Group Assignment: Group No 12

S. No. Name Roll No E-mail ID

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CONSUMER BUYING BEHAVIOUR TOWARDS CHIPS WITH REFERENCE TO BINGO

INTRODUCTION
The launch of Bingo! In March 2007 marked ITC's foray into the fast growing branded snack
foods segment. Bingo’s portfolio includes an array of products in both Potato Chips &
Finger Snacks segment. Bingo! is positioned as a youthful and innovative snack,
offering the consumers a choice of flavours that are fast becoming popular. The
Potato Chips offerings comprise the ever-popular Salted, Masala and Tomato flavours, as
well as some innovative variants inspired by the snacking habits of different parts of the
country like Chatkila Nimbu Achaar.
CONSUMER DECISION MAKING PROCESS:

Step 1 – NEED RECOGNITION

Need is important factor which leads to buying of products or services. Need is the catalyst which
triggers the buying decision. of the individuals. This advertisement is bridging the gap between
existing and desired state by evoking interest in the car. To fulfil that, it needs to The Need to buy a
new car can due to one of the following reasons: 1. Old car is giving problem 2. Want to buy new car
for husband or wife 3. Buy new car to start/for business 4. Working couple looking for young and
trendy car 5. Existing Hyundai loyal customers looking for new small car 6. Emotional connect of
brand ‘Hyundai’ with loyalist to buy new stylish car under 5lacs Marketer is trying to provide an
option by creating a need through this advertisement.

Step 2 – SEARCH FOR INFORMATION

Once a consumer recognises his/her need of buying a car, he/she tries to gather as much
information for the product which he/she is buying. In this case, as the product is new, so the ad is
booked for 2 full pages by marketers for the following reasons: Public/Commercial Source - This
advertisement acts as a Public Information medium for the consumers. It has lots of information
(mentioned above in highlights of advertisement). Consumers who wants to buy new car in a budget
of around 5 lacs – 7.99 lacs can choose this an option. Experiential Source - It also acts as an
experiential source where they have already used Hyundai car and can purchase a new one from
their previous experience Friends/Family source – This advertisement is showing (on page 2) that the
young couple is sitting with another young couple who are depicted as friends.

Steps 3 – EVALUATION OF ALTERNATIVES

Consumers can look for other options which are prices around INR 5 lacs to INR 7.99 lacs. Marketers
wants to provide information to project it as a better option than some of the competitor brands like
Maruti Swift, Renault Triber (to be launched soon), Ford Figo and existing own brand i10.
Step 4 – PURCHASE DECISION

Once consumers evaluate all options (competitions), they can make a purchase decision based on
marketing campaign or upon emotional connection with brand Hyundai or personal experience or
combination of both. Through this advertisement, marketer want to connect consumers image with
the youthfulness & urban consumers and loyalists of Hyundai brand.

Step 5 – POST PURCHASE BEHAVIOR

The purchase of NIOS can be followed by post-purchase evaluation which refer to analyse the car
whether it matched the expectation. For that, advertisement mentions post-purchase services offer
and warranty year with extended warranty offers as well. Through this, marketers want to cover
postpurchase experience of the consumers.

SWAT ANALYSIS OF BINGO CHIPS

STRENGTHS IN THE BINGO
Special advertisement strategy: One of Bingo’s key advantages from the beginning was that
it used an attractive advertising campaign and often portrayed itself as something special.
The ads have made consumers aware of its products and advertisement has a high recall
value.
Special product: Bingo has always been sold as a special triangle-shaped chip. Besides this,
the brand also has six sub-brands: Bingo Yumoto’s Original, Bingo Yumitos, Bingo Rulz, Bingo
Starters, Bingo tedhe medhe, and Bingo mad angles. Bingo has tried to create a good brand
image for its products in the market.
Variety of flavours: Obviously, with so many sub-brands, Bingo was expected to have a
range of flavours, as is the case here. Today, Bingo has 19 varieties in its kitty, each of which
can be found here.
Strong Rural and Urban distribution Network: ITC has several brands under its umbrella,
most of which are linked to food and beverage. As a result, the distribution of Bingo is also
far and wide. ITC is connected to rural areas. ITC also opened ITC Choupal Sagar and created
its reach in rural areas.
Backing ITC: ITC is one of India’s biggest FMCG firms and has deep pockets as well. That’s
why ITC ‘s funding is a really positive thing for Bingo.
Weaknesses in the Bingo Chips
Advertising Low on TV: Bingo is advertised a lot at the beginning, but the brand-building
process has not proceeded, so brand recall is weak for the brand right now. High-fat
content: healthy people avoid high fat and high cholesterol in potato wafers.
Opportunities in the Bingo Chips
Micro-distribution – Bingo must be aimed at micro-distribution because these potato chips
are actually distribution focused games and reachability is the winning factor.
Brand building – In addition to scope, Bingo also needs to concentrate on that brand recall
through better ads, something that Kurkure has done consistently and has reaped the
benefits.
Variety of taste and chip – More variety in taste and variety in chip texture or shape will
help Bingo in the long run. Variety is also a choice for food items.
Threats in the Bingo Chips
Health awareness – One of the major challenges to any fast-food dependent on potatoes is
that people are becoming more and more nutritious and have started to disregard chips and
other fried products.
Competition – has massive competition with brands such as Lays, Kurkure, and others.
Regional brands such as Balaji wafers are also available. These regional brands, national
brands, and international brands are all competing for the same space in the consumer’s
mind and stomach.
CONSUMER WILLINGNESS TO PURCHASE ANY PRODUCT & BANDS BASED ON CERTAIN
CRITERIA

Evaluation
Criteria % of
Bingo Lays Pringles Other Total
Total
Brand
Bellow 20 Age
21-30
31-40
Above 40
Total
Based on the total sum of above evaluation criteria, consumer decided to willingness to go
for purchase.
Buying is one of the most important variables in consumer behaviour. In a marketing
context, behaviour is predispositions towards specific brands, products or companies that
cause consumer respond favourably or unfavourably towards them. Conditions of
competition are changing rapidly today and companies that strategize and react to these
changes promptly and quickly are the most successful.