DISSERTATION REPORT: KANU CHAUHAN: 20191130

INTERNATIONAL SCHOOL OF BUSINESS & MEDIA,

PUNE,

DISSERTATION REPORT

“A study of retailers’ behavior towards Britannia brand and

consumers’ perception towards Britannia bread”

Under the Supervision of:

Prof. Siddharth Joshi
Faculty, ISB&M Pune

Submitted by:
KANU CHAUHAN (20191130)
PGDM - BATCH (2019-2021)

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 DISSERTATION REPORT: KANU CHAUHAN: 20191130

DECLARATION

Title of dissertation report: “A study of retailers’ behavior towards

Britannia brand and consumers’ perception towards Britannia

bread”.

I declare that the work presented for assessment in this dissertation report

is my own, that it has not previously been presented for another

assessment and that my debts (for words, data, arguments and ideas) have

been appropriately acknowledged. Also, that the work conforms to the

guidelines for presentation and style set out in the relevant

documentation.

Date: ……………

Kanu Chauhan

20191130

P.G.D.M – Marketing & Finance

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 DISSERTATION REPORT: KANU CHAUHAN: 20191130

CERTIFICATE OF ORIGINALITY

This is to certify that the dissertation report entitled as “A study of retailers’

behavior towards Britannia brand and consumers’ perception
towards Britannia bread” submitted to International School of Business &
Media in partial fulfilment of the requirement for the award of the degree of
Post Graduate Diploma in Management (Marketing & Finance), is the original
work carried out by Ms. Kanu Chauhan under the guidance of Prof. Siddharth
Joshi.

The matter embodied in this project is the genuine work done by the student to
the best of my knowledge and has not been submitted to this university before
or to any other University/Institute for the fulfilment of the requirement of any
course of study.

Signature of student Signature of Guide/mentor

Prof.Siddharth Joshi
Kanu Chauhan

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 DISSERTATION REPORT: KANU CHAUHAN: 20191130

ACKNOWLEDGEMENT

This dissertation has been great learning experience for me and I would
like to express my sincere gratitude to all the people who guided me
throughout the project and without the valuable guidance and
suggestions of these people this project would not have been completed
successfully.

In addition, I would like to thank my respected mentor Prof. Siddharth

Joshi, Supply Chain Faculty at International School of Business & Media
and appreciate his efforts in helping me in my projects. His valuable
suggestions and guidance has added to the successful completion of my
projects.

I perceive this opportunity as a big milestone in my career development.

I will strive to use gained skills and knowledge in the best possible way,
and I will continue to work on their improvement, in order to attain
desired career objectives. I would also like to thank all the respondents
who gave their valuable time for filling the questionnaire and providing
necessary information regarding my project. Last but not the least I
thank all the persons who have directly or indirectly supported in this
project.

Kanu Chauhan
20191130
P.G.D.M (2019-20121)

Date:

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 DISSERTATION REPORT: KANU CHAUHAN: 20191130

List of contents

a. Declaration ………………………………………………………. ii
b. certificate of originality ……………………………………………………….. iii
c. Acknowledgement……………………………………………………………. .iv

d. List of table……………………………………………………………….……. v
e. List of figures…………………………………………………………………... vi
f. Abstract………………………………………………………………………... vii

1. Introduction…………………………………………………………………1- 6
1.1. History of bread industry………………………………………………1
1.2. Bread industry in India………………………………………………...1
1.3. Key players in Indian bread
industry………………………………………………………………...2- 4
1.4. Britannia industries limited…………………………………………….4
1.5. Products of Britannia…………………………………………………..5
1.6. Britannia daily fresh bread…………………………………………….5-6
1.7. Types of defects in bread………………………………………………6
2. Literature review ……………………………………………………………7-10
3. Research Methodology and procedures…………………………………...…11-12
4. Data analysis …...……….……………………………………………………13-30
5. Findings……………………………………………………………………….31
6. Conclusions and recommendations………………………………………...…32-34
7. References ……………………………………………………………………35-36
8. Appendix …………………………………………………………………….37- 40
9. Synopsis………………………………………………………………………41-44

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List of tables

Table Table Name Page

No. No
5.1 Availability of bread in shop 13

5.2 Place of keeping the Britannia bread in shop 14

5.3 Consumers’ considerations 15

5.4 Weightage given to brands 16

5.5 Brand of bread consumed by consumers 17

5.6 Preference of bread consumed by consumers’ 18

5.7 Desired maximum profit margin from Britannia vis-à-vis 19

other breads
5.8 Level of Satisfaction of profit margin from Britannia 20
bread
5.9 Comparison of price of Britannia bread 21

5.10 Service provided by Britannia bread 22

5.11 Preference of bread in breakfast 23

5.12 Time preference to eat bread 24

5.13 Intake of bread 25

5.14 Buying a bread 26

5.15 Preference of brand in breads 27

5.16 Preference for Britannia bread on trust and taste 28

5.17 Preference of Britannia bread (varieties) 29

5.18 Satisfaction from Britannia bread 30

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List of figures

Figure Figures name Page

No. No
5.1 Availability of bread in shop 13

5.2 Place of keeping the Britannia bread in shop 14

5.3 Consumers’ considerations 15

5.4 Weightage given to brands 16

5.5 Brand of bread consumed by consumers 17

5.6 Preference of bread consumed by consumers’ 18

5.7 Desired maximum profit margin from Britannia vis-à-vis 19

other breads
5.8 Level of Satisfaction of profit margin from Britannia 20
bread
5.9 Comparison of price of Britannia bread 21

5.10 Service provided by Britannia bread 22

5.11 Preference of bread in breakfast 23

5.12 Time preference to eat bread 24

5.13 Intake of bread 25

5.14 Buying a bread 26

5.15 Preference of brand in breads 27

5.16 Preference for Britannia bread on trust and taste 28

5.17 Preference of Britannia bread (varieties) 29

5.18 Satisfaction from Britannia bread 30

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ABSTRACT

Britannia Industries Limited is an Indian food-products corporation based in Kolkata. It sells

its Britannia and Tiger brands of biscuit throughout India. Britannia has an estimated market
share of 38%.The Company's principal activity is the manufacture and sale of biscuits,
bread, Rusk, cakes and dairy products. Britannia’s bread brands namely "Daily Fresh " and
"Popular" are the largest selling bread brands in India. Britannia wants to further strengthen its
brand and increase its market share. This project aims at studying the brand positioning, retail
marketing strategies and distribution channels of Britannia and its known competitors to focus on
the area of competitive advantages and disadvantages so that recommendations can be made for
suitable changes in its marketing strategies.

In the first stage of the project a comparative study was made of the existing retail marketing
strategies/ product positioning and distribution channels of Britannia and its known competitors
and impact thereof on market penetration , with the help of secondary data sourced from
Companies’ websites, reports, journals and magazines etc.

In the second stage of the project, market feedback was collected from consumers and retailers
with the help of a structured questionnaire to find out the effectiveness of various marketing
strategies implemented by Britannia and its competitors as well as what exactly consumers want.
The information and data so collected shall be analysed using appropriate statistical tools to
arrive at the conclusions of the market survey. Based on these conclusions and the comparative
study done in the first part of the project, suitable recommendations was made for increasing the
market penetration by Britannia.

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CHAPTTER 1: INTRODUCTION

1.1 History of bread Industry

“The bread making procedure began in ancient times. The premise of the operation

is to blend flour with different fixings, for instance, water, fat, salt and some
wellspring of air circulation took after by preparing. As long prior as 2,000 BC the
Egyptians knew how to make matured bread. The practice was to utilize somewhat
old mixture, or rise, to "begin" the new batter. These two batters were combined
and permitted to age (ascend) for a few hours prior to preparing. They made an
amaze 50 assortments of bread, paid wages with bread, and painted bread making
scenes in their tombs. A mixture of systems has subsequent to been created in
making raise. The Baker's Patent obliged the aging of jumps and singed malt for no
less than a few days.”In the mid 1900's it was found that conventional long
maturation times could be decreased from 18 to 3-4 hours by the utilization of little
measures of specific chemicals, called oxidants, in bread or flour. Oxidants, when
added to batter accelerate the procedure as well as deliver a prevalent roll.

1.2 Bread industry in India

Bread is a hygienically made and stuffed snack food items available at similarly
cheap prices. Real purchaser of bread is individual from the lower middle class and
monetarily weaker portions who consuming more than 90 % of the total production
of the bread industry. Bread is low edge-high volume based prepared food and

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bread making is a work of concentrated procedure. Bread is the least expensive and
essential food available for utilization. Despite the fact that bread is not staple food
in the nation, its utilization has expanded throughout the year. In India it is still a
optional staple food when contrasted with chapatti, puri or rice. Bread is the most
part on exceedingly perishable thing, which has a time frame of realistic usability
of maximum 72 hrs. in a tropical nation like India. The legislature has made it
compulsory to stamp the date and time of the production and the date and time of
expiry on the bundle. Once the bread is prepared and pressed, any baker will make
it a point that it achieves the business at the soonest.

1.3 Key players in Indian bread industry

Harvest Gold

Among FMCG organizations Harvest gold’s story is may be an extra ordinary one.
Not fulfilled by the low quality of bread available in the business sector, the
promoter chooses to bake some bread for themselves and a couple recognizing
comparable souls. These souls it appears were more than a couple and inside a
couple of months of the organization was a runway achievement. From this modest
starting in 1993 Harvest gold’ in the long run came to rule the NCR bread market
(with a more than 70 % piece of overall industry). Demolishing the recent built up
bread organizations some place along this trip to achievement. The organization is
keep running by a group of expert drawn from differing fields and at some point
showing uncommon qualifications. The leader of the building group who
composed the real generation hardware, for instance, once helped Late Shri Abdul
Kalam (the honorable Ex-President of India) outline rockets amid his DRDO days.

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The organization prides itself on comparably showing an inventive and “out of the
box thinking” methodology is it designing, item improvement or advertising.

What separated Harvest gold from different brands:

1. Quality of bread: All mixtures from 400gm to 800gm pack had uniform, very
much cut bread conveniently pressed in straightforward bundling. With new
preparing innovation they created better and formally dressed heated breads.
2. Packaging: Harvest gold spearheaded straightforward packaging where customer
can observe on item quality without opening the pack. Whereas competitor where
utilizing wax paper for bundling.
3. Promoting: Harvest gold tried different things with English in addition to
Punjabi slang for its publicizing which made association with regular man.
4. Transportation and Distribution channels where such that bread where conveyed
on time and without much harm to item. Plastic plate where acquainted with
conveys breads rather than metallic containers.

Bonn

The organization is one of the famous makers and manufacturer of confectionary

bakery products which are acclaimed for its taste, cleanliness and purity. There
primary office is located in Ludhiana, Punjab (India). Established in 1985 it creates
varieties of nourishment items including breads, rolls, cakes and treats. These
items are sold in both Indian and International markets. The organization is
enlisted under ISO 22000 – 2005 Certification by TUV and in addition ISO 9001-
2008 by TNV. Operations are endorsed by the Bureau of Indian Standards (BIS).
The author and Chairman of the organization is Manjit Singh. The Group ventured
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into numerous units in northern district of India with their central station in
Jhabewal, Chandigarh Road, Ludhiana. The processing plant works are taken care
of by two units running under the names of Bonn Food Industries and Bonn
Nutrients Pvt. Ltd. They are into this food industry for over 25 yrs, which empower
us to deliver goods, fulfilling exact necessity of the customers, then master
direction in the food industry. They have engraved their imprint in Indian market
and additionally had a tendency to extend their business to abroad markets.

Perfect
Begun business with a little plant "Seeta Foods Pvt. Ltd.", situated at a little
modern town Hathin, Faridabad in the year 1993 with an extremely nominal
turnover. In a compass of only couple of years, with including two most cutting
edge plants: L.R. Foods (set up in 1997) & Harpreet Foods Pvt. Ltd. (set up in
2000) at Faridabad and further thinking of Perfect Bake in 2006
The idea behind their logo: The curve over the rectangle symbolizes the rising
sun into the great beyond. The light orange rectangular base develops to red
perfection - the force of Mother Nature on the rising ears of wheat. Red is
additionally connected with dynamism and hankering. The four dabs on the edges
of the skyline connote the journey for perfection through every one of the four
seasons.
Marketing: Gathering works precisely on the idea of "Interest & Desire" with the
assistance of exceptionally qualified showcasing staffs to upgrade the quality &
assortment of their items. Separated shape retail markets of Delhi, NCR, Western
U.P., M.P., Rajasthan, Haryana, gathering has an in number vicinity in presumed
foundations & corporate.

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1.4 Britannia industry limited (BIL)

Britannia Industries Ltd is an India-based food company. Britannia began as a little

bread organization in 1892 and has developed to an easily recognized name.
Britannia began its business in Calcutta (now Kolkata) with an introductory
venture of ` 295. From consequently, Britannia's business thrived getting a
reputation for quality and worth. The Company offers a scope of bread kitchen
items and dairy items. Its item range consist of Britannia Cheese Slices, Britannia
Tiger, Britannia NutriChoice Oat Cookies, Britannia NutriChoice Ragi Cookies,
Veg Cakes, Nutrichoice Health Starter Kit, NutriChoice 5 Grain, NutriChoice
Sugarcoat, NutriChoice Digestive Biscuit, Treat Fruit Rollz, New Britannia Milk
Bikis and cool energetic sipper, among others. Its dairy items incorporate Britannia
Butter, Britannia Milk, Britannia Slimz Milk, Britannia Flavored Yogurt and
Britannia Daily Fresh Dahi. The Company through its entirely claimed backup,
Daily Bread Gourmet Foods Pvt Ltd, offers pastry kitchen items, including cakes,
plates of mixed greens, pastas, strength breads, Ragi Bread, Omega 3 Bread and
scope of wellbeing breads, among others. It has around 36 stores and serves bistro
chains and multiplex chains. It has operations in Mumbai, Delhi, Kolkata, Chennai,
Odisha and Uttaranchal, among others.
Britannia Industries Ltd. has various recompenses and honors in its name like:

 Forbes Global evaluated Britannia 'One amongst the Top 200 Small Companies
of the World'.
 The Economic Times pegged Britannia India's second Most Trusted Brand.

The Wadia Group (guardian organization of Britannia) alongside Groupe Danone

of France has swung up to be an International FMCG Major Represent

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considerable authority in Fresh Dairy Products, Bottled Water and

Biscuits/Cereals. One of the World pioneers in the sustenance business, some of its
accomplishments are:
1) Worldwide in Fresh Dairy Products.
2) Overall just as put in Bottled Water (by volume).
3) Worldwide in Biscuits and Cereal Products.

1.5 PRODUCTS OF BRITANNIA

 Nutri choice 5 grain biscuit

 Tiger banana

 Treat fruit rolls

 Nutri choice sugerout

 Britannia 50-50 pepper chakkar

 50-50 maska chaska

 Daily fresh bread

 Good day cakes

 Rusk’s

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1.6 BRITANNIA DAILY FRESH BREAD

“Bread is staple food arranged by cooking player of flour and water and every now
and again additional fixings. It may be raised or unleavened (e.g. matzo). Salt, fat
and raising administrators, for instance, yeast and warming pop are typical fixings,
however bread may contain distinctive fixings, for instance, milk, egg, sugar,
flavour, characteristic item, (for instance, raisins), vegetables, (for instance, onion),
nuts, (for instance, walnuts) or seeds, (for instance, poppy). Insinuated casually as
the "staff of life", bread has been prepared for no under 30,000 years. The change
of raised bread can probably moreover be taken after to old times. “

“Bread that has hardened its prime is said to be stale. Propelled bread is from time
to time covered in paper or plastic film or set away in a compartment, for instance,
a breadbox to decrease drying. Bread that is kept in warm, soaked circumstances is
slanted to the advancement of mould. Bread kept at frigidity, in a cooler for
occasion, will make mould improvement more step by step than bread kept at
tropical, and however will turn stale quickly as a result of retro degree. The
sensitive, internal bit of bread is referred to not and other culinary specialists as the
scrap, which is not to be confused for little bits of bread that consistently tumble
off, called pieces. The outside hard separation of bread is known as the body.“Till
1958, there were no bread in sorted out part and bread usage was a typified by the
British. By then, a mechanized bread unit was arranged up in Delhi with the name
"Delbis" which conveyed cut bread and stuffed under the name of Britannia.
Britannia was the pioneer and also taught in the masses of Delhi the tendency for
eating white cut bread. The Mumbai unit came up in 1963, and there again
Britannia was at first stamped bread in the city.”

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1.7 Types of quality defects in bread

 Average weight less than declared weight.

 Packets with burst seal.

 Packets having crushed bread.

 Packets without coding or wrong coding.

 Defective registration.

 Loose packing.

 Dirty and bed smelling trays.

 Packets having improper code.

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CHAPTER 2: LITERATURE REVIEW

1) Siro, Kapolna, Lugasi (2008) have found that there is an advance relationship
between the food and health that brought about the improvement of the idea of
useful nutrition, which implies a useful and new way to deal with accomplish
ideal wellbeing status by advancing the condition of prosperity and decreasing
the danger of infection and great risk of disease. The research paper offers a
brief outline of the current practical nourishment market circumstance in USA,
Japan and some European nations finished with a few remarks on useful
nutrition future potential. It investigates the fundamental difficulties of such
item advancement concentrating on the diverse variables deciding the
acknowledgment of useful nutrients. Moreover it talks about some prominent
sorts of these food items presently available. ”

2) Dewettinck, Bockstaele (2008) has stated that the world wide utilization of
cereals everywhere throughout the world gives cereals an essential position in
worldwide nourishment. Other than the high starch content as vitality source,
oats give dietary fiber, nutritious protein and lipids rich in fundamental
unsaturated fats. Vital micronutrients present in cereals are vitamins,
particularly numerous B vitamins, minerals, cell reinforcements and

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photochemical. On the other hand, handling may build the levels of the
bioactive segments in grains furthermore adjust the bioavailability of these
segments. The point of this paper is to survey the current writing on the
impacts of handling systems and communications with other nourishment
segments in a mixed feast on the healthful nature of bread. Moreover, inquire
about discoveries on the purchaser impression of bread in Belgium are
incorporated.”

3) Gellynck, Kuhne (2009) has suggested that the Bread contains an extensive
variety of critical dietary section which gives a beneficial outcome on human
wellbeing. In any case, the utilization of bread is declining surrounded by the
most recent decades. The research paper discussed the purchaser's quality
impression of bread towards wellbeing and nourishment traits. The
consequences of the study may help wellbeing experts and strategy creators to
deliberately highlight shoppers about the constructive outcomes of bread in
view of its parts. “”

4) Jean A, McEwan, M.Sharp (2000) have suggested that the Subjective

exploration with both purchasers and industry delegates, in this MAFF‐funded
venture, permitted evaluation of current obstructions to the generation and
utilization of diminished fat pastry shop items. In tending to the path forward,
there were four key regions where obstructions existed: buyer attitudes, item
quality (specialized), financial and authoritative issues. These must be handled
if decreased fat pastry shop items are to succeed in the commercial center. “

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5) Saba, Messina, Arvola (April2009) found the study concentrated on the part of

the Health Belief Model (HBM) in foreseeing readiness to utilize useful breads,
over four European nations: UK (N=552), Italy (N=504), Germany (N=525)
and Finland (N=513). The behavioral assessment sections of the HBM and the
welfare inspiration segment were great indicators of ability to utilize practical
breads though risk recognition parts divided as indicators. This outcome was
regular in each of the four nations and crosswise over items. Youthful buyers
appeared to be more attracting by the useful bread with a wellbeing case
advancing wellbeing instead of in diminishing danger of infection, though the
inverse was valid for more established individuals. The significance of
wellbeing inspiration in eagerness to utilize items with welfare cases infers that
there is an opening for growing better models for clarifying welfare advancing
nutrients decisions that consider both nourishment and welfare related variables without
making a reference to illness related result. “

6) Tehrhi (February 2010) has stated that his study addresses the impact of
individual qualities on purchasers' nourishment decision thought process and on
the preferring of bread. An aggregate of 224 customers took an interest in the
study in three gatherings: traditional and consumers, who presented opposite
value types according to the Schwartz value theory, and a control group. The
buyer bunches' qualities, nourishment decision thought processes measured
with the Food Choice Questionnaire and a Concern scale, and loving of the
breads contrasted essentially as per the investigation of change . Conventional
customers were more positive toward diverse sorts of bread, and nutrient
decision thought processes "regular food", "commonality" and "welfare
concern" were more vital to them than to gluttony. This study depicted that
values are joined with nourishment decision thought process and, to some
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degree enjoying and, hence, values can be used both in item improvement and
in publicizing. “

7) Jegan, Dr. Sudalaiyandi (April 2013) has stated that the company never fails to
show large interest on knowing their customer requirements. Satisfying the
needs and fulfilling the clients turns out to be all that much fundamental,
subsequently a satisfied client is an unpaid sponsor for the organization. It is
just as essential to satisfy the traders and retailers if the organization is in the
matter of Fast Moving Consumer Goods (FMCGS). The customers conduct
fluctuates from brand to brand on the premise of value, amount, taste,
advertisement and so on. In India the roll business was begun mid of the 19
century. In 1887, the first Biscuits pastry kitchen was situated up in India. The
research paper is a study on customer purchasing behavior on Sunfeast (ITC)
rolls in Kovilpatti Area. The instrument used to gather information for the study
was the organized meeting timetable.”

8) Sophie Langiey (September 2014) has suggested that the arise of the outlet
store in-store bread kitchen in Australia is bringing on issues for the bread
creation and cake and baked goods manufacturing businesses, which are
attempting to hold piece of the overall industry, as per statistical surveying
association IBIS World. IBIS World said worth known clients were floating
towards the private-mark offerings of general stores, while buyers concerned
with wellbeing and quality are progressively acquiring high-edge items from
bread shops. Mass-creating administrators will progressively need to depend on

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new product offerings and smarter plans of action to effectively achieve

clients.”

9) Kwang-ok Kim (May 2010) has found that residential business has numerous
developing open doors for Canadian companies inspired by meeting the foods
and drink needs of Canadians. A population more inspired by food for welfare,
especially in the older demographic groups, and a move toward quality and
worth factor in purchasing choices are key factors. Two variables especially
applicable in Canada incorporate the effect of new migration patterns and local
food cultures in light of geography. Both add to one of a kind business openings
well suited to Canadian little and medium measured makers and processors.
Dealers, who wish to make successful business systems, should strive to
perceive the purchaser environment, including the acquiring patterns and
opinions of Canadians.”

10) Kihlberg (January 2005) has found that the baked products in India kept on
growing continuously in 2014. Bread stayed as one of only a few prepared
items which was utilize once a day by customers in India, and hence it was the
greatest donor to esteem deals also. Be that as it may, because of developing
mindfulness with respect to healthier way of life and dietary patterns, customers
in 2014 began to switch towards cocoa bread or wheat bread. Bread kept on
being an indispensable piece of breakfast for customers, and hence changing to
a healthier alternative was the most intelligent thing to do”

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CHAPTER 3: RESEARCH METHODS AND PROCEDURES

Purpose of study

The purpose of the study is to find out the retailer’s behavior towards Britannia
brand and consumers’ perception towards Britannia breads.

The objectives of the study are as follows: -

 To study the response of retailers towards the Britannia brand.
 To study the response of retailers for the competing brands.
 To study the consumer perception towards Britannia bread vis-à-vis other breads.
 To make suggestions or improving the brand image of Britannia in the eyes of
retailers and consumers.

Research Design
Types of research: Exploratory research design and Descriptive research design

Exploratory research: Exploratory research was used to study the existing

marketing strategies followed by BRITANNIA and its known competitors and
define the areas where Britannia needs to focus on.

Descriptive research: Descriptive research was used to gather feedback from the
retailers and consumers.

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Sample elements
In order to conduct market research successfully, a sample of 150 retailers was
taken to know their response towards Britannia brand and a sample of 100
consumers was taken to know the perception towards Britannia bread.

Data collection
The primary data for the research was collected from the retailers and consumers
from the study being conducted through a structured questionnaire. A total number
of 250 questionnaires were taken from the retailers and consumers for the research
in Ghaziabad and nearby areas. The secondary data for the research was gathered
from the different websites, reports, and such other sources.

Instruments used
This study was carried out through a structured questionnaire. A copy of
questionnaire is attached in appendix.

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CHAPTER 4: DATA ANALYSIS

Analysis of the data is done with the help frequency table and with other statistical tools like bar
graph and pie chart.

Table 5.1: Availability of bread in shop

RESPONSES NUMBERS PERCENTAGE

YES 113 75.33

NO 37 25.66

Fig 5.1: Availability of bread in shop

120

100

80

60

40

20

0
yes no

Interpretation:

75% of retail respondents are keeping Britannia Bread in their shop and 25% respondents do not
keep Britannia Bread in their shop.

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Table 5.2: Place of keeping the Britannia bread in shop

RESPONSES NUMBERS PERCENTAGE

IN FRONT 62 58.86

ON DESK 40 35.39

IN SHELF 11 9.73

Fig 5.2: Place of keeping the Britannia bread in shop

70
60
50
40
30
20
10
0
IN FRONT ON DESK IN SHELF

Interpretation:

55% respondents are keeping Britannia Bread in front, 35% on desk and 10% in shelf.

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Table 5.3: Consumer’s considerations

RESPONSES NUMBERS PERCENTAGE

QUALITY 67 44.66
FRESHNESS 25 16.66

AVAILABILITY 11 7.33

PRICE 10 6.66

BRAND NAME 37 24.66

Fig 5.3: Consumer’s considerations

70

60

50

40

30

20

10

0
quality freshness availability price brand name

Interpretation

45% respondents are giving preference to the quality 17% are giving preference to freshness,
7% are giving preference to availability, 7% to price and 25% to brand name.

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Table 5.4: Weightage given to brands

RESPONSES NUMBERS PERCENTAGE

YES 75 50

NO 75 50

Fig 5.4: Weightage given to brands

80
70
60
50
40
30
20
10
0
yes no

Interpretation:

50% respondents are saying that consumer gives weight age to brand while 50% respondents are
saying that consumer does not gives weightage to brands.

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Table 5.5: Brand of breads consumed by customer

RESPONSES NUMBERS PERCENTAGE

BRITANNIA 76 50.66
PERFECT 44 29.33
HARVEST 17 11.33
BONN 10 6.66
OTHERS 3 2

Fig 5.5: Brand of breads consumed by customer

80

70

60

50

40

30

20

10

0
BRITANNIA PERFECT HARVEST BONN OTHERS

Interpretation:

Britannia Bread is most consumed brand having 51% followed by Perfect 29%, Harvest11%,
Bonn 7% and other is 2%.

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Table 5.6: Preference of bread consumed by consumer

RESPONSES NUMBERS PERCENTAGE

EXCEL BREAD 41 36.28
BROWN BREAD 7 6.19
HEALTHY BREAD 11 9.73
DAILY FRESG 54 47.78

Fig 5.6: Preference of bread consumed by consumers

60

50

40

30

20

10

0
excel brown bread healthy slice daily fresh

Interpretation

36% is consumed by Excel bread, 6% is consumed by brown bread, 10% is consumed by

Healthy slice and 48% is consumed by Daily fresh bread.

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Table 5.7: Desired profit margins from Britannia Bread vis-à-vis other breads.

RESPONSES NUMBERS PERCENTAGE

BRITANNIA 130 86.66

OTHERS 20 15.38

Fig 5.7: Desired profit margins from Britannia Bread vis-à-vis other breads.

140

120

100

80

60

40

20

0
BRITANNIA OTHERS

Interpretation:

87% retailers saying that maximum profit margin provided by Britannia Bread followed by
other (Prefect, Harvest, Bonn, etc).

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Table 5.8: Level of satisfaction of profit margin from Britannia bread

RESPONSES NUMBERS PERCENTAGE

YES 103 91.15

NO 10 8.84

Fig 5.8: Level of satisfaction of profit margin from Britannia bread

120

100

80

60

40

20

0
yes no

Interpretation

91% retailers are satisfied with the profit margin given by Britannia Bread and 9% retailers are
not satisfied with the profit margin given by Britannia Daily Bread.

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Table 5.9: Comparison of price of Britannia bread

RESPONSES NUMBERS PERCENTAGE

CHEAPER 62 54.86

COMPETITIVE 37 32.74

COSTLY 14 12.38

Fig 5.9: Comparison of price of Britannia bread

70

60

50

40

30

20

10

0
Cheaper Competitive costly

Interpretation

33% respondents are saying that the price of Britannia daily Bread is competitive, 12% are
saying that price is costly and 55% are saying that price is cheaper.

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Table 5.10: Service provided by Britannia bread

RESPONSES NUMBERS PERCENTAGE

VERY GOOD 31 20.66
GOOD 20 54.86
AVERAGE 62 54.86
BAD 20 17

Fig 5.10: Service provided by Britannia bread

70

60

50

40

30

20

10

0
verygood good average bad

Interpretation

21% respondents are saying that supply provided by Britannia Bread is very good while 55% are
saying that supply provided by Britannia daily Bread average and good and 17% are saying that
supply is bad.

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Table 5.11: Preference of bread in breakfast

RESPONSES NUMBERS PERCENTAGE

YES 94 94

NO 6 6

Fig 5.11: Preference of bread in breakfast

6%

yes
no

94%

Interpretation: 94% customers prefer to eat bread whereas 6% customer doesn’t prefer to eat
bread.

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Table 5.12: Time preference to eat bread

RESPONSE NUMBERS PERCENTAGE

MORNING 69 69

EVENING 31 31

Fig 5.12: Time preference to eat bread

morning evening

31%

69%

Interpretation:

69% respondents eat bread in morning whereas 31% are preferred to eat bread in evening.

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Table 5.13: Intake of bread

RESPONSES NUMBERS PERCENTAGE

DAILY 38 38

TWICE IN A WEEK 45 45

ONCE IN A WEEK 17 17

Fig 5.13: Intake of bread

daily twice in a week once in a week

17%
38%

45%

Interpretation

38% respondent eat bread daily, 45% respondent eat bread twice in a week whereas 17% eat
bread once in a week.

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Table 5.14: Buying a bread

RESPONSES NUMBERS PERCENTAGE

RETAIL OUTLET 65 65

SUPERSTORE 35 35

Fig 5.14: Buying a bread

retail outlet superstore

35%

65%

Interpretation

65% customers prefer to buy bread from retail outlet whereas 35% customers buy bread from
superstore.

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Table 5.15: Preference of brand in breads

RESPONSE NUMBERS PERCENTAGE

BRITANNIA 52 52
PERFECT 31 31
HARVEST 9 9
BONN 5 5
OTHERS 3 3

Fig 5.15: Preference of brand in brands

BRITANNIA PERFECT HARVEST BONN OTHERS

3%

5%
9%

52%
31%

Interpretation

52% respondent eats Britannia bread followed by Prefect 31%, Harvest 9%, Bonn 5% and other
3%.

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Table 5.16: Preference of Britannia bread on trust and taste

RESPONSES NUMBERS PERCENTAGE

TRUST 66 66

TASTE 34 34

Fig 5.16: Preference for Britannia Bread on Trust and Taste

trust taste

34%

66%

Interpretation:

66% customers are loyal to Britannia bread whereas 34% customers eat Britannia for taste.

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Table 5.17: Preference of Britannia bread (varieties)

RESPONSES NUMBERS PERCENTAGE

DAILY FRESH 52 52

BROWN BREAD 21 21

HEALTHY SLICE 27 27

Fig 5.17: Preference of Britannia bread (varieties)

daily fresh brown bread healthy slice

21%

52%

27%

Interpretation

52% customers prefer to eat daily fresh followed by brown bread 27% and healthy slice 21%.

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Table 5.18: Satisfaction from Britannia bread

RESPONSES NUMBERS PERCENTAGE

VERY SATISFIED 21 21
SATISFIED 34 34
NEUTRAL 16 16
DISSATISFIED 19 19

VERY 10 10
DISSATISFIED

Fig 5.18: Satisfaction from Britannia bread

very satisfied satisfied neutral dissatisfied very dissatisfied

10% 21%
19%

16% 34%

Interpretation:
21% customers are very satisfied with Britannia bread 34% customers are satisfied 16%
customers are neutral with Britannia whereas 19% customers are dissatisfied with Britannia and
10% are very dissatisfied.

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CHAPTER 5: FINDINGS OF THE STUDY

 75% of retailers are keeping Britannia breads in their shops.

 55% of retailers are placing Britannia bread in front, 35% of retailers are
placing on desk and 10% are placing on shelf.
 45% of retailers are giving preference to quality, 17% of retailers are giving
preference to freshness, 7% of retailers are giving preference to availability, 7%
are giving preference to price and 25% are giving preference to brand name.
 87% of retailers get maximum profit margin from Britannia breads.
 25% of retailers keep other brands like Bonn, Harvest, Perfect, and others.
 21% of consumers are very satisfied with Britannia bread, 34% of consumers
are satisfied, and 16% of consumers are neutral with Britannia bread whereas
19% of consumers are dissatisfied with Britannia bread.
 94% of consumers prefer to eat bread whereas 6% of consumer does not prefer
to eat bread.
 52% of consumers eat Britannia bread, 31% of consumers eat Perfect, 9% of
consumers eat Harvest, and 5% of consumers eat Bonn and 3% by other brand.
 66% of consumers are trust on Britannia whereas 34% of consumers eat
Britannia for taste.
 52% of consumers prefer to eat daily fresh bread, 27% of consumers prefer to
eat brown bread and 21 % of consumers prefer healthy slice.

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CHAPTER 6: CONCLUSIONS AND RECOMMENDATIONS

Objective wise conclusions:

Objective 1: To study the responses of retailers towards the “Britannia” Brand.

 75% of retailers are keeping Britannia breads in their shops.

 55% of retailers are placing Britannia bread in front, 35% of retailers are
placing on desk and 10% are placing on shelf.
 45% of retailers are giving preference to quality, 17% of retailers are giving
preference to freshness, 7% of retailers are giving preference to availability, 7%
are giving preference to price and 25% are giving preference to brand name.
 87% of retailers get maximum profit margin from Britannia breads.
 25% of retailers keep other brands like Bonn, Harvest, Perfect, and others

In view of the above findings, it can be concluded that 75% of retailers are keeping
Britannia bread in their retail outlet, making Britannia a very popular brand among
the retailers. Excel bread and daily fresh bread is the best seller brands of Britannia
bread. Britannia bread is favored by the retailers as it gives the maximum profit
margin in comparison to its competitors. Most of the retailers believe that Britannia
bread is inexpensive with good quality, timely supply and constant availability in
the retail outlet.

Objective 2: To study the responses of retailers for the competing brands.

The findings of the study reveal that Britannia is the most preferred brand of the
retailers as only 26% retailers keep other brands of bread.
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Objective 3: To study the consumer perception towards Britannia Bread vis-à-

vis other breads.

 21% of consumers are very satisfied with Britannia bread, 34% of consumers
are satisfied, and 16% of consumers are neutral with Britannia bread whereas
19% of consumers are dissatisfied with Britannia bread.
 94% of consumers prefer to eat bread whereas 6% of consumer does not prefer
to eat bread.
 52% of consumers eat Britannia bread, 31% of consumers eat Perfect, 9% of
consumers eat Harvest, and 5% of consumers eat Bonn and 3% by other brand.
 66% of consumers are trust on Britannia whereas 34% of consumers eat
Britannia for taste.
 52% of consumers prefer to eat daily fresh bread, 27% of consumers prefer to
eat brown bread and 21 % of consumers prefer healthy slice.

In view of the above findings, it can be concluded that most of the consumers
consume Britannia bread because of its quality and freshness and only few of them
consume other brands. Most of the consumers are satisfied with Britannia bread.

Objective 4: To make suggestions for improving the brand image of Britannia

in the eyes of retailers and consumers.

 The Company should start programs for the loyal retailers and wholesalers to
reduce their complaints by proving timely supply and replacement. This will
help in increasing the sales.

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 The company should take proper measures to ensure that the benefits of special
schemes and offers are not taken away by the middleman and that they are
passed onto the retailers and consumers.
 The company should improve the packaging which engage the consumers by
strongly highlighting the health quotient of the bread and deliver the promise
of healthy eating.

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Recommendations

 Company should create good relationship with the retailers in the city that will
gain the company to the greater extent.

 As competition increases day by day so now Britannia bread has to work for
maintaining its market share as its tough competitor comes into the market.

 The company should be aware of the changes in taste and preferences of the
customers and launch new varieties according to these changing taste and
preferences.

 As 19% of the respondents said that the supply of Britannia is average so

Britannia also has to improve its supply.

 The company should take proper measures to ensure that the benefits of special
schemes and offers are not taken away by the middleman and that they are
passed onto the retailers and consumers.

LIMITATIONS

 Retailers may be one-sided while giving information on different competitors.

 The data collected for the research is related to the Ghaziabad and thus it is a
very region-specific study, thus restricting the findings only to Ghaziabad
 It was very tricky to find out the correct answers as the respondents found the
procedure of filling the questionnaire cumbersome.

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REFFRENCES
Research papers

1) Istvan Siro, Emese Kapolna, Andrea Lugasi (November 2008) “Functional Food: Product
development, Marketing and consumer acceptance”s vol 51, Page- 456-467.
2) Xavier Gellynck, Bianka Kuhne “Consumer perception of bread quality” (August 2009)
vol 53.
3) Sophie Langiey (8th September 2009) “Bread and cake producers struggle with changing
consumer tastes; IBIS world”.
4) Jegan, Dr. Sudalaiandi,S (April 2013) “Consumer buying behaviour towards types of
Sunfeast [ITC] biscuits in Kovilpatti” .
5) Jean A, Mc Ewan,Terry M.sharp (2000) “technical, economic, and consumer barriers to
the consumptions of reduced fat bakery product” vol 30, Issue 1, Page- 16-18.
6) Kihlberg “Effects of information if liking of bread” Vol 16, Issue 1, January 2005, pages
25-35

Journal Articles

7) Tehrhi Pohjanheimo, Mari Sandell “Food choice motives and bread liking of consumers
embracing hedonistic and traditional values” Volume 54, Issue 1, February 2010, pages
170-180.
8) Anna Saba, Anne Arvola, Federico Messina (April 2009) “willingness to use functional
breads. Applying the health belief model” Volume 52, Issue 2, , pages 452-460.
9) Kwang-Ok, Kim (May 2010) “Behaviour, attitudes and perception towards food product.
10) K, Dewettinck, F Van Bockstele “influence of processing, food interaction and consumer
perception” (September2008) vol 48, Issue 2, pages- 243-257

Websites

11) http://www.indianfoodindustry.net/

12) http://www.dailybread.co.in/

13) http://www.bharatbook.com

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APPENDIX A: QUESTIONNAIRE

Q.1 Do you keep Britannia Bread in your shop?

 Yes
 No

Q.2 where do you put Britannia Bread in your shop?

 In front
 On desk
 In self

Q.3 what do you feel, consumer consider while purchasing bread?

 Quality
 Freshness
 Availability
 Price
 Brand name

Q.4 Do you feel consumer gives weightage to brand or not?

 Yes
 No

Q.5 which of the following bread is more consumed by customer?

 Britannia
 Perfect
 Harvest
 Bonn
 Others

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Q.6 which variety of Britannia bread is more consumed by customer?

 Excel bread
 Brown bread
 Healthy slice
 Daily fresh

Q.7 which of the Bread gives you maximum profit margin?

 Britannia
 Others

Q.8 Are you satisfied with profit margin you are getting from Britannia
Bread?

 Yes
 No

Q.9 what do you feel regarding price of Britannia Daily Bread comparing
with other Bread?

 Cheaper
 Competitive
 Costly

Q.10 what do you feel about service provided by Britannia Bread?

 Very good
 Good
 Average
 Bad

NAME: - ________________

ADDRESS: - _______________________

CONTACT NO:-________________

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Questionnaire for consumers’

Q.1 In breakfast do you prefer to eat bread?

 Yes

 No

Q.2 When do you prefer to eat bread?

 Morning

 Evening

Q.3 Generally from where you buy bread?

 retail outlets
 Super store

Q.4 In bread which brand do you prefer to eat?

 Britannia

 Perfects

 Bonn

 Harvest

 Other (please specify ____________)

Q.5What do you think Britannia stands for?

 Stands for taste

 Stands for trust

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Q.6 In Britannia which variety of bread do you prefer?

 Daily fresh

 Brown bread

 Healthy slice

Q.7 How satisfied are you with Britannia?

 very satisfied

 satisfied

 Neutral

 Dissatisfied

Q8. How often you eat bread?

 Daily
 Twice in a week
 Once in a week

NAME: - ________________

ADDRESS: - _______________________
CONTACT NO:-________________

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Summary of the Project

Britannia Industries Limited is an Indian food-products corporation based

in Kolkata. It sells its Britannia and Tiger brands of biscuit throughout India.
Britannia has an estimated market share of 38%.The Company's principal activity
is the manufacture and sale of biscuits, bread, Rusk, cakes and dairy products.
Britannia’s bread brands namely "Daily Fresh” and "Popular" are the largest
selling bread brands in India. Britannia wants to further strengthen its brand and
increase its market share. This project aims at studying the brand positioning, retail
marketing strategies and distribution channels of Britannia and its known
competitors to focus on the area of competitive advantages and disadvantages so
that recommendations can be made for suitable changes in its marketing strategies.

In the first stage of the dissertation report a comparative study will be made of
the existing retail marketing strategies/ product positioning and distribution
channels of Britannia and its known competitors and impact thereof on market
penetration , with the help of secondary data sourced from Companies’ websites,
reports, journals and magazines etc. In the second stage of the dissertation
report, market feedback will be collected from consumers and retailers with the
help of a structured questionnaire to find out the effectiveness of various marketing
strategies implemented by Britannia and its competitors as well as what exactly
consumers want. The information and data so collected shall be analysed using
appropriate statistical tools to arrive at the conclusions of the market survey. Based
on these conclusions and the comparative study done in the first part of the project,
suitable recommendations will be made for increasing the market penetration by
Britannia.

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