Sanjivani College of Engineering

Department of MBA (AY: 2020-21; Batch: 2020-22)

205 GE EDNVM CIA III Market Survey

Name of Student: Jadhav Prathmesh Ramnath

PRN Number: PMB20M1045

Division: A

 Name of an Identified Business Idea/Product Name/Service Name: Bikano Food Product

 Idea/Product/Service Uniqueness: Taste, Quantity, Brand Image

 No. of Customers Surveyed/Sample Size: 27 Customers

 Sampling Method Used for Sample Selection and its Justification:

Sampling Method Used- Simple Random Sampling

Justification-
In this case each individual is chosen entirely by chance and each member of the population has an
equal chance or probability of being selected.

 Summary of Market Survey Conduction:

(Summary of this survey is explained in detailed below in Data Analysis)

 Conclusion detailing Outcome in the form of Feasibility of the

Idea/Product/Service :

After analyzing the primary data which is collected from the sample with the help of questionnaire and
sensory evaluation form conclusion formed at this ground that:

 Customer purchasing decision is mostly influenced by quality and taste of the product in the
area of study.
 Customer shows a very good loyalty towards brand of Bikano.

 Bikano has a very good scope in the future for becoming rank one brand in the market of
packaged food product.
 Customers are well aware of most of the brands.

 Bikano has less market share in against its major competitors Haldiram’s and PepsiCo.

1
 Data analysis
Q1. Do you purchase packaged food products?

Analysis :-

It was found out from the survey that most of the customers i.e. 88% of
them are buyers of packaged food products. There were also few
customers about 12% who had not purchase packaged food products. It
shows us about percentage of prospects of packaged food in overall
market of food products.

2
Q2. What are the reasons for purchasing packaged food products?

Analysis :-
It was found out from survey that even though most of the people are purchasing
packaged food products because of this reason that the products are easily
available in the nearby shops, save time for preparation , Convenient to used for
snacks ,ready available and some of the people purchasing packaged food products
for their satisfaction and for taste. Influence of friends and relatives and family
member preference has importance for very less people.

3
Q3. Are you aware of following brands?

Analysis:-
It was found out from the survey that people were very much aware of Bikano,
Haldiram’s, Pepsico and Parle where as they were not so much aware of Bhagat’s
and Fritolays.

4
 Q4. Source of information for brand awareness-

Analysis:-
From the survey it was found out that 61% people are aware of product because of
television which is maximum among all other sources. So marketing people in
industry should know about all aspects tools for television advertising.

5
 Q5. Frequency of purchase-

Analysis:-
From the survey it was found that people mostly like to buy packaged products
twice in a week or whenever needed. They are followed by the people who buy the
product once in a week followed by daily buyers. People don’t like to buy the
packaged products fortnightly.

6
 Q6. Nature of purchase decisions-

Analysis:-
In the survey it was found out that people purchase namkeens from whatever they
saw displayed outside the shops. So the company should pay special attention to
supply chain management of namkeens. In case of sweets and syrups it was
generally a planned activity. But overall it is unplanned purchase because of the
lower price structure.

7
 Q7. Place of Purchase-

Analysis:
It was found that in the survey that lot of people likes to buy packaged food
product from its retail outlet rather than any super market or departmental store.

So for grabbing maximum number of customers a company should have lots of its
owned retail outlets.

8
Q8. Which brand do you prefer most?

Analysis:
It was found that in the survey most of people give their preference to Haldiram’s
followed by PepsiCo and Bikano. Fritolays, Parle and Bhagat’s are less preferred
by the customers. So Bikano is already giving a good competition to major brands
like Haldiram’s and PepsiCo and also has a lot of scope in the market.

9
Q9. Factors influencing to prefer a particular brand-

Analysis:
It was found that any product most preferred because of its quality and taste
followed by its brand image. It may be possible that because of good income level
of people price do not have any effect on the product preference. Though brand
image has more effect rather than price but have not a good percentage to become
a common cause.

10
 Q10. What are the alternative purchase plan if prefer brand is not available?

Analysis:

It was found that large portion of the market will go for buying the product from
Other shop if the prefers brand is not available on the shop. This shows the loyalty
of the customer towards the Bikano products.

11