A PROJECT REPORT ON

COUNSUMER AWARENESS FOR BISCUITS

(PROJECT FOR FALL SEMESTER 2018)

BY

SASIREKHA.A (17BCC0050)

GAYATHRI.K (17BCC0100)

MOUNICKA.M (17BCC0106)

Under the Supervision of

Prof. R.GEETHA

DEPARTMENT OF COMMERCE

SCHOOL OF SOCIAL SCIENCE AND LANGUAGES

VELLORE

NOVEMBER 2018

1
 CONTENTS

TITLE PAGE.NO

CONTENTS 2

LIST OF CHARTS 3

LIST OF TABLES 4

CHAPTER 1 INTRODUCTION 5

CHAPTER 2 REVIEW OF LITERATURE 9

CHAPTER 3 RESEARCH METHODOLOGY 16

DATA ANALYIS AND

CHAPTER 4 21
INTERPRETATION

CHAPTER 5 FINDINGS AND SUGGESTIONS 34

ANNEXTURE 38

REFERENCES 42

2
 LIST OF CHARTS

CHART
TITLE Pg. No
NO.

1 Age of the respondents 22

2 Gender of the respondents 23

3 Educational qualification of the respondents 24

4 Income of the respondents 25

5 Preference of the respondents 26

6 Consumption of the biscuits by the respondents 27

7 Most preferred brand of biscuits by respondents 28

Reason for preferring particular brand of biscuits by

8 29
respondents
How many years of preferred the particular brand of
9 30
biscuits by respondents
Which brand of biscuits are best according to the
10 31
respondents

11 Which forms of biscuits are preferred by respondents 32

If the preferred brand of biscuits are not available in the

12 shop, so the respondents what will do towards their 33
purchases

3
 LIST OF TABLES

CHART
TITLE Pg. No
NO.

1 Age of the respondents 23

2 Gender of the respondents 24

3 Educational qualification of the respondents 25

4 Income of the respondents 25

5 Preference of the respondents 26

6 Consumption of the biscuits by the respondents 27

7 Most preferred brand of biscuits by respondents 28

Reason for preferring particular brand of biscuits by

8 29
respondents
How many years of preferred the particular brand of
9 30
biscuits by respondents
Which brand of biscuits are best according to the
10 31
respondents

11 Which forms of biscuits are preferred by respondents 32

If the preferred brand of biscuits are not available in the

12 shop, so the respondents what will do towards their 33
purchases

4
CHAPTER – 1

INTRODUCTION

5
 INTRODUCTION

RISE OF CONSUMER AWARENESS

In the globalization, liberalization and privatization era, most of the economic

decisions are taken by the market. Though, the government has withdrawn itself from
many economic activities, it interferes very often when the market mechanism fails due to
structural rigidities in the economy and other factors, to provide goods and services to
the people. Consumption is one of the important economic activities, which requires
regular government intervention, as market is unable to promote security and welfare
aspects of the consumers. On the other hand, consumers have to be aware not only of the
commercial aspects of sale and purchase of goods but also of the health and security aspect
also. Besides this, they should be aware of their rights and duties being as rational human
beings.

Though, the first consumer movement began in England after the Second World
War, a modern declaration about the consumer’s rights was first made in USA in the year
1962, where four basic consumer rights i.e. Choice, information, safety and right to be
heard were recognized. Ralph Nadar a consumer activist is considered as the father of
“Consumer Movement”. 15th March is now celebrated as the World Consumer Rights
Day. The UNO also adopted in the year 1985, certain guidelines to achieve the objectives of
maintaining protection for consumers and to establish high level ethical conduct for those
engaged in production and distribution of goods and services. In India, 24th December is
celebrated as “Consumer’s Day” every year.

The present study has a good deal of relevance in the present context i.e.
increasing income levels, changing consumption patterns, globalization of Indian markets
etc. It is the need of hour to enhance consumer awareness and impart consumer education
in our country wherein there are more than 35crores illiterate people and indifferent
attitude prevails in the society towards consumer protection. Even educated people are
not aware about their rights as consumers and prevalent laws protecting the interests of
the consumers

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MEANING OF CONSUMER AWARENESS

Consumer awareness means awareness of consumers in different aspects of consumption activities.

Consumer awareness is a broader and wider concept. It covers the followings:

a) Consumer awareness about Maximum Retail Price (MRP).

b) Consumer awareness about Fair Price Shop.
c) Consumer awareness about price, quality and expiry date of the product.
d) Consumer awareness about their rights and duties.
e) Consumer awareness about the certified products like ISI, Agmark, ISO-2000

OBJECTIVES OF THE STUDY

1) To find out consumer rights awareness level and its role to protect the interest of
consumer.

2) To find out the level of consumer awareness regarding their rights and responsibilities.

3) To find out the level of consumer awareness regarding Consumer Protection Act,1986

4) To find out the attitude of consumers towards the enforcement of consumer rights.

5) To find out the attitude of consumers towards the enactment and implementation of Act.

6) To find out the consumer opinion about the Act in respect of its utility and effect.

7) To find out ways and means to popularize consumer movement.

8) To find out consumer understanding about the malpractices and cheating in the market.

9) To analyze the District Consumer Forums.

10) To suggest measures for their effective functioning.

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SCOPE OF THE STUDY

The Consumer encountered with two major problems firstly whether the product and
services advertised through various media are true and secondly the product and services are
worth their prices. In the absence of CRA (Consumer Rights Awareness) the consumer are
compelled to rely upon the traders. The various advertisements fail to inform the consumers
the true nature of the product and service and very often raises expectations beyond that
which can be fulfilled by a product or service the producer and trader are well recognized,
they can rule the unorganized and un aware consumer very easily. As the consumers are less
equipped the bargaining power of the consumer is very low and the traders take this
opportunity to fill their efforts. The Consumer Protection Act, 1986 gave the ground for the
registered NGOs to stand for the cause of consumers, which provide the way for any
consumer to fight for the welfare of the consumers. There are several arrangements in Indian
economy to protect the interest/rights of consumers. The provision is made by the
government to make available the standardized certified and graded producers/manufactures
for the satisfaction and safety of the consumers. This type of provision develops confidence
among the prospective consumer and save them from undue inconvenience. The provision
of ISI, Trade Mark is meant for the industrial products and Ag-mark for the agriculture
products.

SIGNIFICANT OF THE STUDY

The present project is useful to find‟ awareness towards consumer rights and other
consumer related aspects. Consumer is the person who hires or avails for a consideration which has
been paid or promised or partly promised or under any system of deferred payment. But consumer
exploitation is very rampant these days. Consumers get exploited in many ways through the more
dominating and knowledgeable sources. On the other hand, consumers have to be aware not only of
the commercial aspects of sale and purchase of goods but also of the health and security aspects of
the consumers.

8
 CHAPTER – 2
REVIEW OF LITERATURE

9
 REVIEW OF LITERATURE

DR.R.KAVITHA [AUGUST 2015] stated that the rapid development of network technology.
Electronic commerce and electronic marketing had been formed and developed gradually, thereby
forming new business model and chance to exerted an important influence on the country's
economic future competitiveness. On-line shopping is a recent phenomenon in the field of E-
Business and is definitely going to be the future of shopping in the world. Most of the companies
are running their on-line portals to sell their products/services on-line. The facility of On-line
purchasing has allowed customers to identify the different types of products available in the global
market Due to rapid globalization all types of products are available on the internet. Goods and
services, consumer durables, books, audio and video cassettes and services like and air tickets can
also be purchased online. They study analyses the consumer awareness and factors affecting on
online shopping. This research study has used Qualitative and Quantitative research methods to
study the impact of Demographic factors of consumer on on-line shopping, respondents behavior,
awareness about the rules and regulations of online shopping and benefits and services of online
shopping. . The data were collected through Questionnaires. Simple percentage analyses have been
used in the analysis. Results of the study revealed that on-line shopping in India is significantly
affected by various Demographic factors like age, gender, marital status, family size and income.

SURAIYA ISHAK (2012) stated the examine the relationship between consumer awareness and
knowledge about the consumer effective behavior. When the survey technique to measure three
variable comprise of consumer awareness knowledge and behavior. Therefore, the consumer must
actively participated advocating process can upholding right and objective against marketing
exploitation. When through investigation can be needed to validate the extent relationship between
awareness and effective consumer behavior as well as the consumer knowledge and effective
consumer behavior, when such deliberation will be highlight most required ability order to create
resilience consumer protection environment especially for the developing countries. The consumers
traits and psychological characteristic for explaining consumers complaining behaviors. Therefore,
the significant of this study has been justified. So, the consumer awareness and knowledge about
the consumer behavior it can be important for environmental activities.

10
MOHAMMAD AZAR KHAN [2013] In his stated entitled, “Consumer rights awareness in urban
and rural areas: an empirical stated” identified that the consumer awareness is much needed today
as they pay for the products from their hard earned money and they should get it worth. Right from
the start consumers have been cheated by wrong information, higher pricing, after sales service.
With regard to service providers, they take advantage of consumer urgency and exploit them.
Hence, Consumer rights awareness (CRA) is most vital to society and a way to eliminate
malpractices by the manufacturers, producers, and marketers. . It is consumer fundamental right to
know about the safety, durability, worthiness of any product they are buying. There are many
instances that consumer insists for bills, records, warrantee cards and many times they ignore and it
leads to black money transactions, malpractices and what not. Every product has to be displayed
with date of manufacturing, weight measurements, maximum retail price (M.R.P.) and warnings of
its misuse. Although there are a number of laws introduced and still the traders find it easy to dodge
and ultimately consumers are the sufferers.

DR.REETA ARORA & DR.ASHA CHAWALA [AUGUST 2014] stated in the country like
India, which has a higher population rate and illiteracy rate, there is a great need to increase
consumer awareness especially among teenagers. Consumer awareness plays a key role in decision
making and benefits society by promoting customer satisfaction, increasing economic stability and
creating realistic expectations. The benefits of consumer awareness of an individual include
enhanced critical thinking, improved life skills and increased self-confidence. Legal and
administrative machinery and consumer redressal system are working in our country under which
the consumers can file a complaint in a consumer court and demand justice when they are cheated
by the sellers or manufacturers of the products or services. The aim of this paper was to measure the
level of consumer awareness among teenagers and also to know their perception about today’s
market.

Dr. G. RAMBABU & L.VINOD KUMAR ( 05-08-2017) The Consumer Protection Act was
enacted in 1986 to protect the consumers from unfair trade practices. There are certain
rights provided to every consumer by the Consumer Protection Act. Every consumer must be
aware of the consumer rights and responsibilities. In the present study, an attempt was made to
find the awareness levels among the rural consumer. To collect the data, 150 sample

11
respondent were selected Ranga Reddy district of Telangana state.: consumer rights, consumer
rights awareness.

Dr AK CHANDRA (2011) he analyzes the consumer movement and highlighted the problems
being faced by the Consumer Forum of Raipur district. He examined the hypothesis regarding
consumer knowledge and awareness.

SEWANAND (2012) Consumer Awareness and Consumer Protection Act - This study reveals that
all the respondents are having general awareness in relation to consumer protection.

Dr. P.JAYASUBRAMANIAN & Miss. A.VAIDEKE (2012) studied consumer awareness and
Attitude towards consumer protection measures. Their study revealed that no significant
association between gender and attending awareness meetings.

JAMUNA (2014) The study was conducted to find the consumer awareness level. In the study,
responses were taken from the respondents related with consumer responsibilities. Majority
respondents had given first rank to get „guarantee and warranty card‟. It was also found that
67.14% respondents have awareness about the consumer forums and 53.21% respondents felt
that formalities are simple. Majority respondents disagreed with the argument that „Consumer
awareness increased with Consumer Protection Act‟. 25% respondents felt that trade has increased
due to Consumer Protection Act. Only 20% respondents had given the opinion that Consumer
Protection Act created quality consciousness among the consumers.

AINSWORTH ANTHONY BAILEY [2015] This paper reports on a study that was undertaken to
assess consumer awareness, and use, of product review websites. Factors included the impact of e-
opinion leadership, consumer susceptibility to informational influence, and gender on awareness
and use of these websites. Participants completed a survey that solicited information on awareness
of product review websites, extent of usage, the aforementioned individual difference factors, as
well as demographic information. Results indicated that consumers, generally, are aware of the
existence of product review websites and there is moderate usage of, and varied uses for, these
types of websites.

12
EMMANUEL K. YIRIDOEL, SAMUEL BONTI-ANKOMAH AND RALPH C. MARTIN (15
MARCH 2005) This paper provides a comprehensive evaluation of studies comparing organic
products and conventionally grown alternatives. The emphasis is on key organic consumer demand
and marketing issues, including:

(1) The implications of an economic definition of organically grown food for consumer demand;

(2) Attributes that shopper consider most when comparing organic with conventionally grown
products;

(3) Level and characteristics of consumer knowledge and awareness about organic food;

Overall, although there is some knowledge and awareness about organic products, consumers are
not consistent in their interpretation of what is organic. This, in turn, requires consumer knowledge
and awareness about competing products. Knowledge and awareness have other direct and indirect
effects on attitudes toward consumer products. A review of selected studies on consumer
awareness and knowledge about organic foods suggests that while there is a general consumer
awareness around the world, consumers have inconsistent interpretations about what is ‘organic’

ALICIA BARROSO NOVEMBER 2007 The increase of a new product’s sales is usually
attributed to consumers becoming informed about the existence of the product. Advertising can
accelerate this consumer awareness process. This paper evaluates this effects. To develop and
estimate a structural model in which the consumer purchase decision is specified and also model
the optimal price and advertising decisions of the firm taking into account the dynamic effect of
advertising on future sales (via an increase in the proportion of consumers aware of the product).
The results suggest that advertising significantly enhances the information diffusion of new
products and that firms take into account in their advertising decision this dynamics. The estimates
show that advertising reduces the three year it takes for the information diffusion of a new product
to half as long.

KANGKANA CHAUDHURY, ASSISTANT PROFESSOR, FACULTY OF COMMERECE,

[JUNE 2017] There is a great need for awareness regarding consumer rights, responsibilities and
the grievance handling machinery among people of all age groups. This paper aims at knowing the
awareness level of students regarding the same and also spread awareness in the attempt. The

13
protection against exploitation and unscrupulous activities of the manufacturers and traders
provided by law is equal for each one of us This paper intends at putting forward the suggestion of
the inclusion of Consumer Protection Act in Higher Secondary/ Degree syllabus of all streams of
the State Board/ University so as to help build a nation of responsible citizens who can lead a
secured life, away from the evil intentions of traders. After all, an aware consumer is a safe
consumer.

CHAUDHRY ET.AL (2011) highlights that consumer awareness through consumer education and
actions by the Government,

NAIR (2012) analyzed a negative result and limited consumer awareness among respondents in
spite of various Government initiatives.

SINGH AND SHARMA (2013) found difference in levels of awareness among respondents with
different educational qualification and profession.

KARRPAGAVALLI.G & DR. A. RAVI AUGUST (2015) The term Green Marketing is the word
used in industry to describe business activities which attempt to reduce the negative effect of the
products/services offered by the company to make it environmentally friendly. As society becomes
more concerned with the natural environment, businesses have begun to modify their process in an
attempt to address society’s new issues. The outcome of this paper may trigger the minds of
marketer to give a thought for adopting the suitable strategies which will give them a way to
overcome major problems associated with regular marketing techniques and make a shift to green
marketing. Eventually the marketers can save a lot on overhead costs and associated entities in the
market. Keeping this thing in mind this paper is an attempt to understand awareness of consumers’
towards green marketing and green branding along with exploring the concept of green marketing.

INDIAN JOURNAL MARKETING (May 2006) The consumer must be aware regarding his right
and available legal measures against exploitation. In order to create consumer awareness and
safeguarding their interest, the Government of India has enacted MRTP act, 1968, essential
Commodities act, 1955, Sales of Goods act, 1955 and Protection of consumer act, 1986. The
present study has a good deal of relevance in the present context i.e. increasing income levels,
changing consumption patterns, globalization of Indian markets etc. It is to enhance consumer
awareness and impart consumer education in our country. Even educated people are not aware

14
about their rights as consumers and prevalent laws protecting the interests of the consumers. The
present study is an attempt to probe into the awareness of the consumers, their reactions regarding
service providing agencies and make some possible suggestions in order to overcome the problems.

V.SUGANTHI (2014)

FETTERMAN.E and SCHILLER M.K. (1978) Let the Buyer Be Aware: Consumer Rights and
Responsibilities”, explains how the consumer can avoid problems through better buying techniques
and careful planning. They also stress the need of the consumer for knowing about their rights and
responsibilities to choose the alternatives among the available choice.

GRADA HELLMAN – TUITERT (1999) in the study “Promoting Consumer Education In

Schools” state that the objectives of consumer education at school are to educate independent,
discriminating and informed consumers.

SAVARKAR.G (1996) in his study “Consumer Awareness: A Survey Analysis” concluded that the
main reasons, why dissatisfied consumers did not file complaint before any District Forums were
the lack of awareness about the Consumer Protection Act’s measures

GNANADESIGAN.C AND SUDHA.P (2002) in their study “Consumer Awareness about

Consumer Legislations – A Study” clearly state that most of the respondents are aware of the
consumer protection act and researcher concludes that consumer protection is an ineffective
national problem affecting every section of the society irrespective of age and education.

TANGADE AND BASAVARJ (2004) in their study entitled “Awareness and Perception of
Educated Consumer about Consumer Protection Laws”, analyses the level of awareness and
satisfaction of educated consumers about the various laws .This study also highlighted the
significant role of electronic and press media in creating awareness amongst the consumers.

15
 CHAPTER – 3
RESEARCH METHODOLOGY

16
 RESEARCH METHODOLOGY

INTRODUCTION

Research methodology process includes a number of activities to be performed. These are

arranged in proper sequence of timing for conducting research. One activity after another is
performed to complete the research work. Research methodology includes the following steps:

TYPE OF RESEARCH

The topic for the research study is consumer awareness on biscuits and the nature of the
topic is theoretical and descriptive. So, conduct the research study type of research suitable is
descriptive research only. The data are collected from customers. The descriptive research has
met the requirement of research study.

RESEARCH METHOD

For collection of primary data for this research, survey methods have been used.
Experimental method is not found suitable for this study because the topic is a theoretical topic
and there is no need to have experiments.

SURVEY METHOD

Survey is used to collect quantitative information about items in a population. Surveys

are used in different areas for collecting the data even in public and private sectors. A survey
may be conducted in the field by the researcher. The respondents are contacted by the research
person personally, telephonically or through mail. This method takes a lot of time, efforts and
money but the data collected are of high accuracy, current and relevant to the topic. When the
questions are administered by a researcher, the survey is called a structured interview or a
researcher-administered survey. When the questions are administered by the respondent, the
survey is referred to as a questionnaire or a self-administered survey. It is an efficient way of
collecting information from a large number of respondents. Very large samples are possible.
Statistical techniques can be used to determine validity, reliability, and statistical significance.
Surveys are flexible in the sense that a wide range of information can be collected. They can be
used to study attitudes, values, beliefs, and past behaviors. Because they are standardized, they

17
are relatively free from several types of errors. There is an economy in data collection due to the
focus provided by standardized questions. Only questions of interest to the researcher are asked,
recorded, codified, and analysed.

SOURCE OF DATA

For the study purpose both primary and secondary data are used. The primary data
collected from sales men of the companies, customers and dealers dealing in the products of the
company. The secondary data collected from records of the company, retailers and dealers. The
data of past sales also have been collected. The primary and secondary data have been collected
to cover every aspect of the study. The primary data are related to behavior and response of
employees, dealers and customers. The secondary data shows the sales of the company product
wise. These data used in combination as per need of the study. These data having different merits
and demerits and have serves our purpose of the research study.

INSTRUMENTS OF DATA COLLECTION

For collection of data the instruments which have been used is Questionnaire.

Questionnaire is a set of questions have been prepared to ask a number of questions and
collect answers from respondents relating to the research topic. A number of questions usually in
printed or electronic form are to be answered by the individuals. The forms often have blank
spaces in which the answers can be written. Sets of such forms are distributed to groups and the
answers are collected relating to research topic. A questionnaire is a series of questions asked to
individuals to obtain statistically useful information about a given topic. When properly
constructed and responsibly administered, questionnaires become a vital instrument by which
statements can be made about specific groups or people or entire populations. Inappropriate
questions, incorrect ordering of questions, incorrect scaling, or bad questionnaire format can
make the survey valueless, as it may not accurately reflect the views and opinions of the
participants. A useful method for checking a questionnaire and making sure it is accurately
capturing the intended information is to pre-test among a smaller subset of target respondents. In
a research or survey questions asked to respondents, and designed to extract specific information.
It serves four basic purposes: to (1) collect the appropriate data, (2) make data comparable and
amenable to analysis, (3) minimize bias in formulating and asking question, and (4) to make

18
questions engaging and varied. For our study purpose a set of questions has been prepared to
collect information relating to the topic of the study. In this study a structured questionnaire has
been used with different types of questions such as closed ended and open ended. Special case
has been taken to select the scales for the questions for collection of responses very effectively.

SAMPLE SIZE AND SAMPLE UNITS

The research is a systematic study to examine or investigate the issue or problem and find
out the relevant information for solution. For study data are to be collected from the respondents.
It is not possible to collect data from everyone in total populations. Population is a very large
number of persons or objects or items which is not feasible to manage. A population is a group
of individuals, persons, objects, or items from which samples are taken for measurement. For
research purpose a part of the population is to be selected.

SIZE OF SAMPLE

Sample size for the research is 57 customers comprising different age group, the sample
members / customers were identified as below:

S.NO AGE FREQUENCY PERCENTAGE

1 15-20 YEARS 37 58.6%
2 21-30 YEARS 11 22.7%
3 31-40 YEARS 4 8.6%
4 ABOVE 40 YEARS 5 10.1%
TOTAL 57 100%

SAMPLING UNIT

A sampling unit is an element or a unit containing the element that is available for
selection at some stage of the sampling process. 57 Sampling units for study of the customer in
the given sample size. From the above data, all the existing customers (householders) who have
purchased (for ownership information) or intended to purchase selected product categories listed
under study (for perception, preference and other objectives) were defined as sampling unit for
the purpose of the study.

19
SATISTICAL TOOLS FOR DATA ANALYSIS

For data analysis frequency table have been used along with pie chart. Its helps to find
out the percentage of respondents who agree to the same option compared to other option
Whereas pie-chart show comparisons between categories of data.

SIMPLE PERCENTAGE ANALYSIS

Simple percentage can also be used to compare the relations distribution of two or more
items. For calculation the simple percentage the following formula is used.

Percentage of the respondents =

20
 CHAPTER – 4
DATA INTERPRETATION & ANALYSIS

21
 DATA ANALYSIS AND INTERPRETATION

SAMPLE UNIT Consumer

SAMPLE SIZE 57

DATA COLLECTION TYPE Primary Data

ANALYSIS OF CONSUMERS BY QUESTIONNARIES

A statistical survey is conducted among 57 consumers of aware of the biscuits by using

Google forms and the responses has been interpreted and recorded in the form of charts. The
questionnaire was sent and response was received from the people around Vellore district.

When the statistical survey are conducted to collect data systematically and the
individuals of the sample are analytically treated to the extract information.

CHART 4.1

CLASSIFICATION BASED ON THE AGE OF THE RESPONDENTS

10.10%

8.60%
15-20 YEARS
21-30 YEARS
22.70% 58.60% 31-40 YEARS
ABOVE 40

22
 TABLE 4.1CLASSIFICATION BASED ON THE AGE OF THE RESPONDENTS

S.NO AGE FREQUENCY PERCENTAGE

1 15-20 YEARS 37 58.6%
2 21-30 YEARS 11 22.7%
3 31-40 YEARS 4 8.6%
4 ABOVE 40 YEARS 5 10.1%
TOTAL 57 100%

INTERPRETATION

Table4.1 revalued the classification based on the age group of the respondents. 58.6%
(37) of the respondents belongs to the age group of 16-20 years. 22.7% (11) of the respondents
belongs to the age group of 21-30 years. 8.6% (4) of the respondents belongs to the age group of
31-40 years. 10.1% (5) of the respondents belongs to the age group of above 40 years.

CHART.4.2

CLASSIFICATION BASED ON THE GENDER OF THE RESPONDENTS

23
 TABLE 4.2.CLASSIFICATION BASED ON THE GENDER OF THE RESPONDENTS

S.NO GENDER FREQUENCY PERCENTAGE

1 MALE 17 42.1%
2 FEMALE 40 57.9%
3 OTHERS 0 0
TOTAL 57 100%

INTERPRETATION

Table 4.2 revalued that the classification of the gender of the respondents. Where the
frequency are 17 are male, 40 are female. The pie chart shows the 42.1% of the respondents are
male, 57.9% of the respondents are female. Seems like female respondents are more.

CHART 4.3

CLASSIFICATION BASED ON THE RESPONDENTS EDUCATIONAL QUALIFICATION

24
TABLE 4.3.CLASSIFICATION BASED ON THE RESPONDENTS EDUCATIONAL
QUALIFICATION

S.NO QUALIFICATION FREQUENCY PERCENTAGE

1 UG 41 69.6%
2 PG 4 8.9%
3 WORK 11 21.5%
TOTAL 57 100%
INTERPRETATION

Table 4.3 revalued that the classification based on the educational qualification of the
respondents. Where the frequency 41 respondents are UG holders / in process, 4 respondents are
PG holders/ in process, 11 respondents are workers, 69.6% (41) respondents are UG holders/ in
process, 8.9% (4) respondents are PG holders/in process, 21.5% (11) respondents are workers.

CHART 4.4

CLASSIFICATION BASED OF THE RESPONDENTS INCOME

TABLE 4.4.CLASSIFICATION BASED ON THE RESPONDENTS INCOME

S.NO INCOME FREQUENCY PERCENTAGE

1 BELOW 10,000 24 46.3%
2 10,000-50,000 21 39%
3 ABOVE 50,000 12 14.7%
TOTAL 57 100%

25
INTERPERTATION

From the above table4.4 shows the income of the respondents. 46.3% of the respondents
get below Rs 10,000. 39% of the respondents get between Rs 10,000-50,000. 14.7% of the
respondents get above Rs 50,000.

CHART.4.5

CLASSIFICATION OF THE RESPONDENTS DO YOU LIKE TO CONSUME BISCUITS

TABLE.4.5.CLASSIFICATION OF THE RESPONDENTS DO YOU LIKE TO CONSUME

BISCUITS

S.NO LIKE TO CONSUME FREQUENCY PERCENTAGE

BISCUITS
1 YES 47 87.7%
2 NO 10 12.3%
TOTAL 57 100%

INTERPRETATION

From the above table4.5 shows the preference given by respondents to consume biscuits.
87.7% of the respondents like to consume the biscuits. 12.3% of the respondents don’t like to
consume the biscuits.

26
CHART.4.6

CLASSIFICATION BASED ON THE RESPONDNETS HOW OFTEN DO YOU LIKE TO

PREFER BISCUITS

TABLE.4.6.CLASSIFICATION BASED ON THE RESPONDENTS HOW OFTEN DO YIU

LIKE TO PREFER BISCUITS

S.NO HOW OFTEN PREFER BISCUIT FREQUENCY PERCENTAGE

1 ONCE IN A DAY 21 36.8%
2 2 OR 3 TIMES A DAY 3 7%
3 OCCASIONALY 33 56.2%
TOTAL 57 100%

INTERPRETATION

From the above table4.6 shows how often respondents consume the biscuits. 36.8% of the
respondents consume biscuits once in a day. 7% of the respondents consume biscuits 2 or 3 times
a day. 56.7% of the respondents consume biscuits occasionally.

27
CHART.4.7

CLASSIFICATION BASED ON THE RESPONDENTS MOST PREFERRED BRAND OF

BISCUITS

TABLE 4.7.CLASSIFICATION BASED ON THE RESPONDENTS MOST PREFERRED

BRAND OF BISCUITS

S.NO PREFERRED BRAND FREQUENCY PERCENTAGE

1 BRITANIA 14 33.9%
2 PARLE-G 4 7.1%
3 CADBURY OREO 13 17.9%
4 GOOD DAY 26 41.1%
TOTAL 57 100%

INTERPRETATION

From the above table4.7 shows which brand’s preferred by respondents. 33.9% of the
respondents prefer BRITANIA biscuits. 7.1% of the respondents prefer PARLE-G biscuits.
17.9% of the respondents prefer CADBURY OREO biscuits. 41.1% of the respondents prefer
GOOD DAY biscuits.

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CHART.4.8

CLASSIFICATION BASED ON THE RESPONDNENTS WHAT INFLUENCED TO BE

AWARE OF THIS PARTICULAR BRAND OF BISCUITS

TABLE.4.8.CLASSIFICATION BASED ON THE RESPONDNETS WHAT INFLUENCED

TO BE AWARE OF THIS PARTICULAR BRAND OF BISCUITS

S.NO AWARE OF THE FREQUENCY PERCENTAGE

PARTICULAR BRAND
1 ADVERTISMENT 1 3.8%
2 PACKAGING 2 4.4%
3 QUALITY 14 31.6%
4 TASTE 37 56.1%
5 PRICE 3 4.1%
TOTAL 57 100%

INTERPRETATION

From the above table4.8 shows why the respondents prefer that particular brand of
biscuits. 3.8% of the respondent attracted by advertisement. 4.4% of the respondent attracted by
packaging. 31.6% of the respondent attracted by quality. 56.1% of the respondent attracted by
taste. 4.1% of the respondent attracted by price.

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CHART.4.9

CLASSIFICATION BASED ON THE RESPONDENTS FOR HOW MANY YEARS ARE

YOU AWARE OF THIS PARTICULAR BRAND OF BISCUITS

TABLE.4.9.CLASSIFICATION BASED ON THE RESPONDENTS FOR HOW MANY

YEARS ARE YOU AWARE OF THIS PARTICULAR BRAND OF BISCUITS

S.NO HOW MANY YEARS AWARE FREQUENCY PERCENTAGE

OF THE PARTICULAR
BRAND OF BISCUITS
1 10 YEARS 31 54.4%
2 5 YEARS 13 15.8%
3 3 YEARS 12 19.3%
4 RECENTLY 1 10.5%
TOTAL 57 100%

INTERPRETATION

From the above table4.9 shows how long the respondents preferred the particular brand
of biscuits. 54.4% of the respondents prefer the brand of biscuits for 10 years. 15.8% of the
respondents prefer the brand of biscuits for 5 years. 19.3% of the respondents prefer the brand of
biscuits for 3 years. 10.5% of the respondents prefer the brand of biscuits for recently.

30
CHART.4.10

CLASSIFICATION BASED ON THE RESPONDENTS WHICH BRAND OF BISCUITS ARE

BEST ACCORDING TO RESPONDNETS

TABLE.4.10.CLASSIFICATION BASED ON THE WHICH BRAND OF BISCUITS ARE

THE BEST ACCORDING TO RESPONDENTS

S.NO PREFERRED BRAND OF FREQUENCY PERCENTAGE

BISCUITS ARE BEST
ACCORDING TO
RESPONDENT
1 BRITANIA 16 33.3%
2 PARLE-G 3 8.8%
3 CADBURY OREO 12 15.8%
4 GOOD DAY 26 42.1%
TOTAL 57 100%

INTERPRETATION

The above table 4.10 shows which brand of biscuits are best according to the
respondents. 33.3% of the respondents are preferred BRITANIA are the best brand of biscuit.
8.8% of the respondents are preferred PARLE-G are the best brand of biscuit. 15.8% of the

31
respondents are preferred CADBURY OREO are the best brand of biscuit. 42.1% of the
respondents are preferred GOOD DAY are the best brand of biscuit.

CHART.4.11

CLASSIFICATION BASED ON THE RESPONDNETS WHICH FORM OF BISCUITS DO

YOU PREFER

TABLE.4.11.CLASSIFICATION BASED ON THE RESPONDENTS WHICH FORM OF

BISCUITS DO YOU PREFER

S.NO CONTENTS PREFERED FREQUENCY PERCENTAGE

1 CREAM BISCUITS 4 10.5%
2 CRUNCHY BISCUITS 16 31.6%
3 CHOCOLATE BISCUITS 21 29.8%
4 MILK BISCUITS 16 28.1%
TOTAL 57 100%

INTERPRETATION

The above table4.11 shows which type of biscuits are liked by the respondents. 10.5% of
the respondents are like cream biscuits. 31.6% of the respondents are like crunchy biscuits.
29.8% of the respondents are like chocolate biscuits. 28.1% of the respondents are like milk
biscuits.

32
CHART.4.12

WHAT WILL YOU DO IF YOUR PREFERRED BRAND OF BISDUITS IS NOT

AVAILABLE IN THE SHOP

TABLE.4.12.WHAT WILL YOU DO IF YOUR PREFERRED BRAND OF BISCUITS IS NOT

AVAILABLE IN THE SHOP

S.NO REACTION OF THE CONSUMER FREQUENCY PERCENTAGE

IF THE PREFERRED BRAND
WAS NOT AVAILABLE
1 POSTPONE THE PURCHASE 6 14%
2 SWITCH TO OTHER BRAND 18 22.8%
3 GO TO ANOTHER SHOP 33 63.2%
TOTAL 57 100%

INTERPRETATION

Rom the above table4.12 shows what the respondents will do if they do not get preferred
brand of biscuits. 14% of the respondents will postpone the purchases. 22.8% of the respondents
will switch to another brand of biscuits. 63.2% of the respondents will go to another shop for
buying the preferred brand of biscuit.

33
 CHAPTER – 5
FINDINGS, SUGGESTIONS & CONCLUSION

34
 FINDINGS, SUGGESTIONS & CONCLUSION

INTRODUCTION

This chapter presents major findings of the study and conclusions in terms of consumer
awareness with respect to buying of biscuits. It tracks consumers’ mind their perceptions and
preferences for product according to its price, quality, quantity and their personal attention about
the product.

It provides clues to respondents’ thinking patterns for these carbohydrate items in terms
of their status symbols and indicates proportion of income spent on basic necessities and the
amount of income spent on these items. It helps in understanding or identifying factors that
motivates consumer awareness about various brands. These findings and conclusion ultimately
lead to valuable suggestions to design winning marketing strategy

RESULTS AND FINDINGS

On the basis of the analysis of the data with appropriate tools, some broad findings, inferences
and observations made are: -

• 87.7% of the respondents do prefer biscuits 12.3% respondents don’t buy biscuit
products, as they prefer some other products such as instead of these carbohydrate
products.
• 14 respondents have selected quality as the reason for buying carbohydrate products, 10
respondents selected packaging as reason, 1 respondent selected advertisement as reason,
37 respondents taste as the reason and 3 respondents selected price as reason.
• 56.1 of the total respondents have selected taste as one of the main reasons for the
preference of carbohydrate products and thereby 31.6% of respondents from the total
have given that quality is also a reason for preferring these products
• Out of 57 respondents, 31 of them i.e. 54.4% purchase biscuits according to their
preferred brand for the past 10 years 15.8% prefer the same brand for the past 5 years and
13 out of 57 prefer their brand for the past 3 years and recently.

35
 • 3.8% of the respondents get to know about carbohydrate products through
advertisements, moreover 21 out of 57 i.e 36.8% of respondents consume biscuits once in
a day 7% consumer twice or thrice in a day and 56.2% consume occasionally.
• 42.1% respondents are highly responsive about the statement that good day is the best
brand of biscuits compared to other brands’, whereas 33.3% of the respondents strongly
prefer about this statement, that Britannia is the best biscuit other 8.8% ,15.8% of them
just prefer to other brand of biscuits such as Parle-G and Cadbury Oreo.
• 28.1% respondents are happy about consuming milk biscuits, 29.8% prefer chocolate
kind and chocolate filled biscuits,31.6%,10.5% of respondents prefer crunchy and creamy
biscuits respectively.
• 6 respondents would postpone the purchase if their preferred brand is not available,18
respondents have said that they will switch on to other brand of biscuits if their preferred
brand is not available and 33 respondents will go to another shop for their purchase.

SUGGESTIONS

• Advertisers need to achieve a higher identification of advertisements with audience

values. A thoughtful blend of appeals reflecting respect high social status can induce a
positive reaction to advertisements. Similarly, attitudes toward advertising may be more
positive if advertisements promote generally accepted norms of the role of women and
families in society.
• Data suggest that there is high impact of consumer awareness through advertisement on
buying decisions. So, again, brands should choose their communications and mediums
carefully.
• Advertisement plays an important role in bringing awareness about various products that
are available in the market. Many people are ignorant about the products available in the
market so through advertisements people are aware and moreover advertising is also
brand is considered to an active promotional tool in marketing.
• Product packaging is very much valuable for brand equity, pricing, market segmentation,
new product introduction, product differentiation and promotional activities.
• Brand is important and its strategy is in consideration in the units.
• Brand name using implementation must be effective in the single unit.

36
CONCLUSION

To conclude, research suggests quality, taste and price are all important reasons in the
purchase decision of carbohydrate products such as biscuits. The survey results support the
importance consumer awareness in purchase of biscuits. The results additionally concur with
characteristics such as preference, quantity and Addiction as being so what important, hence
being central in relation to biscuits. The main reference groups that influence consumer
awareness of the respondents are Advertisement, which concur with theory that emphasized the
importance of this reference group as an influence on buying behaviour for carbohydrate
products.

The results generated from the sample group however are not in line with social media
being a significant influence on buying behavior and create consumer awareness .The increase in
Advertisements’ influence on consumers in their buying pattern is significant when observing
social media and general behaviour, however was only slightly indicated by the survey results.
This can be a result of not choosing the sample group carefully enough, as there is no knowledge
whether the respondents are even active on social media.

37
 ANNEXTURE

Survey of Consumer awareness for the biscuits

QUESTIONNAIRE

1) What is your Age?

2) Gender
Male

Female

Others

3) Educational qualification

UG

PG

Working

4) Income

Below Rs.10000

Rs.10000 – Rs.20000

Above Rs.50000

38
5) Do you like consume biscuits?

Yes

No

6) How often do you like to prefer biscuits?

Once in a day

2 or 3 times a day

Occasionally

7) Most preferred brand of biscuits?

Britannia

Parle – G

Cadbury Oreo

Good day

8) What influenced to be aware of this particular brand of biscuits?

Advertisement

Packaging

39
 Quality

Taste

Price

9) For how many years are you aware of this particular brand of biscuits?

10 years

5 years

3 years

Recently

10) Which brand of the biscuits are best according to you?

Britannia

Parle – G

Cadbury Oreo

Good day

40
11) What form of biscuits do you prefer?

Cream biscuits

Crunchy biscuits

Chocolate biscuits

Milk biscuits

12) What will you do if your preferred brand of biscuits is not available in the shop?

Postpone your purchase

Switch on to another brand

Go to another shop

41
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