1.

1 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 products and 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. Motive of this topic is 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 Britannia biscuits. The present study entitled consumer preference towards Britannia
biscuits, a study with reference to 150 respondents in Coimbatore is intended to enquire into
the factor that influences their choice of biscuits with respect to Britannia biscuit. Consumer
preference varies from brand to brand on the basis of quality, price, style, taste, advertising
and peer influence. The complication undergone by the researcher to identify customers
reaction are many the researcher’s interest to know the degree to which consumer preference
varies with age, education, occupation or other, characteristics prompted the selection of this
study.

In modern business it is important to know the brand preference of the product this
can increase the level of the consumer satisfaction and value of profit by selling the
products. Only when the consumer give preference for a particular brand, consumer will
buy and they will not buy any other product other than a particular brand.

Few suggestions that company can use to increase their market share is suggested
by market survey. However, the study is limited to a small sample size of 150 respondents
and sample design, which is a limitation of the study.

1.2 STATEMENT OF THE PROBLEM

The customer satisfaction being the ultimate goal for any business, needs to be
analysed and reviewed. This customer satisfaction can be measured by various means. The
primary data were collected using structured questionnaire in Google forms. It helped to
analyse the market performance of the brand to that of the competitor’s products and
helped to identify how Britannia has satisfied various needs and requirements of the
consumers. And also how the brands pulls and holds consumers by providing new
innovations and different marketing strategies that can have an impact in the overall
performance of Britannia biscuits.

1.2 NEED FOR THE STUDY

 To understand what makes a consumer to buy Britannia biscuits.

 To analyse what do consumers buy, why do they buy, when do they buy, how often
do consumers buy, for what reason do they buy, and much more.

 To identify the satisfactory level of consumers

 To understand consumer expectations and suggestions towards the product.

1
1.3 OBJECTIVE OF THE STUDY
The study has been conducted to collect the information about the consumer
satisfaction towards Britannia biscuits, and different factors influencing the consumers
in buying Britannia biscuits.

The main objectives of the study as follows:

 To access the customer satisfaction towards quality, availability, price of
Britannia biscuits.

 To suggest suitable measure to improve customer satisfaction towards

Britannia biscuits for its more reputation in the industry.

 To identify the awareness of Britannia biscuits among the people.

 To analyze the consumer behavior towards britannia biscuits

 To identify first source of information about product.

 To identify the change in attitude of the consumer due to electronic

media.

 To identify the factors which affects the change in decision of the

consumers.

1.4 HYPOTHESIS
 HO1: There is no significant relationship with the gender and frequency in buying
of Brirannia biscuits

 HO2: There is no significant relationship with the age and price of Brirannia biscuits

 HO3: There is no significant relationship with the marital status and

consuming time period of Brirannia biscuits

 HO4: There is no significant relationship with the gender and awareness about
Brirannia biscuits

1.5 RESEARCH METHODOLOGY

Descriptive research is done in this research. The universe of the population includes the
respondents who are the consumers of Britannia biscuits, in Coimbatore. The samples (i.e.
sample size 150) were selected among the consumers of Britannia biscuits, with respect to
Coimbatore for this research. The samples were chosen from the population, by using
Convenience sampling technique (i.e. Non-probability sampling technique), because the
exact population size is unknown. For collecting the surveys the Social media network have

2
been used& the questions were selected through Google forms.
The primary data were collected using structured questionnaire in Google forms.

1.6 RESEARCH DESIGN

Research design is the framework of research methods and techniques chosen by a
researcher. The design allows researchers to hone in on research methods that are suitable for
the subject matter and set up their studies up for success. Descriptive research design is done
here, it is a theory-based design method which is created by gathering, analyzing, and
presenting collected data

1.7 SOURCE OF DATA

Data are facts, figures and other relevant materials, past and present, serving as basic
study and analysis. Without an analysis of actual data on specific inferences can be drawn
on the question under study. Inferences based on imagination or guess work cannot provide
correct answers to research questions. The relevance, adequacy and reliability of data
determine of quality of findings of a study. For the purpose of present study data from two
sources have been gathered namely primary and secondary data.

1.7.1 Primary data:

I conducted a sample survey about the customer satisfaction towards Britannia
biscuits, by questionnaire method and the conclusions from it, acts as the primary data, the
basis on which I have conducted this research project.

1.7.2 Secondary data:

The secondary data was collected from official website of the Britannia industry
(http://britannia.co.in/ ), wikipedia and other sites available in the google platform. And also
from some magazines and news articles about Britannia industry and its functioning.

1.8 DATA COLLECTION

1.8.1 COLLECTION OF PRIMARY DATA:

I used Questionnaire method for primary data collection . Primary data is collected
during the course of doing research but incase of descriptive type and performs surveys, whether
sample surveys or census surveys, then we can obtain primary data either through observation or
through direct communication with respondents in one form or another or through personal
interviews this means that there are several methods of collecting primary data, particularly in
surveys and descriptive researches. The important ones are –

 Observation Method

 Interview Method

 Through questionnaires

 Through Schedules
3
1.8.2 COLLECTION OF SECONDARY DATA:
When the researchers utilize the secondary data, then he has to look into various sources
from where he can obtain them. Secondary data may be either published data or unpublished data.
Usually published data are available in –

 Wikipedia and other sites in the google platform.

 Various publications of the central, state and local governments.

 Various publications of foreign governments or of international bodies and their

subsidiary organizations

 Technical and trade journals.

 Books, Magazines and newspapers.

 Report and publications of various associations connected with business and industry,
banks, stock exchanges etc.
 Reports prepared by research scholars, universities, economist’s etc. in different
fields.

1.9 SAMPLE DESIGN

A Sample design is a definite plan for obtaining a sample form a given population. It refers to
the technique or the procedure the researcher would adopt in selecting items for the sample. Sample
design may as well lay down the number of items to be included in the sample i.e., the size of the
sample.

1.9.1 DIFFERENT TYPES OF SAMPLE DESIGNS:

There are two types of sample designs.

 Non – probability sampling.

 Probability sampling.

The samples of this research were chosen from the population of 150 respondents,by using
Convenience sampling technique (i.e. Non-probability sampling technique )

1.9.2 SAMPLE SIZE

Sample size is the quantity or the number of samples that the researcher has included in the
research. Here, my sample size is limited to 150 members living in Coimbatore. It expresses
the satisfaction level and the feedbacks of the people who belong to the society enabling to
make decisions, to the company.Though the sample size is small, we can analyse the collective
views or decision of the society as a whole, since it represents the interests of people who
consume Britannia biscuits.

1.10 STUDY PERIOD

4
 The study period of this research project was from jan 7 ,2020 to the end of feb 2020.
I had collected the primary data from the 150 consumers from Coimbatore, in the form of
questionnaire and then analyse the data collected and to make some conclusions or feedbacks about
the customer reviews and the level of satisfaction of the customers.

1.11 TOOLS FOR ANALYSIS

1.11.1 PERCENTAGE ANALYSIS :

Percentage analysis is one of the descriptive statistical measures used to describe the
characteristics of the sample or population in totality. Percentage analysis involves computing
measures of variables selected of the study and its finding will give easy interpretation for the reader.

1.11.2 CHI SQUARE TEST:

A chi-square test is a statistical test used to compare observed results with expected results.
The purpose of this test is to determine if a difference between observed data and expected data is
due to chance, or if it is due to a relationship between the variables you are studying. Therefore,
a chi-square test is an excellent choice to help us better understand and interpret the relationship
between our two categorical variables.

1.12 LIMITATIONS OF THE STUDY

 The study is limited to Coimbatore with 150 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 in
Coimbatore, the survey result may vary in other locations, based on their preference.

 Due to limitation of time and resources, all the possible factors influencing
the report could not be considered.

 The survey was conducted online,so the results or the analysis made cannot be
considered factual as the facts or the reviews might be false or wrong.

5
1.13 CHAPTER SCHEME
The present study comprises into five chapters:

 Chapter 1: Introduction and design of the study

 Chapter 2: Review of literature

 Chapter 3: Profile of study

 Chapter 4: Data analysis and interpretation

 Chapter 5: Findings, suggestions and conclusion

6
2.0 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) T. Pradeep raj, R. Ramkumar and A. K. Subramani (2015) in their paper on “customer

satisfaction towards good day biscuits, Avadi, Chennai”. The main objective
of the study is to find out customer satisfaction and loyalty towards Britannia good day biscuits,
to assess the association between demographic variables and factors of customers satisfaction,
to access the customer satisfaction towards quality, availability, price of Britannia biscuits and
to suggest suitable measure to improve customer satisfaction towards good day Britannia biscuits
for its even more reputation in industry. Descriptive research is followed in this study. The
sample size was 50 respondents from the research, it is concluded that the demographic variables
such as age group, gender and occupation are having less impact on the factors of customer
satisfaction.

5) S.D.Nidhyanth and B. Vigneshwaran in their paper on “A study on customer satisfaction towards

Britannia biscuits in Madurai city”. The main objective of the study knows awareness about the
Britannia biscuits among the public and to know the financial position about buying the biscuits”.
The statistical tools are used in this study was percentage analysis. The focus of the study is no the
factors that closely that influence the customer awareness, the brand preference, attitude towards the
price, general price level, quality about mobile phone, overall satisfaction about Britannia biscuits.
General awareness and consumer preference, loyalty and the services being offered or rendered by
the companies.
6) U. Santhiya , S. Rajalakshmi t in their paper on (2020) “A Study on Customer Satisfaction
towards Good Day Biscuits in Villupuram District”. The objectives are to study about the
profile of good day biscuits, to find the factors influencing the customer to purchase, to find out
the findings and suggestions about good day biscuits. Both the primary and secondary data is
used in this study with the sample size of 50 respondents. Hypothesis is framed in this study
7
and it is analyzed with help of statistical tools. The study customer satisfaction towards good
day biscuits.

7)Dr. V. Suresh Babu and G. Chinna Durai (2016) analyzed the profile of Britannia Biscuit
Industries Limited, Calcutta, and the profile of the study area and evaluated the factors that
influences the preference of the consumer using Britannia biscuit. To offer suggestions and
recommendations based on the findings of the study to improve the level of preference of
consumer’s.

8)Dr. Purvi Derashri & Mr. Dignesh S. Panchasara (2018) objective of the research is to
study about consumer satisfaction of nestle product with understanding the consumer profile,
understanding the effectiveness of marketing strategy and examine the loyalty of consumer.

9)N Ramya, Akshaya C, Haripriya M and Jamuna S (2017) the study was based on the
preference of Cadbury Chocolate among the consumers. The sample survey of 50 respondents
was undertaken to find out the perception of Cadbury Product in Coimbatore City. The study
mainly concentrated on general price level, quality, taste, brand and consumer expectations
overall satisfaction about Cadbury Products, general awareness and consumer perception of
Cadbury Products.

10)Dr. Shendge (2012) on his study “A comparative study of consumer perception towards
Cadbury and nestle chocolates with special reference to Navi Peth Area in Solapur city”
viewed that chocolate is liked and eaten by all age groups of people.

11)DR.S.GANESAN, R.RAJANBABU , T.MALLIKA (2012) This study analyses the brand

preference of Nestle maggi noodles by consumers. The study evaluates the quality of nestle
maggi noodles availed by consumers, the media influences in consumption, the effect of the
pricing policy in customer satisfaction. This study attempts to measure customer satisfaction
as well as contributing to the commercial efficiency by the way of suggestions to improve its
profitability in a long term business.

12)R.Jayasathya & S.Hemasri (2018) A sample survey of 200respondents was undertaken to

find out thepreference of CADBURY CHOCOLATE in Coimbatore city. The study mainly
concentrated on customer preference towards Cadbury chocolates,Convenience sampling
technique has been used in the study,Percentage analysis, Multiple responses, Descriptive
statistics, ANOVA and t-test..It was found from the study that the customers preferdairy milk
chocolate when compared to other chocolates because the cost of the chocolate is very
reasonable and the taste will attract the respondents.

13)RajaRajeswari, Kirthika(2016)conducted a study to find out the consumer behavior towards

Nestle products with special reference to Coimbatore city. The objective of the study to analyze
the [ VOLUME 6 I ISSUE 1 I JAN.– MARCH 2019] E ISSN 2348 –1269, PRINT ISSN 2349-
5138 720 IJRAR- International Journal of Research and Analytical Reviews Research Paper
consumer behavior and satisfaction and factors influencing buyer decision and determine the
level of effectiveness. The sample size was 120 respondents in Coimbatore city. Tools used for
the study were percentage analysis and chi-square. The researcher after conducting a study on
consumer behavior towards the products of nestle had came to conclusion that nestle received a
8
pivotal position in the market for their products.

14)Gopalakrishnan, Karthikeyan(2013)conducted a study to find out the consumer satisfaction

towards dairy milk chocolate with special reference to Uthamapalayam city. The main objective
was to study the satisfaction level of customers towards dairy milk. The sample size is 100 in
Uthamapalayam city. Tools used for the study is chi- square, percentage analysis. The study
mainly concentrated on general price level, quality and consumer expectation overall
satisfaction about Cadbury dairy milk chocolate, general awareness and consumer preference of
Cadbury dairy milk.

15)Patnaik, Pradeep Kumar Sahoo(2012) conducted a empirical study on consumer behavior

towards Cadbury’s India LTD and Nestle India LTD. The objective of the study was to analyze
the consumption pattern, examine the purchase behavior and also the consumer behavior
towards these industries. The sample size was 120 respondents in Bhubaneswar of Odisha. The
marketers has to understand the real need, wants, beliefs, attitudes of a consumer towards
product and services. The growth of Indian chocolate industry in the past has been hampered,
because there was a stiff excise duties on chocolates and the non availability of cocoa in the
country. In India chocolate market is transforming and new players were enter into the maret.
So it might resulted in low per capita consumption chocolate, the future of the company seems
upbeat

16)Dr. N. Kanimozhi , Dr. S.Karthik (2019) This study deals with awareness and satisfaction of
sunfeast biscuits in Erode district. It is made an attempt to analyse the various types of brands
and factors affecting purchase decision. The study based on primary data comprising of 100
respondents. From the findings of study, Consumers purchase decisions are influenced by
mainly quality and they also purchases the other varieties of sunfeast biscuits. The choice of
purchase is innumerable as thousands of companies are introducing newer products day by day.
To cope with this situation people keep on acquiring knowledge regarding the products, prices
and substitutes. Companies that focus inward become by blind to seismic changes in market,
competition, distribution, media, and technology that are occurring outside. Mass markets are
gragmenting in to micro markets; multiple channels of distribution are replacing single
channels. Customers are buying directly through Catalogues, Telemarketing and Internet. Price
discounting and sales promotion are eroding brand loyalty.

17)ABDUL MANNAN (2019)To study growth and performances of the confectionary

industry. To study retailer choices regarding biscuits of Sunfeast and Britannia. To study
preference regarding the Sunfeast biscuits. To find out influencing factor for retailers
preference to particular brand. To find out what is the position of Sunfeast biscuits in
comparison with Britannia biscuits.

18)B. Albeert Nicholas and S. Praveen Kumar(2020) . To find the satisfaction level of the
customer regarding the service provided for Nestle Kitkat. To find out any drawbacks in the
product features. To mark suggestions for promotional measures to increase the demand for
the product

19)Dr. Achut P. Pednekar (2015) The objectives and the purpose of the study were explained
to the respondents. Both primary and secondary data were collected to realize the objectives
9
of the study. Due to limitation of time, only 100 respondents were selected from Mhapsa
area on the basis of convenient sampling. In order to make an in-depth study, secondary data
has been collected from journals, publications, news, internet, and magazines. Necessary
statistical tools have been used and the collected data were then consolidated, tabulated and
analyzed. The results and discussions have been presented under various head. The products
covered under the study are Toothpaste, Soap, Shampoo, Detergents, Utensil cleaner, Face
cream, Milk, Soft drink, Coffee, Edible Oil, Noodle, Spices, Talcum
20)powder, Hair oil, Deo’s, Tea Powder, Biscuits, Pickles, Chips, Chocolates, Ice cream and
Ketchup. The study concludes that most of the products are purchased on the basis of quality,
price, brand status, identity, services, packaging, credibility and self esteem. They get attracted
to the many variables related to the utility and the price value.

21)P. Maria Delcia, Dr. V.Sangeetha, Dr.G.paulraj (2018)a study on Consumers Attitude on
Brand Loyalty of Nestle ProductsThe key to achieve success is to retain the customers by
providing the things which they expect. With the presence of advanced technology, the
consumers’ expectations have ascended to a very high standard and it becomes very daring
for the marketers to achieve customer satisfaction. Customer attrition is another evident
challenge facing every industry. In order to overcome this trend, the company has to
strengthen its delivery system in both pre and post purchase services to a customer resulting
to sustain their repeated purchases and build “Brand Loyalty”

22)Udgam vigyati (2015) the brand maggi is strongly established as a family brand with crisp
brand equity in Indian market. The brand has always been known to have the first mover’s
advantage in the portfolios ISSN (Online) 2456 -1304 International Journal of Science,
Engineering and Management (IJSEM) Vol 3, Issue 4, April 2018 All Rights Reserved ©
2018 IJSEM 528 like noodles, ketchups, soups, sauce, etc. The parent brand Nestle has been
the strong symbol of family, shelter and warmth which brand Maggi has innovatively
capitalised

23)Dr.S.Renugadevi , Dr.S.Namasivayam , Dr.N.Kothai Nayaki (2020) The research

surveyed the product performance and buying behaviour of four famous brands of chocolates
– Cadbury, Nestle, Amul and Parle, which are consumed by people of all ages. During this
research we have interacted with people of Madurai. After this research we came to know
how people perceives these products on the variables like price, quality, advertisement,
satisfaction, taste, packaging, brand loyalty etc. We also came to know which particular
brand of chocolate is most preferred by people of different age groups

24)P. Abirami & S. Gayathri(2016) The present paper is based upon the consumer satisfaction
towards nestle chocolate. The customer is king. The term consumer behaviour that consumers
display in searching for purchasing. Using, evaluating and disposing of products and services
that they export will satisfy their needs. The present study is based on the preference of
CADBURY DAIRY MILK among the consumer. A sample survey of 150 respondents was
undertaken to find out the preference of CADBARY DAIRY MILK. The consumer is
considered according to their needs to alter modification additional features to the products

10
that are offered by the company

25)Lavanya M (2017) The present study is based on the preference of CADBURY DAIRY
MILK among the consumer. A sample survey of 150 respondents was undertaken to find
out the preference of CADBURY DAIRY MILK in Coimbatore city. The study mainly
concentrated on general price level, quality & consumer expectation overall satisfaction
about CADBURY DAIRY MILK, general awareness and consumer preferences of
CADBURY DAIRY MILK.

26)S. DIVYA , DEEPSHIKHA GUPTA AND A.K.SUBRAMANI (2015) The main

objective of the study is to find out the customer satisfaction and loyalty towards Britannia
little hearts biscuits. Descriptive research is followed in this research. The universe of the
population includes the respondents who are the consumers of Britannia biscuits, with
respect to Avadi. The samples (i.e. sample size 50) were selected among the consumers of
Biscuits, in Avadi for this research. The major findings of the study are, most (90%) of the
respondents are willing to recommend Britannia Little hearts biscuits to their friends and
relatives. From the research, it is concluded that the demographic variables such as age
group, gender and occupation are having less impact on the factors of customer satisfaction.
The research outcome also indicates that, most of the customers are satisfied towards
Britannia little hearts biscuits with respect to the chosen factors.

27)S.Gomathi G.Kothandapani This project is a study on consumer buying behavior on

Britannia. Through this study work, major brand leaders in the market, the reason for which
a particular brand is preferred and the satisfaction level are identified. A questionnaire was
set containing appropriate questions and survey was made on200 respondents belonging to
different categories. The statically tools such as run test weighted average, Percentage
method and confidence interval was used. the brand due to high consumer preference and
brand image .They are satisfied services provided by the company.

28)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. In a survey conducted in Star Hyper in the town of Canterville 250 respondents

11
 3.0 COMPANY PROFILE OF BRITANNIA INDUSTRIES

In India the biscuit industry started in the middle of the 19th century. In 1887, the first bakery
was set up in India. There were four factories during Second World War. The Second World War
helped the industry to proper with an increase for its products both for military civilian
consumption. After the Second World War the biscuit production in India increased rapidly. Now
there are more than 31 units in the organized sectors but also there are so many small scale sectors
involved in biscuit productions.Biscuit making is made adaptable to small–scale units because of the
simple Manufacturing process, easy availability of raw materials and the low cost involved in its
production.

The ingredients that go in its production are wheat flour, sugar, leavening agents, permitted
emulsifier, flavors and dough conditioners. A survey conducted by the Institute of Industry and
Market Research in New Delhi, indicated that during 1973-1974 there were about 180 units
manufacturing biscuits in factory sector and about 3000 units in the family sector.

3.1 BRITANNIA INDUSTRIES LIMITED:

Britannia Industries is one of India’s leading food companies with a 100 year legacy and annual
revenues in excess of Rs. 9000 Cr. Britannia is among the most trusted food brands, and
manufactures India’s favorite brands like Good Day, Tiger, NutriChoice, Milk Bikis and Marie
Gold which are household names in India. Britannia’s product portfolio includes Biscuits, Bread,
Cakes, Rusk, and Dairy products including Cheese, Beverages, Milk and Yoghurt. Britannia is a
brand which many generations of Indians have grown up with and our brands are cherished and
loved in India and the world over. Britannia products are available across the country in close to 5
million retail outlets and reach over 50% of Indian homes.

The company’s Dairy business contributes close to 5 per cent of revenue and Britannia dairy products
directly reach 100,000 outlets. Britannia Bread is the largest brand in the organized bread market
with an annual turnover of over 1 lac tons in volume and Rs.450 crores in value. The business
operates with 13 factories and 4 franchisees selling close to 1 mn loaves daily across more than
100 cities and towns of India.

Britannia’s strategic expansion plan is based on the principle of ‘One new market a year’. We
plan to expand through local operations in Africa and South East Asia in the coming years.
12
 Britannia takes pride in having stayed true to its credo, ‘Eat Healthy, Think Better’. Having
removed over 8500 tonnes of Trans Fats from products, Britannia became India’s first Zero Trans
Fat Company. Over 50% of the Company’s portfolio is enriched with essential micro- nutrients
which nourish the body. The company set up the Britannia Nutrition Foundation in 2009, and
began working on public private partnership to address malnutrition amongst under-privileged
children and women. Brand Britannia is listed amongst the most trusted, valuable and popular
brands in various surveys conducted by prestigious organizations like Millward Brown, IMRB,
WPP Group and Havas Media Group to name a few.

Britannia’s relentless focus on quality and freshness have won us prestigious accolades
including the Golden Peacock National Quality Award and the Ramakrishna Bajaj National Quality
Award. However, the award that we cherish the most is the one given by our consumers.
Britannia is recognized as one of the most trusted, valuable and popular brands among Indian
consumers in various reputed surveys.Britannia believes that ‘Taste & Trust’ are its sobriquet
and will constantly endeavor to make a Billion Indians reach out for a delightful and healthy
Britannia product several times a day!
Britannia Industries Limited has deep rooted its name firmly in each and every one
mind and heart, the company deals with producing wide range of biscuits, cakes, dairy products
and snacks. The corporate identity –“Eat Healthy, think better proves its quality.

A humble beginning was made to manufacture biscuits in a small house in central Calcutta
with an investment of Rs. 295. In the year 1918 Gupta Brothers took Mr. C.H. Holmes, an
English businessman in Calcutta, as a partner. The Britannia Biscuit Company Limited (BBCo.)
was registered on March 21, 1918 and brand name ‘Britannia’ was launched. In the year 1979
they changed the company name as Britannia Industries Limited (BIL). In 1968 BIL celebrated
Golden Jubilee and in 1992 BIL celebrated its Platinum Jubilee.

In 1998, company’s sales were Rs.1000 crores. Britannia now produces over 1,00,000
tones of biscuits every year and over 60,000 tones of bread and cake with 4 production units, over
5800 employees and 21 franchise manufacturers, and of course in excellent distribution network
of more than 34 warehouse and more than 2,00,000 retails outlets. BIL produces 28 brands of
bakery biscuits, breads, 8 varieties of cakes, 5 brands of dairy products and 8 brands of snackings.

Madhya Pradesh, Uttar Pradesh, Punjab, Haryana, Bihar,

Wheat
Rajasthan, Maharashtra & Gujarat
Sourcing almost all
their Maharashtra, Karnataka, Uttar Pradesh, Tamilnadu,
Sugar
requirements Andhra Pradesh & Bihar
from India
Cashew Kerala
Haryana, West Uttar Pradesh, North Madhya Pradesh,
Dairy
Maharashtra & Andhra Pradesh

13
As at
Year 2012 2013 2014 2015 2016 2017 2018 2019 2020
ended
31st
March

Sale of
products 5,005.665,649.66 6,347.85 7,100.46 7,880.56 8,581.55 9,282.04 10,389.49 114,44.0

Sale of products
Sale of products in Hundreds

114
115
103.89
105

95 92.82
85.82
78.81
85

75 71.00
63.48
65 56.50
50.06
55

45

35

25

15
2012 2013 2014 2015 2016 2017 2018 2019 2020
Year

14
 3.2 SWOT Analysis of Britannia

3.2.1 STRENGTHS

 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.

 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).

 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.

 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.

 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.

 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.

15
 3.2.2 WEAKNESS

 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.

 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.

 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.

 Struggling dairy business

Dairy business contributes only 5% of the company’s overall revenues.

 Low profit margin

After a drop in operating profit margins to 6% levels in 2006-07 from over 11% in the
previous year. The current input prices are still significantly higher than previous year.
Britannia will have to neutralize the adverse impact of the same through a combination of
improved realization per pack, operating efficiencies and mix improvement.

3.2.2 OPPORTUNITIES

 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.

 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.

 Overseas Market

Expanding its business to other overseas market can help the company to emerge as a
global player in the food products.

16
  Cost-control

Cost-cutting measures, especially in the areas of manufacturing, logistics and distribution,

will pave the road for increased profit margins. Rising inflation and increased input prices
have been pushing profit margins for last couple of years. So, employing various strategies to
control cost will help in meeting financial objectives.

3.2.3 THREATS

 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.

 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.

 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.

 Reach is a major threat

Company must increase its reach in rural areas as the availability of the product can be a
major threat.

17
3.3 Britannia Biscuits List
3.3.1 Good Day:

 GOOD DAY CASHEW

With the abundance of nuts on the surface and a great new taste, the new Good day
Cashew will give its consumers more reasons to love their favourite cookie!

 GOOD DAY BUTTER

With its delightful aroma and crunchy cookie bite, The New Good Day Butter just got
better than ever before!

18
  GOOD DAY NUTS COOKIE

Made with the goodness of almonds, soft yet crunchy cashew, and delightful pistachios,
this cookie provides the superlative Nutty experience! The best combination of nuts come
together in this product with 3 Nuts in 1 Cookie and is sure to make you relish it like never
before!

 GOOD DAY PISTA BADAM

In its new and colourful avatar, with an abundance of Pistachio, Almonds and
Cashew Nuts, the New Good Day Pista and Badam gets an exotic touch

19
  CHOCO CHUNKIES

Good Day Chunkies, as the name suggests is a ‘Chunky’ cookie…which really ups the
ante on Chocolate indulgence. Great care has been taken to ensure the perfect balance of dark
and milk chocolate chips in the cookie and also to ensure that the chips remain in a soft
condition even after baking. Take a bite and get an unparalleled, melt in mouth chocolate
experience.

 GOOD DAY CHOCO-CHIP

Filled with chocolate chips that burst out of the surface, the Good Day Choco-chip cookie
promises to satisfy the chocoholic in you. The flavoursome Choco chips are blended into the
crunchy cookie in a manner that is sure to give you a mouthful of chocolate with every bite you
take.

20
  NEW GOOD DAY CHOCO-NUT

Good Day Choco-nut is the result of bringing together rich cocoa and crunchy nuts in a
cookie. With every bite of this scrumptious cookie, your taste buds are treated to a duet of
flavours that is so delectable, that you will not stop at one.

 CHOCO NUTS

Dark brown cookie with an overload of chocolates and nuts.

 BERRIES AND NUTS

Cookies made irresistible with a mix of cranberries and black currant along with almonds
and cashews.

21
3.3.2 Crackers:

 5050 SWEET & SALTY

What happens when you mix two completely opposite flavors together? You get the lip-
smacking and iconic Britannia 5050 Sweet & Salty biscuit – a biscuit that is deliciously sweet
and scrumptiously salty. Launched in 1993, 5050's dual flavored appeal soon made it a
household name, while its whacky and unforgettable ads, including the iconic and much loved
"Na re nana 5050" ad campaign only added to its growing popularity amongst the youth.

 5050 MASKA CHASKA

Maska Chaska is a delightful biscuit dipped in butter and peppered with the choicest of
herbs. Needless to say, this mouth-watering biscuit soon became an instant hit and a regular in
most households.

22
  TIME PASS

Our classic salty biscuit! Golden brown colour and light on your palate. The perfect hunger
filler that induces some salty comebacks.

 TOP

Delicious cracker biscuits that are thin, crispy and light. Taste the richness of butter in
your mouth as you while away your time. Your perfect partner in crime during tea- time.

23
3.3.3 NUTRICHOICE:

 OAT COOKIES

You know that Oats are healthy, however they are not very easy to consume - they taste
bland and need to be cooked. Presenting Nutrichoice Oat cookies made with crunchy
Almonds and zesty Oranges, a delicious new way to have Oats. Now have Oats whenever you
like

 DIGESTIVE WHOLESOME WHEAT

Tasty Health Biscuits. NutriChoice Digestive Biscuits are packed with the goodness of
whole wheat and fibre. A biscuit that’s not only healthy but tasty as well.

24
  DIGESTIVE 5 GRAINS

5 Grains. 1 biscuit.Packed with the goodness of wheat, corn, rice, oats, ragi and honey,
these ‘healthylicious’ biscuits provide fibre and a surplus dose of energy.

 CRACKER SIMPLY LITE

LOW SUGAR | ZERO TRANS FAT | ZERO ARTIFICIAL COLOURS | ZERO

ARTIFICIAL FLAVOURS
Our crackers don’t have any of those strong artificial flavours people are crazy about. Nor
do they have any of those bright, synthetic colours that attract so much attention. It is a
biscuit made with the natural taste of sun-kissed golden wheat, whose crisp and delicate
textures come together effortlessly in each bite.

25
  CRACKER NATURE SPICE

NO ADDED SUGAR | ZERO TRANS FAT | ZERO ARTIFICIAL COLOURS | ZERO

ARTIFICIAL FLAVOURS
Our crackers don’t have any of those strong artificial flavours people are crazy about. Nor do
they have any of those bright, synthetic colours that attract so much attention. It is a biscuit
made with the natural taste of sun-kissed golden wheat and a hint of Jeera & Ajwain whose
crisp and delicate textures come together effortlessly in each bite.

 THIN ARROWROOT

NutriChoice Thin Arrowroot biscuits are a perfect accompaniment with your daily
morning cup of tea or coffee and are just about ideal to lightly fill your stomach especially in
between meal times.

26
  NUTRICHOICE ESSENTIALS

Nutrichoice Essentials are diabetic-friendly biscuits from Britannia. They are available in
Oats and Ragi variants in On the Go Convenient packs. They *help manage blood sugar levels
and are diabetic friendly as they have:
 High dietary fibre
 0% added sugar
 0% transfat
 Complex carbohydrates
 Low Glycemic Index (Clinically Proven)

 NUTRICHOICE DIGESTIVE ZERO

ZERO ADDED SUGAR | ZERO MAIDA | ZERO TRANSFAT

NutriChoice Digestive Zero fulfills the evolving needs of the consumer for a healthy snacking
option without compromising on taste.
Nutrichoice Digestive Zero has zero added sugar and zero maida and is high on Fibre. It can
serve as a good and convenient on the go meal option which can also help in maintaining a
healthier lifestyle.

27
  NUTRICHOICE OATS CHOCOLATE AND ALMOND

Presenting Nutrichoice Oats Chocolate and Almond made with crunchy Almonds and
delicious choco, a delicious new way to have Oats. Now have Oats whenever you like.

3.3.4 MARIE GOLD:

 MARIE GOLD

Each Marie Gold biscuit is crisp and light, and is packed with the goodness of
Vitamins and Minerals that make for healthier teatimes.

28
  VITA MARIE GOLD

With 58% cereal, Milk Protein and 10 essential Vitamins, Vita MarieGold is fully loaded
for the woman with a fully loaded life.

 WHOLE WHEAT VITA MARIE GOLD

Made with 100% wholewheat, these biscuits are enriched with high fibre content. It aims
to nourish the housewives who are nothing less than an everyday athlete.

29
3.3.5 TIGER:
 TIGER GLUCOSE

Crispy, crunchy Tiger Glucose Biscuits are filled with taste and have added vitamin and
mineral.

 TIGER KRUNCH CHOCO CHIP

With Tiger Chocochips Krunch, enjoy crunchy choco biscuits sprinkled liberally with
rich choco chips.

30
  TIGER KREEMZ CHOCOLATE

Tiger Kreemz Choco is every choco lover`s dream come true, with crunchy biscuits
layered with Kreemy delight.

 TIGER KREEMZ CHOCO VANILLA

The taste of choco and vanilla come together deliciously in the Tiger Kreemz Choco
Vanilla biscuit

31
  TIGER KREEMZ ELAICHI

Enjoy the crispy Tiger Kreemz Elaichi, perfect for those who love a twist of
tradition.

 TIGER KREEMZ ORANGE

The Tiger Kreemz Orange is a refreshing taste of tangy orange kreem to tickle your
taste buds.

32
 3.3.6 MILK BIKIS:

 MILK BIKIS

Each scrumptious bite is enriched with nutrients like Calcium, Vitamins and Iodine. So
every delicious bite of crunchy Milk Bikis is a little something today, for your child’s
tomorrow.

 MILK BIKIS GOOD MORNING

Milk Bikis Good Morning combines the goodness of milk and the delight of choco. The
result is a yummy choco milk cookie which makes your morning a good morning!

33
3.3.7 JIM JAM + TREAT:

 JIM JAM VANILLA

Jimmy and Jammy come together to give you a twin Treat of Masti Cream and Naughty
Jam in a pack of Treat Jim Jam. The combo of thick vanilla or cunning chocolate cream
sandwiched between crisp biscuits, topped with a dollop of Jam and sugar crystals, makes
Jim Jam the king of the Treat range.

 TREAT CHOCOLATE

Playfully soft cream that’s perfect for all-day scoop ‘n’ licking! Each lickalicious flavour
is filled with scoopy soft cream that attracts kids to scoop ‘n’ lick. Crispy biscuit shells and a
star shaped cream top make this Delicious range yummy-for-the-tummy.

34
  TREAT ORANGE

Playfully soft cream that’s perfect for all-day scoop ‘n’ licking! Each lickalicious flavour
is filled with scoopy soft cream that attracts kids to scoop ‘n’ lick. Crispy biscuit shells and a
star shaped cream top make this Delicious range yummy-for-the-tummy.

 TREAT STRAWBERRY

Playfully soft cream that’s perfect for all-day scoop ‘n’ licking! Each lickalicious flavour
is filled with scoopy soft cream that attracts kids to scoop ‘n’ lick. Crispy biscuit shells and a
star shaped cream top make this Delicious range yummy-for-the-tummy.

35
  TREAT PINEAPPLE

Playfully soft cream that’s perfect for all-day scoop ‘n’ licking! Each lickalicious flavour
is filled with scoopy soft cream that attracts kids to scoop ‘n’ lick. Crispy biscuit shells and a
star shaped cream top make this Delicious range yummy-for-the-tummy.

3.3.8 BOURBON:

 BOURBON ORIGINAL

Smooth chocolate cream spread in between crunchy chocolate biscuits topped with sugar
crystals, best relished in the company of your craziest, naughtiest friends, as you spend hours
gossiping and planning your next trick. We have a Pocket Pack, a Hangout Pack and a Party
Pack!

36
3.3.9 LITTLE HEARTS:
 LITTLE HEARTS

There is hardly anyone who doesn’t recognize and adore the iconic heart-shaped poppable
biscuits and its trademark gold and red packs. So, if you’re looking for some fun and memorable
times, just grab a pack of the delicious Britannia Little Hearts, and let its sugar sprinkled
goodness leave you with an oh-so-pleasing aftertaste. Gather your favourite bunch of friends and
#BreakSomeHearts with Little Hearts!

 LITTLE HEARTS STRAWBERRY

They call strawberry the symbol of romance… But that all ends today. ‘Cause
strawberry’s not having it anymore! Introducing Little hearts Strawberry – where Strawberry
gets savage. Where Strawberry isn’t all about that mush, and it’s no longer here to impress
your crush. So watch out for the brand new unmushed Strawberry!

37
3.3.10 PURE MAGIC:
 VANILLA CRÈME

Smooth Gooey Vanilla Whip nestled between Crisp Chocolaty biscuits. Wisps of Vanilla
Crème, set in bittersweet chocolate. A classic among our indulgences.

 THE PERFECT MATCH

A unique product that brings together smooth choco and cripsy biscuit to create the
perfect match

38
  THE PERFECT MATCH

A unique product that brings together smooth choco and cripsy biscuit to create the
perfect match

3.3.9 NICE TIME:

 NICE TIME
Yet another iconic offering from Britannia, the Nice Time biscuit has inspired a long line
of imitations since it was first introduced by us. Crunchy, sugary, sweet and oh-so-delectable
– India instantly fell in love with this crisp biscuit sprinkled with delightful sugar crystals.

39
4.0 DATA ANALYSIS AND INTERPRETATIONS

Percentage analysis:

4.1 Table 1

Age of the respondents

S.NO AGE NO. OF PERCENTAGE

RESPONDENTS
1 Upto 20 30 20

2 20-40 55 36.7

3 40-60 60 40

4 Above 60 5 3.3

TOTAL 150 100

AGE
Above 60
3.3%

Upto 20
20%

40-60
40%

20-40
36.7%

INFERENCE: Hence, many of the respondents of 40% comes under the category of 40-
60 years of age.

40
 4.2 Table 2

Gender of the respondents

S.NO GENDER NO. OF PERCENTAGE

RESPONDENTS
1 MALE 72 48

2 FEMALE 78 52

3 TRANSGENDER 0 0

TOTAL 150 100

GENDER
TRANSGENDER 0%

MALE
48%
FEMALE
52%

INFERENCE: Hence, the majority of the respondents of 52% comes under the
gender category female.

41
 4.3 Table 3

Educational level of the respondents

S.NO EDUCATIONAL NO. OF PERCENTAGE

LEVEL RESPONDENTS
1 Illiterate 0 0

2 School 8 5.3

3 Under-Graduate 86 57.3

4 Post- Graduate 51 34

5 Others 5 3.4

TOTAL 150 100

EDUCATIONAL LEVEL
ILLITERATE
OTHERS SCHOOL
3.4% 0%
5.3%

POST-GRADUATE
34%

UNDER-GRADUATE
57.3%

INFERENCE: Hence, the majority of the respondents of 57% comes under the category of
Under-graduate in Educational level.

42
 4.4 Table 4

Occupational status of the respondents

S.NO OCCUPATIONAL NO. OF PERCENTAGE

STATUS RESPONDENTS
1 Student 58 38.7

2 Employee 24 16

3 Professional 27 18

4 Others 41 27.3

TOTAL 150 100

OCCUPATIONAL STATUS

OTHERS 27.3%
STUDENT 38.7%

PROFESSIONAL 18%

EMPLOYEE 16%

INFERENCE: Hence, the majority of the respondents of 48% comes under the category of
student under Occupational status.

43
 4.5 Table 5

Marital status of the respondents

S.NO MARITAL NO. OF PERCENTAGE

STATUS RESPONDENTS

1 Married 82 54.7

2 Un-married 68 45.3

TOTAL 150 100

MARITAL STATUS

Un-married
45.3% Married
54.7%

INFERENCE: Hence, the majority of the respondents of 54.7% comes under the category
of Married under Marital status .

44
 4.6 Table 6

Nature of the family of the respondents

S.NO NATURE OF NO. OF PERCENTAGE

THE RESPONDENTS
FAMILY

1 Nuclear 109 72.7

2 Joint 41 27.3

TOTAL 150 100

NATURE OF THE FAMILY

JOINT
27.3%

NUCLEAR
72.7%

INFERENCE: Hence, the majority of the respondents of 72.7% comes under the category
of Nuclear under Nature of the family.

45
 4.7 Table 7

No. of members in the family of the respondents

S.NO NO. OF NO. OF PERCENTAGE

MEMBERS IN RESPONDENTS
THE FAMILY

1 1 to 4 58 38.7

2 4 to 6 24 16

3 More than 6 27 18

TOTAL 150 100

NO. OF MEMBERS IN THE FAMILY

MORE THAN 6
7.3%

4 TO 6
25.4%

1 TO 4
67.3%

INFERENCE: Hence, the majority of the respondents of 67.3% comes under the category
of 1 to 4 under No. of members in the family.

46
 4.8 Table 8

Monthly income of the respondents

S.NO MONTHLY NO. OF PERCENTAGE

INCOME RESPONDENTS
1 less than 25,000 32 21.4

2 25,000 - 50,000 37 24.6

3 50,000 - 75,000 40 26.6

4 more than 75000 41 27.4

TOTAL 150 100

MONTHLY INCOME

MORE THAN
75,000 LESS THAN 25,000
27.4% 21.4%

25,000 - 50,000
24.6%
50,000 - 75,000
26.6%

INFERENCE: Hence, the majority of the respondents of 27.4% comes under the category
of more than 75000 under Monthly income.

47
 4.9 Table 9

Awarness about Britannia biscuits amoung the respondents

S.NO AWARNESS OF NO. OF PERCENTAGE

BRITANNIA RESPONDENTS
BISCUITS

1 Yes 150 100

2 No 0 0

TOTAL 150 100

AWARNESS ABOUT BRITANNIA BISCUITS

NO 0%

YES 100%

INFERENCE: Hence, the majority of the respondents of 100% comes under the category
of Yes in Awarness about Britannia biscuits.

48
 4.10 Table 10

Knowledge of Britannia biscuits amoung the respondents

S.NO KNOWLEGDE OF NO. OF PERCENTAGE

BRITANNIA RESPONDENTS
BISCUITS

1 Media 90 60

2 Relatives 14 9.3

3 Friends 9 6

4 Others 37 24.7

TOTAL 150 100

KNOWLEGDE OF BRITANNIA BISCUITS

OTHERS
24.7%

FRIENDS MEDIA
6% 60%

RELATIVES
9.3%

INFERENCE: Hence, the majority of the respondents of 60% comes under the category
of Media under the Knowledge of Britannia biscuits.

49
 4.11 Table 11

Frequent in buying the Britannia Biscuits

S.NO FREQUENT IN NO. OF PERCENTAGE

BUYING RESPONDENTS
BRITANNIA
BISCUITS

1 Daily 18 12

2 Weekly 63 42

3 Monthly 40 26.7

4 Rarely 29 19.3

TOTAL 150 100

FREQUENT IN BUYING BRITANNIA BISCUITS

DAILY
RARELY 12%
19.3%

MONTHLY
WEEKLY
26.7%
42%

INFERENCE: Hence, the majority of the respondents of 42% comes under the category
of Weekly under Frequent in buying the Britannia Biscuits.

50
.

4.12 Table 12

Rating the price of Britannia Biscuits

S.NO RATING THE PRICE NO. OF PERCENTAGE

OF BRITANNIA RESPONDENTS
BISCUITS

1 Economical 90 60

2 Average 59 39.3

3 Costly 1 0.7

TOTAL 150 100

RATING THE PRICE OF BRITANNIA BISCUITS

COSTLY 0.7%

AVERAGE
39.3%

ECONOMICAL
60%

INFERENCE: Hence, the majority of the respondents of 60% comes under the category
of Economical in Rating the price of Britannia Biscuits.

51
 4.13 Table 13

Most preferred product in Britannia Biscuits

S.NO MOST NO. OF PERCENTAGE

PREFERRED RESPONDENTS
PRODUCT
BRITANNIA
BISCUITS

1 Good day 32 21.3

2 Milk bikis 42 28
3 50-50 10 6.7
4 Marrie gold 18 12
5 Jim jam 18 12
6 Little hearts 11 7.3
7 Tiger 3 2
8 Nutri choice 15 10
9 Other 1 0.7

TOTAL 150 100

MOST PREFERRED PRODUCT BRITANNIA

BISCUITS
OTHER
NUTRI CHOICE0.7%
TIGER 10%
2%
LITTLE HEARTS
7.3% GOOD DAY
21.3%

JIM JAM
12%
MARRIE GOLD 12% MILK BIKIS
28%

50-50
6.7%

INFERENCE: Hence, the majority of the respondents of 28% comes under the category
of Milk bikis under the Most preferred product in Britannia Biscuits

52
.

4.14 Table 14

Will Britannia biscuits be preferred over other competitors

S.NO WILL NO. OF PERCENTAGE

BRITANNIA RESPONDENTS
BISCUITS BE
PREFERRED

1 Yes 120 80

2 No 30 20

TOTAL 150 100

WILL BRITANNIA BISCUITS BE PREFERRED

NO 20%

YES 80%

INFERENCE: Hence, the majority of the respondents of 80% comes under the category
of Yes under Will Britannia biscuits be preferred over other competitors.

53
.

4.15 Table 15

Consumption period of Britannia Biscuits

S.NO CONSUMPTION NO. OF PERCENTAGE

PERIOD OF RESPONDENTS
BRITANNIA
BISCUITS
1 Breakfast 3 2

2 Tea break 74 49.3

3 Whenever hungry 53 35.3

4 While working 8 5.3

5 While travelling 12 8

TOTAL 150 100

CONSUMPTION PERIOD OF BRITANNIA

BISCUITS
WHILE TRAVELLING BREAKFAST
8% 2%

WHILE WORKING
5.3%

TEA BREAK
WHENEVER 49.3%
HUNGRY 35.3%

INFERENCE: Hence, the majority of the respondents of 49.3% comes under the category
of Tea break under Consumption period of Britannia Biscuits.

54
 4.16 Table 16
FACTORS INFLUENCING TO BUY BRITANNIA BISCUITS
S.NO FACTORS NO. OF PERCENTAGE
INFLUENCING TO RESPONDENTS
BUY BRITANNIA
BISCUITS

1 Price 6 4
2 Quality 44 29.3
3 Quantity 1 0.7
4 Taste 96 64
5 Package 0 0
6 Advertisement 1 0.7
7 Others 2 1.3

TOTAL 150 100

FACTORS INFLUENCING TO BUY BRITANNIA

BISCUITS
OTHERS
1.3% PRICE
ADVERTISEMENT
4%
0.7%

QUALITY
PACKAGE
29.3%
0%

TASTE
64%
QUANTITY
0.7%

INFERENCE:

Hence, the majority of the respondents of 64% comes under the category of Taste under
Factors influencing to buy Britannia Biscuits

55
 4.17 Table 17

LEVEL OF SATISFACTION

S.NO LEVEL OF NO. OF PERCENTAGE

SATISFACTION
RESPONDENTS
1 Very high 35 23.3

2 High 84 56

3 Neutral 31 20.7

4 Low 0 0

5 Very low 0 0

TOTAL 150 100

LEVEL OF SATISFACTION
VERY LOW
LOW0%
0%

NEUTRAL
20.7% VERY HIGH
23.3%

HIGH
56%

INFERENCE:

Hence, the majority of the respondents of 56% comes under the category of High under
Level of satisfaction.

56
 4.18 Table 18
OVERALL QUALITY OF BRITANNIA BISCUITS
S.NO OVERALL NO. OF PERCENTAGE
QUALITY OF RESPONDENTS
BRITANNIA
BISCUITS

1 Very poor 0 0

2 Poor 1 0.7

3 Average 12 8

4 Good 82 54.7

5 Very good 55 36.7

TOTAL 150 100

OVERALL QUALITY OF BRITANNIA BISCUITS

POOR
VERY POOR 0.7% AVERAGE
0% 8%

VERY GOOD
36.7%

GOOD
54.7%

INFERENCE:

Hence, the majority of the respondents of 54.7% comes under the category of Good
under Overall quality of Britannia biscuits.

57
 4.19 Table 19
RECOMMENDATION OF BRITANNIA BISCUITS TO FRIENDS AND RELATIVES

S.NO RECOMMENDATION NO. OF PERCENTAGE

OF RESPONDENTS
BRITANNIA BISCUITS

1 Yes 146 97.3

2 No 4 2.7

TOTAL 150 100

RECOMMENDATION OF BRITANNIA BISCUITS

NO 2.7%

YES 97.3%

INFERENCE:

Hence, the majority of the respondents of 97.3% comes under the category of Yes
under Recommendation of Britannia biscuits to Friends and relatives.

58
 4.20 Table 20
BRITANNIA BISCUITS MEETING NEEDS OF RESPONDENTS
S.NO BRITANNIA NO. OF PERCENTAGE
BISCUITS RESPONDENTS
MEETING NEEDS
1 Not satisfied 0 0

2 Satisfied 105 70

3 Highly satisfied 45 30

TOTAL 150 100

BRITANNIA BISCUITS MEETING NEEDS

NOT SATISFIED 0%

HIGHLY SATISFIED 30%

SATISFIED 70%

INFERENCE:

Hence, the majority of the respondents of 97.3% comes under the category of Satisfied
under meeting needs of respondents

59
 4.21 Table 21
WILLINGNESS TO BUY BRITANNIA BISCUITS

S.NO WILLINGNESS TO NO. OF PERCENTAGE

BUY BRITANNIA RESPONDENTS
BISCUITS

1 Not likely 2 1.3

2 Likely 81 54

3 Very likely 67 44.7

TOTAL 150 100

WILLINGNESS TO BUY BRITANNIA BISCUITS

NOT LIKELY 1.3%

VERY LIKELY
44.7% LIKELY
54%

INFERENCE:

Hence, the majority of the respondents of 54 % comes under the category of Likely in
Willingness to buy Britannia biscuits .

60
CHI SQUARE ANALYSIS:

4.22 RELATIONSHIP BETWEEN GENDER AND FREQUENCY IN

BUYING OF BRITANNIA BISCUITS

AIM:
To find on the association between the personal factor and the study factor of the
respondents.

NULL HYPOTHESIS:
There is no significant relationship between gender and frequency in
buying of Britannia biscuits

ALTERNATIVE HYPOTHESIS:
There is a significant relationship between gender and frequency in
buying of Britannia biscuits

OBSERVED VALUE:
FREQUENCY
OF PURCHASE
DAILY WEEKLY MONTHLY RARELY TOTAL

GENDER
MALE 9 34 16 13 72
FEMALE 9 29 24 16 78
TRANSGENDER 0 0 0 0 0
TOTAL 18 63 40 29 150

61
EXPECTED VALUE:
FREQUENCY
OF PURCHASE
DAILY WEEKLY MONTHLY RARELY TOTAL

GENDER

MALE 8.64 30.24 28.8 13.92 72

FEMALE 9.36 32.76 20.8 15.08 78
TRANSGENDER 0 0 0 0 0
TOTAL 18 63 40 29 150

TABLE VALUE RESULT

CALCULATED DEGREE OF
VALUE FREEDOM
7.222 6 12.592 ACCEPTED

INFERENCE:
The calculated values = 7.222 .The table value of the degree of freedom at 5% level
is 12.592 .Hence there is significant relationship between gender and frequency in buying of
Britannia biscuits

62
4.23 RELATIONSHIP BETWEEN AGE AND PRICE OF
BRITANNIA BISCUITS

AIM:
To find on the association between the personal factor and the study factor of the
respondents.

NULL HYPOTHESIS:
There is no significant relationship between age and price of Britannia biscuits

ALTERNATIVE HYPOTHESIS:
There is a significant relationship between age and price of Britannia biscuits.

OBSERVED VALUE:

PRICE

ECONOMICAL AVERAGE COSTLY TOTAL

AGE

UPTO 20 16 13 1 30

20 TO 40 36 19 0 55

40 TO 60 34 26 0 60

ABOVE 60 4 1 0 5

TOTAL 90 59 1 150

63
EXPECTED VALUE:

PRICE

ECONOMICAL AVERAGE COSTLY TOTAL

AGE

UPTO 20 18 11.8 0.2 30

20 TO 40 33 21.63 0.36 55
40 TO 60 36 23.6 0.4 60
ABOVE 60 3 1.96 0.03 5
TOTAL 90 59 1 150

TABLE VALUE RESULT

CALCULATED DEGREE OF
VALUE FREEDOM
6.083 6 12.592 ACCEPTED

INFERENCE:
The calculated values =6.083.The table value of the degree of freedom at 5% level
is 12.592.Hence there is significant relationship between age and price of Britannia
biscuits.

64
4.24 RELATIONSHIP BETWEEN MARITAL STATUS AND
CONSUMING TIME PERIOD OF BRITANNIA BISCUITS

AIM:
To find on the association between the personal factor and the study factor of the
respondents.

NULL HYPOTHESIS:
There is no significant relationship between marital status and consuming time
period of Britannia biscuits

ALTERNATIVE HYPOTHESIS:
There is a significant relationship between marital status and consuming time
period of Britannia biscuits.

OBSERVED VALUE

CONSUMING TEA WHILE WHILE WHILE

TIME BREAK HUNGRY BREAKFAST TRAVEL WORK TOTAL

MARITAL
STATUS

MARRIED 41 25 1 8 6 82

UNMARRIED 33 28 2 4 2 68

TOTAL 74 53 3 12 8 150

65
EXPECTED VALUE

CONSUMING TEA WHILE WHILE WHILE

TIME BREAKFAST TRAVEL WORK TOTAL
BREAK HUNGRY

MARITAL
STATUS

82
MARRIED 40.45 28.97 1.64 6.56 4.37
68
UNMARRIED 33.54 24.02 1.36 5.44 3.62
74 53 3 12 8 150
TOTAL

TABLE VALUE RESULT

CALCULATED DEGREE OF
VALUE FREEDOM
19.9 4 9.488 REJECTED

INFERENCE:
The calculated values =19.9.The table value of the degree of freedom at 5% level is
9.488.Hence there is no significant relationship between marital status and consuming time
period of Britannia biscuits.

66
4.25 RELATIONSHIP BETWEEN GENDER AND AWARNESS
ABOUT BRITANNIA BISCUITS

AIM:
To find on the association between the personal factor and the study factor of the
respondents.

NULL HYPOTHESIS:
There is no significant relationship between gender and awareness about Britannia
biscuits.

ALTERNATIVE HYPOTHESIS:
There is a significant relationship between gender and awareness about Britannia
biscuits.

OBSERVED VALUE
AWARNESS
ABOUT
MEDIA FRIENDS RELATIVES OTHER TOTAL
BRITANNIA

GENDER
MALE 35 5 9 23 72
FEMALE 55 4 5 14 78
TRANSGENDER 0 0 0 0 0
TOTAL 90 9 14 37 150

67
EXPECTED VALUE
AWARNESS
ABOUT
MEDIA FRIENDS RELATIVES OTHER TOTAL
BRITANNIA

GENDER
MALE 43.2 4.32 6.72 17.76 72
FEMALE 46.8 4.68 7.28 19.27 78
TRANSGENDER 0 0 0 0 0
TOTAL 90 9 14 37 150

TABLE VALUE RESULT

CALCULATED DEGREE OF
VALUE FREEDOM
7.63 6 12.592 ACCEPTED

INFERENCE:
The calculated values =7.63 .The table value of the degree of freedom at 5% level is
12.592. Hence there is significant relationship between gender and awareness about
Britannia biscuits.

68
FINDINGS, SUGGESTIONS AND CONCLUSION

5.1 FINDINGS:

 This study shows that the many of the respondents of 40%comes under the
category of 40-60 years of age.

 This study shows that the many of the respondents of 52% comes under the gender
category female

 This study shows that the many of the respondents of 57% comes under the
category of Under-graduate in Educational level.

 This study shows that the many of the respondents of 48% comes under the
category of student under Occupational status.

 This study shows that the many of the respondents of 54.7% comes under the
category of Married under Marital status .

 This study shows that the many of the respondents of 72.7% comes under the
category of Nuclear under Nature of the family.

 This study shows that the many of the respondents of 67.3% comes under the
category of 1 to 4 under No. of members in the family.

 This study shows that the many of the respondents of 27.4% comes under the
category of more than 75000 under Monthly income.

 This study shows that the many of the respondents of 100% comes under the
category of Yes in Awarness about Britannia biscuits.

 This study shows that the many of the respondents of 60% comes under the
category of Media under the Knowledge of Britannia biscuits.

 This study shows that the many of the respondents of 42% comes under the
category of Weekly under Frequent in buying the Britannia Biscuits.
 This study shows that the many of the respondents of 60% comes under the
category of Economical in Rating the price of Britannia Biscuits.

 This study shows that the many of the respondents of 28% comes under the
category of Milk bikis under the Most preferred product in Britannia Biscuit

 This study shows that the many of the respondents of 80% comes under the
category of Yes under Will Britannia biscuits be preferred over other competitors.

69
  This study shows that the many of the respondents of 49.3% comes under the
category of Tea break under Consumption period of Britannia Biscuits.

 This study shows that the many of the respondents of 64% comes under the
category of Taste under Factors influencing to buy Britannia Biscuits

 This study shows that the many of the respondents of 56% comes under the
category of High under Level of satisfaction.

 This study shows that the many of the respondents of 54.7% comes under the
category of Good under Overall quality of Britannia biscuits.

 This study shows that the many of the respondents of 97.3% comes under the
category of Yes under Recommendation of Britannia biscuits to Friends and
relatives.

 This study shows that the many of the respondents of 97.3% comes under the
category of Satisfied under meeting needs of respondents.

 This study shows that the many of the respondents of 54 % comes under the
category of Likely in Willingness to buy Britannia biscuits .

 The calculated values = 7.222. The table value of the degree of freedom at 5%
level is 12.592 .Hence there is significant relationship between gender and
frequency in buying of Britannia biscuits

 The calculated values =6.083. The table value of the degree of freedom at 5% level
is 12.592. Hence there is significant relationship between age and price of Britannia
biscuits.

 The calculated values =19.9. The table value of the degree of freedom at 5% level is
9.488.Hence there is no significant relationship between marital status and
consuming time period of Britannia biscuits.

 The calculated values =7.63. The table value of the degree of freedom at 5% level
is 12.592. Hence there is significant relationship between gender and awareness
about Britannia biscuits.

5.2 SUGGESTIONS:
 Marrie Gold biscuits are so fragile that invariably 20% of the biscuits are broken to
pieces. If something can be done to secure this, it would be good

 Can try for more flavours.

 Better packing of biscuits in innovative form rather than the present things.

 Small pocket packets can be introduced because when stored the biscuits are
70
 loosing it's crispness.

 They can introduce some biscuits without sugar by using jaggery, palm candy
or palm jiggery.

 The quantity of little hearts can be increased.

 They may also give some attractive gifts for the kids, inside the biscuits
packs.

5.3 Conclusion:

The study reveals that the consumer level of preference towards Britannia biscuits in
Coimbatore is high as a whole. This is clear from the fact that there is considerable increase
in purchase of number of packs in every week. Some of the important varieties like Milk
Bikis Good Morning , Little hearts Strawberry, the perfect match, etc are not freely available
in many shops in the study area.
This study also indicates that the customers loyalty towards the Britannia biscuit is also
good. To keep the existing consumers always satisfied, awareness about the quality and taste
need to be created in the minds of the consumers. It is concluded that the demographic
variables such as age group, gender and occupation are having less impact on the factors of
customers satisfaction. So there is a greater scope for the Britannia Industries Limited (BIL)
to market its product and create better preference among its consumers in Coimbatore.

71
5.4 Annexure:

1. FIRST NAME:

2. LAST NAME:

3. AGE:

• Upto 20

• 20-30

• 30-40

• Above 40

4. GENDER :

• Male

• Female

• Transgender

5. EDUCATIONAL LEVEL :

• Illiterate

• School

• Under-Graduate

• Post-Graduate

• Others

72
6. OCCUPATIONAL STATUS :

• Student

• Employee

• Professional

• Others

7. MARITAL STATUS :

• Married

• Un-married

8. NATURE OF FAMILY :

• Nuclear family

• Joint family

9. NUMBER OF MEMEBERS IN THE FAMILY :

• 1-3

• 3-5

• More than 5

10. MONTHLY INCOME :

• Upto Rs 10,000

• Rs 10,000 - Rs 30,000

73
 • Rs 30,000 - Rs 50,000

• More than 50,000

11. ARE YOU AWARE OF BRITANNIA BISCUITS :

• Yes

• No

12. HOW DID YOU COME ACROSS BRITANNIA BISCUITS :

• Media

• Relatives

• Friends

• Others

13. HOW FREQUENT DO YOU BUY BRITANNIA BISCUITS :

• Daily

• Weekly

• Monthly

• Rarely

14. HOW WOULD YOU RATE THE PRICE OF BRITANNIA BISCUITS :

• Economical

• Average

74
 • Costly

15. WHICH PRODUCT IN BRITANNIA YOU WOULD PREFER THE MOST :

• Good day

• Milk bikis

• 50-50

• Marrie gold

• Jim jam

• Little hearts

• Tiger

• Nutri choice

• Other

16. WOULD YOU PREFER BRITANNIA OVER OTHER COMPETITORS

:

• Yes

• No

17. WHEN DO YOU CONSUME BRITANNIA BISCUITS :

• Breakfast

• Tea break

• Whenever hungry

75
 • While working

• While travelling

18. WHICH FACTOR INFLUENCES YOU TO BUY BRITANNIA BISCUITS :

• Price

• Quality

• Quantity

• Taste

• Package

• Advertisement

• Others

19. HOW WOULD YOU RATE YOUR SATISFACTION LEVEL :

• VERY HIGH

• HIGH

• NEUTRAL

• LOW

• VERY LOW

20. HOW WOULD YOU RATE THE OVERALL QUALITY OF BRITANNIA

BISCUITS :

• Very poor

76
 • Poor

• Average

• Good

• Very good

21. WOULD YOU RECOMMEND BRITANNIA TO YOUR FRIENDS AND

RELATIVES :

• Yes

• No

22. HOW WELL DOES BRITANNIA MEET YOUR NEEDS:

• Not satisfied

• Satisfied

• Highly satisfied

23. HOW LIKELY ARE YOU TO BUY AGAIN FROM BRITANNIA :

• Not likely

• Likely

• Very likely

24. SUGGESTIONS REGARDING BRITANNIA BISCUITS :

77