SYNOPSIS on

A Study on effect of branding on consumer buying behaviour with special reference to

Britannia industries Ltd.
Submitted in partial fulfillment of the requirement for the
Award of the Degree of
“MASTER OF BUSINESS ADMINISTRATION”
BANGALORE CENTRAL UNIVERSITY

Submitted by:

AKSHAY P
Reg No: MB182803

Under The Guidance of

Dr. PRAKASH B NAYAK

VIVEKANANDA INSTITUTE OF MANAGEMENT

Dr. Rajkumar road Rajajinagar Bengaluru 560055
2019-2020
INTRODUCTION
Consumers usually face a broad array of products, services that might satisfy a given
need. Satisfied customers buy again and tell others about their good experiences. Dissatisfied
customers often switch to competitors and disparage the product to others.Marketers must be
careful to set the right level of expectations. If they set expectations too low, they must satisfy
those who buy but fail to attract enough buyers. If they raise expectations too high, buyers
will be disappointed. Customer value and customer satisfaction are key building blocks for
developing and managing customer relationships.We have chosen this topic because
Britannia is sustaining in the food industry since 120 years, till now the success of the
products offered by Britannia is very high it is also not declined in the market. The purpose of
this study is to understand the factors influencing customer satisfaction towards
BritanniaGood Day biscuits. More specifically, the focus is on examining the grouped impact
of the factors on customer satisfaction. This research draws on existing research on the
factors influencing customer satisfaction.

COMPANY PROFILE OF BRITANNIA INDUSTRIES

In the year 1892 the company was started with an initial investment of Rs.295 in
Calcutta. Britannia was acquiring a reputation for quality and value. As time moved on
Britannia took over the distribution of biscuits from Parry’s who till now distributed
Britannia biscuits in India.In the year 1983 Britannia crossed Rs.100 crores revenue
mark.The CEO of Britannia industries is NulsiWadia,Britannia strode into the 21st century as
one of India’s biggest brands and the pre-eminent food brand of the industry. The company
unveiled its new corporate identity “Eat Healthy, Think Better”. It was equally recognized for
its innovative approach to products and marketing. The company’s offerings are spread
across the spectrum with products ranging from the healthy and economical biscuits.

Britannia Industry Ltd. is one of the oldest company the company crossed more then 100
years not only completed more then century but also achieve huge reputation and brand
name. A solid brand, market leadership, an enviable history, a strong parent, constant new
product launches, a vast distribution reach, superior marketing capabilities and healthy
financials. Over the last couple of years, the company has refurbished its wide product
portfolio and has focussed on value-added products instead of low-margin products. BIL
derives revenues from four key product divisions, namely, biscuits, bread, cake and rusk, and
dairy products. Britannia Intustry Ltd. Known name company a leading brand of biscuits
started business in 1892 in a nondescript house in Kolkata with an initial investment of Rs.
295. Britannia name was getting name and fame day by day due to good quality and value.
By 1910, with the advent of electricity, Britannia mechanised its operations, and in 1921, it
became the first company east of the Suez Canal to use imported gas ovens. Britannia's
business was flourishing. During World War II, the Government reposed its trust in Britannia
by contracting it to supply large quantities of "service biscuits" to the armed forces. It was
good opportunity for Britannia.

As In 1975, the Britannia Biscuit Company took over the distribution of biscuits
from Parry's who till now distributed Britannia biscuits in India. In the subsequent public
issue of 1978, Indian shareholding crossed 60%, firmly establishing the Indianness of the
firm. The following year, Britannia Biscuit Company was re-christened Britannia Industries
Limited (BIL). Four years later in 1983, it crossed the Rs. 100 crores revenue mark. In 1992,
it celebrated its Platinum Jubilee. In 1997, the company unveiled its new corporate identity -
"Eat Healthy, Think Better" - and made its first foray into the dairy products market. In 1999,
the "Britannia Khao, World Cup Jao" promotion further One of India’s best known brands
and also one of the most admired Food Brands in the country.

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 recognised for its innovative approach to
products and marketing: the Lagaan Match was voted India's most successful promotional
activity of the year 2001 while the delicious Britannia 50-50 Maska-Chaska became India's
most successful product launch. In 2002, Britannia's New Business Division formed a joint
venture with Fonterra, the world's second largest Dairy Company, and Britannia New
Zealand Foods Pvt. Ltd. was born. In recognition of its vision and accelerating graph, Forbes
Global rated Britannia 'One amongst the Top 200 Small Companies of the World', and
The Economic Times pegged Britannia India’s 2nd most trusted brand.
 The company's offerings are spread across the spectrum with products ranging
from the healthy and economical Tiger biscuits to the more lifestyle-oriented Milkman
Cheese. Having succeeded in garnering the trust of almost one-third of India's one billion
population and a strong management means Britannia will continue to dream big on its path
of innovation and quality. 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

REVIEW OF LITERATURE

1. According to Mittal and Kamakura (2001) also address the link between satisfactions
and repurchase behavior. Their major findings indicate that despite identical rating on
satisfaction, due to respondent characteristics such as age, education, marital status,
sex and area of residence, significant difference was observed in repurchase behavior.
Over the past decade, retailers use manufacturer brands to generate consumer interest,
patronage and loyalty in a store.

2. Jegan, A. and Dr. Sudalaiyandi, S.( 2013) A study on consumer buying behaviour
towards various types of Sunfeast (ITC) biscuits in Kovilpatti is conducted to know
the consumers’ preferable taste, awareness about various brands, about the choice and
their frequency of preference, satisfaction of Sunfeast Biscuit. The result of the study
shows that Sunfeast biscuits have a good market share in Kovilpatti city.

3. Dr. M. Arutselvi,( 2012), ”A Study On Consumers’ Preference Towards Various

Types Of Britannia Biscuits In Kanchipuram Towns”. The topic deals with the study
of consumer behaviour towards Britannia Biscuits. The consumer behavior varies
from brand to brand on the basis of quality, quantity, price, taste, advertisement etc. It
is concluded that the market study on biscuits at Kanchipuram town as helped to
know the status of biscuits. It has revealed the requirements of the taste of the
consumer of biscuits. Britannia Biscuits are having a good market share in
Kanchipuram Town.
 4. Acebron et al (2000)6. The study was to analyze the impact of previous experience on
buying behaviour of fresh foods, particularly mussels. In their studies the authors used
structural equation model in order to identify the relationship between the habits and
previous experience on the consumer buying decision

5. Variawa (2010)2 analyzed the influence of packaging on consumer decision making

process for Fast Moving Consumer Goods. The aim of the research was to analyze
the impact of packaging for decision making processes of low-income consumers in
retail shopping

6. Lee (2005)3carried out study to learn the five stages of consumer decision making
process in the example of China. The researcher focuses on the facts that affect the
consumer decision making process on purchasing imported health food products, in
particular demographic effects such as gender, education, income and marital status

STATEMENT OF THE PROBLEM

 To understand the route of marketing and selling

 To understand the problems of Distributors

 To understand retailers need and wants and how to seal product in the market
and how to convince retailer of putting the product on the eye caching point

OBJECTIVES OF THE STUDY

 To study about the Customer satisfaction inGood Day biscuits, in Bangalore.

 To assess the association between demographic variables and factors of
customer satisfaction.
 To access the customer satisfaction towards quality,availability, price of Britannia
biscuits.
 To suggest suitable measure to improve customer satisfaction towards Good Day
Britannia biscuits for its even more reputation in the industry.
 RESEARCH METHODOLOGY

Research methodology is a systematic process of the collection and analysis of

data. It is simply the plan of action for a research which explains in detail how data is to
be collected, analyzed and interpreted.

RESEARCH DESIGN

A research design is purely and simply the frame work or plan for a study that
guides in the collection and analysis of the data. There are three types of research designs,
they are
 Exploratory research design
 Descriptive research design
 Casual or Experimental research design
Since this study attempts to describe the respondents, it is a descriptive research.

DESCRIPTIVE RESEARCH

Data refers to information or facts. It is not only refers numerical figures but also
includes descriptive facts. The method of data collection includes two types for the study,
such as primary data and secondary data.

RESEARCH APPOROACH

This includes the approaches or the ways undertaken to collect the primary data.
Here the approach was made through survey research, this helped to learn about customer’s
knowledge, beliefs, preferences in buying decision.

DATA COLLECTION

The method of data collection includes two types for the study, such as primary data
and secondary data.
PRIMARY DATA
Primary data is the data that is collected for the first time by the researcher.
The Primary data are collected with specific set of objective to assess the current status of
any variable studied. Primary data is useful only for particular period.
SECONDARY DATA
It refers to the existing available sources of information
 SAMPLING UNIT
Here the sampling units are mainly the final consumers.
SAMPLING SIZE
The sample size was 100 respondents.
SAMPLING METHOD
The sampling method used was “Convenient Probability Sampling” i.e. the
sampling units are chosen primarily on the basis of convenience to the researcher.

DATA PROCESSING, ANALYSIS AND PRESENTATION

After collecting data, the researcher organized well-answered questionnaires; data was
edited and sorted to ensure completeness and accuracy of the data.

DATA ANALYSIS

The data collected was classified and analyzed using frequency tables and
percentages. Regression analysis model was used in establishing the relationship between
the variables

DATA PRESENTATION

Data was presented in tabular form, with frequencies and percentages.

III. LIMITATIONS OF THE STUDY

 The study is limited to Bangalore town with 50 respondents.
 The respondents’ response may have bias, which may not give a true picture about
the chosen research topic.
 The sampling unit chosen is the respondent who are consuming Britannia biscuits
the survey result may vary in other locations, based on their preference.
 CONCLUSION
The market study on biscuits at Chennai city helped to know the status of biscuits. It
has revealed the requirements of the retailers, the profile, characteristics, and taste of the
consumer. Britannia biscuits occupying permanent place in the market. A modern sale
promotional activities can increase the demand in Chennai city .This study has helped the
researcher to gain good experience and more information about the biscuit market and
consumer behavior on Britannia Marie gold biscuit.