COMPANY PROFILE

FRITO -LAY’S
  

COMPANY PROFILE
 OBJECTIVE OF STUDY

 TO find out what percentage of Population likes to eat Snacks.

 TO find out which flavor of lays is most preferred.

 TO analyze the reason for the Population of the most preferred

Snack.

 TO know the satisfaction level of people who eat Lay’s.

 TO find out how much people spend on snacks weekly.

 TO find out the preference’s of people foe different brands.

 OBJECTIVE OF CONSUMER BEHAVIOUR

The objectives of Consumer behavior analysis are mostly Consumer

researches are undertaken to find out the attitudes of the Consumer
about a product. Their Preference, like and dislike which lead to further
modernization of the sales strategies by the marketer.

Research can be conducted to find out the percentage of people using a

certain Product or facility

Research may also like to know the types of consumer and their
demographic characteristics a particular Product.

They may also like to experiment with new promotional campaign and
since these campaigns to be sure of the campaign success before the final
launch of the campaign. The decline in a sale may require the marketer
to conduct researches which can give a clue of the changing consumer
behavior.

The objective therefore must be clearly set and followed strictly. Then
only can We decide what types of research design should be used . the
research can be quantitative or qualitative in nature .
OBJECTIVE OF CONSUMER BEHAVIOUR
NEED AND IMPORTANCE OF CONSUMER BEHAVIOUR

 Consumer behavior explain how individual consumer make decision to

speed their available resource on good that marketer offer for Sale .

 It also describes what products and brand consumers buy, why

they buy them , when they buy them , how often they buy the how
often they use them hoe they evaluate them after the purchase and
whether or not they buy them repeatedly.

 For effective market Segmentation and target marketing , it is

essential to have an understanding of consumer and their behavior
.

 The growth of consumer protection movement has created an

ungent need to understand how consumer and buying decision .

 Today Consumer give more importance on environment friendly

products. They are concerned about health , hygiene and fitness.
They prefer product. Hence detailed study on upcoming group of
consumer is essential for any firm
NEED AND IMPORTANCE

OF

CONSUMER BEHAVIOR
The last twenty years have shown an affective development of intensive
effects and research oriented toward a better understand of human behavior
concerning its consumption activity The knowledge and understanding of
consumer behavior has become a basic task both at the entrepreneurial and
institutional levels. Firms have realized that since consumer have adopted a
more aggressive and demanding role they have to modify their attitudes . At
an institutional very Government has necessary to be aware about the quality
standards of living and welfare of the people , being consumption a major

issue of this awareness .

A marketing management would like to know how

consumer behavior will help him to design better marketing plans to get those
plans accepted within the company . In a non-profit service organization such as a
hospital an individual in the marketing department would like to known the
patients need and how best to serve those needs. Consumer behavior involves
the use and disposal of product as well as the study of how they are purchased.
Product use is often of great interest to the marketer because this may influence
how a product is best positioned or how we can encourage consumer
consumption .
 INTRODUCTION

Consumer Behavior is the study of Consumer’s action during Searching for,

Purchasing , evaluation, using and disposing of products and services that they
expect will Satisfy their need and the impact that these processes have on the
consumer and society. It blend elements from Psychology , sociology , Social
anthropology, marketing and economics . It attempts to understand the decision-
making processes of buyers, both individually and in groups such as how
emotions affect buying behavior. It studies characteristics of individual Consumer
such as demographics and behavioral variables in an attempt to understand
people’s wants. It also tries to assess influences on the Consumer from group
such as family, friends, sport, reference groups, and society in general.

Snacks are a part of consumer convenience/ Packages

Food Segment. A snack is described as small quantities of food eaten between
meals or in place of a meal. Snack food generally comprises bakery products,
ready-to-eat mixes, chips, namkeen and other light processed foods According to
the ministry of food processing the snacks food industry is worth Rs 100 billion in
value and over 400000 tones in terms of volume .Snacks have been a part of
indian food habit, since almost ages . Thought there is no particular timr for
snacks normally they consumer at tea time .
They are just entrant into Society without parents cared. Moreover for
the age between 5 to 10 Year old , which only have 1% buyer. That also
can be explained by roles and Family . For most family, the Parents all
Know the Lay’s Chips is not healthy for Children grow up . In term of
Culture factor, there is significant effect on the customer of Lay’s.
According to research the South American is the biggest potato eating
county in the world therefore the Lays as an American product is the
most famous brand in the world. The culture of eating potatoes could
expand market.

The Family cycle including single I, Empty Nest I, Full Nest I, Full Nest II,
Empty Nest II and Single I.As far as I am Consider, Lays Potato chips, they more
relate with Empty Nest I. AS it has been mentioned before 20 to 30. In other
word the Empty nest II and single II, which haven’t provided the Market to Lays
Chips. Those ages of people more focus on healthy life style
Consumers who are the focal point for the marketers are very complex
individuals. It is very difficult and sometimes impossible to predict their behavior.
The king of the market i.e. the consumer, rules the market and correct prediction
about when, why, how, and where consumers do or do not buy a product is
crucial for them to succeed. Consumer behavior is affected by
many factors like economic, technological, political, cultural, demographic and
natural factors as well as the personal characteristics which are reflected in
the .attitude, motivation, perception, personality, knowledge and lifestyle. A
proper understanding of their behavior will definitely help the marketers in
beating cut-throat competition. But understanding what is going on in customers'
black-box is a cumbersome task. Sometimes the customers positively react to
company's offerings and sometimes they directly reject it. This strange behavior
of customer makes the study of consumer behavior very important.
The final and eventual goal of a marketer is to create strong relationship between
a brand and the customer. For this they need to know why consumers prefer one
brand over another. Brand preference plays a major role in creating brand loyalty.
If the marketers really want to understand about the customer purchase
intentions, they will have to understand how brand preferences are formed by
the customer.
The evaluation of alternatives is most likely for Lays chips. When people want
to buy potato chips, they will establish criteria for comparing the products.
They will think all brand of potatoes chips in the market. Luckily Lays is best
Selling and a well-know brand product. That could be a big advantages for
Lays chips Selling.

The salty snacks market of India is worth Rs. 7,500 corer Frito-Lay (business
unit of PepsiCo), which is the $65-billion US based company, has been mostly
credited for the rapid expansion of the snacks market in India since it entered
the segment in 1995. This market is having a growth rate of 20% a year and
Frito-Lay has offered about 150 products or variants to this market.

When PepsiCo introduced Lays and Cheetos brands in 1995, there were only
two large competitors - Haldiram's and Amrit Agro, which owned potato chips
brand Uncle Chips that was later acquired by the US cola giant. PepsiCo's
Kurkure - launched in 1999 -was a runaway success. At present, Frito-Lay
controls roughly half the market and is the market leader in this product
category.
 ABSTARCT
Consumer is the nerve center of the model marketing understanding the
Behavior is the quite essential for the effective marketing management . Study
undertaken to the understand consumer behavior towards buying the Lay’s
Chips. To knows What are the the Factors the consumer gets influenced by to
by the Chips. Consumer preference in choosing among the variants of the
products. Understanding the current Consumers brand. The data for
analysis of the behavior was collected through the survey method which was
conducted in Hindalco new shopping mall in Renukoot and mansuri store. The
respondents Selected for the Survey are 100 which included 48 males and 52
females . The respondent are of different ages group. The various factors
based on the data collected is analyses to the Consumer loyalty the factors
that influencing the consumers to buy Lay’s Chips the consumer preferences
etc.

Consumer social influence has four parts, which including roles and family,
reference group, social classes and culture and sub- culture Lay’s product is a
famous snack brand in the words. In my opinions, the influence could come
from the roles and family the Lays has 90% of total buyers, which are age
between 20 to 30. So the young people much like to buy lays chips, the roles
for those people mainly are students, not marry, married, (no child).