CHAPTER - 1

INTRODUCTION

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 INTRODUCTION
All of the marketing processes starts at one point - the consumer. So every consumer is a very
important person to a marketer. Consumer basically decides on what to purchase, when to
purchase, for whom to purchase, why to purchase, from where to purchase, and how much to
purchase. In order to become a successful marketer, one must understand the minds of a
customer, their liking or disliking towards each and every product. He must also know the
time and the quantity of a product a consumer may purchase so that he can store the goods or
provide the services according to the likings of the consumers. Gone are the days when the
concept of the market was to let the buyers beware or when the market was mainly the seller's
market. Now the whole concept of consumer’s sovereignty prevails. The manufacturers
produce and the sellers sell whatever the consumer likes. In this sense, the consumer is
supreme in the market.Britannia's controlling stake is joint with Groupe Danone and Nusli
Wadia. Groupe Danone is one of the leading players in the world in bakery products
business. It acquired an interest in Britannia Industries in 1989 and acquired a controlling
stake in 1993. Nusli Wadia group is one of the leading industrial houses in the country, with
interests mainly in textiles and petrochemicals. Britannia’s plants are located in the 4 major
metro cities - Kolkata, Mumbai, Delhi, and Chennai. A large part of products is also
outsourced from third-party producers. Dairy products are outsourced from three producers -
Dynamix Dairy based in Baramati, Maharashtra, and Modern Dairy at Karnal in Haryana,
Thacker Dairy Products at Howrah in West Bengal.

PURCHASE DECISION
A consumer who decides to execute purchase intention will be making up to five purchase
decisions.

POST PURCHASE BEHAVIOR

After purchasing the product and services the consumer will experience some level of
satisfaction or dissatisfaction with the product and services that will influence subsequent

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behavior. If consumer is satisfied he may show the probability of buying

the product the next time, satisfied customer will say good thing about the product, proving
the statement that "satisfied customer is the best advertisement." A dissatisfied customer may
take some action against it. They may try to reduce the dissonance by abandoning returning
the product.

Understanding consumer needs and buying process is the foundation of any company. By
understanding how buyers go through problem recognition, information search evaluation of
alternatives, the purchase decision and post purchase behavior marketers can pick up many
clues as to how to meet buyers need.

Introduction about the satisfaction:

Customer satisfaction and marketing strategies go hand in hand. If themarketing strategies
adopted by the company are not in proper lines, it will pave way of customer dissatisfaction.
So management should focus their attention in adopting rightmarketing strategies which in
turn will satisfy the customers.Only if the customers are satisfied with regard to quality,
service and promotional activities, they will remain as customer forever. In this highly
competitiveworld, the customers have several options. The entire market has drifted away
fromsellers market to buyers market. So it should be the objective of any organization to
adoptthe best possible marketing strategies to retain the customers.

Definition:
It is a measure of how products and services supplied by a company meetor surpass customer
expectation. It is seen as a key performance indicator within businessand is part of the four
perspectives of a balanced scorecard. In a competitive market placewhere businesses compete
for customers, customer satisfaction is seen as a keydifferentiator and increasingly has
become a key element of business strategy.

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STUDY :
Marketing is societal process by which individuals and groups obtain whatthey need
and want through creating, offering and freely exchanging products andservices of value with
others.The American Marketing Association defines marketing, as ³Marketing isthe process
of planning and executing then conception, pricing, promotion anddistribution of ideas, goods
and services to create exchanges that satisfy individualand organizational goals.Marketing
Management takes place when at least one party to a potentialexchange thinks about the
means of achieving desired responses from other parties.There are six concepts under which
organization conduct marketing activities:
1. Production Concept, 2. Product Concept, 3. Selling Concept, 4. Marketing Concept 5.
Customer Concept and, 6. Societal Marketing Concept.
1. Production concept:
The production concept is one of the oldest concepts in business. The production concept
holds that, customers will prefer products that are widelyavailable and in expensive managers
of production oriented businesses concentrate onachieving high production efficiency, low
cost and mass distribution. It is also usedwhen a company wants to expand the market.

2. Product concept:
Product concept holds that consumers will favor those products that offer the most quality,
performance or innovative features managers in these organizations focus on making superior
products and evaluated companies offer trust that their engineers can design exceptional
products.

3. Selling concept:
The selling concept holds that consumers and businesses, it left alone willordinarily not buy
enough of the organization¶s products. The organization must,therefore, undertake an
aggressive selling and promotion effort. This concept assumesthat the company has a whole
battery of effective selling and promotion tools to stimulatemore buying.l

4. Marketing concept:

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The marketing concept holds that the key to archiving its organizationalgoals consists of the
company being more effective than competitors in creating,delivering and communicating
superior customer value to its chosen target marketing. The marketing concept starts with a
well-defined market, focuses on customer needs,coordinates all the activities that will affects
users and produces profits by satisfying customers.

5. Customer concept:
Where companies practicing the market concept work at the level of customer segments, a
growing number of today is companies are now shaping separateoffers, service and messages
to individual end users.

6. Social marketing concept:

The societal marketing concept holds that the organization goal is to determine theneeds,
wants and interest of target markets. And to deliver the desired satisfaction more effectively
than competitors in a way that preserves or enhances the consumers and thesociety is- well
being.

A Conceptual Frame Work:

The marketing concept is built on the premise that marketers first identify consumer’s needs
and then develop products and services to satisfy those needs, consumer researcher offers a
set of diverse methods to identify such needs. Consumer research is also used to better
understand consumption behavior. It is used to identify and locate appropriate target markets
and to learn their habits. It is used to identify both felt and unfelt needs to learn how
consumers perceive product, brand and stores. What their attitude before and after
promotional components and how and why they make their consumer decisions. Many of
this application of

consumer research are managerial in perspective.They are designed the marketer make

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specific marketing decisions concerning product, price, promotion and distribution.

Consumer research provides the basis for the development of new product and service
concepts to meet targeted consumer needs. It also enables marketer to build consumer
“meaning’ into the product or service by discovering which attributes are most important to
the target market and integrating them into the product or service design.
 Customer satisfaction is a term frequently used in marketing. It is a measure of
how products and services supplied by a company meet or surpass customer
expectation. Customer satisfaction is defined as “the number of customer, or
percentage of total customers, whose reported experience with a firm, its products,
or its services exceeds specified satisfaction goals. It is seen as a key performance
indicator within business and is often part of a balanced scorecard. In a
competitive marketplace where businesses compete for customers, customer
satisfaction is seen as a key differentiator and increasingly has become a key
element of business strategy.

 It’s a smile that makes it a good day the smaller joys of life that can brighten up one’s
life everyday often get ignored in the pursuit of larger joys. With its tagline of “Har
Cookie Mein Kayi Smiles.” Good day will act as an enabler in enjoying all those
small moments in everyday life. In its brand new tastier, Britannia good day brings
alive its philosophy of smiles through its new logo, packaging and cookie, the new
good day cookie comes with smiley design on it as well. The various types of good
day biscuits are good day cashew, good day butter, good day nuts cookie, good day
Pista Badam, Chocó Chunkies, good day Chocó-chip, good day Choco-nut, Choco
nuts, berries and nuts.

 This paper studies about “A Study on Customer Satisfaction towards

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 BRITANNIA DAIRY PRODUCTS. The objectives are to study about the profile of
dairy products, to find the factors influencing the customer to purchase, to
find out the findings and suggestions about the products. Both the primary and
secondary data is used in this study with the sample size of 50 respondents.
Hypothesis is framed in this study and it is analyzed with help of statistical tools. The
study customer satisfaction towards dairy products.

NEED OF THE STUDY:

The purpose of the study is to learn how the customer size is increasing by day to
day.To gain knowledge about, the change in challenges faced in BRITANNIA dairy
products.To know the effectiveness or in effectiveness activities of the manufacture and
sale of dairy products.This study gives importance to help retailers to satisfy the needs
and wants of customers.The study of customer satisfaction will helps us while framing
the strategies for marketing the product around the competitive market.

OBJECTIVES OF THE STUDY:

● To study about the profile of BRITANNIA dairy products.

● To study the factors influencing the customer to purchase.

SCOPE OF THE STUDY:

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A study on customer satisfaction attempts to present the level of satisfaction of customers
about the BRITANNIA dairy products. This study considers quality of the product,
packaging of the product impact of promotional activities, effectiveness of distribution
network to meet the demand.

The study also considers the different strategies adopted by the company to reach the
customer expectations. To enable the company to take certain measures to improve the
customer loyalty by delivering high customer value. This leads to growing up the market
share.
These studies were conducted in stipulated for 45 days period which curtailed values addition
to project to certain extent.

RESEARCH METHODOLOGY:

RESEARCH DESIGN:

Generally the research design is of any three types of descriptive exploratory and
casual. Research design is defined, as the specification of method and products for
acquiring the information needs. It is the plan for organizing frame work, for doing
the collection of data. The present study is of descriptive type.

(a) Descriptive:

Descriptive research is marked by the formulations of specific research

questions. The investigator already knows a substantial amount about the research

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problem before the project.

SOURCE OF DATA:

Sources of data are both primary and secondary ;

(a) Primary data:

It is the first calls information collected for then first it may use. In the study it is collected
from the customers through personal interviews. Or are collected through a survey of the
consumer, by using a frames questionnaire.

(b)Secondary data:

Secondary data is the data, which is already used for some other purpose and is collected
form the company office or through books, journal, magazines, and from internet.
Sample Size:
All the customers who visited the super mart for Britannia dairy products taken for the study
and the population are 100 consumers..

RESESARCH INSTRUMENTS:
Personal interviews,
Schedules were administrated personally for collecting the data.
Questionnaire:
The questionnaire comprises of MCQ, Rating Scale
Contact Methods:
Personal method is implemented to collect the data.

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LIMITATIONS OF THE STUDY:
The study is confined to the Hyderabad town.
The study is conducted from the customer point of view. So many implication speaks
about this limited region.
These studies were conducted in stipulated for 45 days period which curtailed values addition
to project to certain extent.

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 CHAPTER - 2
REVIEW OF THE LITERATURE

REVIEW OF THE LITERATURE:

Dairy India remains the largest producer and consumer of dairy. However, as in the case of
other food products. Indians trail much of the world in per capita dairy consumption. This
gap is getting bridged rapidly with demand growing at a faster pace than supply. Many
industry experts opine that this is likely to cause a supply deficit in the near future. Largeness
of the Dairy opportunity is visible to all; as a result the industry this year saw heightened

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activity with several private companies announcing entry, cooperatives expanding footprint
and multinationals formally entering. While the growth in the last few years has been on
account of increasing milk consumption; value added segments of dairy such as Cheese and
Set Dahi in which your Company participates have grown at a faster pace. A range of factors
will drive the growth of dairy industry going forward:

i) With time available to manage households declining: consumers will seek day-to-day needs
in ready to consume and convenient forms. With this dairy industry which is overwhelmingly
unorganized today will shift steadily towards the organized sector.
ii) With increasing affluence there will be demand for the value added product: as a result
dairy market will shift from basic to processed; MANAGEMENT DISCUSSION AND
ANALYSIS

iii) Consumption of all dairy products will go up as consumers gravitate towards a more
balanced diet as income levels increase. The levers of success going forward are likely to be:
a) Access to quality milk as basic raw material, b) The right product value addition capability
and, c) Access to a cold chain.

Britannia is recognized as one of the most trusted, valuable and popular brands among Indian
consumers in various reputed surveys. We realize our responsibility to continue delivering
fresh, nutritious and fun products and it is our mission to be an arm-stretch away, any time of
the day.

Marketing strategy is a set of objectives, policies and rules that leads the company's
marketing efforts. . In mass marketing, the seller engaged in the mass production, mass
distribution and mass promotion of one product for all buyers . Through this the choice of
distribution channels, and communication channels become much easier. The positioning
requires that every tangible aspect of product, price, place and promotion must support the

12
chosen positioning strategy. Company should develop a unique selling proposition (USP) for
each brand and stick to it, PPL consistently promotes its DAP fertilizer by Higher yield at
lower cost.

Today, Britannia is a leading food company in India with over Rs. 8500 crores in revenue,
delivering products in over 5 categories through 4.2 million retail outlets to more than half
the Indian population. Our core emphasis across portfolios is on healthy, fresh and delicious
food and we are the First Zero Trans-fat Company in India. 50% of our product portfolio is
enriched with micro-nutrients. Our products are also delivered through the Britannia
Nutrition Foundation to combat malnutrition among underprivileged children.

Britannia Dairy had its beginnings in 1997. Britannia was one of the first companies in India
to pioneer category defining innovations like Cream Cheese and introducing a host of
international flavors for its cubes & spreads in India. Today Britannia Dairy products
contribute close to 10% of the company's revenue. Britannia markets its dairy portfolio on the
back of a well integrated cold chain logistics network and reaches 3 million outlets across the
length & breadth of this country.

Consumer buying behavior Consumer buying behavior is the sum total of a consumer's
attitudes, preferences, intentions, and decisions regarding the consumer's behavior in the
marketplace when purchasing a product or service. The
sudy of consumer behavior draws upon social science disciplines of anthropology,
psychology, sociology, and economics.Standard behavioral model: The standard model of
consumer behavior consists of a methodicaland structured process. Let's take a brief look at
each step.

1. Problem recognition - The first step is problem recognition. During this step, the
consumer realizes that she has an unfulfilled need or want. Let's use the example of a

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consumer who has just been informed by her mechanic that fixing her car will cost more than
it's worth. Our consumer realizes that she now has a transportation problem and wants to
fulfill that need with the purchase of a car.

2. Information search - The next step is to gather information relevant to what you need to
solve the problem. In our example, our consumer may engage in research on the Internet to
determine the types of vehicles available and their respective features.

3. Evaluation - After information is gathered, it is evaluated against a consumer's needs,

wants, preferences, and financial resources available for purchase. In our example, our
consumer has decided to narrow her choices down to three cars based upon price, comfort,
and fuel efficiency.

4. Purchase - At this stage,the consumer will make a purchasing decision. The ultimate
decision may be based on factors such as price or availability. For example, our consumer has
decided to purchase a particular model of car because its price was the best she could
negotiate and the car was available immediately.

PEST & Micro environmental Factors:

A PEST analysis is used to identify the external forces affecting an organisation .This is a
simple analysis of an organisations Political, Economical Social and Technological
environment. A PEST analysis incorporating legal and environmental factors is called a
PESTLE analysis.

Political
The first element of a PEST analysis is a study of political factors. Political factors influence
organisations in many ways. Political factors can create advantages and
opportunities for organisations. Conversely they can place obligations and duties on
organisations. Political factors which influence the Britannia are as follows:

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• Methodology of development of Standards
• Provisions of Labelling
• Acceptance of a basic list of additives
• Matters relating to GMP (Good Manufacturing Practice), GHP(Gud Health Plan)
• Issues related to Codex
• Procedure for sampling & launching of Prosecutin
• Grading of violations according to the nature of discrepancy
• Legislation such as the minimum wage or anti discrimination laws
• Voluntary codes and practices
• Market regulations

Trade agreements, tariffs or restrictions. Non conformance with legislative obligations can
lead to sanctions such as fines, adverse publicity and imprisonment. Ineffective voluntary
codes and practices will often lead to governments introducing legislation to regulate the
activities covered by the codes and practices.

Economical

The second element of a PEST analysis involves a study of economic factors. All businesses
are affected by national and global economic factors. National and global interest rate and
fiscal policy will be set around economic conditions. The climate of the economy dictates
how consumers, suppliers and other organisational stakeholders such as suppliers and
creditors behave within society. An economy undergoing recession will have high
unemployment, low spending power and low stakeholder confidence. Conversely a ³booming
or growing economy will have low unemployment, high spending power and high
stakeholder confidence.

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A Britannia will respond to economic conditions and stakeholder behaviour. Furthermore
Britannia will need to review the impact economic conditions are having on their competitors
and respond accordingly. A truly Britannia has to be aware of economic conditions across all
borders and needs to ensure that it employs
strategies that protect and promote its business through economic conditions throughout the
world.

Social

The third aspect of PEST focuses its attention on forces within society such as family.
friends.colleagues, neighbours and the media. Social forces affect our attitudes, interests and
opinions. These forces shape who we are as people, the way we behave and ultimately what
we purchase. For example within the UK peoples attitudes are changing towards their diet
and health. As aresult the UK is seeing an increase in the number of people joining fitness
clubs and a massivegrowth for the demand of organic food.

Population changes also have a direct impact on organisations. Changes in the structure of a
population will affect the supply and demand of goods and services within an economy.
Falling birth rates will result in decreased demand and greater competition as the number of
consumers fall. In summary Britannia must be able to offer products and services that aim to
complement and benefit people's lifestyle and behaviour. If Britannia do not respond to
changes in society they will lose market share and demand for their product or service...

Technological

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Unsurprisingly the fourth element of PEST is technology, as you are probably aware
technological advances have greatly changed the manner in which businesses operate.
Organisations use technology in many ways, they have -

1. Technology infrastructure such as the internet and other information exchange

systemsincluding telephone2. Technology systems incorporating a multitude of software
which help them manage their business.3. Technology hardware such as mobile phones.
Blackberrys, laptops, desktops, Bluetooth devices, photocopiers and fax machines transmit
and record information. Technology has created a society which expects instant results. This
technological revolution has increased the rate at which information is exchanged between
stakeholders. A faster exchange of information can benefit Britannia company as they are
able to react quickly to changes within their operating environment. However an ability to
react quickly also creates extra pressure as businesses are expected to deliver on their
promises within ever decreasing timescales. Technology will continue to evolve and impact
on consumer habits and expectations.. If Britannia ignore this fact then it will definitely face
extinction.

Sheth and Park (1974) suggested that Brand Loyalty is multidimensional and comprise three
dimensions namely, the emotive tendency towards the brand; the evaluative tendency towards
the brand and third the behavioural tendency towards the brand. They theorised that all three
dimensions are present in every situation where brand loyalty prevails .

Venkateshwaralu et.al, (1987) conducted a study to analyze the buyer behavior towards
biscuits. They have concluded that consumers generally prefer packed biscuits when
compared to unpacked ones. It was also found that children are the major influencers in
decision making while purchasing biscuits, though parents are equally involved.

G.Prakash (2004) , A Study on Consumer Buying Behaviour on Britannia Marie Gold

Biscuits has made some notable observations regarding consumer buying behavior. Every
organization envisioned at maximizing the productivity and the profit never fails to show

17
immense interest on knowing their customer requirements.

Mr. S.D. Nidhyananth, and Mr. B. Vigneshwaran (2011) in made a study on customer
satisfaction towards Britannia biscuits in Coimbatore city. To find out the factors those
influence the purchase of Britannia biscuits. It is concluded that consumer's satisfaction with
preferable taste, awareness about various brands, about choice and their frequency of
preference satisfaction of Britannia biscuits.

Dr. M.Arutselvi (2012) A study on Consumer's Preference towards various types of

Britannia products. This deals with the study of consumer behaviour towards Britannia
biscuits. The consumer behaviour varies from brand to brand on the basis of quality, quantity,
price,taste and advertisement.

E. Larid (1974) classified the relative importance of self and ideal self-image to the purchase
intensions of consumers. He concludes that self-image and ideal self-image tend to be
positively correlated in overall subjects, the purchase of some product tend to be more
correlated with self image than with ideal self-image where as in some other produce the
purchase intention rends to the more correlated with ideal self-image.

Sengupta explains the brand image as the totality of the impressions about the brand which
includes physical, functional and psychological aspect of the brand (1990).

Mery Paule of brand image and cells 'Brand thoughts and it constitute the image of the
brand'. But not all consumers look at these aspects.

Sarangpani, A. And Mamatha, T. "Rural Consumer Behavior with Regard to Selected

FMCGs Consumption Patterns and Brand Usage: A Study", the ICFAI University Journal of
Brand Management, Vol. V. No 3. Sept 2008. p 22-61 There are two distinct segments of

18
consumers in the rural market. Sarang pani et al (16) studied that one set of rural consumers
is less educated or even illiterate. They cannot read,

write or understand with ease. They do not buy branded products. They have their own
method of identification of products and communication with the retailers. For instance, they
ask for Erra Sabbu (for Lifebuoy), Pacha Sabbu (for Nirma), Neeli Sabbu (for Rin). etc.
Rarely do they purchase branded packaged goods and values associated with them. On the
contrary, there is a different segment of consumers, the younger 18-35 years age group; they
are educated, more mobile and have urban exposure. They are brand conscious. They ask for
brands of their choice. Their brand usage and recall rate is comparable to their counterparts in
the urban areas.
Roopa, DB. "Customer Expectation and Perception: A Study of Retail Sector of Haryana
State", the ICFAI University Journal of Consumer Behavior, Vol III, No 3, Sept 2008, p 47-
54 - Modern looking equipment's and fixtures, physical facilities, the ambience and store
layout are required up to the mark by the 57 retail stores. Roopa Devi (20) analyzed the
consumer behavior, their expectations and the services actually provided by retail stores of
Haryana. If the retailers of Haryana provide high quality merchandise according to the needs
and wants of the customer, then they would be able to satisfy and retain the customers.

Seung-Eun, L.Kim, KPJ and Sherri, GA. "Small-town Consumers' Disconfirmation of

Expectations and Satisfaction with Local Independent Retailers", International Journal of
Retail and Distribution Management, Emerald Group Publishing Ltd, Vol 36, Issue 2, 2008, p
143-157-Most of the strategies performed by small-town independent retailers did not meet
their local consumers expectations. Specially, merchandise assortment and availability, such
as offering a unique and large selection of products, showed the largest discrepancy between
respondents' expectations and retailers' performance, indicating that independent retailers are
not meeting their consumers' needs in these areas. Seung-Eun et al (23) observed that the
participants who were satisfied with their independent retailers, shopped locally, were
strongly attached to their communities, and were willing to support their local independent
retailers.

19
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.
Jegan, A. and Dr. Sudalaiyandi, S.( 2013) A study on consumer buying behaviour towards
various types of Britannia dairy products is to conducted to know the
consumers’ preferable taste, awareness about various brands, about the choice and
their frequency of preference, satisfaction of Britannia dairy products.. The result of the study
shows that Britannia dairy products have a good market share.

Dr. M. Arutselvi,( 2012), ”A Study On Consumers’ Preference Towards Various Types Of

Britannia dairy products. The topic deals with the study of consumer behaviour towards
Britannia dairy products. 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
Britannia as helped to know the status of dairy products. It has revealed the requirements of
the taste of the consumer of Britannia dairy products m Britannia dairy products are having a
good market share.

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INTRODUCTION TO CUSTOMER SATISFACTION :

Today’s companies are facing their toughest competition ever. These companies can
outdo their competition if they can move from product and sales philosophy to a
marketing philosophy. We spell out in detail how companies can go about winning
customers and outperforming competitors. The answer lies in doing a better job of
meeting and satisfying customer’s needs. Only customer-centered companies adapt at
building customers, not just bu ilding product. They are also skilled in market
engineering, not only product engineering.

Too many companies think that it is the marketing/sales department’s job to procure
customers. If that department cannot, the company draws the conclusion

that its marketing people aren’t very good. But in fact, marketing is only one factor in
attracting and keeping customers. The best marketing department in the world cannot spell
products that are poorly made or fail to meet anyone’s need. The marketing department
can be effective only in companies whose various departments and employees have
designed and implemented a competitively superior customer value-delivery system.

Although the customer oriented firms seek to create high customer satisfaction, its main
goal is to maximize customer satisfaction, first the company can increase customer
satisfaction by lowering its prices, but results may be lower profits, second the company
might be able to increase prices. Third the company has many stake-holders including
employees, dealers, suppliers and stock holders spending more to increase customer
satisfaction might divert funds from increasing the satisfaction of other partner. Estimate the
company must operate on the philosophy that it is trying to deliver a high level of satisfaction
to the other stake-holder within the constraints of its resources. From the past studies of last
three decades we observed that the company’s first task is to create and satisfy customers.
But today’s customers face a vast array of product and brand choice, prices and
suppliers.

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It is generally believed that customers estimate which offer will deliver the most value
customers are like value maximizes, within the bounds of search costs and limited
knowledge, mobility income, they form an expectation of value and act on it, whether or not
the offer lives up to the value expectations affects customer’s satisfaction and their
repurchase probability.

Customer satisfaction:

Customer satisfaction refers to how satisfied customers are with the products or services they
receive from a particular agency. The level of satisfaction is determined not only by the
quality and type of customer experience but also by the customer’s expectations.
Customer satisfaction is one of the main objectives of any organization. Every

organization tries to know the customer satisfaction about their products. So a study on
customer satisfaction helps the organization as well as me to gain a vast knowledge over the
real world tastes and preferences of customer.
Whether the buyer is satisfied after purchase depends on the offers performance in
relation to the buyer’s expectations. In general satisfaction is a person’s feelings of pleasure
or disappointment resulting from comparing a products perceived performance in relation to
his or her expectations.

As this definition makes clear, satisfaction is a function of perceived performance and

expectations. If the performance falls short of expectations, the customer is dissatisfied. If
the performance matches the expectations, the customer is satisfied. If the performance
exceeds expectations, the customer is highly satisfied or delighted.

Many companies are aiming for high satisfaction because customers who are just satisfied
still find it easy to switch when a better offer comes along. Those who are highly
satisfied are much less ready to switch. High satisfaction or delight creates an emotional
bond with the brand, not just a rational preference. The result is high customer loyalty.

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Importance of Customer Satisfaction :
There are a number of reasons why customer satisfaction is important in BRITANNIA dairy
products:

 Meeting the needs of the customer is the underlying rationale for the Existence
of community service organizations. Customers have a right to quality services
that deliver outcomes.
Organizations that strive beyond minimum standards and exceed the expectations of their
customers are likely to be leaders in their sector.
Customers are recognized as key partners in shaping service development and assessing
quality of service delivery.

 The process for measuring customer satisfaction and obtaining feedback on

organizational performance are valuable tools for quality and continuous service
improvement.

Service:

 A service is any act or performance offered by one party to another.

Although the process may be tied to a physical; the performance is essentially
intangible and does not result in ownership of any of the factors of production.

 Service are economic activities that create value and provide benefits from
customers at specific times and places as a result of bringing about desired changes
in or on behalf of the recipient of the service.
- Christopher Lovelock.

 Service is defined as all economic activities whose output is not a physical

23
 product and is generally consumed at the time it is produced and provides added
value in forms such as Convince, Comfort that are essentially intangible concerns.
Services are characterized by Intangibility, Heterogeneous, Perishable, and
Inseparability. There is a phenomenal growth of services and the firms need
to be specialized in the services offered to satisfy customers. This requires
comprehensive strategies, which can be carried through marketing strategies.
This leads to the development of "Service Marketing".

 We term marketing as a function by which marketing plans, promotes and deliver

goods and services to the customers. In the marketing of services, the providers
are expected to satisfy the users. When a customer buys a service

in the service market, she/ he buys the time, knowledge, and skills resource of the
provider.

 The emergency of marketing concept in respect of services is growing. Service

organizations felt that applications of marketing strategies. While managing and
selling the service would make possible qualitative improvements. The perception
of services marketing gives emphasis on selling the services in the best interest
of users.

Attracting Customers:

Customers seeking to grow their profits and sales have to spend considerable time and
resources searching for new customers. Customer's acquisition requires substantial skills in
lead generation, lead qualification, and account conversion. To generate leads, the
company develops advertisttment and places them in media that will reach new prospects; its
sales people participate in trade shows where their might find new leads; and so on. All
this activity produces a list suspects.

24
The next tasks is to qualify which is the suspects are really good prospects, and this is done
by interviewing them, checking on their financial standing, and so on. The sales people
first contact the job prospects and work on account conversion, which involves making
presentations, answering objects, and negotiating final terms. It is not enough to be skillful
in attracting new customer, the company must keep them. Too many companies suffer from
high customer namely; they gain new customers in that lose many of them. It is like
constantly adding water to a leaking pot.

Today's companies must pay closer attention to their customer defection rate (the rate at
which they lose customers).

Unfortunately, most marketing theory and practice center on the art of attracting new
customers rather than on retaining existing ones. The emphasis traditionally has been on
making sales rather than building relationships; on pre-selling and selling rather than
caring for the customer afterward.
The key to customer retention is customer satisfaction . A highly satisfied customerStays
loyal longer.Buys more as the company introduces new products
and upgrades existing products. Talks favorably about the company and its products, Pays
less attention to the competing brands and advertising and is less sensitive to price.Offers
product or service ideas to the company.Costs less to serve than the new customers because
transactions are reutilized.

Components of Integrated service management:

When discussing strategies to market manufacture goods, marketers usually address four
basic strategic elements; product, price, place (or distribution) and promotion (or
communication). Collectively, these categories are often referred to as the 4 p‘s of the
Marketing Mix. However, the distinctive nature of service performances, especially such

25
aspects as customer involvement in production and the importance of the time factors,
requires that other strategic elements be included. To capture the nature of these challenges,
we will use the 8p’s model of integrated service management.

After Sales Service:

Historically, after sales service was regarded in most manufacturing companies as a

supporting but relatively minor function in the overall structure of the organization. This also
applies in some degrees to the channels in case of industrial products. It will usually be the
manufacturer who provides service, while in many consumers and other types of goods it
responsible of the retailers or dealers.
As consumers grow most sophisticated, they became less willing to accept poor quality
goods and services. Firms undertake after sales service, after service guarantees and service
warranties to enhance their survival in a competitive position.

After sales service place a crucial role in ensuring the long-term credibility of company and
brand image. An efficient after sales service in the post purchase stage leads to
customer satisfaction.

Tools for Tracking and Measuring Customer Satisfaction In After Sales Service:

 Methods of listening to the customer

 Complaint management

 Designing customer satisfaction surveys

 Service guarantees

 Improving service

 Relationship marketing

 Ghost shopping

26
  Lost customer analysis

Customer Behavior:
Buyer behavior is all psychological, social and physical behaviors of potential
customers as they become aware of evaluate, purchase, consumer and tell others about
product and service.

CONSUMER BUYING BEHVIOUR:

The main aim of marketing is meet and satisfy target customers need and wants buyer
behavior refers to the peoples or organization conduct activities and together with the
impact of various influence on them towards making decision on purchase of product
and service in a market. The field of consumer behavior studies how individuals, groups
and organization select, buy, use and dispose of goods, service, ideas, or experience to satisfy
their needs and desires understanding consumer behavior and knowing customer are never
simple.

The wealth of products and service produced in a country make our economy strong. The
behavior of human being during the purchase is being termed as –Buyer Behaviour.
Customer says one thing but do another. They may not be in touch with their deeper
motivations. They are responding to influences that change their mind at the last minute.
A buyer makes take a decision whether save or spend the money.

CONSUMER BUYING DECISION PROCESS:

There are following five stages in consumer buying decision process.
(1) Problem identification:-
The buying process starts when the buyer recognizes a problem or need. The need can be
triggered by internal or external stimuli-Marketers need to identify the

27
circumstances that trigger a particular need. By gathering information from a number of
consumers, Marketers can identify the most frequent stimuli that spark an interest in a
product category. They can then develop marketing strategies that trigger consumer
interest.

(2) Information Search:-

The consumer tries to collect information regarding various products/service. Through
gathering information, the consumer learns about completing brands and their
features. Information may be collected form magazines, catalogues, retailers, friends, family
members, business association, commercial, chamber of commerce, telephone directory,
trade air etc. Marketers should find out the source of information and their relative
degree of importance to the consumer.

Personal Sources: Family, friends, neighbor, as quittances.

Commercial Source: Advertising, sales persons, dealers, packaging, displays.
Public sources: mass media, consumer, rating organizations.
Experimental sources: Handling. Examine, using the product.

(3) Evaluation of alternative:

There is no single process used by all consumers by one consumer in all buying
situations. There is several First, the consumer processes, some basic concepts are:

First, the consumer is trying to satisfy need,

Second, the consumer is looking for certain benefits from the product solutions.
The marketer must know which criteria the consumer will use in the purchase decision.
The marketer up to this stage has tried every means to influence the purchase behavior,
but the choice is properly consumers. In the evaluation stage the consumer forms

28
preferences among the brands in the choice set. The consumer may also form an intention to
but the most preferred brand.

(4) Post Purchase Behavior:

After purchase the product, the consumer will experience the same level of product. The
Marketer‘s job not end when the product is buying must monitor post-purchase satisfaction,
post-purchase action, post-purchase use and disposal.

Post Purchase Satisfaction:

The buyer’s satisfaction is a function of closeness between the buyer’s expectation and the
products Perceiver performance. The larger the gap between expectation and performance, it
leads to the greater the consumer dissatisfaction.

Post purchase Action:

The Consumer, satisfaction or dissatisfaction with the product influence subsequent
behavior. If the consumer satisfied, he or she will exhibit a higher probability of
purchasing the product again. Dissatisfaction consumer may abandon and return the
product.

Post-Purchase Use or Disposal:

The marketer should also monitor new buyers use and dispose of the product
probably not very satisfying. If the consumer throws the product away, the marketer
needs to know how they dispose of it; especially it can be hurt the environment.

METHODS OF LISTENING TO THE CUSTOMERS:

1) Focus group:
A focus group is a moderated discussion among 6 to 12 participants. The idea is

29
 to generate a free flowing discussion about the service among members of a target
group using interaction among participants to relax them and to trigger ideas.

2) One-on-one method:
The most effective technique for achieving a deeper understanding of the consumer
view is the one-on-one interview.

3) Critical incident technique:

The (CIT) is one-on-one exercise to elicit details about services that particularly
dissatisfy or delight customers. In particular, the questionnaire asking probing
questions to find
1. What makes a service encounter particularly satisfying the
customers?
2. What makes service encounter dissatisfying the customers?
3. Are the components that determine satisfactory and unsatisfactory
encounters related to each other?
4. The other methods such as Laddering, Leading Edge user studies,
direct observation and also using Management experience etc.

CONSUMER BUYING BEHAVIOR:

Understanding the buying behavior of the target market is the essential task of marketing
management under marketing concept. The consumer market consistsof all the individuals
and households who buy or acquire good and services for personal consumptions. The buying
behavior tries to find out the answers for thequestions, who buys? How do they buy? Where
do they buy? Do they buy?

(A)FACTORS INFLUENCING CONSUMER BUYING BEHAVIOR

There are four major factors that influence the buying behavior such as culturalfactors, social

30
factors, personal factors, and psychological factors.

i. CULTURAL FACTORS:

Culture is the most fundamental determinant of aperson wants and behavior. Values,
perceptions, preferences, andbehavior are the main variable under culture of an individual.
Each culturecontains sub-culture like nationality, religious group, geographical area,and
linguistic divisions etc.

ii. SOCIAL FACTORS:

A consumer behavior is also influenced by socialfactors such as the consumer reference

group family and social roles andstatus.

iii. PERSONAL FACTORS:

A buyer decision is also influenced by his or personal characteristics, notably the buyers age,
lifestyle, occupation,economic circumstances etc.

PSYCHOLOGICAL FACTORS:

A erson buying choice is also influenced byfour major psychological factors such as
motivation, perception, learning belief and attitudes.

(B) BUYING DECISION PROCESS

It includes buying roles, types of buying and steps in buying process.

I.BUYING ROLE : The buying role could be classified into four parts. These are initiator,
influencer,decider and buyer.

II. TYPES OF BUYING BEHAVIOR :

Consumer decision taking varies with the type of buying decision. There are four types
buying behavior such as Complex buying behavior, Habitual buyingbehavior, Variety
seeking buying behavior.

III. STAGES IN BUYING DECISION PROCESS :

31
Here are five stages in buying decision process namely problem recognitionsearch, evaluation
of alternatives purchase decision and past purchase behavior.The buying process starts with
the buyer’s recognition of a problem of need. Thebuyer senses a difference between his
actual state and desired state.

INFORMATION SEARCH :

There are different sources from where a consumer can gather information likepersonal
sources commercial sources, experimental sources.

EVALUATION OF ALTERNATIVES :

After gathering information about different products the customer will be in a fussas to
choose which product among the mainly alternatives consumer usuallyevaluate the
alternatives on traditional basis, on the basis of utility function etc.from the many alternative
consumers at last choose the best one for him.

Marketing :

Marketing is a societal process by which individuals and groups obtain what they need and
want through creating, offering and freely exchanging products

andservices of value with others or other wise it is the process of planning andexecuting the
conception, pricing, promotion and distribution of ideas, goods,services to create exchanges
that satisfy individual and organizational goals.

32
Marketing Strategy :

Marketing strategy is a set of objectives, policies and rules that leads thecompany's marketing
efforts. It is the marketing approach to accomplish thebread objective of the marketing
approach to accomplish the bread objective of the marketing plan. The various process of
marketing strategy are given below.

1.Selecting largest market segmentation, 2.Positioning, 3.Product, 4.Price, 5.Place,

6.Promotion, 7.Research and developmen,t 8.Marketing research.

Market segmentation and selecting target market

It is an effort to increase a company's precision marketing. The starting point of any

segmentation discussion is mass marketing. In mass marketing, the seller engaged in the mass
production, mass distribution and mass promotion of oneproduct for all buyers. Market
segment consists of a large identifiable groupwithin a market with similar wants, purchasing
power geographical location,buying attitudes or buying habita. It is an approach midway
between massmarketing and individual marketing. Through this the choice of
distributionchannels, and communicaton channels become much easier. The researcherstry to
form segments by looking at consumer characteristics; geographic,demographic, and
psychographic. After segmenting the market then targetmarket selected.

2. Positioning:-

The positioning is a creative exercise donw with an existingproduct. the well known products
generally hold a distinctive position inconsumer's minds. The positioning requires that every
tangible aspect of product,price, place and promotion must

support the chosen positioning strategy.Company should develop a unique selling proposition

33
(USP) for each brand andstick to it, PPL consistently promotes its DAP fertilizer by Higher
yield at lower cost. As companies increase the number of claims for their brand, they
riskdisbelief and a loss of clear positioning. In general a company must avoid four major
positioning errors. Those are under positioning over positioning, confusedpositioning and
doubtful positioning.

3. Product:-

A product is any offering that can satisfy a need or want. The major types of basic offerings
are goods, services, experiences, events, places,properties, organizations, information and
ideas. The company gives moreimportance in quality, packaging, services etc. to satisfy the
customers. Theproducts has it's life cycle. The product strategies are modified in different
stagesof product life cycle.

4. Price:-

It is the most important aspect in company's point of view. Price of theproduct will be
decided by the company according to the competitor's price.

5. Place:-

This plays a major role in the entire marketing system. the companyemphasis on it's
distribution network. Proper distribution network gives proper availability of the product.

6. Promotion:-

Promotion is the one of the major aspects in marketingstrategies. By adopting various

promotional activities the company create strongbrand image. It also helps

in increasing the brand awareness. It includesadvertising, sales promotioins and public

34
relations etc.

7. Research and Development:-

after testing, the new product manager mustdevelop a preliminary marketing strategy plan for
introducing the new product into the market. The plan consists of three parts. The first part
describes the targetmarket's size, structure and behavior. The second part out lines the
plannedprice, distribution strategy and marketing budget for the first year. The third partof
the development describes the long run sales and profit goals and marketingmix strategy over
time.

ARTCLES

ARTCLE 1:

Buying behavior of consumers for food products in an emerging economy.

Author(s):
Jabir Ali (Centre for Food and Agribusiness Management, Indian Institute of Management,
Lucknow, India.) acknowledgements:in Gomati Nagar, Lucknow”. The authors are also
grateful l to the editor and two anonymous referees for their valuable inputs and comments
for improving this paper.

Abstract:

35
Purpose:
– The purpose of this paper is to develop a marketing strategy for a modern
food/grocery market based on consumer preferences and behaviour.
Design/methodology/approach
– A total of 101 households having sufficient purchasing power were personally
surveyed with a structured questionnaire. These households are spread across the well‐
developed Gomtinagar area of Lucknow city. Simple statistical analysis such as
descriptive statistical analysis, frequency distribution, cross tabulation, analysis of
variance, and factor analysis to assess the consumer’s preferences for food and grocery
products and market attributes were carried out.
Research limitations/implications:
– This paper analyses the buying behaviour of the consumers under survey with respect
to food and grocery items. These consumers are in a relatively advantageous position in
terms of purchasing power and awareness of health and nutrition.
Practical implications:
– The results may help the food processors and outlet owners to understand a diversified
set of preferences for products and market attributes, so that they can make better
decisions in the emerging organized food and grocery retail environment.
Jabir Ali, Sanjeev Kapoor, Janakiraman Moorthy, (2010) "Buying behaviour of consumers
for food products in an emerging economy", British Food Journal, Vol. 112 Issue: 2.

36
ARTICLE 2:

Effect of shopper attributes on retail format choice behavior for food and grocery
retailing in India

Author(s):
Cherukuri Jayasankara Prasad (Department of Business Management, Krishna University,
Machilipatnam, India.

Abstract:
Purpose:
– Retailing in India is an unchartered territory. Food and grocery is the most
promising area for setting up retail business in India. An understanding of shopper retail
format choice behavior will enable retailers to segment their market and target specific
consumer groups with strategies premeditated to meet their retail needs. The purpose of
this paper is to make a detailed study on the effect of shopper’s demographic, geographic
and psychographic dimensions in terms of format choice behavior in the fast growing
Indian food and grocery retailing.
Design/methodology/approach:
– Descriptive research design is adopted applying mall intercept survey method
using structured questionnaire for data collection. Both descriptive (mean and standard
deviation) and inferential statistical tools like χ2 , factor analysis and multivariate analysis
are used to analyze the data collected from 1,040 food and grocery retail customers from
upgraded neighborhood kirana stores, convenience stores, supermarkets and hypermarkets
in conjoint cities of Secunderabad and Hyderabad in Andhra Pradesh in India.
Cherukuri Jayasankara Prasad, Anisettes Ramachandra Aryasri, (2011) "Effect of shopper
attributes on retail format choice behavior for food and grocery retailing in India",
International Journal of Retail and Distribution Management, Vol. 39 Issue: 1.

37
ARTICLE-3:

The Effect of Customer Satisfaction on Consumer Spending Growth.

Author(s):
Claes Fornell, 1
Abstract:
Predicting aggregate consumer spending is vitally important to marketing
planning, yet traditional economic theory holds that predicting changes in
aggregate consumer spending is not possible. Previous attempts to predict
consumer spending growth using standard macroeconomic predictor variables
have met with little success. The authors show that the lagged change in
customer satisfaction, which contributes to future demand, has a significant
impact on spending growth. However, this impact is moderated by increases in
consumer’s ' debt service ratio, a key budget constraint that affects consumer’s
ability to spend. Using an asymmetric growth model, more than 23% of the
variation in the one-quarter-ahead spending growth is explained, which
represents a notable improvement over prior specifications.

38
 CHAPTER - 3
COMPANY PROFILE

39
COMPANY PROFILE:

40
41
Britannia is one of the leading producers of FMCG products. This company owns seven state
of art research and development centers at Karnataka, Kolkata, Chennai, Mumbai, Delhi,
Odisha and Uttaranchal. Each of these development centers setups a commitment to demand
the best of ingredients and package their natural goodness in their products, without
compromise. The company has presence in more than 60 countries across the globe.
Britannia Industries Limited is an Indian food-products corporation. Founded in 1892 and
headquartered in Kolkata, it is one of India's oldest existing companies. It is now part of the
Wadia Group headed by Nusli Wadia. The company sells its Britannia and Tiger brands of
biscuits, breads and dairy products throughout India and in more than 60 countries across the
world. Beginning with the circumstances of its takeover by the Wadia group in the early
1990s, the company has been mired in several controversies connected to its management.
However, it enjoys a large market share and is exceedingly profitable.

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.

We have a presence in more than 60 countries across the globe. Our international footprint
includes presence in Middle East through local manufacturing in UAE and Oman, are the No
2 biscuit player in UAE with a strong contention to leadership and have a similarly strong
market position in the other GCC countries. We are also the market leaders in Nepal and are
in the process of investing a manufacturing facility in the country.

42
Our foot print spreads across North America, Europe, Africa and South East Asia through
exports and we are investing in a state- of- the- art facility in Mundra SEZ, Gujarat, to service
the exports markets.

Our 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.

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.

The company’s Dairy business contributes close to 5 per cent of revenue and Britannia dairy
products directly reach 100,000 outlets.The Britannia Promise to delight consumers has been
the driving force behind its success over 100 years.The commitment to provide fresh,
exciting, tasty and innovative products of the highest quality continues to be at the core of
your Company’s beliefs. The special relationship that consumer enjoy with each of
our.Company’s products is testimony to the care and thought with which they are made.The
initiatives being taken towards introducing new products, establishing state-
of-the-art R&D and manufacturing facilities and increasing outreach to new markets
through the strategic expansion plan based on the principle of ‘one new marke a
year’ are enabling your Company to deliver on its promise of being a “Global Total Foods
Company”.

43
India has remained the largest producer and consumer of dairy. The milk processing sector
has been growing in double digits in the last few years. However, 80% of milk
produced is still unprocessed and sold loose or consumed by producer farmer. As the demand
from processing industry continues to grow and outpace the milk production growth, milk
collection for processing will remain a challenge and a big driver for milk economics in
future.With rising urbanization and higher proportion of working women, time has become a
precious commodity and there is higher tendency to use ready to eat quality products of milk
such as curd and ghee. With changing lifestyles there is significant change in eating habits as
well, which has made value added products (such as cheese and butter) an essential item in
the monthly grocery list; at least in urban India and the trend is expected to follow in rural
areas as well. Rising disposable income and availability of quality products from private
dairy players has aided the growth of value added milk products in last decade. Consumers
have become more brand conscious as there is consistency in quality and taste in products
supplied by private dairy players vis a vis that of traditional milkmen. Over the last two
decades with increasingly hectic lifestyles and rising consciousness over health issues, urban
consumers do not mind paying a premium for qualit products leading to opportunities in
premiumization. The key levers of success going forward are likely to be:a) Access to quality
milk as basic raw material and efficient manufacturing capabilities.b) Right product
portfolio.c) Building an appropriate cold chain infrastructure across the chain.d) An
advantaged Go-To-Market system.

The Dairy industry is witnessing tailwinds across most categories. These include both value
added and commoditized segments. Making the right category choices and building
differentiated capabilities and momentum in these will be critical as we build our
portfolio.Infrastructure improvement including cold chain that aids easier distribution is
another opportunity. This will be especially important in the front end, in retail
shops.Increased competitive activity and good quality milk availability are two of the biggest
challenges seen by your Company. Differentiation in the product

and leveraging the larger sales system will be key to meeting competitive challenges. As

44
already mentioned, your Company has started the process of building milk procurement
capabilities in order to derisk our sourcing funnel and to ensure consistency in quality of raw
material.

Britannia Dairy: Product Portfolio:

A Britannia Cheese-Salient Features -

Cow's N BRITANNIA Product
Cheese eating was predominantly a European phenomenon and is more an acquired food in
India. The physical parameters like Color, Taste, Mouth Feel etc... is dependent on the type
of milk used to make cheese. Cheddar Cheese world over is made from Cow's milk. Love is
made from cow's better
Britannia Cheese is made from Cow's milk.

100% Vegetarian -
Rennet is an essential ingredient in cheese making which helps in the coagulation of raw milk
into Cheese Curds & milk solids. Rennet can be either drawn from the stomach of young
mammals, or can be of a bacterial origin.
Britannia Cheese is made with Bacterial rennet making the product completely vegetarian

Exclusive Recipe -
Britannia Cheese is made with a recipe which is developed post extensive research in trying
to understand the Indian Palette, which is made to deliver great tasting product. Also it is
made from one of the largest factories of cheese in India.
This recipe is exclusive to Britannia Cheese.

45
All India Distribution -
Cheese requires a cold chain where the product during transport needs to be either insulated
or kept at a temperature between 0-4 degrees C.

Britannia Cheese has a nationwide reach with a large network of Cold Chain
Variants in cheese
Processed Cheese
Processed Cheese takes natural cheese and processes it to change the texture and
characteristics. Other ingredients are often added, like emulsifiers, whey, and colors.
Britannia Cheezza -
Specialty Cheese made from processing Cheddar with Mozzarella (Original Pizza Cheese).
This fusion gives a great tasting product which is more palatable to the Indian taste. Also, the
storing of cheese becomes much easier. which is above 04 Degrees C. (Mozzarella has to be
stored in Sub Zero Temperatures) JANNIA
Soft and Light Cheese
High Moisture Content
Stretchy in Nature

Britannia Cream cheese -

Specialty Cheese made from processing Cheddar with cream. Typically North American
cheese, finds a wide application in a lot of recipes, from Cheese Cakes, Desserts, to fillers
etc. Britannia Cream cheese is the only Indian Cream cheese.

 Main Ingredient is Cream cheese (a soft variety of cheese)

 Deliciously creamy and soft

 Creamy white in complexion

 Very smooth and luxurious to taste.

46
  Fat-29%

 No Sugar

Britannia Industries limited is an Indian food and beverage company. India remains
largest – producer and consumer of dairy products and Britannia sells biscuits,
breads and dairy products throughout the India and more than 60 countries across the
world.

Satisfaction is a function of the difference between perceived performance and expectation

perceived company’s performance and customer satisfaction.While assist the satisfaction
level a company must not conclude that can get into a full picture of customer satisfaction
and dissatisfaction by simply running a complaint
and suggestions systems.Sometimes customers may feel that their complaints are minor or
that they will be made to feel be, or that no remedy will be offered. The result is that the
company has needlessly lost customers.So the respondent can be asked a list of problems
they had with the offer and to list out improvements needed.

Companies could also ask the respondents to rate various elements of the offers in terms of
the importance of each element and how will the company performance each element. So
that I have taken a comprehensive study on the consumer satisfaction of Britainna dairy
products.

CUSTOMER HELPS MANUFACTURER:

 The dealer comes into existence when communication is difficult with

consumer and it is found necessary to have a point of distributions.
 The consumer helps the manufacturer by formulating the policy of manufacturers
according to the demand and assists them in securing the markets of their goods.

47
 The consumer also reveals the manufacturers from the necessity of having sales
organizations of their own.
 The manufacturers are not put to that task of collection and securing orders

and the number of accounts they have to open rare smaller than when dealing with
the consumer. The consumers are in a position to advice the manufactures as to the
changes or alternations. This should be introduced in their products.

LIKE –
While manufacturing of milk products the company should maintain both quality
and quantity compulsorily. The company occupies a very important stabilized
position. The company not only assists manufacturers to act as the link in the chain
of distribution between the manufacturers and the consumer for which the purpose of
maintenance of efficient and comprehensives organization. The company can assess
the public demand
and see that marketable goods are manufactured thus protecting the manufacturer
neither from wasteful and indiscriminate productions and the consumer against goods
which are neither satisfactory nor of good value.

CUSTOMER RELATIONS:

We will complete our decision of consumer decision making with a brief

consideration of relationship marketing. Many firms have established relationships
marketing programs to faster usage loyalty and a commitment to their company’s
products and services. In this way relationship marketing is aimed at creating strong.
Lasting relationships with a core group of customers. The emphasis is on developing
long-term bonds with customers by making them feel good about how the company
interacts with them and giving the some kind of personal connection to the business.

48
 Ultimately it is advantage to develop long-term relationships with existing customers
because it is easier and less expensive to make an additional sale to an existing
customer than to make a new sale to a new consumer.
However, the effort involved for the firm in developing and maintaining a customer
relationship must be weighted against the expected long-term
benefits. Markets must determine the ‘life time value’ of a customer to ensure that the
cost of obtaining, serving and communicating with the customers which will not
exceed the potential profits.

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.

We have a presence in more than 60 countries across the globe. Our international footprint
includes presence in Middle East through local manufacturing in UAE and Oman, are the No
2 biscuit player in UAE with a strong contention to leadership and have a similarly strong
market position in the other GCC countries. We are also the market leaders in Nepal and are
in the process of investing a manufacturing facility in the country.

49
Our foot print spreads across North America, Europe, Africa and South East Asia through
exports and we are investing in a state- of- the- art facility in Mundra SEZ, Gujarat, to service
the exports markets.

Our 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.

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.

Our Core Emphasis Across Portfolios Is On Healthy, Fresh And Delicious Food.
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.

Our 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.

50
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!

AWARDS AND RECOGNITION

Our constant and persistent effort to provide India with the tastiest and healthiest food has,
over the years, won us accolades. Our commitment to deliver better products to our
consumers have only been boosted by these laurels, pushing us to strive for higher degrees of
excellence.

Britannia revalidated its status as a Best Employer through the Best Employers, 2020,
India recognition in partnership with Kincentric. A recognition dedicated to all Britannians
and reflects our employee experience practices through the unpredictable year-2020.

Our Employer Brand is “MAKE THINGS HAPPEN”, with the intent of bringing alive the
new corporate brand “Exciting Goodness” into the lives of Britannians because it is the
Britannians who have been making things happen through the 100 year journey. The
corporate values of Britannia are:

INVITING, Come home to Britannia

Thle work environment exudes warm professionalism and is accepting of diverse ideas and
thoughts while empowering employees as owners.
IGNITING, Fuel the Hunger
Employees are encouraged to do more with less and strive for excellence in their jobs.

CREATING, Build enriching careers

Britannians have always prided themselves in the quality of work and exposure that one gets
at an early stage. Employees talk about the “Enriched Learning” that they get on the job at
Britannia and the scope to move internally as potential is valued and bet on.

51
RESPECTiING, Do the right thing
Britannia is also a socially responsible organization with a strong sustainability agenda
towards the community and the environment, and provides platforms to employees to add
purpose to their contribution.

OPPORTUNITIES

LATERAL ENTRANTS
CAMPUS OUTREACH

Britannians are known to MAKE THINGS HAPPEN! Our Recognition program "The Big
Things Awards" is a reflection of the various THINGS achieved by Britannians, made
possible through the following tenets of the way of life at Britannia:

52
Our culture is inclusive towards diverse ideas and offers a home like environment
Britannians are encouraged to always think beyond the confines of their roles and

foster innovation and resourcefulness. Potential is bet on and Britannians enjoy an enriched
learning experience they get on the job, early on in their careers
We value the environment and the community around us and provide platforms to partner in
our sustainability agenda and Do the right things

COMPLAINTS HANDLING POLICY

Top of Form
Purpose:
Britannia seeks to maintain and enhance the Company’s reputation by providing our
consumers high quality products and services. The Company views feedback-(including
complaints / compliments) from its consumers as an opportunity to learn and improve for the
future and is committed to being responsive to the needs and concerns of consumers or
potential consumers and to resolving their complaints as quickly as possible in an amicable
manner.
This policy has been designed to provide guidance on the manner in which we receive and
manage feedback from consumers. We are committed to being consistent, fair and impartial
when handling a consumer complaint.

Objective:

 To make consumers aware of our complaint registration and handling processes

53
  To ensure that the concerned staff within the organization understand our
complaints handling process

 To ensure that any complaint on our product and service is investigated impartially
with a balanced view of all information or evidence

 To take reasonable steps to actively protect consumer’s personal information

How consumers can reach us?

 By dialling our toll free numbers mentioned on each pack (18004254449/

180030004530)

 Bycompleting a feedback form on our website- www.britannia.co.in/talktous.htm

 By writing to- Executive, Customer Care Cell, Britannia Industries Limited,

Prestige Shanthiniketan, Tower C, 16 Floor, Whitefield Main Road, Mahadevapura
Post, Bangalore 560 048
 By emailing us at feedback@britindia.com

What does the consumer provide as an input while registering the feedback?
Consumer shall clearly state the issue and /or answer questions asked to help us obtain all the
information required to analyse the complaint. We may contact the consumer to clarify
details or request additional information wherever necessary.
To help us investigate the complaint quickly and efficiently we may ask for the following
(minimum) information:

 Consumer’s name and contact details

 The nature of the complaint (in detail)

 All photographic evidence available

54
  The defective sample (with the pack wrapper), to be retained in an air tight
container till our representative retrieves the same from the consumer

 All documentation that the consumer possesses which support his/her complaint.

Note: We shall record his/her personal information solely for the purposes of addressing the
complaint. All personal details shall actively be protected from disclosure, unless he/she
expressly consents to its disclosure.

Our complaint handling process:

1) We register and acknowledge:
Post registration of the complaint, consumer shall receive an acknowledgement with a
complaint reference number to quote in all future communication. Once the complaint has
been received, we will undertake an initial review and the alleged sample shall be retrieved at
a time convenient to the consumer (the same shall have to be retained in an air tight container
till our representative collects) to analyse at our laboratory. Time frame for remote areas will
depend on the location of the consumer
2) We record:
We shall record every communication with the consumer for continuous process
improvement through regular reviews.
3) We review:
We undertake an initial review of the complaint and may contact the consumer to clarify
details or request additional information wherever necessary
4) We respond:
If consumer wants to know the update of his/her complaint, he/she may quote the complaint
reference number and write to us at feedback@britindia.com or call us on our toll free
numbers mentioned above.
5) We investigate and closure:
With the information provided by the consumer, we investigate and work towards its closure.
6) We improve:
Where appropriate, we amend our business practices or policies. As part of our on-going
improvement plan, complaints shall be monitored by our management to identify trends, if

55
any and for rectification/remedial action to be taken to mitigate any identified issues.
Bottom of Form

CHAPTER - 4
DATA ANALYSIS AND INTERPRETATIONS

56
Data Analysis and Interpretations

Table 1
Gender of the respondents

S. No Gender No. of the respondents Percentages

1. Male 50 50%
2. Female 50 50%
Total 100 100%

57
 Interpretation:
Almost majority of the respondents of 50% comes under the both category of male and
female.

Table 2
Age of the respondents

S. No Age No. of the respondents Percentages

1. Below 20 22 22%
2. 20-30 64 64%
3. 30-40 4 4%
4. Above 40 10 10%
Total 100 100%

Interpretation:

58
 Almost many of the respondents of 64% comes under the category of 20-30 years of age.

Table 3
Education of the respondents

S. No Education No. of the respondents Percentages

1. Higher secondary 8 8%
2. Under graduate 28 28%
3. Post graduate 44 44%
4. Other 20 20%
Total 100 100%

Interpretation:
Almost majority of the respondents of 44% comes under the category of post graduate.

59
Table 4
Occupational of the respondents

S. No Occupational status No. of the respondents Percentages

1. Student 48 48%
2. Home marker 16 16%
3. Business 18 18%
4. Government employee 8 8%
5. Private employee 10 10%
Total 100 100%

Interpretation:
Almost majority of the respondents of 48% comes under the category of student.

60
Table 5
Monthly income of the respondents

S. No Monthly Income No. of the respondents Percentages

1. Rs. 5000-10,000 19 38%
2. Rs.10,000-20,000 15 30%
3. Rs.20,000-30,000 8 16%
4. Above Rs.30,000 8 16%
50 100%
Total

61
Interpretation:
Majority of the respondents of 38% comes under the category of monthly income Rs. 5000-
10,000.

Table 6
Years of using Britannia products of good day biscuits

Years of using the

S. No Britannia products of good No. of the respondents Percentages
day biscuits
1. Less than 5 years 20 20%
2. 6 years 24 24%
3. 7 years 26 26%
4. More than 8 years 30 30%
Total 100 100%

62
Interpretation:
Mostly the respondents of 30% comes under the category of more than 8 years of using the
good day biscuits.

Table 7
Level of satisfaction

S. No Level of satisfaction No. of the respondents Percentages

1. Highly satisfied 32 32%
2. Satisfied 48 48%
3. Neutral 16 16%
4. Dissatisfied 4 4%
Total 100 100%

63
 Interpretation:
Almost majority of the respondents of 48% comes under the category of satisfaction.

Table 8
Price level of Britainna products of Good Day Biscuits

Price level of Britainna

S. No products of good day No. of the respondents Percentages
biscuits
1. High 20 20%
2. Neutral 38 38%
3. Medium 17 17%
4. Low 8 8%
Total 100 100%

64
 Interpretation:
Amost the majority of the respondents of 38% comes under the category of neutral about
price level of the good day biscuits.

Table 9
Advertisements of Britainna products of Good Day Biscuits

Advertisements of
S. No Britainna products of good No. of the respondents Percentages
day biscuits
1. Strongly agree 38 38%
2. Agree 44 44%
3. Disagree 16 16%
4. Strongly disagree 2 2%

65
 Total 100 100%

Interpretation:
Almost majority of the respondents of 44% comes under the category of Agree about the
Advertisements of Good Day Biscuits.

Table 10
Celebrity for Britannia products of Good Day Biscuits

Celebrity for Britannia

S. No products of Good Day No. of the respondents Percentages
Biscuits
1. Actor 30 30%
2. Actress 40 40%
3. Doctor 22 22%

66
 4. Sports Personality 8 8%
Total 100 100%

Interpretation:
Majority of the respondents of 40% comes under the category of Actress as celebrity for
Good Day Biscuits.

Table 11
Creative and innovation in advertisements

S. No Creative and innovation No. of the respondents Percentages

1. Strongly agree 36 36%
2. Agree 34 34%
3. Neutral 24 24%
4. Disagree 6 6%
Total 100 100%

67
 Interpretation:
Majority of respondents of 36% comes under the category of strongly agree as a Creative
and innovation in advertisements.

Table 12

Packages of Britainna productd of Good Day Biscuits

Packages of Britainna
S. No products of Good Day No. of the respondents Percentages
Biscuits
1. Creative 18 18%
2. Convenient 42 42%
3. Attractive 32 32%
4. Innovative 8 8%
Total 100 100%

68
 Interpretation:
Almost the majority of the respondents of 42% comes under the category of convenient
about packages of Good Day Biscuits.

Table 13
Thought about Britannia products of Good Day Biscuits

Thought about Britannia

S. No products of Good Day No. of the respondents Percentages
Biscuits
1. Excellent 22 22%
2. Good 50 50%

69
 3. Fair 28 28%
4. Poor - -
Total 100 100%

Interpretation:
Almost the majority of the respondents of 50% comes under the category of good as a thought
about Good Day Biscuits

Table 14

Sub-Brand of Britainna products of Good Day Biscuits

Sub-Brand of Britainna
S. No products of Good Day No. of the respondents Percentages
Biscuits
1. Good day cashew 24 24%
2. Good day butter 12 12%
3. Good day nuts cookie 8 8%

70
 4. Good day pista badam 10 10%
5. Good day choco-chip 18 18%
6. Good day choco-nut 20 20%
7. Choco nuts 2 2%
8. Berries and nuts 6 6%
9 Choco chunkies - -
Total 100 100%

Interpretation:

Almost the majority of the respondents of 24% comes under the category of good day
cashew as a sub-brand of Good Day Biscuits.

Table 15
Form of Liking

S. No Form of Liking No. of the respondents Percentages

1. Nutties 14 14%
2. Cookies 46 46%
3. Favour 34 34%
4. Any other specify 6 6%

71
 Total 100 100%

Interpretation:
Majority of the respondents of 46% comes under the category of cookies form of biscuits.

Table 16
Pack Preference for Purchase

S. No Pack Preference for Purchase No. of the respondents Percentages

1. Small 20 20%
2. Medium 30 30%
3. Big 36 36%
4. Family pack 14 14%

72
 Total 100 100%

Interpretation:
Amlost majority of the respondents of 36% comes under the category of big pack
preference for purchase.

Table 17
Promotional offers of attracting

Promotional offers of
S. No No. of the respondents Percentages
attracting
1. Free gifts 12 12%
2. Price offer 52 52%

73
 3. Extra offer 24 24%
4. Any other specify 12 12%
Total 100 100%

Interpretation:
More of the majority of the respondents of 52% comes under the category of price offer as promotional
offers.

Table 18
Factors affecting your purchase

Factors affecting your

S. No No. of the respondents Percentages
purchase
1. Advertisement 12 12%
2. Quality 26 26%

74
 3. Price 36 36%
4. Taste 26 26%
Total 100 100%

Interpretation:
Almost majority of the respondents of 36% comes under the category of price for the
factors affects your purchase.

Table 19
Frequently consuming the Britannia products

Frequently consuming the

S. No Britannia products of good No. of the respondents Percentages
day biscuits

75
 1. Daily 22 22%
2. Weekly 44 44%
3. Monthly 26 26%
4. Occasionally 8 8%
Total 100 100%

Interpretation:
Almost majority of the respondents of 44% comes under the category of weekly consuming
the Good Day Biscuits.

Table 20
Influence Your Purchase

S. No Influence Your Purchase No. of the respondents Percentages

1. Relatives 16 16%
2. Children’s 40 40%

76
 3. Parents 24 24%
4. Friends 20 20%
Total 100 100%

Interpretation:
Almost the majority of the respondents of 40% comes under the category of children
influencing your purchase.

Table 21
Media of Advertisement

S. No Media of Advertisement No. of the respondents Percentages

1. Television 46 46%

77
 2. Radio 22 22%
3. Newspaper 22 22%
4. Magazines 10 10%
Total 100 100%

Interpretation:
Almost majority of the respondents of 46% comes under the category of Television as a
media of advertisement.

Table 22
Purpose of consume

S. No Purpose of consume No. of the respondents Percentages

1. To fulfill a small need 18 18%

78
 2. Just for taste 48 48%
3. Source of energy 30 30%
4. Gift for all agree 4 4%
Total 100 100%

Interpretation:
Almost majority of the respondents of 48% comes under the category of just for taste as a
purpose of consuming the Good Day biscuits.

Table 23
Brand Preference based

S. No Brand Preference based No. of the respondents Percentages

1. Celebrity on advertisement 40 40%

79
 2. Reputation 24 24%
3. Price 30 30%
4. Quality 6 6%
Total 100 100%

Interpretation:

Almost majority of the respondents of 40% comes under the category of celebrity on
advertisement as a Brand Preference based.

80
 CHAPTER-V
FINDING AND CONCLUSION

FINDINGS

81
 This study shows that the majority of the respondents of 50% comes under the both
category of male and female
 This study shows that the many of the respondents of 64% comes under the category
of 20-30 years of age.
 This study shows that the majority of the respondents of 44% comes under the
category of post graduate.
 This study shows that the majority of the respondents of 48% comes under the
category of student.
 This study shows that the majority of the respondents of 38% comes under the
category of monthly income Rs. 5000- 10,000.
 This study shows that the majority of the respondents of 30% comes under the
category of more than 8 years of using the Britannia
 This study shows that the majority of the respondents of 48% comes under the
category of satisfied.
 This study shows that the majority of the respondents of 38% comes under the
category of neutral about price level of the Britannia
 This study shows that the majority of the respondents of 44% comes under the
category of Agree about the Advertisements of Britannia
 This study shows that the majority of the respondents of 40% comes under the
category of Actress as celebrity for Britannia
 This study shows that the majority of respondents of 36% comes under the category
of strongly agree as a Creative and innovation in advertisements.
 This study shows that the majority of the respondents of 42% comes under the
category of convenient about packages of Britannia
 This study shows that the majority of the respondents of 50% comes under the
category of good as a thought about Britannia
 This study shows that the majority of the respondents of 24% comes under the
category of Britannia as a sub- brand of diffrent varities

82
 This study shows that the majority of the respondents of 46% comes under the
category of cookies form of biscuits.
 This study shows that the majority of the respondents of 36% comes under the
category of big pack preference for purchase.
 This study shows that the majority of the respondents of 52% comes under the
category of price offer as promotional offers.
 This study shows that the majority of the respondents of 36% comes under the
category of price for the factors affects your purchase.
 This study shows that the majority of the respondents of 44% comes under the
category of weekly consuming the Britannia brand
 This study shows that the majority of the respondents of 40% comes under the
category of children influencing your purchase.
 This study shows that the majority of the respondents of 46% comes under the
category of Television as a media of advertisement.
 This study shows that the majority of the respondents of 48% comes under the
category of just for taste as a purpose of consuming the Britannia
 This study shows that the majority of the respondents of 40% comes under the
category of celebrity on advertisement as a Brand Preference based.
 The company has to improve their taste as in the beginning of the stage for the
customer satisfaction. Most of the customer are happy about the price, package,
quantity of the Britannia products and they consumer it.
 Some respondents are wants a combo pack in the Britannia products as a gift pack. If
a company introduces a new sub brand in Britannia varities which and they can use a
sample or free methods as a technique.
 The respondents want that ingredients used in Britannia should be more hygiene for
the health of kids.

83
CONCLUSION:

The main purpose of this study is to collect information about the Britannia products user’s
followed among the different groups of members in Villupuram district. The research has
under taken this study customer satisfaction of Britainna products user’s with framing of the
objectives and for the study about customer satisfaction key factor is quality, taste and brand
preference, and etc. the customer satisfaction is necessary for the company’s growth.

84
BIBLIOGRAPHY

BOOKS REFERRED:

 Bloemer, J.M.M and Kasper,H.D.P. The complex relationship between

consumer Satisfaction and brand loyalty, Journal of Economic Psychology,
Vol 16, 1995, 311-329.

 Mittal V. And Kamakura, W.A. Satisfaction, repurchase intent, and

repurchaseBehaviour: Investigating the moderating effect of customer
characteristics, Journal of Marketing Research, 38 (1), 2001, 131-142.

 Sirdeshmukh. D, Singh .J, and Sabol. B, Consumer Trust, Value, and

Loyalty in Relational Exchange.Journal of Marketing, Vol.66, 2002, 15-37.

 5Bitner, M.J. Building Service Relationship: It's all about Promises, Journal
of Academy of Marketing Science, 23 (4), 1995, 246-51.

 Stiener, Robert L. The inverse associating between the margins of

manufacturers and Retailers Review of Industrial Organization, 1993,
717-740 Corstjens, M. And Lal, R. Building store and loyalty through
private labels, Journals of Marketing Research, Vol.37, 2000, 281-291.
Dunne, David, & Narasimham, Chakravarthi. The new appeal of private
labels, Harvard Business Review, 77(3), 1997, 45-65.

 Wileman, A., and Jary .M. Retail Power Plays: from Trading to Brand
Leadership, Macmillan Business.

 Great Britain, 1997, 45-65. 9. Lepir, J., European private label. Global

85
 Cosmetic Industry.

 Phillip Kotler,2009Marketing Management, T.M.H, New Delhi (11TH

EDITION)
 Schiff man&Kanuk, 1997, Consumer behavior, PHI (6TH EDITION)

 Levin &vKirkpatrick, Quantitative Techniques for M.B.A, Tata McGraw

Hill - 1996

JOURNALS:

 Paul Williams, Pearl Neumann, (2011), “Customer Satisfaction and business

NrtOrmance a firm level analysis “ journal of service marketing.Vol.25 Iss:1,PP
20-32

 Claes Fomell, Roland T Rust Marnic G.Dekimpe(2010) “The effect of customer

satisfaction on consumer spreading growth” Journals of market research. Feb
2010, I_4 7 , no:1, PP:28-35

NEWS PAPERS:

Economic Times
The Hindu Business Line
Financial Express

Websites:
www.britannia.co.in
En.wikipedia.org/wikil Britannia industrie

86
 www.britaniabiscute.net.in
www.retailindia.com
www.india.britannia.com
www.indianinfoline.com
www.Human psychology.com

QUESTIONNAIRE:

Name:
Address:
1) Do you know about Britanna?
Yes No
2) What are the products of Britannia you use very frequently?
Dairy Products Dahi Milk Cheese
Milk Powder Butter
3) Do you get the Britannia Dairy Products when required?
Yes No
4) Which brand's Dairy Products do you like most?
Amul Mother dairy Britannia Nestle
Other(Specify)__________________
5) How is the taste of Britannia Dairy Products?
Poor Satisfactory Excellent
6) What about the price of BritanniaDairy Products?
Low Average High
7) How is the packing of Britannia Dairy Products?
Poor Good Excellent
8) Give your ratings to following attributes of Britannia Dairy Products.
Very good Good Average Bad Very bad
Quality

87
Brand image Availability
Packaging
Price
9) Any suggestion about Britannia milk:

10) Do you stock Britannia Dairy Products?

Yes No

88