Table of contents

CHAPTER 1
 INTRODUCTION
 NEED OF STUDY
 OBJECTIVES OF STUDY
 HYPOTHEYSIS

CHAPTER 3
 RESEARCH METHODOLOGY
 SAMPLE DESIGN
 TOOLS OF ANALYSIS
 LIMITATIONS OF THE STUDY

CHAPTER 3
 REVIEW OF LITERATURE

CHAPTER 4
 COMPANY PROFILE OF BRITANNIA INDUSTRY
 SWOT ANALYSIS
 BRITANNIA BISCUT LISTS
 DATA ANALYSIS & INTERPRETATIONS
 CHI SQUARE ANALYSIS

CHAPTER 5

 FINDINGS, SUGGESSIONS, CONCLUSION

 A Study on strategic management on Britannia Company
with special reference in salem district

INTRODUCTION

Consumers usually face a broad array of products, services that

might satisfy a given need. Satisfied customers buy again and tell others about their
good experiences. Dissatisfied customers often switch to competitors products and
others. Marketers must be careful to set the right level of expectationss. If they set
expectations too low, they must satisfy those who buy but fail to attract enough
buyers. If they raise expectations too high, buyers will be disappointed. Customer
value and customer satisfaction are key building blocks for developing and
managing customer relationships. Motive of this topic is because Britannia is
sustaining in the food industry since 120 years, till now the success of the products
offered by Britannia is very high it is also not declined in the market.

The purpose of this study is to understand the factors influencing customer

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

In modern business it is important to know the brand preference of the product

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

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

STATEMENT OF THE PROBLEM

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

NEED FOR THE STUDY

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

 To analyze what do consumers buy, why do they buy, when do they
buy, how often do consumers buy, for what reason do they buy, and
much more.
 To identify the satisfactory level of consumers
 To understand consumer expectations and suggestions towards the product.

OBJECTIVE OF THE STUDY

 The study has been conducted to collect the information about the consumer
satisfaction towards Britannia biscuits, and different factors influencing the
consumers in buying Britannia biscuits.

The main objectives of the study as follows:

 To access the customer satisfaction towards quality, availability,
 price of Britannia biscuits.
 To suggest suitable measure to improve customer satisfaction
towards Britannia biscuits for its more reputation in the industry.
 To identify the awareness of Britannia biscuits among the people.
 To analyze the consumer behavior towards britannia biscuits
 To identify first source of information about product.
 To identify the change in attitude of the consumer due to
electronic media.

HYPOTHESIS

 HO1: There is no significant relationship with the gender and

frequency in buying of Britannia biscuits

 HO2: There is no significant relationship with the age and price of

Britannia biscuits
 HO3: There is no significant relationship with the marital
status and consuming time period of Britannia biscuits
 HO4: There is no significant relationship with the gender and
awareness about Britannia biscuit

RESEARCH METHODOLOGY
Descriptive research is done in this research. The universe of the population includes
the respondents who are the consumers of Britannia biscuits, in Coimbatore. The samples
(i.e. sample size 150) were selected among the consumers of Britannia biscuits, with respect
to Coimbatore for this research. The samples were chosen from the population, by using
Convenience sampling technique (i.e. Non-probability sampling technique), because the
exact population size is unknown. The primary data were collected using structured
questionnaire in Google forms.

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

SOURCE OF DATA

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

Primary data:

I conducted a sample survey about the customer satisfaction towards

Britannia biscuits, by questionnaire method and the conclusions from it, acts as the
primary data, the basis on which I have conducted this research project.

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

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

 Interview Method

 Through questionnaires

COLLECTION OF SECONDARY DATA:

When the researchers utilize the secondary data, then he has to

look into various sources from where he can obtain them. Secondary
data may be either published data or unpublished data. Usually
published data are available in –

 Wikipedia and other sites in the google platform.

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

 Various publications of foreign governments or of

international bodies and their subsidiary organizations

 Technical and trade journals.

 Books, Magazines and newspapers.

 Report and publications of various associations connected with

business and industry, banks, stock exchanges etc.

 Reports prepared by research scholars, universities,

economist’s etc. in different fields.

SAMPLE DESIGN

A Sample design is a definite plan for obtaining a sample form a

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

DIFFERENT TYPES OF SAMPLE DESIGNS:

There are two types of sample designs.

 Non – probability sampling.
 Probability sampling.

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

SAMPLE SIZE

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

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

TOOLS FOR ANALYSIS

PERCENTAGE ANALYSIS :

Percentage analysis is one of the descriptive statistical measures used

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

CHI SQUARE TEST:

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

LIMITATIONS OF THE STUDY

 The study is limited to Coimbatore with 150 respondents.

 The respondents’ response may have bias, which may not give
a true picture about the chosen research topic

 The sampling unit chosen is the respondent who are consuming

Britannia biscuits in Coimbatore, the survey result may vary in
other locations, based on their preference.

 Due to limitation of time and resources, all the possible

factors

 influencing the report could not be considered.

 REVIEW OF LITERATURE

1) According to Mittal and Kamakura (2001) also address the link between satisfactions and repurchase
behavior. Their major findings indicate that despite identical rating on satisfaction, due to respondent
characteristics such as age, education, marital status, sex and area of residence, significant difference
was observed in repurchase behavior. Over the past decade, retailers use manufacturer brands to
generate consumer interest, patronage and loyalty in store.
2) Jegan, A. and Dr. Sudalaiyandi, S.( 2013) A study on consumer buying behaviour towards various
types of Sunfeast (ITC) biscuits in Kovilpatti is conducted to know the consumers’ preferable taste,
awareness about various brands, about the choice and their frequency of preference, satisfaction of
Sunfeast Biscuit. The result of the study shows that Sunfeast biscuits have a good market share in
Kovilpatti city.

3) Dr. M. Arutselvi,( 2012), ”A Study On Consumers’ Preference Towards Various Types Of Britannia
Biscuits In Kanchipuram Towns”. The topic deals with the study of consumer behaviour towards
Britannia Biscuits. The consumer behavior varies from brand to brand on the basis of quality,
quantity, price, taste, advertisement etc. It is concluded that the market study on biscuits at
Kanchipuram town as helped to know the status of biscuits. It has revealed the requirements of the
taste of the consumer of biscuits. Britannia Biscuits are having a good market share in Kanchipuram
Town.

4) T. Pradeep raj, R. Ramkumar and A. K. Subramani (2015) in their paper on “customer satisfaction
towards good day biscuits, Avadi, Chennai”. The main objective of the study is to find out
customer satisfaction and loyalty towards Britannia good day biscuits, to assess the association
between demographic variables and factors of customers satisfaction,to access the customer
satisfaction towards quality, availability, price of Britannia biscuits and to suggest suitable measure to
improve customer satisfaction towards good day Britannia biscuits for its even more reputation in
industry. paper on “customer satisfactiontowards good day biscuits, Avadi, Chennai”. The main
objective of the study is to find out customer satisfaction and loyalty towards Britannia good day
biscuits, to assess the association between demographic variables and factors of customers
satisfaction,to access the customer satisfaction towards quality, availability, price of Britannia
biscuits and to suggest suitable measure to improve customer satisfaction towards good day Britannia
 biscuits for its even more reputation in industry. Descriptive research is followed in this study. The
sample size was 50 respondents from the research, it is concluded that the demographic variables
such as age group, gender and occupation are having less impact on the factors of customer
satisfaction.

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

Britannia biscuits in Madurai city”. The main objective of the study knows awareness about the
Britannia biscuits among the public and to know the financial position about buying the biscuits”.
The statistical tools are used in this study was percentage analysis. The focus of the study is no
the factors that closely that influence the customer awareness, the brand preference, attitude
towards the price, general price level, quality about mobile phone, overall satisfaction about
Britannia biscuits. General awareness and consumer preference, loyalty and the services being
offered or rendered by the companies.

6) U. Santhiya , S. Rajalakshmi t in their paper on (2020) “A Study on Customer Satisfaction

towards Good Day Biscuits in Villupuram District”. The objectives are to study about the
profile of good day biscuits, to find the factors influencing the customer to purchase, to find
out the findings and suggestions about good day biscuits. Both the primary and secondary
data is used in this study with the sample size of 50 respondents. Hypothesis is framed in this
study paper on “customer satisfaction towards good day biscuits, Avadi, Chennai”. The
main objective of the study is to find out customer satisfaction and loyalty towards Britannia
good day biscuits, to assess the association between demographic variables and factors of
customers satisfaction,to access the customer satisfaction towards quality, availability, price
of Britannia biscuits and to suggest suitable measure to improve customer satisfaction
towards good day Britannia biscuits for its even more reputation in industry. Descriptive
research is followed in this study. The sample size was 50 respondents from the research, it is
concluded that the demographic variables such as age group, gender and occupation are
having less impact on the factors of customer satisfaction.

7) N Ramya, Akshaya C, Haripriya M and Jamuna S (2017) the study was based on the
preference of Cadbury Chocolate among the consumers. The sample survey of 50
respondents was undertaken to find out the perception of Cadbury Product in Coimbatore
City. The study mainly concentrated on general price level, quality, taste, brand and
consumer expectations overall satisfaction about Cadbury Products, general awareness and
consumer perception of Cadbury Products.
8) Dr. Shendge (2012) on his study “A comparative study of consumer perception towards
Cadbury and nestle chocolates with special reference to Navi Peth Area in Solapur city”
viewed that chocolate is liked and eaten by all age groups of people.

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

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

10) R.Jayasathya & S.Hemasri (2018) A sample survey of 200respondents was undertaken to
find out thepreference of CADBURY CHOCOLATE in Coimbatore city. The study
mainly concentrated on customer preference towards Cadbury chocolates,Convenience
sampling technique has been used in the study,Percentage analysis, Multiple responses,
Descriptive statistics, ANOVA and t-test..It was found from the study that the customers
preferdairy milk chocolate when compared to other chocolates because the cost of the
chocolate is very reasonable and the taste will attract the respondents.

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

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

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

satisfaction towards dairy milk chocolate with special reference to Uthamapalayam city.
The main objective was to study the satisfaction level of customers towards dairy milk.
The sample size is 100 in Uthamapalayam city. Tools used for the study is chi- square,
percentage analysis. The study mainly concentrated on general price level, quality and
consumer expectation overall satisfaction about Cadbury dairy milk chocolate, general
awareness and consumer preference of Cadbury dairy milk.
13) Patnaik, Pradeep Kumar Sahoo(2012) conducted a empirical study on consumer behavior
towards Cadbury’s India LTD and Nestle India LTD. The objective of the study was to
analyze the consumption pattern, examine the purchase behavior and also the consumer
behavior towards these industries. The sample size was 120 respondents in Bhubaneswar
of Odisha. The marketers has to understand the real need, wants, beliefs, attitudes of a
consumer towards product and services. The growth of Indian chocolate industry in the
past has been hampered, because there was a stiff excise duties on chocolates and the non
availability of cocoa in the country. In India chocolate market is transforming and new
players were enter into the maret. So it might resulted in low per capita consumption
chocolate, the future of the company seems upbeat

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

15) ABDUL MANNAN (2019)To study growth and performances of the confectionary
industry. To study retailer choices regarding biscuits of Sunfeast and Britannia. To study
preference regarding the Sunfeast biscuits. To find out influencing factor for retailers
preference to particular brand. To find out what is the position of Sunfeast biscuits in
comparison with Britannia biscuits.

16) B. Albeert Nicholas and S. Praveen Kumar(2020) . To find the satisfaction level of the
customer regarding the service provided for Nestle Kitkat. To find out any drawbacks in
the product features. To mark suggestions for promotional measures to increase the
demand for the product
17) Dr. Achut P. Pednekar (2015) The objectives and the purpose of the study were explained
to the respondents. Both primary and secondary data were collected to realize the
objectives of the study. Due to limitation of time, only 100 respondents were selected
from Mhapsa area on the basis of convenient sampling. In order to make an in-depth
study, secondary data has been collected from journals, publications, news, internet, and
magazines. Necessary statistical tools have been used and the collected data were then
consolidated, tabulated and analyzed. The results and discussions have been presented
under various head. The products covered under the study are Toothpaste, Soap,
Shampoo, Detergents, Utensil cleaner, Face cream, Milk, Soft drink, Coffee, Edible Oil,
Noodle, Spices, Talcum powder, Hair oil, Deo’s, Tea Powder, Biscuits, Pickles, Chips,
Chocolates, Ice cream and Ketchup. The study concludes that most of the products are
purchased on the basis of quality, price, brand status, identity, services, packaging,
credibility and self esteem. They get attracted to the many variables related to the utility
and the price value.

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

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

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

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

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

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

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

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

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

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

25) Variawa (2010)2 analyzed the influence of packaging on consumer decision making
process for Fast Moving Consumer Goods. The aim of the research was to analyze the
impact of packaging for decision making processes of low-income consumers in retail
shopping. In a survey conducted in Star Hyper in the town of Canterville 250
respondents.
 COMPANY PROFILE OF BRITANNIA INDUSTRIES

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

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

BRITANNIA INDUSTRIES LIMITED:

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

The company’s Dairy business contributes close to 5 per cent of revenue and
Britannia Dairy products directly reach 100,000 outlets. Britannia Bread is the
largest brand in the market with an annual turnover of over 1 lac tons in volume
and Rs.450 crores in value. The business operates with 13 factories and 4
franchisees selling close to 1 mn loaves daily across more than 100 cities and
towns of India. Britannia’s strategic expansion plan is based on the principle of
‘One new market a year’. We plan to expand through local operations in Africa
and South East Asia in the coming years.
Britannia takes pride in having stayed true to its credo, ‘Eat Healthy, Think Better’. Having
removed over 8500 tonnes of Trans Fats from products, Britannia became India’s first Zero Trans
Fat Company. Over 50% of the Company’s portfolio is enriched with essential micro- nutrients
which nourish the body. The company set up the Britannia Nutrition Foundation in 2009, and began
working on public private partnership to address malnutrition amongst under-privileged children and
women. Brand Britannia is listed amongst the most trusted, valuable and popular brands in various
surveys conducted by prestigious organizations like Millward Brown, IMRB, WPP Group and have a
few.
Media Group to name a few.
Britannia’s relentless focus on quality and freshness have won us
prestigious accolades including the Golden Peacock National Quality
Award and the Ramakrishna Bajaj National Quality Award. However, the
award that we cherish the most is the one given by our consumers.
Britannia is recognized as one of the most trusted, valuable and popular
brands among Indian consumers in various reputed surveys.Britannia
believes that ‘Taste & Trust’ are its sobriquet and will constantly endeavor
to make a Billion Indians reach out for a delightful and healthy Britannia
product several times a day!.
Britannia Industries Limited has deep rooted its name firmly in each
and every one mind and heart, the company deals with producing wide
range of biscuits, cakes, dairy products and snacks.
The corporate identity –“Eat Healthy, think better proves its quality.
Britannia Industries Limited has deep rooted its name firmly in each and
every one mind and heart, the company deals with producing wide range
of biscuits, cakes, dairy products and snacks. The corporate identity –“Eat
Healthy, think better proves its quality.
Britannia Industries Limited has deep rooted its name firmly in each
and every one mind and heart, the company deals with producing wide
range of biscuits, cakes, dairy products and snacks. The corporate identity
–“Eat Healthy, think better proves its quality

S W Madhya
Pradesh,
Punjab,
Uttar
Pradesh,
Haryana
, Bihar,
Rajastha
n,
 Maharas
htra &
Gujarat

S Maharashtr
a,
Karnata
ka,
Uttar
Pradesh,
Tamilna
du,
Andhra
Pradesh
Bihar

C Kerala

D Haryana,
West
Uttar
Pradesh,
North
Madhya
Pradesh,
Maharas
htra &
Andhra
Pradesh

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

Sale of
5,005.665, 649.66 6,347.857 7,100,46 7,880.56 8,581.55 9,282.0410,389.49 114,44.0
 Sale of products 114
115
103.89
105 .
92.82
95
85.82
78.81
85

75 71.00
63.48
65 56.50
50.06
55

45

35

25

15
2012 2013 2014 2015 2016 2017 2018 2019 2020
Year

SWOT Analysis of Britannia

STRENGTHS

 Brand portfolio
Britannia is the only company in India that has offerings in bakery products
across the segment for all income groups due to which it’s possible for them to
acquire large share of wallet of consumers. Britannia holds nearly 30% market
share in the India’s biscuit category.

 High Brand Recall

Because of its presence across range of bakery products like biscuits, rusk,
cakes & dairy products like milk, butter & cheese etc., their shelf visibility is high.
Also their focused marketing & advertising campaigns resulted into positive word
of mouth & high TOMA (top of mind awareness).
  Serving Indian Markets from last 120 years
123 years ago, in a small house in central Calcutta (now Kolkata) an intrepid
baker made a batch of delicious, golden brown biscuits. These were meant for
officers of the British Raj and their families, people used to the high standards of
English tea- time snacking. Over the last century and a quarter, Britannia has been
serving the Indian consumer with a range of fresh, nutritious and flavor-rich
products. Today, Britannia is a leading food company in India with over Rs. 6000
crores in revenues, delivering products in over 5 categories through 3.5 million
retail outlets to more than half the Indian population.

 In depth product portfolio

It has different offering for different income groups with large assortments
across the product categories like in Biscuits they have tiger ,milk bikis , Good day,
Bourbon ,little hearts, crackers , nutria-choice.

 Market Penetration and distribution

Being present in the market with such large SKU’s and making it available
through its robust distribution system, Britannia has penetrated to every nook &
corner of the country.

 Market Leader in bakery

Britannia Industries Limited (BIL) is a major player in the Indian Foods market
with leadership position in Bakery category and has a market share of ~ 30% in the industry.
Britannia offers both delightfully indulgent and healthy choices in biscuits, bread, cake, rusk
and a range of dairy products that include cheese, curd and specially formulated functional
beverages with a dairy base.

WEAKNESS

 Over dependency on the biscuit business

 Britannia’s 75% revenue comes from biscuit business. Although they are
market leader in the same but over dependency on the same may affect their long term
existence in the business.

 Various brands got commoditized over time

Brands like Bourbon & glucose biscuits of Britannia got commoditized over
time such as in case of “bourbon”, Parle also introduced “Parle bourbon” biscuits. Brand
name when used like this by other companies, creates confusion in the mind of the
consumers resulting in loss of sale.

 No overseas presence
Apart from India Britannia have presence in Dubai & Oman that too through
subsidiaries. But overall export of the products is very less then its actual potential.

 Low profit margin

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

OPPORTUNITIES
 Emerging Dairy Industry
With organoleptic (flavor, taste & color) features shaping the dairy industry, improving
dairy products can help the company to improve their market share & reposition itself in dairy
market.

 Changing lifestyle & demand for healthier food products

Improvement in literacy rate, health awareness, changing lifestyle,& increase in
disposable income are shaping the demand for healthy food products.
  Overseas Market
Expanding its business to other overseas market can help the company
to emerge as a global player in the food products.

 Cost-control
Cost-cutting measures, especially in the areas of manufacturing,
logistics and distribution, will pave the road for increased profit margins. Rising inflation
and increased input prices have been pushing profit margins for last couple of years. So,
employing various strategies to control cost will help in meeting financial objectives.

THREATS
 Competition in the market
With increasing number of players (local players – Anmol, Priya & national-
ITC,Parle), it’s becoming very hard for the company to differentiate themselves from others.
There is also threat from counterfeit products destroying its brand image in the market.

 Price of raw material

Increasing price of commodities will result in further increase in the price
of the end product. Further increase in price will result in decrease in profitability or reduced
consumption.

 Buyers power
With highly diversified consumer goods market where there are lots of
brands claiming different sorts of benefits, it’s very difficult for consumers to stick to a
particular brand & hence results into brand switching where consumer get power to select a
brand based on several factors like availability, reference group recommendation, preference
& price.
  Reach is a major threat

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

Britannia Biscuits List

Good Day:
 GOOD DAY CASHEW

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

 GOOD DAY BUTTER

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

Made with the goodness of almonds, soft yet crunchy cashew, and delightful
pistachios, this cookie provides the superlative Nutty experience! The best combination of
nuts come together in this product with 3 Nuts in 1 Cookie and is sure to make you relish
it like never before!
  GOOD DAY PISTA BADAM
In its new and colourful avatar, with an abundance of Pistachio, Almonds and Cashew
Nuts, the New Good Day Pista and Badam gets an exotic touch

 CHOCO CHUNKIES

Good Day Chunkies, as the name suggests is a ‘Chunky’ cookie…which

really ups the ante on Chocolate indulgence. Great care has been taken to ensure the perfect
balance of dark and milk chocolate chips in the cookie and also to ensure that the chips
remain in a soft condition even after baking. Take a bite and get an unparalleled, melt in
mouth chocolate experience.
 GOOD DAY CHOCO-CHIP

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

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

 CHOCO NUTS
Dark brown cookie with an overload of chocolates and nuts.
  BERRIES AND NUTS

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

Crackers:

 5050 SWEET & SALTY

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

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

 TIME PASS

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

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

NUTRICHOICE:
 OAT COOKIES

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

Tasty Health Biscuits. NutriChoice Digestive Biscuits are packed with the goodness of
whole wheat and fibre. A biscuit that’s not only healthy but tasty as well.
  DIGESTIVE 5 GRAINS

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

 CRACKER SIMPLY LITE

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

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

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

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

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

 NUTRICHOICE ESSENTIALS

Nutrichoice Essentials are diabetic-friendly biscuits from Britannia. They are available in
Oats and Ragi variants in On the Go Convenient packs. They *help manage blood sugar
levels and are diabetic friendly as they have:
 High dietary fibre

 0% added sugar

 0% transfat

 Complex carbohydrates

 Low Glycemic Index (Clinically Proven)

  NUTRICHOICE DIGESTIVE ZERO

ZERO ADDED SUGAR | ZERO MAIDA | ZERO TRANSFAT

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

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

MARIE GOLD:

 MARIE GOLD

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

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

 WHOLE WHEAT VITA MARIE GOLD

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

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

 TIGER KRUNCH CHOCO CHIP

With Tiger Chocochips Krunch, enjoy crunchy choco biscuits sprinkled liberally with
rich choco chips.
 TIGER KREEMZ CHOCOLATE

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

 TIGER KREEMZ CHOCO VANILLA

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

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

 TIGER KREEMZ ORANGE

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

 MILK BIKIS

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

 MILK BIKIS GOOD MORNING

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

 JIM JAM VANILLA

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

 TREAT CHOCOLATE

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

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

 TREAT STRAWBERRY

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

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

BOURBON:
 BOURBON ORIGINAL

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

 LITTLE HEARTS

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

 LITTLE HEARTS STRAWBERRY

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

 VANILLA CRÈME

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

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

 THE PERFECT MATCH

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

 NICE TIME

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

Table 1

Age of the respondents

S.NO AGE NO. OF PERCENTAGE

RESPONDETS
1 Upto 20 30 20

2 20-40 55 36.7

3 40-60 60 40

4 Above 5 3.3
60
TOTAL 150 100

TABLE ANALYSIS AND

INTERPRETATIONS
 AGE
Above 60
3.3%

Upto 20
20%

40-60
40%

20-40
36.7%

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

Table 2
Gender of the
respondents

S.N GENDER NO. OF PERCENTA

O RESPONDEN GE
TS
1 MALE 72 48

2 FEMALE 78 52

3 TRANSGEND 0 0
ER
TOTAL 150 100
 GENDER
TRANSGENDER 0%

MALE 48%
FEMALE
52%

S.N EDUCATIONAL NO. OF PERCENTA

O RESPONDEN GE
LEVEL
TS
1 Illiterate 0 0

2 School 8 5.3

3 Under-Graduate 86 57.3

4 Post- Graduate 51 34

5 Others 5 3.4

TOTAL 150 100

INFERENCE:
Hence, the majority of the
 respondents of 52% comes
under the gender category
Table 3 Educational level of
the respondents

S.N OCCUPATIONAL NO. OF PERCENTAGE

O RESPONDEN
STATUS
TS
1 Student 58 38.7

2 Employee 24 16

3 Profession 27 18
al
4 Others 41 27.3

TOTAL 150 100

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

OCCUPATIONAL STATUS

OTHERS 27.3%
STUDENT 38.7%

PROFESSIONAL 18%

EMPLOYEE 16%

Table 4
 INFERENCE: Hence, the majority of the respondents of 48% comes under the category
of student under Occupational status.

Table 5

Marital status of the respondents

S.N MARITA NO. OF PERCENTA

O L RESPONDEN GE
STATU TS
S
1 Married 82 54.7

2 Un- 68 45.3
married
TOTAL 150 100
 Table 5

Marital status of the respondents

 MARITAL STATUS

Un-married
45.3% Married
54.7%

INFERENCE: Hence, the majority of the respondents of 54.7% comes under the category of Married under
Marital status
 Table 6

Nature of the family of the respondents

S.N NATURE NO. OF PERCENTA

O OF THE RESPONDEN GE
FAMILY TS
1 Nuclear 109 72.7

2 Joint 41 27.3

TOTAL 150 100

NATURE OF THE FAMILY

JOINT 27.3%

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

NO. OF MEMBERS IN THE FAMILY

MORE THAN 6
7.3%

4 TO 6
25.4%

1 TO 4
67.3%

Table 8

Monthly income of the respondents

 S.N MONTHL NO. OF PERCENTA
O Y RESPONDEN GE
INCOM TS
E
1 less than 25,000 32 21.4
2 25,000 - 50,000 37 24.6
3 50,000 - 75,000 40 26.6
4 more than 75000 41 27.4
TOTAL 150 100

MONTHLY INCOME

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

25,000 - 50,000
24.6%
50,000 - 75,000
 INFERENCE: Hence, the majority of the respondents of 27.4% comes under the category of more
than 75000 under Monthly income

Table 9

Awarness about Britannia biscuits amoung the respondents

S.N AWARNESS OF NO. OF PERCENTA

O BRITANNIA RESPONDEN GE
BISCUITS TS
1 Yes 15 100
0
2 No 0 0

TOTAL 15 100
0
AWARNESS ABOUT BRITANNIA BISCUITS
NO 0%
 YES 100%

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

KNOWLEGDE
S.N OF NO. OF PERCENTA
OBRITANNIA BISCUITS RESPONDEN GE
TS
1 Media 90 60

2 Relatives 14 9.3

3 Friends 9 6

4 Others 37 24.7

TOTAL 150 100

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

KNOWLEGDE OF BRITANNIA BISCUITS

OTHERS
24.7%

FRIENDS MEDIA
6% 60%

RELATIVES
9.3%

INFERENCE: Hence, the majority of the respondents of 60% comes under the
category of Media under the Knowledge of Britannia biscuits.
 Table 11

Frequent in buying the Britannia Biscuits

S.N FREQUENT IN NO. OF PERCENTA

O BUYING RESPONDEN GE
BRITANNIA TS
BISCUITS
1 Daily 18 12

2 Weekly 63 42

3 Monthly 40 26.7

4 Rarely 29 19.3

TOTAL 150 100

FREQUENT IN BUYING BRITANNIA BISCUITS

DAILY
RARELY 12%
19.3%
 MONTHLY
WEEKLY
26.7%
42%
INFERENCE: Hence, the majority of the respondents of 42% comes under the
category of Weekly under Frequent in buying the Britannia Biscuits.

Table 12

Rating the price of Britannia Biscuits

S.N RATING THE NO. OF PERCENTA

O PRICE OF RESPONDEN GE
BRITANNIA TS
BISCUITS
1 Economical 90 60

2 Average 59 39.3

3 Costly 1 0.7

TOTAL 150 100

RATING THE PRICE OF BRITANNIA BISCUITS

COSTLY 0.7%

AVERAGE 39.3%
ECONOMICAL 60%

INFERENCE: 12

Table 13

Most preferred product in Britannia Biscuits

S.N MOST NO. OF PERCENTA

O PREFERR RESPONDEN GE
ED TS
PRODUCT
BRITANNI
A
BISCUITS
1 Good day 32 21.3
2 Milk bikis 42 28
3 50-50 10 6.7
4 Marrie gold 18 12
5 Jim jam 18 12
6 Little hearts 11 7.3
7 Tiger 3 2
8 Nutri choice 15 10
9 Other 1 0.7

TOTAL 150 100

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

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

50-50
6.7%

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

Table 14

Will Britannia biscuits be preferred over other competitors

S.NO WILL NO. OF PERCENTAGE
BRITANNIA RESPONDES
BISCUITS BE
PREFERRED

1 Yes 120 80

2 No 30 20

TOTAL 150 100

Table 14

Will Britannia biscuits be preferred over other competitors

WILL BRITANNIA BISCUITS BE PREFERRED

 NO 20%

YES 80%

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

Table 15

Consumption period of Britannia Biscuits

S.NO CONSUMPTION NO. OF PERCENTAGE
PERIOD OF RESPONDENT
BRITANNIA
BISCUITS
1 Breakfast 3 2

2 Tea break 74 49.3

3 Whenever hungry 53 35.3

4 While working 8 5.3

5 While travelling 12 8

TOTAL 150 100

CONSUMPTION PERIOD OF BRITANNIA

BISCUITS
WHILE TRAVELLING BREAKFAST
8% 2%

WHILE WORKING
5.3%

TEA BREAK
WHENEVER 49.3%
HUNGRY 35.3%
 . Table 16
FACTORS INFLUENCING TO BUY BRITANNIA BISCUITS

S.N FACTORS NO.OF PERCENTAGE

O INFLUENCING RESPONDE
TO BUY S
BRITANNIA
BISCUITS
1 Price 6 4
2 Quality 44 29.3
3 Quantity 1 0.7
4 Taste 96 64
5 Package 0 0
6 Advertisement 1 0.7
7 Others 2 1.3

TOTAL 150 100

FACTORS INFLUENCING TO BUY BRITANNIA

BISCUITS
OTHERS
1.3% PRICE
ADVERTISEMENT
4%
0.7%

QUALITY
PACKAGE
29.3%
0%

TASTE
64%
QUANTITY
0.7%
INFERENCE: Hence, the majority of the respondents of 64% comes under the category of Taste
under Factors influencing to buy Britannia Biscuits
.
Table 17

S.NO LEVEL OF NO. OF PERCENTAGE

SATISFACTION RESPONDENTS
1 Very high 35 23.3

2 High 84 56

3 Neutral 31 20.7

4 Low 0 0

5 Very low 0 0

TOTAL 150 100

LEVEL OF SATISFACTION
VERY LOW
LOW0%
0%

NEUTRAL
20.7% VERY HIGH
23.3%
 HIGH
56%

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

Table 18

OVERALL QUALITY OF BRITANNIA BISCUITS

S.NO OVERALL NO. OF PERCENTAGE

QUALITY OF RESPONDES
BRITANNIA
BISCUITS
1 Very poor 0 0

2 Poor 1 0.7

3 Average 12 8

4 Good 82 54.7

5 Very good 55 36.7

TOTAL 150 100

 OVERALL QUALITY OF BRITANNIA BISCUITS
POOR
VERY POOR 0.7% AVERAGE
0% 8%

VERY GOOD
36.7%

GOOD
54.7%

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

. Table 19
RECOMMENDATION OF BRITANNIA BISCUITS TO FRIENDS AND
RELATIVES
S.NO RECOMMENDATION NO. OF PERCENTAGE
OF BRITANNIA RESPONDE
BISCUITS S
1 Yes 146 97.3

2 No 4 2.7

TOTAL 150 100

RECOMMENDATION OF BRITANNIA BISCUITS

NO 2.7%

YES 97.3%
 INFERENCE:

Hence, the majority of the respondents of 97.3% comes under the

category of Yes under Recommendation of Britannia biscuits to Friends
and relatives.
S.N BRITANNIA NO. OF PERCENTA
O BISCUITS RESPONDEN GE
MEETING TS
NEEDS
1 Not satisfied 0 0

2 Satisfied 105 70

3 Highly satisfied 45 30

TOTAL 150 100

Table 20

BRITANNIA BISCUITS MEETING NEEDS OF RESPONDENTS

HIGHLY SATISFIED 30%

 BRITANNIA BISCUITS MEETING NEEDS
NOT SATISFIED 0
Table 21

WILLINGNESS TO BUY BRITANNIA BISCUIT

WILLINGNESS TO BUY BRITANNIA BISCUITS

NOT LIKELY 1.3%

VERY LIKELY
44.7% LIKELY
54%

S.NO WILLINGNESS NO. OF PERCENTAGE

TO BUY RESPONDES
BRITANNIA
BISCUITS
1 Not likely 2 1.3

2 Likely 81 54

3 Very likely 67 44.7

TOTAL 150 100

 CHI SQUARE ANALYSIS:

RELATIONSHIP BETWEEN GENDER AND FREQUENCY

IN BUYING OF BRITANNIA BISCUITS

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

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

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

OBSERVED VALUE:

FREQUENY
OF
PURCHASE DAILY WEEKLY MONTHLY RARELY TOTAL

GENDER

MALE 9 34 16 13 72

FEMALE 9 29 24 16 78

TRANSGENDER 0 0 0 0 0

TOTAL 18 63 40 29 150
EXPECTED VALUE

FREQUENY
OF
PURCHASE DAILY WEEKLY MONTHLY RARELY TOTAL

GENDER

MALE 8.64 30.24 28.8 13.92 72

FEMALE 9.36 32.76 20.8 15.08 78

TRANSGENDER 0 0 0 0 0

TOTAL 18 63 40 29 150

CALCULAD DEGREE OF TABLE VALUE RESULT

VALUE FREEDOM

7.222 6 12.592 ACCEPTED

 INFERENCE:

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

RELATIONSHIP BETWEEN AGE AND PRICE OF BRITANNIA BISCUITS

AIM:

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

NULL HYPOTHESIS:

There is no significant relationship between age and price of Britannia biscuits.

ALTERNATIVE HYPOTHESIS:

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

OBSERVED VALUE:
PRICE
ECONOMICAL AVERAGE COSTLY TOTAL
AGE

UPTO 20 16 13 1 30

20 TO 40 36 19 0 55

40 TO 60 34 26 0 60

ABOVE 60 4 1 0 5

TOTAL 90 59 1 150

PRICE
ECONOMICAL AVERAGE COSTLY TOTAL
AGE

UPTO 20 18 11.8 0.2 30

20 TO 40 33 21.63 0.36 55

40 TO 60 36 23.6 0.4 60

ABOVE 60 3 1.96 0.03 5

TOTAL 90 59 1 150

EXPECTED VALUE:
CALCULATED DEGREE TABLE VALUE RESULT
VALUE OF
FREEDOM

6.083 6 12.592 ACCEPTED

INFERENCE:

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

RELATIONSHIP BETWEEN MARITAL STATUS AND

CONSUMING TIME PERIOD OF BRITANNIA BISCUITS

AIM:

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

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

ALTERNATIVE HYPOTHESIS:

There is a significant relationship between marital status and consuming time

period of Britannia biscuits.

OBSERVED VALUE

CONSUMING TEA WHIE BREAKFAST WHILE WHILE TOTAL

TIME MARITAL BREAK HUNGRY TRAVEL WORK
STATUS

MARRIED 41 25 1 8 6 82

UNMARRIED 33 28 2 4 2 68

TOTAL 74 53 3 12 8 150

EXPECTED VALUE
 TEA WHILE BREAKFAS
CONSUMING
TIME BREAK HUNGR T
WHILE WHI
MARITAL Y TOTA
TRAVE LE
STATUS L
L WOR
K
82
MARRIED 40.45 28.97 1.64 6.56 4.37
68
UNMARRIED 33.54 24.02 1.36 5.44 3.62
CALCULAT DEGREE TABLE VALUE RESULT
74 53 3 12 8 150
ED VALUE OF
TOTAL
FREEDO
M

19.9 4 9.488 REJECTED

 INFERENCE:

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

RELATIONSHIP BETWEEN GENDER AND AWARNESS

ABOUT BRITANNIA BISCUITS

AIM:

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

NULL HYPOTHESIS:

There is no significant relationship between gender and awareness about Britannia

biscuits.

ALTERNATIVE HYPOTHESIS:

There is a significant relationship between gender and awareness about Britannia

biscuits.

OBSERVED VALUE

.
:
AWARNESS
ABOUT
MEDIA FRIENDS RELATIVES OTHER TOTAL
BRITANNIA
GENDER

MALE 35 5 9 23 72

FEMALE 55 4 5 14 78

TRANSGENDER 0 0 0 0 0

TOTAL 90 9 14 37 150

EXPECTED VALUE

RELATIONSHIP BETWEEN GENDER AND AWARNESS

ABOUT BRITANNIA BISCUITS

AIM:

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

There is no significant relationship between gender and awareness

about Britannia biscuits.

ALTERNATIVE HYPOTHESIS:

There is a significant relationship between gender and awareness about

Britannia
biscuits.

OBSERVED VALUE

AWARNESS
ABOUT

BRITANNIA MEDIA FRIENDS RELATIVES OTHER TOTAL

GENDER

MALE 43.2 4.32 6.72 17.76 72

FEMALE 46.8 4.68 7.28 19.27 78

TRANSGENDER 0 0 0 0 0

TOTAL 90 9 14 37 150
CALCULATED DEGREE TABLE VALUE RESULT
VALUE FREEDOM

7.63 6 12.592 ACCEPTED

INFERENCE:

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

FINDINGS:

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

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

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

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

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

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

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

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

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

 This study shows that the many of the respondents of 60% comes under the
category of Media under the Knowledge of Britannia biscuits.
 This study shows that the many of the respondents of 42% comes under the
category of Weekly under Frequent in buying the Britannia Biscuits.

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

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

 This study shows that the many of the respondents of 80% comes under the
category of Yes under Will Britannia biscuits be preferred over other
competitors.
 This study shows that the many of the respondents of 49.3% comes under the
category of Tea break under Consumption period of Britannia Biscuits.

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

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

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

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

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

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

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

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

 The calculated values =19.9. The table value of the degree of freedom at 5% level is
9.488.Hence there is no significant relationship between marital status and
consuming time period of Britannia biscuits.
  The calculated values =7.63. The table value of the degree of freedom at 5% level
is 12.592. Hence there is significant relationship between gender and awareness
about Britannia biscuits.

SUGGESTIONS:

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

 Can try for more flavours.

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

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

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

 The quantity of little hearts can be increased.

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

Conclusion:

The study reveals that the consumer level of preference towards Britannia biscuits in
Coimbatore is high as a whole. This is clear from the fact that there is considerable increase
in purchase of number of packs in every week. Some of the important varieties like Milk
Bikis Good Morning , Little hearts Strawberry, the perfect match, etc are not freely available
in many shops in the study area.

This study also indicates that the customers loyalty towards the Britannia biscuit is also
good. To keep the existing consumers always satisfied, awareness about the quality and taste
need to be created in the minds of the consumers. It is concluded that the demographic
variables such as age group, gender and occupation are having less impact on the factors of
customers satisfaction. So there is a greater scope for the Britannia Industries Limited (BIL)
to market its product and create better preference among its consumers in Coimbatore.
Annexure:

1. FIRST NAME:

2. LAST NAME:

3. AGE:

• Upto 20

• 20-30

• 30-40

• Above 40

4. GENDER :

• Male

• Female

• Transgender

5. EDUCATIONAL LEVEL :

• Illiterate

• School
 • Under-Graduate

• Post-Graduate

• Others

6. OCCUPATIONAL STATUS :

• Student

• Employee

• Professional

• Others

7. OCCUPATIONAL STATUS :

• Student

• Employee

• Professional

• Others

8. MARITAL STATUS :

• Married
 • Un-married

9. NATURE OF FAMILY :

• Nuclear family

• Joint family

10. NUMBER OF MEMEBERS IN THE FAMILY :

• 1-3

• 3-5

• More than 5
11. MONTHLY INCOME :

• Upto Rs 10,000

• Rs 10,000 - Rs 30,000

• Rs 30,000 - Rs 50,000

• More than 50,000

12. ARE YOU AWARE OF BRITANNIA BISCUITS :

• Yes

• No

13. HOW DID YOU COME ACROSS BRITANNIA BISCUITS :

• Media

• Relatives

• Friends

• Others
14. HOW FREQUENT DO YOU BUY BRITANNIA BISCUITS :

• Daily

• Weekly

• Monthly

• Rarely

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

• Economical

• Average

• Costly

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

• Good day

• Milk bikis

• 50-50

• Marrie gold
 • Jim jam

• Little hearts

• Tiger

• Nutri choice

• Other

17. WOULD YOU PREFER BRITANNIA OVER OTHER COMPETITORS

:
• Yes

• No

18. WHEN DO YOU CONSUME BRITANNIA BISCUITS :

• Breakfast

• Tea break

• Whenever hungry

• While working

• While travelling
• While working
19. WHICH FACTOR INFLUENCES YOU TO BUY BRITANNIA BISCUITS :

• Price

• Quality

• Quantity

• Taste

• Package

• Advertisement

• Other

20. WOULD YOU RECOMMEND BRITANNIA TO YOUR

FRIENDS AND RELATIVES :

• Yes

• No
21. HOW WOULD YOU RATE YOUR SATISFACTION LEVEL :

• VERY HIGH

• HIGH

• NEUTRAL

• LOW

• VERY LOW

22. HOW WOULD YOU RATE THE OVERALL QUALITY OF

BRITANNIA BISCUITS :

• Very poor

• Poor

• Average

• Good

• Very good
23. HOW WELL DOES BRITANNIA MEET YOUR NEEDS:

• Not satisfied

• Satisfied

• Highly satisfied

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

• Not likely

• Likely

• Very likely

25. SUGGESTIONS REGARDING BRITANNIA BISCUITS :