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. In the SWOT analysis of Britannia,
the product line and distribution is the strongest point for the brand. The same is
discussed at length below.
Strengths in the SWOT analysis of Britannia

1. Brand portfolio: Britannia is the only company in India that has offerings in bakery
products across the segment for all income groups due to which it’s possible for them to
acquire large share of wallet of consumers. Britannia holds nearly 30% market share in the
India’s biscuit category.
2. High Brand Recall: Because of its presence across range of bakery products like
biscuits, rusk, cakes & dairy products like milk, butter & cheese etc., their shelf visibility
is high. Also their focused marketing & advertising campaigns resulted into positive word
of mouth & high TOMA (top of mind awareness).
3. Serving Indian Markets from last 120 years: 123 years ago, in a small house in central
Calcutta (now Kolkata) an intrepid baker made a batch of delicious, golden brown biscuits.
These were meant for officers of the British Raj and their families, people used to the high
standards of English tea-time snacking. Over the last century and a quarter, Britannia has
been serving the Indian consumer with a range of fresh, nutritious and flavor-rich
products. 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.
4. In depth product portfolio: It has different offering for different income groups with
large assortments across the product categories like in Biscuits they have tiger ,milk bikis ,
Good day, Bourbon ,little hearts, crackers , nutria-choice.
5. Market Penetration and distribution: Being present in the market with such large
SKU’s and making it available through its robust distribution system, Britannia has
penetrated to every nook & corner of the country.
6. Market Leader in bakery: Britannia Industries Limited (BIL) is a major player in the
Indian Foods market with leadership position in Bakery category and has a market share of
~ 30% in the industry. Britannia offers both delightfully indulgent and healthy choices in
biscuits, bread, cake, rusk and a range of dairy products that include cheese, curd and
specially formulated functional beverages with a dairy base.

Weaknesses in the SWOT analysis of Britannia

1. Over dependency on the biscuit business: Britannia’s 75% revenue comes from biscuit
business. Although they are market leader in the same but over dependency on the same
may affect their long term existence in the business.
2. Various brands got commoditized over time: Brands like Bourbon & glucose biscuits
of Britannia got commoditized over time such as in case of “bourbon”, Parle also
 introduced “Parle bourbon” biscuits. Brand name when used like this by other companies,
creates confusion in the mind of the consumers resulting in loss of sale.
3. No overseas presence: Apart from India Britannia have presence in Dubai & Oman that
too through subsidiaries. But overall export of the products is very less then its actual
potential.
4. Struggling dairy business: Dairy business contributes only 5% of the company’s overall
revenues.

Opportunities in the SWOT analysis of Britannia

1. Emerging Dairy Industry: With organoleptic (flavor, taste & color) features shaping the
dairy industry, improving dairy products can help the company to improve their market
share & reposition itself in dairy market.
2. Changing lifestyle & demand for healthier food products: Improvement in literacy
rate, health awareness, changing lifestyle,& increase in disposable income are shaping the
demand for healthy food products.
3. Overseas Market: Expanding its business to other overseas market can help the
company to emerge as a global player in the food products.

Threats in the SWOT analysis of Britannia

1. Competition in the market: With increasing number of players (local players – Anmol,

Priya & national- ITC, Parle), it’s becoming very hard for the company
to differentiate themselves from others. There is also threat from counterfeit products
destroying its brand image in the market.
2. Price of raw material: Increasing price of commodities will result in further increase in
the price of the end product. Further increase in price will result in decrease
in profitability or reduced consumption.
3. Buyers power: With highly diversified consumer goods market where there are lots of
brands claiming different sorts of benefits, it’s very difficult for consumers to stick to a
particular brand & hence results into brand switching where consumer get power to select
a brand based on several factors  like availability, reference group recommendation,
preference & price.

SWOT ANALYSIS OF PARLE

Parle G is one of the most trusted names amongst Indian brands. According to a recent poll, the
company is one of the largest manufacturers and sellers of biscuits. Its parent company
Parle Products was established in the year1929 and the company started the manufacturing of
biscuits in the year 1939. After independence, ads were launched to project Parle G as an
alternative to biscuits made by the British companies.
Earlier Parle G was known as Parle Glucose and in 1980,the word G was added to Parle in order
to represent Glucose Or even Genius. Hence, the name Parle G came into existence. Times have
changed, but one thing has remained unchanged, and that is the popularity of Parle G biscuits.
One of the major competitors for Parle G are low cost Britannia biscuits like Marie, tiger and
others.
Process of a Consumer Buying Behaviour
Consumers go through set of sequential steps while buying a product. A buying
process is the sequence of steps that a consumer takes while making a purchasing
decision. A normal consumer purchase includes the recognition of needs and wants.
Next comes the information search, followed by an evaluation of all the choices.
Finally the purchase happens, and post-purchase evaluation follows a purchase.
Let’s go over each stage of a consumer buying process: 
1. Identify the Problem
This is the first stage of the buying process. A consumer will not initiate a purchase
without the recognition of the needs or wants. When a consumer feels the need to buy
a particular product, he will go for a purchase decision.  There is an unmet need or
there is a problem which can be solved by buying a particular product.
Needs arise as there is a problem. For example, you broke your table that you were
regular ling using for your business. And due to this problem, you now have to buy a
new table.
Wants arise  either because you have need a product or just because you are
influenced by external factors. For example, you see your friends using a laptop for
their project work. You might also have seen numerous advertisements about how a
laptop can help you in your project work. Due to this influence, you feel you want to
upgrade to a laptop though you may already have a desktop. 
In this stage, the marketer should identify the needs of the consumers and offer the
products based on the desire. 
2. Information search
At this stage, the consumer is aware of his need or want. He also knows that he wants
to buy a product that can relive his problem. Therefore, he wants to know more about
the product that can relive of his problem. This leads to the information search stage.
The consumer will try to find out the options available and the best solution for his problem. The
buyer will look for information in internal and external business environments. A consumer may
look into advertisements, print, videos, online and even might ask his friends and family.
When consumers want to buy a laptop, they look for a laptop, its features, price,
discounts, warranty, after sales service, insurance, and a lot of other important
features.
Here, a marketer must offer a lot of information about the product in the form of
informative videos, demos, blog, how-to-do videos, and celebrity interviews.
3. Evaluation of Alternatives
By now the consumer has done enough research about the kind of product that can
solve his problem. The next step is to evaluate alternative products that can solve his
problem. Various points of information gathered from different sources are used in
evaluating alternatives.
Generally, consumers evaluate the alternatives based on a number of attributes of the
product. Looks, durability, quality, price, service, popularity, brand, social media
reviews are some to the factors that consumers consider.
The market offers many products that can solve the problem of a consumer. Hence the
consumer has to make a choice after evaluating the various alternatives available.
At the end of this stage, the consumer will rank his choices and pick a product that best
matches his needs and wants.  
4. Purchase Decision/Purchase
At this point, customers have already explored multiple options. They are aware of the
pricing and payment options available. Here, consumers are deciding whether to buy
that product or not. Yes, even at this stage they can still drop the purchase and walk
away.
Philip Kotler (2009) says, the final purchase decision may be ‘interrupted’ by two factors.
Customer may get a negative feedback from friends or other customers who bought it. For
example, a customer shortlisted a laptop, but his friend gave a negative feedback. This will make
him to change his decision. Furthermore, the decision might also change. Sudden change in
business plans, financial crunch, unexpected higher prices, etc. might lead the consumer to drop
the idea of buying the laptop. 
The Consumer, chooses the product that he wants to buy, but many times, he may not actually
buy it for various reasons. At this stage, a marketer should find out the various reasons due to
which the consumer is hesitating to buy. The reasons could be price, value, and change in the
needs of the consumer.
Marketer needs to step up the game.  Start by reminding the customers of the reason
behind their decision to buy the product. Furthermore give as much information
regarding your brand reiterating that you are the best provider of the product that can
fulfill his needs.
Retargeting by simple email reminders can enforce the purchase decision.
5. Post-Purchase Evaluation
This is the last stage and most often ignored by marketers.
After buying the product, customers compare products with their expectations. There can be two
outcomes:  Either satisfied or dissatisfied.  Consumers will be happy after buying the
product if it has satisfied their needs. But in case the product was not up to his
expectations, the consumer will be dissatisfied. A consumer can be lost even at this
stage.
A dissatisfied customer might feel as though he took an incorrect decision. This will
result in returns! Offering an exchange will be a straightforward action. However,
even when a customer is satisfied, there is no guarantee that the customer might be a
repeat customer. 
Customers, either satisfied or dissatisfied, can take actions tot distribute their experience in the
form of customer reviews. This may be done through reviews on customer forums, website,
social media conversations or word of mouth.
A marketer has to make sure that the consumer will be satisfied with the product so that his
experience will lead to repeat customers. Brands need to careful to create positive post-purchase
experience.

Wrapping up
Marketers need to take time to understand the five stages of the consumer buying
process. Doing this establishes that your marketing strategy addresses each
component of a consumer buying behavior.

Definition of Consumer Buying

Behavior:
Consumer Buying Behavior refers to the actions taken (both on and offline) by
consumers before buying a product or service. This process may include
consulting search engines, engaging with social media posts, or a variety of other
actions. It is valuable for businesses to understand this process because it helps
businesses better tailor their marketing initiatives to the marketing efforts that
have successfully influenced consumers to buy in the past.

Click here to get a free, custom report for your business about consumer buying
behavior.

We have all experienced the moment when we walk into a store and see
something that we just have to have. Retailers spend billions of dollars every
year trying to generate that feeling in their customers. Web campaigns, video and
print ads, social media campaigns, and branding seem to converge as the
consumer finally feels a connection to a product and makes a purchase. So what
drives that behavior? And how do you capture and then replicate that lightning-in-
a-bottle moment when a potential customer turns into a buyer?
What are the major factors that
influence consumer buyer
behavior? 
A variety of factors go into the consumer buyer behavior process, but here we
offer just a few. Taken separately, they may not result in a purchase. When put
together in any number of combinations, the likelihood increases that someone
will connect with a brand and make a purchase. Four factors influencing
consumer buying behavior are:

 Cultural Factors - Culture is not always defined by a person's nationality. It

can also be defined by their associations, their religious beliefs or even
their location.
 Social Factors - Elements in a person's environment that impact the way
they see products.
 Personal Factors - These may include someone's age, marital
status, budget, personal beliefs, values, and morals. 
 Psychological Factors - A person's state of mind when they are
approached with a product will often determine how they feel not only
about the item itself but the brand as a whole. 
What are the four types of buyers? 
1. The Analytical Buyer - Motivated by logic and information, this buyer will look
at all the data on competing brands and products before making an informed
decision.

2. The Amiable Buyer - Warm and friendly, this buyer just wants everyone to be
happy. That is why they are often paralyzed by big decisions when there is the
perception of a win/lose outcome. 

3. The Driver Buyer - Drivers are most concerned with how others view them and
whether they follow. The trendsetters, Drivers are most concerned with their
appearance rather than the relationships that are formed during a transaction.

4. The Expressive Buyer - Relationships are key to the Expressive Buyer. They
cannot stand feeling isolated or ignored during a transaction. Instead, they want
to feel like your most important asset.

It's hard to distill something as complex as consumer buying behavior into four
neat and tidy categories. Most people will find they are a combination of these
types of consumer buying behavior.

Interested in learning more about your target audience's online consumer buying
behavior? Click here to learn more.

To see how you stack up against competitors and understand how your
customers are searching the web, get started with a free account today!

1.Problem Recognition
Put simply, before a purchase can ever take place, the customer must have a reason to
believe that what they want, where they want to be or how they perceive themselves or
a situation is different from where they actually are. The desire is different from the
reality – this presents a problem for the customer.
However, for the marketer, this creates an opportunity. By taking the time to “create a
problem” for the customer, whether they recognize that it exists already or not, you’re
starting the buying process. To do this, start with content marketing. Share facts and
testimonials of what your product or service can provide. Ask questions to pull the
potential customer into the buying process. Doing this helps a potential customer realize
that they have a need that should be solved.
2. Information Search
Once a problem is recognized, the customer search process begins. They know there is
an issue and they’re looking for a solution. If it’s a new makeup foundation, they look for
foundation; if it’s a new refrigerator with all the newest technology thrown in, they start
looking at refrigerators – it’s fairly straight forward.
As a marketer, the best way to market to this need is to establish your brand or the
brand of your clients as an industry leader or expert in a specific field. Methods to
consider include becoming a Google Trusted Store or by advertising partnerships and
sponsors prominently on all web materials and collaterals.
Becoming a Google Trusted Store, like CJ Pony Parts – a leading dealer of Ford
Mustang parts – allows you to increase search rankings and to provide a sense of
customer security by displaying your status on your website.
Increasing your credibility markets to the information search process by keeps you in
front of the customer and ahead of the competition.
 

3. Evaluation of Alternatives
Just because you stand out among the competition doesn’t mean a customer will
absolutely purchase your product or service. In fact, now more than ever, customers
want to be sure they’ve done thorough research prior to making a purchase. Because of
this, even though they may be sure of what they want, they’ll still want to compare other
options to ensure their decision is the right one.
Marketing to this couldn’t be easier. Keep them on your site for the evaluation of
alternatives stage. Leading insurance provider Geico allows customers to compare
rates with other insurance providers all under their own website – even if the
competition can offer a cheaper price. This not only simplifies the process, it establishes
a trusting customer relationship, especially during the evaluation of alternatives stage.
 

4. Purchase Decision
Somewhat surprisingly, the purchase decision falls near the middle of the six stages of
the consumer buying process. At this point, the customer has explored multiple options,
they understand pricing and payment options and they are deciding whether to move
forward with the purchase or not. That’s right, at this point they could still decide to walk
away.
This means it’s time to step up the game in the marketing process by providing a sense
of security while reminding customers of why they wanted to make the purchase in the
first time. At this stage, giving as much information relating to the need that was created
in step one along with why your brand, is the best provider to fulfill this need is
essential.
If a customer walks away from the purchase, this is the time to bring them back.
Retargeting or simple email reminders that speak to the need for the product in question
can enforce the purchase decision, even if the opportunity seems lost. Step four is by
far the most important one in the consumer buying process. This is where profits are
either made or lost.
 

5. Purchase
A need has been created, research has been completed and the customer has decided
to make a purchase. All the stages that lead to a conversion have been finished.
However, this doesn’t mean it’s a sure thing. A consumer could still be lost. Marketing is
just as important during this stage as during the previous.
Marketing to this stage is straightforward: keep it simple. Test your brand’s purchase
process online. Is it complicated? Are there too many steps? Is the load time too slow?
Can a purchase be completed just as simply on a mobile device as on a desktop
computer? Ask these critical questions and make adjustments. If the purchase process
is too difficult, customers, and therefore revenue, can be easily lost.
 

6. Post-Purchase Evaluation
Just because a purchase has been made, the process has not ended. In fact, revenues
and customer loyalty can be easily lost. After a purchase is made, it’s inevitable that the
customer must decide whether they are satisfied with the decision that was made or
not. They evaluate.
If a customer feels as though an incorrect decision was made, a return could take place.
This can be mitigated by identifying the source of dissonance, and offering an exchange
that is simple and straightforward. However, even if the customer is satisfied with his or
her decision to make the purchase, whether a future purchase is made from your brand
is still in question. Because of this, sending follow-up surveys and emails that thank the
customer for making a purchase are critical.
Take the time to understand the six stages of the consumer buying process. Doing this
ensures that your marketing strategy addresses each stage and leads to higher
conversions and long-term customer loyalty.
What is Consumer Buying Behavior?
Definition of Buying Behavior:
Buying Behavior is the decision processes and acts of people involved in buying and
using products.

Need to understand:

 why consumers make the purchases that they make?

 what factors influence consumer purchases?
 the changing factors in our society.

Consumer Buying Behavior refers to the buying behavior of the ultimate consumer. A
firm needs to analyze buying behavior for:

 Buyers reactions to a firms marketing strategy has a great impact on the firms
success.
 The marketing concept stresses that a firm should create a Marketing
Mix (MM) that satisfies (gives utility to) customers, therefore need to analyze
the what, where, when and how consumers buy.
 Marketers can better predict how consumers will respond to marketing
strategies.

Stages of the Consumer Buying Process

Six Stages to the Consumer Buying Decision Process (For complex decisions). Actual
purchasing is only one stage of the process. Not all decision processes lead to a
purchase. All consumer decisions do not always include all 6 stages, determined by
the degree of complexity...discussed next.

The 6 stages are:

1. Problem Recognition(awareness of need)--difference between the desired

state and the actual condition. Deficit in assortment of products. Hunger--
Food. Hunger stimulates your need to eat.
Can be stimulated by the marketer through product information--did not
know you were deficient? I.E., see a commercial for a new pair of shoes,
stimulates your recognition that you need a new pair of shoes.
2. Information search--
o Internal search, memory.
 o External search if you need more information. Friends and relatives
(word of mouth). Marketer dominated sources; comparison shopping;
public sources etc.

A successful information search leaves a buyer with possible alternatives,

the evoked set.

Hungry, want to go out and eat, evoked set is

o chinese food
o indian food
o burger king
o klondike kates etc
3. Evaluation of Alternatives--need to establish criteria for evaluation, features
the buyer wants or does not want. Rank/weight alternatives or resume search.
May decide that you want to eat something spicy, indian gets highest rank etc.
If not satisfied with your choice then return to the search phase. Can you think
of another restaurant? Look in the yellow pages etc. Information from
different sources may be treated differently. Marketers try to influence by
"framing" alternatives.
4. Purchase decision--Choose buying alternative, includes product, package,
store, method of purchase etc.
5. Purchase--May differ from decision, time lapse between 4 & 5, product
availability.
6. Post-Purchase Evaluation--outcome: Satisfaction or Dissatisfaction. Cognitive
Dissonance, have you made the right decision. This can be reduced by
warranties, after sales communication etc.
After eating an indian meal, may think that really you wanted a chinese meal
instead.

Types of Consumer Buying Behavior

Types of consumer buying behavior are determined by:

 Level of Involvement in purchase decision. Importance and intensity of

interest in a product in a particular situation.
 Buyers level of involvement determines why he/she is motivated to seek
information about a certain products and brands but virtually ignores others.
High involvement purchases--Honda Motorbike, high priced goods, products visible
to others, and the higher the risk the higher the involvement. Types of risk:

 Personal risk
 Social risk
 Economic risk

The four type of consumer buying behavior are:

 Routine Response/Programmed Behavior--buying low involvement frequently

purchased low cost items; need very little search and decision effort;
purchased almost automatically. Examples include soft drinks, snack foods,
milk etc.
 Limited Decision Making--buying product occasionally. When you need to
obtain information about unfamiliar brand in a familiar product category,
perhaps. Requires a moderate amount of time for information gathering.
Examples include Clothes--know product class but not the brand.
 Extensive Decision Making/Complex high involvement, unfamiliar, expensive
and/or infrequently bought products. High degree of
economic/performance/psychological risk. Examples include cars, homes,
computers, education. Spend alot of time seeking information and deciding.
Information from the companies MM; friends and relatives, store personnel
etc. Go through all six stages of the buying process.
 Impulse buying, no conscious planning.

The purchase of the same product does not always elicit the same Buying Behavior.
Product can shift from one category to the next.
For example:
Going out for dinner for one person may be extensive decision making (for someone
that does not go out often at all), but limited decision making for someone else. The
reason for the dinner, whether it is an anniversary celebration, or a meal with a couple
of friends will also determine the extent of the decision making.
Categories that Effect the Consumer Buying Decision Process
Personal
Unique to a particular person. Demographic Factors. Sex, Race, Age etc.
Who in the family is responsible for the decision making.
Young people purchase things for different reasons than older people.
Psychological factors include:
  Motives--

A motive is an internal energizing force that orients a person's activities

toward satisfying a need or achieving a goal.
Actions are effected by a set of motives, not just one. If marketers can identify
motives then they can better develop a marketing mix.
MASLOW hierarchy of needs!!

o Physiological
o Safety
o Love and Belonging
o Esteem
o Self Actualization

Need to determine what level of the hierarchy the consumers are at to

determine what motivates their purchases

Perception--

What do you see?? Perception is the process of selecting, organizing and interpreting
information inputs to produce meaning. IE we chose what info we pay attention to,
organize it and interpret it.
Information inputs are the sensations received through sight, taste, hearing, smell
and touch.

Selective Exposure-select inputs to be exposed to our awareness. More likely if it is

linked to an event, satisfies current needs, intensity of input changes (sharp price
drop).

Selective Distortion-Changing/twisting current received information, inconsistent with

beliefs.

Advertisers that use comparative advertisements (pitching one product against

another), have to be very careful that consumers do not distort the facts and perceive
that the advertisement was for the competitor. A current example...MCI and
AT&T...do you ever get confused?

Selective Retention-Remember inputs that support beliefs, forgets those that don't.
Average supermarket shopper is exposed to 17,000 products in a shopping visit
lasting 30 minutes-60% of purchases are unplanned. Exposed to 1,500 advertisement
per day. Can't be expected to be aware of all these inputs, and certainly will not retain
many.

Interpreting information is based on what is already familiar, on knowledge that is

stored in the memory.

 Ability and Knowledge--

Need to understand individuals capacity to learn. Learning, changes in a

person's behavior caused by information and experience. Therefore to change
consumers' behavior about your product, need to give them new information
re: product...free sample etc.

South Africa...open bottle of wine and pour it!! Also educate american
consumers about changes in SA. Need to sell a whole new country.

When making buying decisions, buyers must process information.

Knowledge is the familiarity with the product and expertise.

Inexperience buyers often use prices as an indicator of quality more than those
who have knowledge of a product.
Non-alcoholic Beer example: consumers chose the most expensive six-pack,
because they assume that the greater price indicates greater quality.

Learning is the process through which a relatively permanent change in

behavior results from the consequences of past behavior.

 Attitudes--

Knowledge and positive and negative feelings about an object or activity-

maybe tangible or intangible, living or non- living.....Drive perceptions

Individual learns attitudes through experience and interaction with other

people.
Consumer attitudes toward a firm and its products greatly influence the success
or failure of the firm's marketing strategy.