present research was
done quantitavely with the help of review collected from respondents through questionnaire
with sample size 50.

24
4.2 ANALYSIS AND INTERPRETATION

Table No. 4.1

Age group of customers
Age No .of respondents Percentage(%)

16-20 8 16

20-24 18 36

24-28 7 14

28 and above 17 34

Total 50 100
Source:Compiled from questionnaire
Interpretation
Table No. 4.1 depicts that 36% of the Britannia users belong to the age group of 20-24 and
34% belong to the age group of above 28 years. Only 16% users belong to the age group 16-
20 and 14% belongs to the age group of 24-28.

Figure No. 4.1

Age group of customers

40

35

30

25

20 Percentage

15

10

0
16-20 20-24 24-28 28 and Above

25
 Tabe No. 4.2
Occupation of the respondents

Occupation No .of respondents Percentage(%)

Government job 6 12

Private job 15 30

Students 21 42

Others 8 16

Total 50 100
Source:Compiled from questionnaire
Interpretation
Table No. 4.2 depicts that 42 % respondents of Taliparamba Muncipality are students and
12% of the respondents have government job.

Figure No.4.2
Occupation of the respondents

12% 8%

32% Government job

Private job

48% Students
Others

26
 Table No. 4.3
Reason behind the purchase of britannia biscuits

Reason No .of respondents Percentage(%)

Price 10 20

Quality 13 26

Brand power 8 16

Taste 12 24

Nutritional value 6 12

Other 1 2

TOTAL 50 100
Source:Compiled from questionnaire
Interpretation
Table No. 4.3 depicts that 26% of the respondents in taliparamba municipality has given
priority to the quality of the Britannia biscuits.Price is considered second to quality when
making purchase decision(20%).24% respondents have given priority to the taste.
Figure No. 4.3
Reason behind the purchase of britannia biscuits

2%
12% 20% Price
Quality
24% Brand power
26%
Taste
16%
Nutritional value
Other

27
 Table No. 4.4
Reasons for consumption
Reason No .of respondents Percentage(%)

Time pass 5 10

Snacks 16 32

When hungry 14 28

Other 15 30

Total 50 100
Source:Compiled from questionnaire
Interpretation
Table No. 4.4 depicts that 32% of the respondents in taliparamba municipality consume
biscuits as snacks and 30% of the respondents are having other reasons.Only 10% of them are
consuming biscuits as time pass.

Figure No 4.4
Reasons for consumption

35

30

25

20

15 Percentage

10

0
Time pass Snacks When Other
hungry

28
 Table No. 4.5
Brands preferred by respondents
Source No .of respondents Percentage(%)

Britannia 22 44

Parle 19 38

Sunfeast 7 14

Others 2 4

Total 50 100
Source:Compiled from questionnaire
Interpretation
Table No. 4.5 depicts that 44% respondents of Taliparamba Muncipality prefer Britannia
biscuits and 4% of the respondents have preferred brands other than Parle and Sunfeast .

Figure No. 4.5

Brands preferred by respondents

4%
14%
38%

Britannia
Parle
Sunfeast
Others
44%

29
 Table No 4.6
Type of biscuits prefered

Type No .of respondents Percentage(%)

Cream biscuits 14 28

Chocolate biscuit 8 16

Cookies 11 22

Crackers/arrowroot 9 18

Total 50 100
Source:Compiled from questionnaire
Interpretation
Table No. 4.6 depicts that 28% of the respondents prefer cream biscuits,22% like
cookies,18% like crackers/arrowroot and 16% like chocolate biscuits.

Figure No. 4.6

Type of biscuits preferred

18%
28%

Cream biscuits
22% Chocolate biscuit
Cookies
Crackers/arrowroot
16%

30
 Table No. 4.7
Mode of purchase
Mode of purchase No .of respondents Percentage(%)

Retail stores 16 32

Super market 13 26

Bakery 14 28

Food Courts 5 10

Others(e-shopping) 2 4

Total 50 100
Source:Compiled from questionnaire
Interpretation
Table No. 4.7 depicts that 32% respondents of Taliparamba Muncipality like to purchase
biscuits from retail stores and 4% of the respondents like to purchase through e-shopping.

Figure No. 4.7

Mode of purchase

35 32

30 28
26
25

20

15

10 10

5
4
0
Retail stores
Super
market Bakery
Food courts
Others

Percentage

31
 Table No 4.8
Average consumption (Per day)

Average consumption No .of respondents Percentage(%)

Once 21 42

Twice 16 32

Thrice 5 10

None 8 16

Total 50 100
Source:Compiled from questionnaire
Interpretation
Table No. 4.8 depicts that 42% respondents of Taliparamba Muncipality consume biscuits
twice a day and 10% of the respondents consume biscuits thrice a day.

Figure No. 4.8

Average consumption (Per day)

50 42
40
32
30
20
10 10 16
0
Once
Twice
Thrice
None

Percentage

32
 Table No. 4.9
Averge amount spent on Biscuits(per month)

Amount No .of respondents Percentage(%)

Less than 750 15 30

750-1000 29 58

1000-1250 4 8

Above 1250 2 4

Total 50 100
Source:Compiled from questionnaire
Interpretation
Table No. 4.9 depicts that 58% respondents of Taliparamba Muncipality spent on an average
of Rs 750-1000 on consuming biscuits and only 4% of the consumers spent above Rs 1250.

Figure No. 4.9

Average amount spent

58
60

50

40
30
30

20
8
10 4

0
Less than 750 750-1000 1000-1250 Above 1250

Percentage

33
 Table No. 4.10
Nutritional brand preference of Britannia

Brand No .of respondents Percentage(%)

Nutri choice essentials 15 30

Nutri choice heavens 12 24

Digestive 5 grains 9 18

Cracker simply lite 5 10

Oat cookies 9 18

Total 50 100
Source:Compiled from questionnaire
Interpretation
Table No. 4.10 depicts that 30% of the respondents prefer nutrichoice essentials in nutritional
brand biscuits,24% prefer nutri choice heavens and 10% prefer Cracker simply lite.

Figure No. 4.10

Nutritional brand preference of Britannia

18%

30%
Nutri choice essentials

10% Nutri choice heavens

Digestive 5 grains
Cracker simply lite
Oat cookies
18%
24%

34
 Table No. 4.11
Salty biscuit preference among Britannia

Brand No .of respondents Percentage(%)

50-50sweet and salty 12 24

50-50 maska chaska 18 36

50-50 time pass 9 18

50-50 top 11 22

Total 50 100
Source:Compiled from questionnaire
Interpretation
Table No. 4.11 depicts that 36% of the respondents prefer 50-50 maska chaska biscuits,24%
prefer 50-50 sweet and salty and 22% and 18% prefer50-50 top and time pass respectively.

Figure No. 4.11

Salty biscuit preference among Britannia

22%

18% 24%
50-50sweet and salty
50-50 maska chaska
36% 50-50 time pass
50-50 top

35
 Table No. 4.12
Preference among Britannia Good day biscuits

Brand No .of respondents Percentage(%)

Goodday cashew 8 16

Good day butter 10 20

Good day nuts cookie 18 36

Good day choco chip 14 28

Total 50 100
Source:Compiled from questionnaire
Interpretation
Table No. 4.12 depicts that 36% of the respondents prefer Good day nuts cookie,28% prefer
Good day choco and 20% and 16% prefer Good day butter and cashew respectively.

Figure No. 4.12

Preference among Britannia Good day biscuits

16%
28%

Goodday cashew
Good day butter
20% Good day nuts cookie
Good day choco chip

36%

36
 Table No 4.13
Preference among Britannia cream biscuits

Brand No .of respondents Percentage(%)

Bourbon 15 30

Milk bikis 14 28

Treat jim jam 9 18

Treat O vanilla 7 14

Other 5 10

Total 50 100
Source:Compiled from questionnaire
Interpretation
Table No 4.13 depicts that 30% of the respondents prefer bourbon biscuits,28% prefer milk
bikis and 18% and 14% prefer treat jim and jam and treat o vanilla respectively.

Figure No 4.13
Preference among Britannia cream biscuits

Bourbon Milk bikis Treat jim jam Treat O vanilla Other

10%
30%
14%

18%

28%

37
 Table No. 4.14
Source of awareness
Source No .of respondents Percentage(%)

Television 28 56

Newspaper and Magazines 3 6

Friends and relatives 9 18

Others 10 20

Total 50 100
Source:Compiled from questionnaire
Interpretation
Table No. 4.14 depicts that 56% respondents of Taliparamba Muncipality are aware about the
brands through television and 6% are aware through newspaper and magazines.

Figure No. 4.14

Source of awareness

20%

Television
18% Newspaper and Magazines
Friends and relatives
Others

6% 56%

38
 Table No. 4.15
Mode of eating biscuits

Mode No .of respondents Percentage(%)

With milk 6 12

With tea 18 36

With cofee 11 22

Other 15 30

Total 50 100
Source:Compiled from questionnaire
Table No 4.15 depicts that 36 % of the respondents prefer eating the biscuits with tea ,30 %
eat the biscuits simply without anything while 22% and 12% eat the biscuits with coffee and
milk respectively.

Figure No. 4.15

Mode of eating biscuits

40

35

30

25

20 Percentage

15

10

0
with milk with tea with coffee other

39
 Table No.4.16
Nutritional facts noted

Nutritional facts No .of respondents Percentage(%)

Energy 5 10

Protien 4 8

Fat 8 16

Fibre 11 22

None 22 44

Total 50 100

Source:Compiled from questionnaire

Interpretation
Table No. 4.16 depicts that 44% of the respondents does not note any special nutritional facts
while buying,22% note the fibre content while 16% note fat content and 10% and 8% note
energy amd protein content respectively.

Figure No. 4.16

Nutritional facts noted
45

40

35

30

25
Percentage
20

15

10

0
Energy Protien Fat Fibre None

40
 Table No.4.17
Package preference

Type No .of respondents Percentage(%)

Plastic wrapper 29 58

Can/Tin 2 4

Card board box 18 36

Others 1 2

Total 50 100
Source:Compiled from questionnaire
Interpretation
Table No. 4.17 depicts that 42% respondents of Taliparamba Muncipality prefer Sunfeast
Dream Cream and 14% respondents have prefered Others/None .

Figure No.4.17
Package preference

60
50
40
30
20 Percentage

10
0
Plastic wrapper Can/Tin
Card board box Others

41
 Table No. 4.18
Price Comparison
Price of Britannia while No .of respondents Percentage(%)
compared to others

Very high 2 4

High 10 20

Moderate 35 70

Low 3 6

Total 50 100

Source:Compiled from questionnaire

Interpretation
Table No.4.18 depicts that 70% of the respondents think that price of britannia biscuits are
moderate compared to other brands and only 2% think the price is very high.

Figure No.4.18
Price Comparison

Percentage

80

70 70

60

50

40

30

20 20

10
6
4
0
Very high High Moderate Low

42
 Table No. 4.19
Satifaction with the quality of Britannia biscuits

Satisfaction level No .of respondents Percentage(%)

Excellent 20 40

Good 18 36

Average 8 16

Poor 4 8

Total 50 100
Source:Compiled from questionnaire
Table No. 4.19 depicts that 40% of the Britannia customers have excellent response toward
the product and only 8% have poor response.
Figure No.4.19
Satifaction with the quality of Britannia biscuits

45
40
40
36
35

30

25

20
16
15

10 8

0
Excellent Good Average Poor

Percentage

43
 Table No. 4.20
Frequent buyer of Britannia Biscuits

Frequency No .of respondents Percentage(%)

Frequent buyer 29 58

Not a frequent buyer 21 42

Total 50 100
Source:Compiled from questionnaire
Table No. 4.18 clearly shows that 60% of the respondents of Taliparamba Muncipality are
frequent buyers of Britannia biscuits and 42% of the respondents are not frequent buyers.

Figure No. 4.20

Frequent buyer of Britannia Biscuits

35 70

30 29 60

25 50
21
20 40

15 30

10 20

5 10

0 0
Frequent Not a frequent
buyer buyer

44
 CHAPTER 5

SUMMARY,FINDINGS,SUGGESTIONS AND CONCLUSION

5.1 INTRODUCTION

5.2 SUMMARY

5.3 FINDINGS

5.4 SUGGESTIONS

5.5 CONCLUSION

45
5.1 INTRODUCTION
This chapter deals with a summary on the entire study ,findings based on the
study,suggestions to customer satisfaction among the customers and a brief conclusion on the
study.The study reveals that most of the respondents are satisfied with Britannia.It is clearly
understood that Britannia had conquered the industry.

5.2 SUMMARY
The project customer satisfaction of Britannia products studies the customer satisfaction
of the customers in Taliparamba Muncipality.The study reveals that majority of the
consumers are satisfied with Britannia.
The first chapter deals with introduction.It includes the objectives of the study and
various needs of the study.
The second chapter involves the theoretical framework of customer satisfaction .The
customer satisfaction measures how well the expectation odf a customer concerning a product
or service provided by a company have been met. Customer satisfaction is an abstract
concept and involves such factors as the quality of the product, the quality of the service
provided, the atmosphere of the location where the product or service is purchased, and the
price of the product or service.These surveys are used to gather information about customer
satisfaction.
The third chapter deals with the company profile of Britannia and its industry profile.
Biscuit industry in India in the organized sector produces around 60% of the total production,
the balance 40% being contributed by the unorganized bakeries. Britannia Industries Limited
(BIL) is a major player in the Indian Foods market with leadership position in Bakery
category.
The fourth chapter deals with the analysis and interpretation of data collected through
questionnaire with a sample size of 50.Pie charts ,Bar diagrams,Tables etc were used to
present the analyzed data.
The fifth chapter is of findings and suggestions based on the study.

46
5.3 FINDINGS
 Age has no significant impact on choosing brand by customers.
 Occupation of a customer has no significant impact on choosing brand by customers.
 26% of the customers purchase Britannia biscuits as a result of its high quality.
 32% of the customers prefer biscuits as snacks.
 44% of the customers prefer Britannia biscuits while Parle is the second most
preferred brand.
 32% of the customer buy biscuits from retail stores.
 42% of the customer eat biscuits atleast once a day.
 58% of the customers spent an average Rs 750-1000 per month on biscuits.
 56% of the customers buy the biscuits as a result of awareness from TVcommercials.
 36% of the customers prefer to eat biscuits with Tea.
 44% of the customers does not consider nutritional facts while purchasing biscuits.
 58% of the customers prefer plastic wrapper for packaging.
 58% of the respondents are frequent buyers of Britannia products.
 There is also a preference among other products of Britannia such as dairy product.

47
5.4 SUGGESTION
 Most of the respondents are within the age group of 20-28 and hence more variety in
packaging is required inorder to encourage them to buy more.
 Advertisement of Britannia biscuits is less compared to other competitors.From the
findings it is clear that most of the respondents purchase biscuits by viewing Tv
commercials.So more advertisements are necessary to increase the customer base.
 To introduce new flavours of biscuits with different shapes.Flavours such as Soya
bean,Jaggery and Namkeen can be introduced.
 To introduce variety of offers such as scratch and win, lucky draw, Buy one get one
free etc. to make it more interesting for buyers

48
5.5 CONCLUSION
Britannia Industries limited is the India's largest manufacturing company covering all
sectors of bakery products and diversifying into dairy products market. Developing and
generating trust amongst its consumer base and delivering quality products had made it
success for Britannia. Britannia will surely be able to fulfil its desired mission of making
every third person the consumer of Britannia if it follows the path of innovation and
diversification. Britannia Industries Limited is an Indian food-products corporation based in
Bangalore. It is one of India’s best known brands and also one of the most admired Food
Brand in the country. It is the largest company in the food processing industry whose product
range also includes breads and cakes. Britannia has a wide variety biscuits like – Nutri
Choice, Tiger, Marie Gold, 50 50, Maska Chaska, Milk Bikis. Today, Britannia is a leading
food company in India with over Rs. 6000 Crores in revenues, delivering products in over 5
categories through 3.5 million retail outlets to more than half the Indian population.

Through the research we can say that quality is one of the important factor for choosing the
Britannia brand.We can also understand that the age and occupation has no significant
impact on choosing brand by customers.The main reason behind the success of Britannia is
attractive packaging and necessary advertisements through different sources.The price is also
affordable to the normal people and that makes the brand one of the best.The consumers are
also expecting new flavours with different packaging that could rate the brand more better.

49
 BIBLIOGRAPHY

BOOKS:
 S.Suja.Nair, ‘Customer Behaviour In Indian Perspective’,Himalayan Publishing
House.
 Kothali C.R, ‘Research Methodology Methods and Technique’,New Delhi

URLs:
 www.google.com
 http://en.wikipedia .org/wiki/Britannia_Industries
 http://www.britannia.co.in

50
 APPENDIX
QUESTIONNAIRE
Name :
Gender :

Age group :
16-20
20-24
24-28
Above 28

Occupation :
Government jobs
Private jobs
Student
Others

Annual Income :
Less than 180000
180000-216000
216000-250000
Above 250000

Queries:

1.What is the reason behind the purchase of Britannia biscuits?

Price
Quality
Brand power
Taste
Nutritional value
Other

2.Why do you prefer eating biscuits?

Time pass
Snacks
When hungry
Other

3.Which brand biscuits do you like?

Britannia
Parle
Sunfeast
Other

51
4.What type of biscuits do you prefer?
Cream biscuits
Choco biscuits
Cookies
Crackers/Arrowroot
5.From where do you buy biscuits?
Retail stores
Bakery
Food court
Super market
e-shopping

6.How many times you eat biscuits in a day?

Once
Twice
Thrice
None

7.How much money does your family spent on biscuits for a month?
Less than 750
750-1000
1000-1250
More than 1250

8. According to you which nutritional biscuit brand do you prefer?

Nutri choice essentials
Nutri choice heavens
Digestive 5 grains
Cracker simply lite
Oat cookies

9. From the following which salty biscuit of Britannia you prefer most?
50-50sweet and salty
50-50maska chaska
50-50time pass
50-50 top

10. From the following which Good day biscuit of Britannia you prefer most?
Goodday cashew
Good day butter
Good day nuts cookie
Good day choco chip

11. From the following which Cream biscuit of Britannia you prefer most?
Bourbon
Milk bikis
Treat jim jam
Treat O vanilla
Other

52
12.From the following which factor encourages you to buy biscuits?
Television
Newspaper/Magazines
Friends and Relatives
Other
13.How will you eat your biscuit?
With milk
With tea
With coffee
With any other

14.What all nutritional facts do you look while purchasing biscuits?

Energy
Protein
Fibre
Fat
None

15.What type of package do you like?

Plastic wrappers
Can/Tin
Card board box
Others

16.What is your opinion about the price of Britannia products compared to its competitors?
Very high
High
Moderate
Low

17.Are you satisfied with the quality of Britannia biscuits?

Excellent
Good
Average
Poor

18.Are you a regular buyer of Britannia biscuits?

Yes
No

19.Suggestions if any_____________________

53