A

PROJECT REPORT

ON

“A Study on Customer Preference towards BALAJI WAFERS at Visnagar City”

GUIDED BY:- RESEARCHER:-

MR. Mitesh Thakor DARJI PARTH K

BBA SEM-VI

PRN NO:- 2020095900001827

Exam Seat No.___________

PATEL SMIT M

BBA SEM-VI

PRN NO:-2020095900001352

Exam Seat No.____________

SUBMITTED TO:-

SMT. S.B. PATEL INSTITUTE OF BUSINESS MANAGEMENT

AFFILIATED TO:
Sankalchand Patel University,Visnagar

ACADEMIC YEAR 2022-23

 STUDENT DECLARATION

We, the undersigned, hereby declare that this Research Project titled “A Consumer
Preference towards Balaji Wafer” is a result of our own work and our indebtedness to other
work publication, reference, if any, have been duly acknowledgement. If we are found guilty of
copying any other report or published information and showing as our original work we understand
that we shall be liable and punishable by SPU which may include ‘repeat study & resubmission of
the report’ or any other punishment that SPU may decide.

SEAT NO PRN NO NAME SIGNATURE

2020095900001827 DARJI PARTH K

2020095900001352 PATEL SMIT M

Place:- Visnagar
Date:-
 Faculty of Management Studies
Smt.S. B. Patel Institute of Business
Management,Visnagar

CERTIFICATE

This is to certify that MR.PARTH DARJI,Exam seat no. (No.),and MR.SMIT PATEL,Exam seat
no. (No.),Of BBA ; Sem-VI, has satisfactorily completed practical research project in the subject
of “MRKETING AREA” and its title is “ A CONSUMER PREFERENCE TOWARDS Balaji
Wafers AT VISNAGAR CITY” and submitted their/his/her Research report to Smt. S. B. Patel
Institute of Business Management, Visnagar, affiliated to Sankalchand Patel University, Visnagar
for the partial fulfillment of the requirement of the practical studies in SemVI ; BBA programme.

Place: Visnagar Project Co-ordinator

Mr. Mitesh Thakor

Date: I/C Principal

Dr. Jayshri S. Datta

 PREFACE

It was a great experience to prepare this project on “Consumer Preference of Balaji wafer” as a
part of fulfillment of BBA Semester- 6.We have learned so many during this project work.

This project has helped us to boost our potentials and the inner qualities and thereby we came to
know that how theoretical research studies get practical implementation. This project has
encouraged us for research work and develops analytical knowledge. It has indeed has proved to
be very useful to me.

In this work, we have done the consumers’ survey of Balaji wafer which is based on my
observation, research and information provided by the manager of the company.
 ACKNOWLEDGEMENT

First of all, We are thankful to SMT.S.B.PATEL INSTITUTE OF BUSINESS

MANAGEMENT.VISNAGAR City for giving the chance of practical knowledge in the syllabus
of management in B.B.A.

We are highly indebted to our in charge principal Dr. Jayshri Datta , department of business
management, and all our other faculty members for their guidance and constant supervision as well
as providing necessary information regarding the project and also for their support in completing
the project.

We could not able complete this report without the guidance of my professors i.e. MR. Mitesh
Thakor professor of SSBPIBM, SPU visnagar. For the continuous guidance, co-operation and
constructive criticism throughout phases of this project which gave a shape to this project report.
We also express gratitude to other faculty of the college for giving support and encouragement.

At This Stage, We Would Like To Remember All My Enthusiastic Classmates and

Friends Who Give Their Love And Support To Me Always.

1
 INDEX

Chap Sr .no Particulars Pg.No

Declaration
Institute certificate
Preface
Acknowledgement
List of table
List of chart
1 Company profile
1.1 Introduction 1
1.2 Company logo 1
1.3 Mission 1
1.4 History and development 2
1.4.1 Development 2
1.5 Corporate goals and objectives 2
1.5.1 Corporate goals 3
1.5.2 Objectives 3
1.6 Key persons of the company 4
1.7 Time keeping 5
1.8 Facilities given to the employees 5-6
1.9 Turnover
1.10 Product of the company 7
1.11 Chart of production process 8
2 Consumer preference 9
2.1 Introduction 9
2.2 Consumer preference 10
2.2.1 Consumer behaviour 11
2.3 Factors affecting to consumer preference 11

2
3 Research methodology 12
3.1 Meaning 12
3.2 Objectives of the study 13
3.3 Title of the study 14
3.4 Review of literature 15
3.5 Hypothesis 15
3.6 Research methodology 16
3.6.1 Data collection 17
3.6.2 Period of study
3.6.3 Sample 18
3.7 Limitation of study 18
3.8 Techniques of data collection and interpretation of 19
Data

3..8.1 Research method 20

3.9 Statistical tools 21
4 Data analysis 21
5 Finding and suggestions 21
6 Bibliography
22
7 Annexure

3
 List of table

Table Table title Page NO.

NO.
2.1 Key persons 12
4.1 Gender ratio. 23
4.2 Age. Group. 24
4.3 Preference of wafer form respondents. 25
4.4 Brands which have tried by respondents. 26
4.5 Flavour that liked most 27
4.6 Where did they Buy Balaji Wafers 28
4.7 Source of information 29
4.8 Flavor 30
4.9 Test 31
4.10 Price 32
4.11 Quantity 33
4.12 Quality 34
4.13 Packaging 35
4.14 Tough competitor 36
4.15 Recommendation of Balaji Wafers 37

4
 Chapter-1
PROFILE OF BALAJI NAMKEEN

5
1.1 Introduction:-

Name Of The Company :-

Balaji wafers pvt ltd.

Head Office :-
Balaji wafers pvt ltd.

Vajdi(Vad), Kalavad Road

Taluka Lodhika,Rajkot 360003
Trade Mark :- BALAJI

Year Of Establishment:- 1982

Nature Of Product:- Food Item(Snacks)

Production Capacity:- 1200 Kgs Per Hour

Size And Form Of Company:-

Size: - Medium Scale Unit
Form: - Private Limited

Slogan:- ‘ Any Time Crunchy

All Time Fresh ’

Phone:- +91-281-2783755/56

Bankers :- Corporation Bank

Website:- Www.Balajiwafers.Com

6
1.2Company logo:-

1.3 MISSION:-

1. To provide ultimate value satisfaction to its customers in terms of qua lity Commensurate with
price through

a. Better quality

b. Excellence in technology

c. Speedy service d. Management expertise

2. Too much preferred organization for both its future and present

a. Employees

b. customers\suppliers

c. Related agencies and society at large d. Share holders

3. Continue its march towards program and retain its front line BALAJI a symbol of qual

7
1.4 HISTORY AND DEVELOPMENT:-

History is the mirror of the past it shows the glorious efforts done by the promoters of the company
in the past the history speaks of the past performance about the financial performance,
development of the company and the present situation.

Balaji wafers have also an interesting history behind the establishment Mr. hikubhai the chairman
and Mr. Chandubhai the managing director of the company worked very hard to reach at the
current position.

The history of Balaji Wafers begins with the era when Chandubhai and Bhikubhai were working
on contract basis for supplying the wafers to the canteen of astron theatre at Rajkot city. Shri
Meghji Virani, Bhikubhai Virani, Chandubhai Virani and Kanubhai Virani are the sons of Shri
Popatbhai Virani of Dhundhoraji village of Jamnagar district. But at that time they got the raw
materials from the 3rd party and than they manufactured and supplied the same to the canteen of
Astron Theater but there were a problem of short as well as delay in supply of products on time.
As these kinds of problem can lead a business to peril and can ruin it something had to be done in
these regards as an ultimate solution to all the problems they decided to manufacture wafers on
their own and supply the same to canteen and thus the foundation of Balaji Wafers was first setup
but without any brand name in 1982.
Since the taste and quality was excellent, demand for their wafers was increasing day by day to
pace with this increasing demand of wafers in market they started producing wafers in bulk without
any compromise in quality and taste of the products they acquired a small place with very limited
investment with indigenous frying method thereafter a semiautomatic plant was established with
a production capacity of 200kgsper hour they started selling their product initially in ordinary
packing but after upgrading the technology they used decent packing to attract cream market and
thus got more market share in the food market. This development had lead BALAJI from normal
wafers producer to BALAJI WAFERS PVT LTD in 1990.

8
1.4.1 DEVELOPMENT:-

Development means what the company had done it the past and how much overall efficiency has
increased till today Balaji Wafers has come long way since establishment and has firmly
established itself as a leader in high quality product and has made remarkable improvement both
in services and quality of products.

The initial investment of the company was only Rs. 25000 in recent stage it has assets of Rs. 5
crores and will be increase in future the company conforming with many hardest and make a
progress and development which may be described by following ways.

1. It started a production in simple packing and without brand name and satisfied the demand at
canteen since, the quality is best the demand of the product was increased.

2. This development had lead BALAJI from normal wafer producers to BALAJI WAFERS PVT
LTD in 1990 up to now BALAJI was producing the products manually.

3. After then to meet the demand they started manufacturing the product in semiautomatic plant
the production capacity of this machinery was 200 kgs per hour.

4. After then they adopt a highly technique fully automatic plant which is only one in whole of
Asia the production capacity at this plant is 1200 kgs per hour.

Recently they set up a huge fully automatic plant for production as well as nitrogen packing for
long term preservation of the products.

1.5 CORPORATE GOALS AND OBJECTIVES:-

Company has its own culture and identity in business world it is effort of the company to maintain
identity and to be no 1 in global market company has fixed its goals and laid down some certain
mission to achieve them.

9
1.5.1 CORPORATE GOALS:

1. To ensure quality at all stages.

2. To increase productivity and market share of the firm.
3. To increase the profitability of the firm.

4. Provide speedy services and satisfies the need and wants of the Society.
5. To keep a slim and trim but fully satisfied management team to operate faster and to achieve
higher levels of business and growth effectively.

6. To effort foreign customer and export the product in near future.

1.5.2 OBJECTIVES

Obviously primary objective of any company is to profit maximization but in present

competitive marketing approach profit maximization should not be one and only goal but
it is a short term goal every company wants to increase prestige market share etc so wealth
maximization becomes important goal of company which is also long term goal of the
company.

1.6 PERSONS OF THE COMPANY:-

Table 2.1 KEY PERSONS:-

Mr. Bhikubhai Virani Chairman
Mr. Chandubhai Virani Managing Director
Mr. Kanubhai Virani Technical Director
Mr. Keyur Virani Research And Development
Manager

10
 Mr. Hitesh Virani General Manager
Mr. Nayan Tank Marketing Manager
Mr. Jay Sachdev Sales Representative

1.7 TIME KEEPING SYSTEM:-

Time is very important for any business unit any business unit as from the title time keeping system
we can say that under this system the arrival and exit time of the employees is noted.

A Balaji wafer is having mainly a general shift and in between they have a lunch break of one hour
which is mentioned as follows.

General shift 8am to 5 pm

Lunch break 12 pm to 1 pm

1.8 FACILITIES GIVEN TO THE EMPLOYEES:-

It is the duty of any unit to provide beneficiary services to the employees of the unit.Balaji Wafers
also provides many basic welfare facilities to the employees. This company provides the following
beneficial facilities to the employees undertaken to the provision of the law.

Facilities given to the employees are as follows:-

1. Bonus is paid every year.

2. It also provides transportation facility.

11
3. It also provides refreshment facility.

4. At the time of any accident during the course of employment the company provides first aid and
hospital expenses.

5. Company also provides it s product at a concession rate to employees.

6. At the time of any family function of the employees company provide several facilities like gift
articles etc.

7. Music and song at production place.

8. Lunch is also given to the employees at a rate of Rs. 5 per dish.

1.9 TURNOVER:-

Turnover refers to total annual sales turnover so far as BALAJI WAFERS PVT LTD is concerned
its annual turnover is around 60 crores for all products.

Now let us classify the turnover according to wafers and namkee

Wafers 85%
Namkeens 15%

1.10 PRODUCTS OF THE COMPANY:-

The product is the most important element by which any firm can prove its efficiency and
improvement of quality product is a symbol of the business firm. BALAJI WAFERS PVT LTD is
engaged in the production of food item they produce

12
12 different types of snacks items which are as under:-

1. Potato Wafers.
2. Masala Wafers.
3. Banana Wafers.
4. Masala Banana Wafers.
5. Farali Chevdo.
6. Peanuts.
7. Ratlami Sev.
8. Sing Bhujiya.
9. Mung Dal.
10. Chana Dal.
11. Vatana.
12.Masala Sing

13
1.11 CHART OF PRODUCTION PROCESS:-

The company has a fully automatic plant especially for the production of wafer the capacity of this
plant is nearly 1200 kgs per hour the production process of wafers is as under in short.

Raw material

Washing

Boiling Frying

Ingredients

Packing
In case of namkeens there is a special boiling machine the process of different namkeens are as
follow :-
Boiling

Frying

Ingredients

Packing

14
 Chapter-2
INTRODUCTION TO
CONSUMER PREFERENCE

15
2.1 Introduction

The marketing scenario in the world today is changing very rapidly. The boundaries of nations are
disappearing for exploiting the opportunities of business. Technological changes are taking place
at the flash of an eye and standards are changing in time. Buying Habits of the consumers are fast
varying, and so are the fortunes of various organisations. To sustain in such an environment, an
organisation needs to anticipate the changes in the behaviour of consumers. In today’s business
environment time is not only a scarce resource but also a competitive weapon. The marketer must
move faster, quicker and swifter to thrive in these turbulent times. Organisations have to react with
speed to competitive moves of the rivals. The marketing of products is becoming a more and more
complex process in the context of globalisation, liberalisation, and privatisation policy of the
Government.

Today, business around the world recognises that "the consumer is the king”. Knowing why and
how people consume products helps marketers to understand how to improve existing products,
what types of products are required in the market, or how to attract consumers to buy their
products. The modern marketing concept for successful management of a firm requires marketers
to consider the consumer as the focal point of their business activity, For this reason, the buyer's
mind has been termed as a black box, which should be opened by the seller to be a successful
marketer.

The study of consumer behaviour focuses on how individuals make decisions to spend their
available resources (time, effort and money) on the consumption of related items. That includes
what, why, when, where, how often they buy it, how they evaluate it after the purchase and the
impact of such evaluation on a future purchase. The study of consumer behaviour also includes an
analysis of factors that influence purchase decisions and product usage. Understanding how
consumers make purchase decisions can help marketing managers in several ways.

16
2.2 Consumer Preference

Consumer Preference is an option that a consumer has the greatest anticipated value of among
many options. It is the ranking in the minds of consumers or the ranking of options.

Consumer preferences are subjective tastes, as measured by the utility of various bundles of goods.
The individual consumer has its own set of preferences and determination of these is based upon
culture, education, and individual tastes, among a plethora of other factors.

Consumer behaviour is an interaction between people’s moods, feeling and affections. Consumer
preference is subjective tastes of individual consumers, measured by their satisfaction with those
items after they have purchased them. This satisfaction is often referred to as a utility. Consumer
value can be determined by how consumer utility compares between different elements. These
preferences are dictated by personal taste, culture, education and many other factors such as social
pressure from friends and neighbours. People often prefer some aspects of a product, but not others.
While consumer preference is an indicator of consumer demand, it’s important to note that
consumer choices are not always determined by preference alone. Choices are often limited by a
consumer’s income or budget.

Consumer preference determines what products people will buy within their budget.
Understanding consumer preference will give you an indication of consumer demand. This
information will help to ensure that you have enough products to meet demand and will help you
determine the price for your product. As the preference for one product over another increase, one
product may outsell the other, even if the price is much higher. However, when the preference is
negligible, then price and availability become the determining factors over which one will sell
better. To determine what consumers prefer, you have to give them similar products to compare.
When offering them two or more products to evaluate, each product should be complete.

17
Knowing and understanding your customer’s preferences before they buy allows you to create an
even stronger experience. While knowing a customer’s preferences may help sales, you must also
look at this as a customer service opportunity by adapting to these likes, dislikes and any special
requests a customer might have. Adapting to customer preferences is about giving the customer
what they want, the way they want it.

While individual consumers may not give much thought to why they prefer one product over
another, for businesses and marketers who make a living based on consumer demand, it is pretty
much a science. In addition to a product's price and its availability, knowing consumer preferences
can predict how likely a product is to sell and how much it can be sold for. Preferences vary from
one product to another and the components of those products can each affect preference. Consumer
preference determines what products people will buy within their budget understanding consumer
preference will give you an indication of consumer demand. This information will help to ensure
that you have enough products to meet demand and will help you determine the price for your
product.

2.3 Factor influence Consumer Preference

Consumer preferences describe the reasons for the choices people make when selecting products
and services. Analysing the factors that determine consumer preferences helps businesses target
their products towards specific consumer groups, develop new products and identify why some
products are more successful than others. It identified consumers’ behaviour as depending on
interrelated factors that included psychological influences (willingness, risk, expectations, socio-
cultural factors, lifestyle, and values), sensory qualities (visual appearance, texture, flavour, and
odour), and marketing factors (price, label, brand, and availability). The consumers form
expectations about quality at the point of purchase, based on their own experience and
informational cues available in the shopping environment. Consumer preferences are influenced
not only by the quality and consumer‐related factors but also by context, culture, and information.

18
 Purchasing Power

The purchasing power of a consumer plays a vital role in influencing consumer behaviour. The
consumers generally analyse their purchasing capacity before making a decision to buy and
products or services. The product may be excellent, but if it fails to meet the buyers purchasing
ability, it will have a high impact on its sales. Segmenting consumers based on their buying
capacity would help in determining eligible consumers to achieve better results.

Group Influence

Group influence is also seen to affect the decisions made by a consumer. The primary influential
group consisting of family members, classmates, immediate relatives and the influential secondary
group consisting of neighbours and acquaintances have seen the greater influence on the
purchasing decisions of a consumer.

Personal Preferences

At the personal level, consumer behaviour is influenced by various shades of likes, dislikes,
priorities, morals and values. In certain dynamic industries such as fashion, food and personal care,
the personal view and opinion of the consumer pertaining to style and fun can become the dominant
influencing factor. Though advertisement can help in influencing these factors to some extent,
personal consumer likes and dislikes exert greater influence on the end purchase made by a
consumer.

Economic Conditions

Consumer spending decisions are known to be greatly influenced by the economic situation
prevailing in the market. This holds especially for purchases made of vehicles, houses and other
household appliances. A positive economic environment is known to make consumers more
confident and willing to indulge in purchases irrespective of their financial liabilities.

19
 Marketing Campaigns

Advertisement plays a bigger role in influencing the purchasing decisions made by consumers.
They are even known to bring about a great shift in market shares of competitive industries by
influencing the purchasing decisions of consumers. The Marketing campaigns done regularly can
influence the consumer purchasing decision to such an extent that they may opt for one brand over
another or indulge in indulgent or frivolous shopping. Marketing campaigns if undertaken at
regular intervals even help to remind consumers to shop for not so exciting products such as health
products or insurance policies.
Social Institutions

Social institutions, including parents, friends, schools, religion and television show also influence
consumers' preferences. For example, kids might want to have the same toys their schoolmates
have, while young adults may purchase the same products their parents used to buy.

Price of the Product

Consumers usually choose to purchase more of a good if the price falls. For example, a sale or
reduced prices may increase consumption of a good. On the other hand, an increase in price may
cause reduced consumption, especially if the good has available substitutes.

Consumer Income

Consumers often desire more expensive goods and services when their income increases. If they
suffer a decrease in income, they are more likely to choose less expensive goods and services. For
example, a business selling luxury goods, such as jewellery, will probably be more successful in a
high-income area than a low-income area.

20
Chapter-3
RESEARCH
METHODOLOGY

21
3.1 MEANING:-

Research also starts with question or problem. Its purpose is to find answers to question through
the applicants of scientific method it pursuit of the track with the help of the study and
observations.

3.2 OBJECTIVES OF THE STUDY

• The main objective of the project is to analyse and study in efficient way the current
position of Balaji Wafers Company.

• Another objective of the study was to perform competitive analysis between Balaji Wafers
and its competitors..

• To assess the consumption patterns of Balaji Wafers in selected urban and semi urban areas
of Visnagar.

• To study the brand awareness and brand preference in case of selected this products.

• To study the consumers’ perception and preference of branded Balaji Wafers.

3.3 TITLE OF THE STUDY

Title of the research is

“A Project Report on Consumer Preference of Balaji wafer at Visnagar City.”

22
3.4 REVIEW OF LITERATURE:-

Balaji Wafers is One of India’s leading snack-food manufacturers and distributors.

The company has 51+ Product range and 93+ SKUs. Company’s Strong Presence in the remotest
of the areas to sprawling cities is made possible through ever-expanding power distribution
network consisting of 800+ dealers. Balaji aims to provide quality snacking experience at the most
affordable price to people across all age group.

In this chapter an attempt was made to understand how various academicians and researchers in
the past have looked at the concepts of impulse buying behaviour and the factors affecting it. Even
though several studies have been done on impulse buying, majority is undertaken on unplanned
buying. However, no research work has given importance to the effect of materialism and social
pressure on impulse buying behaviour. Thus this study has unveiled the effect of these two
variables on impulse buying behaviour. A brief report of the literature study is presented here.

Chaturvedi, R.K. (2020) studied about the impact of shopping time on impulse purchase behaviour
and suggested that those consumers who spend less or more time on shops are doing impulse
buying. They also recommended that in-store factors also increase impulse buying.

Vasanthi, T. (2020) studied about the impulse buying behaviour of women and suggested that
ambience of the store played a major role in impulse buying behaviour followed by attraction
towards the product and finally discounts or offers.

Syahrivar, J. & Ardianto, R. (2020) conducted a study on the impact of Credit Card, Shopping
Discount, Promotion Approach, and Store Layout toward Impulse Buying Behavior and found out
that one of the most influential factor of impulse buying behaviour is the promotion approach. It
is suggested that when store layout increases impulse buying behaviour also increases. The study
also shows that there is no impact in the usage of credit card on impulse buying behaviour.

Parakh, A. et al. (2020) studied about the impulse buying behavior of adolescents and developed
a model based on environmental stimuli and situational factors. The study also analyses the
influence of modern marketing trends and techniques like innovation, 24- hour’s convenience
stores, on-line shopping, and home delivery services on impulse buying.

23
3.5 Hypothesis :-

A hypothesis is an unproven statement or suppositions about a factor or a phenomenon that is of

interest to the researcher. For example, be a tentative statement about the relationship between two
or more variable as stipulated by the theoretical framework or the analytical often, a hypothesis is
a possible answer to the question.

Null Hypothesis (HO):

HO1: There is no significance difference between consumer’s perception and preference to buy
balaji wafers.

H02: There is no significance difference between the purchasing of balaji wafers and the source
of information about this products.

Alternative Hypothesis (H1):

HI1: There is significance difference between consumer’s perception and preference to buy balaji
wafers.

H12:There is significance difference between the purchasing of balaji wafers and the source of
information about this products.

24
3.6 Research Methodology.

Research is the application of human intelligence in systematic manner to a problem. It may

minimize the total uncertainty by intelligence use of the most reliable data available in the
organization.

3.6.1 DATA COLLECTION

PRIMARY DATA

Primary data is collecting the data for the for the first time. It is then used for the interpretation
purpose. This data is collected by various methods,via personal interviews,mailing
questionnaire,telephonic interviews etc. we have collected the primary data by taking the personal
interviews and filling the questionnaire.

SECONDARY DATA

Secondary data already exists but has to make some innterpretations of the existing data for our
purpose.We have used the secondary data for the company's profile and theory of customer
satisfaction.

Both the primary and secondary method of data collection are used for the present study. Under
the primary data collection method, Questionnaire, observation, interview methods are used for
data collection. The secondary data for the present data includes the online research papers,
websites, journal, articles etc.

There are three research methodology in this company we use are as following :

• Survey

• Modelling

• Case study

25
3.6.2 Period of Study:

The study period is 6 month.

3.6.3 Sample:

The people of Visnagar city has been taken as the sample for this research work. Samples of 100
customers are taken.

3.7 LIMITATIONS OF THE STUDY:

Following are the limitations of this research work:

• Samples are taken of only visnagar city and therefore cannot be generalized for the other
city.

• The sample are chosen by the convenience sampling method so error may occur in
generalization for the division of income group and age wise.

• Respondents cannot give more time due to their busy schedule.

• Only 100 samples are taken for the survey which is not enough for the accurate results.

26
3.8 TECHNIQUES OF DATA COLLECTION AND INTERPRETATION OF
DATA

Non probability sampling method is used because it is relied on the personal judgments of the
researcher in that convenience sampling is used in project study. The selection of sampling units
is left preminary to the interview.

3.8.1 Research Method:-

A Structured questionnaire was used for the purpose of survey.

3.9 STATASTICAL TOOLS:-

Graphs
Tables
z-test
standard deviation
The chi-square test
Percentage

27
Chapter-4
DATA ANALYSIS

28
 • General Information:-
• Gender:

The following table 4.1 shows the proportion of respondents.

Table 4.1: Gender Ratio

Particulars No. Of In
Respondents Percentage
Male 73 73%
Female 27 27%
Total 100 100%
(Source: Questionnaires)

Interpretation: From the above Table 4.1 Researcher find that there are 73% of Male and 27% of
female. Males are more likely to buy Balaji wafer about 73% males.

29
 • Age:-

The following table 4.2 shows the Age of respondents.

Table 4.2 Age group :

No. of In
Particulars Respondents Percentage
Below 18 year 12 12%
Between 18 to 30 year 81 81%
Between 30 to 50 year 6 6%
Above 50 year 1 1%
Total 100 100%
(Source: Questionnaires)

Interpretation: From the above Table 4.2., Researcher find that there are only 12% of respondents
which is below 18 years consuming Balaji wafer. There is more number of People of the age group
18-30 years and consume maximum than any other age group

30
Que: 1 Which Wafers brand do you purchase?

The following table 4.3 shows the Preference of wafer from Respondents.

Table 4.3 Brands which have tried by

respondents
Particulars No. of In
Respondent s Percentage
Balaji 100 100%
Lays 11 11%
Real 11 11%
Other 4 4%
(Source: Questionnaires)

Interpretation: From the above Table 4.3 Researcher find that All the people purchase wafer and
likely to Eat wafer about 100

31
 Que: 2 which flavor of Balaji you liked most?

The following table 4.4 shows the consumption time from

Respondents.

Table 4.4 Flavor that liked most

Particulars No. of In
Respondent s Percentage
Masala masti 69 69%
Simply Salted 31 31%
Tomato 15 15%
Other 7 7%
Total 100 100%
(Source: Questionnaires)

Interpretation: From the above Table 4.4 Researcher find that 69% people like
Masala masti, 31% people like simply salted, 15% people like tomato and 7%people
like other flavor.

32
Que: 3 From where you do buy Balaji wafer?

The following table 4.5 shows that Where often people buy Balaji Wafers.

Table 4.5 Where you do they buy Wafer

Particulars No. of In
Respondent s Percentage
Provision Store 28 28%
Mall 23 23%
Parlour 42 42%
Other 7 7%
Total 100 100%
(Source: Questionnaires)

Interpretation: From above table researcher found that 42% people buy Balaji
Wafers from Parlor, 23% from mall, 28% from provision store and 7% from other
Store.

33
Que: 4 Where did you get the information about Balaji wafers?

The following table 4.6 shows the where people getting information aboutBalaji
wafers.

Table 4.6 getting information about Balaji wafers

Particulars No. of In
Respondent s Percentage
TV ads 45 45%

Newspaper 10 10%

Friends /
Family 37 37%
Other 8 8%

Total 100 100%

(Source: Questionnaires)

Interpretation: From the above Table 4.6 Researcher find that 45% people get information
from TV ads, 10% from News Paper, 37% from Friends/family and 8%from Other

34
Que: 5. what factor motive you to buy the balaji wafer?

The following Tables show the different rating from the respondents aboutflavour, test,
price, quantity, quality, packing, brand, shape.

• Quantity
•
Factors Stronglyagree Neutral Disagree Strongly
Agree disagree
Quantity 42 48 7 2 1
(Source: Questionnaires)

Interpretation: From the above graph we can see quantity of Balaji wafer is 48% agree
2% is disagree.

35
 • Price

Factors Strongly Neutral Disagree Strongly

agree Agree disagree
Test 34 51 12 2 1
(Source: Questionnaires)

Interpretation: From the above graph we can see price of Balaji wafer is 51%
agree and 2%is disagree and 34% is strongly agree.

• Taste

Factors Strongly Agree Neutral Disagree Strongly

agree disagree
Price 53 36 9 2 0
(Source: Questionnaires)

Interpretation: From the above graph we can see taste of Balaji wafer is36% agree and
2% is disagree and 53% is strongly agree.

• Quality

Factors Strongly Agree Neutral Disagree Strongly

agree disagree
Quality 51 38 8 3 0
(Source: Questionnaires)

36
Interpretation: From the above graph we can see quality of Balaji wafer
is 38% agree and 3% is disagree and 51% is strongly agree.

• Flavor

Factors Strongly Agree Neutral Disagree Strongly

agree diagree
Flavor 50 37 10 1 2
(Source: Questionnaires)

Interpretation: From the above graph we can see quality of Balaji

wafer is 37% agree and 1% is disagree and 50% is strongly agree.

• Packaging

Factors Strongly Agree Neutral Strongly Disagree

agree disagree
Packaging 43 39 14 3 1
(Source: Questionnaires)

Interpretation: From the above graph we can see packaging of Balaji wafer is
39% agree and 3% is disagree and 43% is strongly disagree.

37
Que: 6 Which size of packing you like to buy?

The following table 4.7 shows which size of packing like to buy wafer from Respondents.

Table 4.7 Size of Packing like to Buy

No. of In
Particulars
Respondents Percentage
18 GM 17 17%
40 GM 59 59%
150 GM 24 24%
(Source: Questionnaires)

Interpretation: From the above Table 4.7 Researcher find that only 17% people tried 18
gm wafer and 59% people tried 40 gm wafers , 24% People have tried 150 gm wafers.

38
 Que.7 What Do you think, who is tough competitor of Balaji Wafers?

Table 4.8 competitor of Balaji wafers

Particulars No. of In
Respondent Percentage
s
Lays 38 38%
Gopal 13 13%
Real 38 38%
Pringles 5 5%
Bingo 2 2%
Other 4 4%
(Source: Questionnaires)

Interpretation: From the above Table 4.8 Researcher find that 38% people think that
Real is tough Competitor, 13% people think Gopal, 5% people think Pringal and 2%
people Think Bingo.

39
Que: 8 what is your frequency for consumption of balaji wafers?

Table 4.9 frequency for consumption

Particulars No. of In
Respondent s Percentage
Daily 19 19%
Weekly 46 46%
Monthly 19 19%
Whenever 16 16%
you want
(Source: Questionnaires)

Interpretation: From the above Table 4.9 Researcher find that only 46% people consum
Balaji wafers weekly and 19% people consum balaji wafers daily and 16% People have
consum balaji wafers whenever you want

40
Que: 9 which time to prefer balaji wafers?

Table 4.10 Which time to prefer balaji

wafers
Particulars No. of In
Respondent s Percentage
Festival 16 16%
Lunch 10 10%
Breakfast 23 23%
Any time 51 51%
(Source: Questionnaires)

Interpretation: From the above Table 4.10 Researcher find that only 23% people prefer
Balaji wafers in breakfast and 16% people prefer balaji wafers in festival and 51% People
have prefer balaji wafers in any time.

41
Que.10 Do likely are you recommend this product to your friends and family?

Table 4.11 Recommendation of Balaji wafers

No. of In
Particulars
Respondent s Percentage
Yes 84 84%
No 0 0%
May be 16 16%

(Source: Questionnaires)

Interpretation: From the above Table 4.11 Researcher find that 84% people are
recommend Balaji wafers to their friends and family.

42
 HYPOTHESIS TESTING

As the sample size is more then 30, z- test is conducted. It is taken at 5% level of significance.

Null hypothesis: There is no significant difference between Male and Female.

Alternative hypothesis: There is a significant difference between Male and Female.

Male=x=73 n=100 P=0.5

Female=Y=27
Difference= �𝑋𝑋 − 𝑋𝑋� Difference= �𝑋𝑋 − 𝑋𝑋� 𝑋𝑋 𝑋𝑋
= � 73 − 0.5 � = � 27 − 0.5 �
100 100
= |0.23| = |−0.23|
=0.23 = 0.23
Difference = |𝑋𝑋1−𝑋𝑋2 |
= |0.73 − 0.27|
= |0.46|
= 0.46

Standard error of 𝑋𝑋1−

𝑋𝑋2 =�0.73×0.27 + 0.27×0.73
100 100

= √0.001971 + 0.001971

= √0.003942

= 0.06

43
Z = 0.46/ 0.23
= 2
1.96 is the table value.

2>1.96 so, Ho is accepted. Thus, the given research supports the hypothesis that there is
significance difference between Male and Female consumer of Balaji wafer.

Null hypothesis: There is no significance difference between consumption places of Balaji wafer.

Alternative hypothesis: There is significance difference between consumption places of Balaji

wafer.

consumption Observation Expected

frequency frequency
Daliy 9 25 10.24
Weekly 15 25 4
Monthly 37 25 5.76
Any time 39 25 7.84

(
∑ 27.84

Degree of freedom = 4-1

=3

And the table value is 7.815

So, 27.84>7.815

44
Therefore Ho is rejected.

Thus the given research supports the hypothesis that there is significance difference between places
of consumption.

45
 Chapter-5
FINDINGS AND RECOMMENDATION

46
5.1 FINDINGS:-

The male respondents are the major customer of the product. so there is significant difference
between male and female.

Major people tried Balaji as a Brand.

Mostly people eat Balaji wafer in the morning and less people eat Balaji wafer in night.

About 94% of people suggest other to buy Balaji wafer.

Age group between 15 to 25 years consume more Balaji wafer.

Mostly people buy Rs.10 package of Balaji wafer.

People consume Balaji wafere because of its taste.

Major people have been consuming Balaji wafer since their childhood.

Mostly people think that it is healthy to consume.

Less people get problem of not getting Balaji wafer at any shop.

People have tried more Balaji and lays brands than bingo and real.

Aged people prefer less Balaji wafer than other family member.

Major people consume Balaji wafer at home.so there is significance difference between
consumption places.

About 40% of people often consume Balaji wafer.

47
 Major people prefer Balaji chips of their family, friends and children.

Advertisement is the source information of the Balaji salted wafer.

Mostly people like the Quality, price, Taste, Quantity and packing of the Balaji wafer.

5.2 SUGGESTIONS:-

As per the survey Balaji should improve the quantity of the wafer.

Balaji should start other different flavour in the wafers.

According to the some respondents, Balaji need to have more taste with improved quantity.

There is law aged customer of this wafer so Balaji should do some research and development to
increase aged customers.

Balaji should increase quantity in the Rs.30 package to increase its sale.

They should try to increase the advertisement to create awareness of the company.

48
BIBLIOGRAPHY

49
 Website:

• Balaji namkeen

https://www.balajiwafers.com

• Wikipedia

https://en.wikipedia.org/wiki/Customer_satisfaction

• Retail in India

www.retailindia.com

Books:.

• Marketing management, sixth edition by Philip Kotlar, Pg No:175,176.

50
ANNEXURE

51
 QUESTIONNAIRE

Currently we are studying BBA branch from Smt .S.B. Patel institute of business management
Visnagar. As a part of our study,We are the. Conducting a survey on consumer preference of
Balaji wafers hence request to fill this questionnaire.

Personal Information

Name :

Gender :[ ] Male [ ] Female

Age
[ ] Below 18
[ ] Between 18 to 30
[ ] Between 30 to 50
[ ] Above 50

Questions

1. Which Wafers brand do you purchase?

[ ] Balaji

[ ] Lays

[ ] Real

[ ] Other

2 which flavor of Balaji you liked most?

[ ] Masala Masti
[ ] Simply Salted

52
 [ ] Tomato
[ ] Other

3. From where you do buy Balaji wafer?

[ ] Provision store
[ ] Mall
[ ] Parlour
[ ] Other

4.Where did you get the information about Balaji wafers?

[ ] TV ads

[ ] Newspaper

[ ] Friends/Family

[ ] Other

5. what factor motive you to buy the balaji wafer?

Factors Strongly Agree Neutral Disagree Strongly

Agree Disagree
Quantity
Price
Taste
Quality
Flavor
Packaging

6. Which size of packing you like to buy?

[ ] 18 GM
[ ] 40 GM

53
 [ ] 150 GM

7. What do you think who is the tough competitor of balaji wafers?

[ ] Lays
[ ] Gopal
[ ] Real
[ ] Pringal
[ ] Bingo
[ ] Other

8.What is your frequency for consumption of balaji wafers?

[ ] Daily
[ ] Weekly
[ ] Monthly
[ ] Wheneuer you want

9.Which times to prefer balaji wafers?

[ ] Festival
[ ] Lunch
[ ] Breakfast
[ ] Any time

10.How likely are to you recommend this product to your friends and reletives?
[ ] Yes
[ ] No
[ ] May be

54