A

Summer Training Project Report

Viva- Voce-507
“A STUDY ON CONSUMER MARKETING FOR LAYS”
on

Submitted in partial fulfillment of the requirements for the degree

Bachelor of Business Administration
Session 2021-24

IIMT College of Management

Affiliated to CCS University, Meerut

SUBMITTED To :- SUBMITTED BY :-
CCS University, Meerut RAJ JAISWAL
BBA – 5th Semester
Roll No. - 210613105195
 DECLARATION

I, the undersigned hereby declare that project report entitled “A STUDY ON

CONSUMER MARKETING FOR LAYS” written and submitted by me to CCS
University, Meerut in partial fulfillment of requirements for the award of degree of
Bachelor of Business Administration under the guidance of Ms. Deepa is my original
work and interpretations drawn therein are based on material collected by myself.

Place: IIMT College of management, Greater Noida.

Date: 17th Jan, 2024. Signature:
RAJ JAISWAL
 ACKNOWLEDGEMENT

I would like to express my sincere gratitude to Mr. Somesh Kumar, HOD of BBA department for his
contributions to the completion of my project report titled “A Study on Consumer Marketing for Lays”

Further, I would like to express my special thanks to my mentor/guide Ms Deepa for her continuous
guidance and support throughout the project. Her valuable advice and suggestions added lots of value &
were really helpful in completion of my project with practical understanding of it.
Therefore, I am highly obliged to my college guide as well as the supervisor of the
organization/company under whose mentorship, I did this project work and the overall learning was very
enriching.

Also, I would like to declare that this internship project titled “A Study on Consumer Marketing for
Lays” was exclusively done by me and not by someone else.

Student’s Name: Raj Jaiswal

BBA – 5th Semester

Roll No. - 210613105195

 TABLE OF CONTENTS

CHAPTER NO. DESCRIPTION PAGE NO.

I INTRODUCTION 1-17

II COMPANY PROFILE 18-36

III OBJECTIVES OF THE STUDY 37-38

IV RESEARCH METHODOLOGY 39-48

V DATA ANALYSIS AND INTERPRETATION 39-69

VI FINDINGS AND CONCLUSION 70-72

VII RECOMMENDATIONS AND SUGGESTIONS 73-74

VIII LIMITATIONS OF THE STUDY 75-76

IX BIBLIOGRAPHY 77-78

X QUESTIONNAIRE 79-85
INTRODUCTION

1
 INTRODUCTION TO INDUSTRY

After 1995, India has seen a massive change in Snack food market. The meaning of snack
has been redefined from chips and cookies to beverages, mini-meals and even three items on the
plate. There is a rise in demand of snacks market which drives manufactures to grow and operate
in this segment lucratively.

Due to the busier lifestyle in the recent past, the demand for convenience products has increased
a lot with the thrust of packaged food in India. With the advancement of technology,
urbanization, increase in purchasing power, growth in female work population, expansion of
nuclear families has augmented the business of the packaged snack food and attracted a large
mass toward the snack market in India. In order to save time, people are gradually shifting to
ready to eat food items.

And the growth rate of the packaged food market has been remarkable in last five years. The

food industry has expanded at the rate of 15.6% over the last few years. The consistent

growth rate presently outlooks for driving growth in future too.

2
 INDIAN FOOD PROCESSING INDUSTRY

Food processing industry in India is a sunrise sector that has gained prominence in
the recent years. Availability of raw materials, changing lifestyles and relaxation in policies
has given a considerable push to the industry’s growth.

This sector is among the few that serves as a vital link between the agriculture and industrial
segments of the economy. Strengthening this link is of critical importance to improve the
value of agricultural produce; ensure remunerative prices to farmers and at the same time
create favorable demand for Indian agricultural products in the world market. A thrust to the
food processing sector implies significant development of the agriculture sector and ensures
value addition to it.

Ministry of Food Processing Industries

The Ministry was set up in 1998 and the industry segments that come under its purview are:
 Fruit & Vegetable processing (including freezing and dehydration).
 Grain Processing.
 Processing of Fish (including canning and freezing).
 Processing and refrigeration of certain agricultural products, dairy products, poultry
and eggs, meat and meat products.
 Industries related to bread, oilseeds, meals (edible), breakfast foods, biscuits,
confectionery, malt extract, protein isolate, high protein food, weaning food and
extruded food products (including other ready-to-eat foods).
 Beer, including non-alcoholic beer.
 Alcoholic drinks from non-molasses base.
 Aerated water and soft drinks.
 Specialized packaging for food processing industries.

The Ministry of Food Processing Industries, has estimated the size of the Indian food market
at US$ 191 billion (Rs 8,600 billion). The processed food market is projected to be over US$
100

3
billion, of which the primarily processed food market accounts for 60%, while the value-added
processed food market is around 40%.

The average annual growth of the food processing industry has been around 8% between FY01-
FY06. The segments that have driven the growth are the beverages and meat & meat products
and processed fish sectors. The food processing industry in India has a share of 1.5% in the total
GDP of the country, and as part of total manufacturing accounts for 9%. India’s share in world
trade in respect of processed food is about 1.6%.

An extensive and highly fragmented industry, the food processing sector largely comprises of
the following sub-segments: fruits & vegetables, milk and milk products, beer & alcoholic
beverages, meat and poultry, marine products, grain processing, packaged/convenience food and
packaged drinks. A large number of players in this industry are small sized companies, and are
largely concentrated in the unorganized segment. This segment accounts for more than 70% of
the output in volume terms and 50% in value terms. However, though the organized sector is
comparatively small, it is growing at a much faster pace.

4
The snack food market is categorized in two broad categories as Western and traditional snack
segments. The Western segment is more popular as compared to traditional. The leading
traditional brands in this sector are Haldiram and ‘Uncle Chips' from Amrit Agro. But the MNC
PepsiCo with its diverse range of product portfolio substantially changed the market. The other
players include PEPSICO Ltd., Bikanervala Foods Pvt. Ltd., DFM Foods Ltd., Balaji Wafers
Pvt. Ltd., Balaji Wafers Pvt. Ltd., MTR Foods Pvt. Ltd., Prataap Snacks Pvt. Ltd., Parle Agro
Pvt. Ltd. and Ushodaya Enterprises Pvt. Ltd.

The consumers are looking forward for healthier and flavorful options in the food market. There
is an increase in the consumer interest towards snacks as there are various brands in this
segment with newer technology and more benefits giving them refreshing and quick meals.

The fast expanding retail network and the convenience and ease of acquiring it, contributes
towards the rapid growth of the industry. I addition, there are no such regulations and
Government policies regarding the establishment of such companies in India which motivates the
manufacturers to set up its units.

5
Apart from this, there are some challenges the Indian snack industry has which can result in a
setback. Despite of so many companied in the market, the market yet needs to find Indian flavors
to fully satisfy them. The new items have failed to replace the traditional food at some places.
Chips and biscuits are still considered by Indians and so new categories are created which would
require time and persistence. Healthier and tastier snack is still needed to raise the demands.

So the leading players in this segment are taking relevant steps to retain, sustain and grow in
the market. They are trying their level best with various innovative options, tastes and flavors in
the industry meeting the expectations of Indian consumers.

The Indian snack industry snack industry has major trends and developments in India over
the years. It is stable at present and has strong growth potential in future.

6
 Snacks are a part of Consumer Convenience/ Packaged Foods segment. Snack is described as a
Small quantity of food eaten between meals or in place of a meal. Snack food generally
comprises bakery products, ready-to-eat mixes, chips, namkeen and other light processed foods
According to the ministry of food processing, the snack food industry is worth Rs 100 billion in
value and over 4,00,000 tonnes in terms of volume.
Though very large and diverse, the snacks industry is dominated by the unorganized sector
According to an Apeda survey almost 1,000 snack items and 300 types of savories are sold
across India. The branded snacks are sold at least 25% higher than the unbranded products
Savory snacks have been a part of Indian food habit, since almost ages. Though there is no
particular time for snacks, normally they are consumed at teatime. The variety is almost mind-
boggling with specialties from all regions, which have gained national acceptance industry. he
been growing around 10% for the last three years, while the branded segment is growing around
25% per annum to stand at Rs 5,000-Rs 5,500 crore, due to various reasons like Multiplex
culture, snacking at home while watching TV, pubs and bars (where they are served free). AC
Nielsen's retail audit shows that the large sales volumes are due to a marked marketing for ethnic
foods, regional bias towards indigenous snacks and good value-for-money perception. Of course
the branded segment is much smaller at Rs 2,200 crore, which is what makes it so attractive to
food Companies that are looking at bigger shares and in the branded snacks market, to get down
to basics, Frito Lay commands a share of 45%, followed by Haldiram’s at 27% and LAYS at
16%.

Lay’s
Haldiram
ITC
Others

7
The rest is divided between a handful of new entrants, wannabes and many regional players of

the wide range of snacks available, potato chips constitute a sizeable Segment of the Indian

snack food industry, according to India Info line. The potato chip market is generally an

unorganized industry. Nearly all potato chip snack products are manufactured and sold locally.

There is also no uniform standard for packaging, as there is in Europe, the United States and

other more developed regions. Many snack foods are sold loose or packaged in poly-pouches,

which may only be folded, or in some cases, stapled closed. As the Indian economy continues to

grow, and production standards improve, many snack food companies are making significant

investments into plant equipment and packaging machinery.

Pepsi Foods Ltd., now known as Frito-Lay India Ltd., produces India's largest snack food

Manufacturer’s brands, including Ruffles, Hostess, Cheetos and Uncle Chips. Frito Lay's story is

an example of how American recipes were adjusted to satisfy local tastes. Procter & Gamble's

Pringles brand of potato crisp was launched in Delhi in 1999. Pringles is also a baked potato

crisp, unlike many other potato based Indian snack foods that are fried. P&G currently imports

the Pringles product and therefore the product has been priced at a premium and is marketed to a

micro-niche. The branded salty snacks market has come a long way from the 1990s, when the

market was dominated by the large players and a few other regional brands.

The market registered a major leap in the mid-90s and post 2005 as many other player entered

this segment. 20 years ago, snacking on chips meant the deep fried, homemade (sliced, sundried,

stored) potato chips our mothers were adept at making along with dozens of other savory snacks.

Today, all we need to do is tear open a packet of our favorite brand. Indians love ‘snacking’, and

over the past two decades, branded salty snacks have found high acceptance across large and

small cities to become the preferred choice of consumers.

8
The Knack of Snack has changed drastically in India. We Indians love ‘snacking’ and over the

past two decades, snacks have found high acceptance across large and small cities to become the

preferred choice of consumers.

General trend in the market is to consume hygienically packed snack food. Over the coming

years, we will see that the snack food market will become very regional in the taste attributes.

These days health being the prime factor on radar, majority of the salty snacks producers

gives high attention on this point. Several types of potato come in low-salt varieties. Easy on-

the-go portable packs with single-serve/bite sized packs are adding to the convenience.

Health-conscious snackers demand healthy, low fat, low calories, low trans-fat, organic, fiber

rich, vitamin & mineral fortified snacks, while others want exotic tastes and flavors. So the

health aspect is balanced with the taste demand.

The ball of innovation is rolling continuously in the snack industry in India. Indian snack market

has always been known to surprise and delight its consumers with innovative and great tasting

offerings. The new flavours are inspired by the food culture and the fun spirit of Indians. India is

a diversified nation and so is the taste. So the innovations have no boundaries. Every month

there will be a new flavor added to the salty snacks horizon in India.

Also for snacks, it’s been the same. The snacking trend is been inspired from West, but the

Indian touch is constant in all the available varieties. The producers have to balance the taste and

blend the snacks as per the regional taste demand in future.

The growth in India’s consumer market will be primarily driven by a favorable population

composition and rising disposable incomes. A recent study by the McKinsey Global Institute

(MGI) suggests that if India continues to grow at the current pace, average household

incomes

9
 will triple over the next two decades and it will become the world’s fifth largest consumer

economy by 2025, up from 12th now.

PepsiCo is a global food and beverage leader with net revenues of more than $65 billion and a

product portfolio that includes 22 brands that generate more than $1 billion each in annual retail

sales. Our main businesses – Quaker, Tropicana, Gatorade, Frito-Lay and Pepsi-Cola – make

hundreds of enjoyable foods and beverages that are loved throughout the world. PepsiCo’s

people are united by our unique commitment to sustainable growth by investing in a healthier

future for people and our planet, which we believe also means a more successful future for

PepsiCo. We call this commitment Performance with Purpose: PepsiCo’s promise to provide a

wide range of foods and beverages for local tastes; to find innovative ways to minimize our

impact on the environment by conserving energy and water and reducing packaging volume; to

provide a great workplace for our associates; and to respect, support and invest in the local

communities where we operate. For more information, please visit www.pepsico.com.

BITING INTO THE INDIAN SNACKS MARKET

Sales in the snacking category have grown more than six-fold from 8,000 crore in 2004 to 47,000

crores in 2013.

India’s tier 1 towns, the rest of urban, and rural areas offer the most potential in terms of growth

and opportunity when it comes to snacking. Products that talk about strong taste and texture cues

and woven with appropriate emotional insight do better than those that don’t.

The global recession clearly hasn’t had an impact on the average Indian’s taste buds. Snacking is

on the rise. Increasing disposable incomes, a need for convenience from fast-paced lifestyles and

a cultural tradition of snacking between meals have fuelled explosive growth in this sector.

From

10
11
a modest 8,000 crores in 2004, the market today stands at 47,000 crores—more than six

times the amount a decade ago!

And it should only continue to grow. Consumers’ changing dietary habits and willingness to

try new things are pushing these numbers even higher. In addition, children are having more

say in buying decisions. As a result, this unexpected growth is not isolated to urban areas. In

terms of opportunity, tier I towns, the rest of urban, and rural areas are the ones that offer the

most potential for retailers and manufacturers, fostering our belief that marketing focused on

these areas will drive growth.

The average consumer seldom realizes the amount of thought that goes into his bag of chips or

box of biscuits. But if you’re a player in this sector, you probably know the very real danger of

a perfectly good product being rejected by the market.

Potato chips currently represent one of the world’s most popular snack foods. From its
accidental birth in 1853, the potato chips market has evolved with time and currently represents
a multi- billion dollar market. Owing to their easy affordability and cheaper price even for the
premium products, potato chips are popular among all age groups. Currently, the growing young
population (below 15 years) represents a key segment for the potato chips market. Major factors
driving the global demand of potato chips are growing urbanisation, rise in disposable incomes
and rapidly changing lifestyles. A busy lifestyle coupled with long working hours have forced
people to shift from elaborate luncheons and meals to desk snacks and packaged foods. Other
factors like value addition and growth of emerging markets are also expected to propel the
demand of this market. According to the IMARC Group, global potato chips market has grown
at a CAGR of around 4% during 2009-2016 and reached a market value worth US$ 26 billion.

12
Although potato chips are consumed all over the world, their consumption and penetration
levels vary widely across regions. The United States and Western Europe currently represent the
biggest markets accounting for nearly two thirds of the total global demand. Growth rates in
these markets, however, have reached maturity levels whereas the emerging markets such as
India, China, Russia, etc. are expected to show promising growth rates in the future.

13
 An Overview
Indian cuisine has a rich array of appetisers, snacks. Many of these are comparatively lower in
fat than most western appetisers which are heavy on butter and cheese. Savoury snacks have
been a part of Indian food habit, since almost ages. Though there is no particular time for
snacks, normally they are consumed at teatime. The variety is almost mind-boggling with
specialities from all regions, which have gained national acceptance.

Snacks are a part of Consumer Convenience/ Packaged Foods segment. Snack is described as a
small quantity of food eaten between meals or in place of a meal. Snack food generally
comprises bakery products, ready-to-eat mixes, chips, namkeen and other light processed foods.
According to the ministry of food processing, the snack food industry is worth Rs 100 billion in
value and over 4,00,000 tonnes in terms of volume.

The industry has been growing around 10% for the last three years, while the branded segment
is growing around 25% per annum. Major players are PepsiCo's Frito Lays and Haldiram's, the
Delhi-based Bikanervala Foods and the latest entrants Mother Dairy with the launch of
namkeens under the brand name of "Aa Ja Kha Ja" and Satnam Overseas Ltd, the country's
largest Basmati rice exporters and owner of 'Kohinoor brand, which has forayed into the
packaged snack food market with the launch of Kohinoor Namkeenz.

From selling bhajias some 70 years ago in Bikaner, Haldiram's was the first to lay emphasis on
packaging and presentation of its ready-to-eat snacks. The group now operates in Delhi,
Nagpur and Kolkata.

For potato wafers, it is primarily the case of a commodity market largely turning packaged. The
retail audit suggests that growth in this segment is seen largely as a reflection of consumer
marketing moving towards packaged goods.

14
Besides Balaji Wafers, competitors in the local potato chips market include brands like Frito
Lay's, Peppy, Uncle Chips, with high visibility advertising and trade promotions. Then there are
some other well-known brands like Hostage, Binnie's, Funmunch, Hello, Twinkle, Marvel,
Ok, Garden, Mota Chips, Monginis, Brijwasi and Chedda. There are some regional players
like Samrat Namkeens in Gujarat, Garden Foods in Mumbai & Maharashtra, and Akash
Namkeens & Prakash Namkeens in Madhya Pradesh.

Pepsi Foods Ltd., now known as Frito-Lay India Ltd., produces India's largest snack food
manufacturers’ brands, including Ruffles, Hostess, Cheetos and Uncle Chips. Frito Lay's story
is an example of how American recipes were adjusted to satisfy local tastes. Procter &
Gamble's Pringles brand of potato crisp was launched in Delhi in 1999. Pringles is also a
baked potato crisp, unlike many other potato based Indian snack foods that are fried. Procter &
Gamble currently imports the Pringles product and therefore the product has been priced at a
premium and is marketed to a micro-niche.

Banana chips are a sub-segment that's also fast catching on. A predominantly southern
phenomenon, banana chips now contribute approximately 3.1% to total branded sales of
namkeens, up from 2.7% in 2001, while volume contribution was 3.6% in 2002. Industry
sources estimate the market at far higher tonnage and value.

There are also several snacks made of rice flour, wheat flour and pulses like Bengal gram
(moong), moth gram etc. These are also basically fried product, but the fat content is less
ranging from 20-30%. While in the south rice flour and urid are used, wheat flour, Bengal gram
and green gram are used in the north and western regions. In addition, there are snacks made of
nuts. Under this category are mainly roasted/fried nuts, either whole or broken. They are
comparatively costlier than other common snacks.

One of the drawbacks of snack food health wise is the high fat content, which ranges from 35-
50%. The unbranded snacks manufacturers use cheap oil and are priced low when compared to
the branded snacks. The manufacturing process is mainly semi-automatic and only packaging
is

15
done using sophisticated equipment.

Though very large and diverse, the snacks industry is dominated by the unorganized sector.
There are almost 1,000 snack items and 300 types of savouries are sold across India. The
branded snacks are sold at least 25% higher than the unbranded products. Savoury snacks have
been a part of Indian food habit, since almost ages. Though there is no particular time for
snacks, normally they are consumed at teatime.

The variety is almost mindboggling with specialties from all regions, which have gained national
acceptance.

The industry has been growing around 10% for the last three years, while the branded segment
is growing around 25% per annum to stand at Rs 5,000-Rs 5,500 crore, due to various reasons
like Multiplex culture, snacking at home while watching TV, pubs and bars (where they are
served free). In the branded snacks market, to get down to basics, Frito Lay commands a share
of 45%, followed by Haldiram’s at 27% and PEPSICO at 16%. The rest is divided between a
handful of new entrants, wannabes and many regional players.

16
Of the wide range of snacks available, potato chips constitute a sizeable segment of the Indian
snack food industry, according to India Infoline. The potato chip market is generally an
unorganized industry. Nearly all potato chip snack products are manufactured and sold locally.
There is also no uniform standard for packaging, as there is in Europe, the United States and
other more developed regions. Many snack foods are sold loose or packaged in poly-pouches,
which may only be folded, or in some cases, stapled closed. As the Indian economy continues to
grow, and production standards improve, many snack food companies are making significant
investments into plant equipment and packaging machinery.

17
 Market players

PepsiCo, PEPSICO, Prataap Snacks and Haldiram’s are the major players in the India potato
snacks market which accounted for the majority of the revenue share. PepsiCo is leading the
market with a revenue share of more than 50% in 2015. However, it is expected to decline over
the next five years on account of entry of more domestic players which are offering potato
snacking products as per regional taste and at competitive pricing with strong promotional
activities and good penetration in tier II and tier III cities of the country.

“India is one of the fastest growing economies in the world with growing employment
opportunities; following the high GDP growth and inflow of foreign direct investment. Kids and
the young generation are the primary buyers of potato snacks and they are also the target
customer of these products. Busy work life patterns, easy availability of raw materials and cheap
labor cost makes India a lucrative market for companies operating in the potato snacks industry”

18
COMPANY PROFILE

19
 INTRODUCTION TO COMPANY

PEPSICO is one of India's foremost multi-business enterprises with a market capitalisation of US

$ 45 billion and a turnover of US $ 8 billion. PEPSICO is rated among the World's Best Big
Companies, Asia's 'Fab 50' and the World's Most Reputable Companies by Forbes magazine
and as 'India's Most Admired Company' in a survey conducted by Fortune India magazine and
Hay Group. PEPSICO also features as one of world's largest sustainable value creator in the
consumer goods industry in a study by the Boston Consulting Group. PEPSICO has been listed
among India's Most Valuable Companies by Business Today magazine. The Company is among
India's '10 Most Valuable (Company) Brands', according to a study conducted by Brand Finance
and published by the Economic Times. PEPSICO also ranks among Asia's 50 best performing
companies compiled by Business Week.

20
PEPSICO is one of India's foremost private sector companies with a market capitalisation of US
$45 billion and a turnover of US $7 billion. PEPSICO is rated among the World's Best Big
Companies, Asia's 'Fab 50' and the World's Most Reputable Companies by Forbes magazine
and among India's Most Valuable Companies by Business Today. PEPSICO ranks among
India's '10 Most Valuable (Company) Brands', in a study conducted by Brand Finance and
published by the Economic Times. PEPSICO also ranks among Asia's 50 best performing
companies compiled by Business Week.

PEPSICO has a diversified presence in FMCG, Hotels, Paperboards & Specialty Papers,
Packaging, Agri-Business, and Information Technology. PEPSICO's diversified status
originates from its corporate strategy aimed at creating multiple drivers of growth anchored on
its time-tested core competencies: unmatched distribution reach, superior brand-building
capabilities, effective supply chain management and acknowledged service skills in hoteliering.
Over time, the strategic forays into new businesses are expected to garner a significant share of

these emerging high-growth markets in India.

Within a relatively short span of time, PEPSICO has established vital brands like Aashirvaad,
Sunfeast, Lays!, Yippee!, Candyman, mint-o, Kpepsicohens of India in the Branded Foods
space; Essenza Di Wills, Fiama Di Wills, Vivel, Superia, and Engage in the Personal Care

products segment; Classmate and Paperkraft in Education & Stationery products; Wills
Lifestyle and John Players in the Lifestyle Apparel business; Mangaldeep in Agarbattis
and Aim in the Safety Matches segment.
Lays! was launched in March 1932 with a wide range of exciting packaged salted snacks. The
range includes multiple flavor variants of Potato Chips & Finger Snacks.

The brand is associated with youth, fun and excitement. It fulfils the consumers need for variety
and novelty in snacks. At present Lays! has 4 sub-brands in its portfolio, each of which have
unique values based on consumer need differentiation.

21
Multiple Drivers of Growth

PEPSICO’s aspiration to create enduring value for the nation and its stakeholders is manifest in
its robust portfolio of traditional and greenfield businesses encompassing Fast Moving
Consumer Goods (FMCG), Hotels, Paperboards & Specialty Papers, Packaging, Agri-
Business, and Information Technology. This diversified presence in the businesses of
tomorrow is powered by a strategy to pursue multiple drivers of growth based on its proven
competencies, enterprise strengths and strong synergies between its businesses.

The competitiveness of PEPSICO’s diverse businesses rest on the strong foundations of

institutional strengths derived from its deep consumer insights, cutting-edge Research &
Development, differentiated product development capacity, brand-building capability,
world-class manufacturing infrastructure, extensive rural linkages, efficient trade
marketing and distribution network and dedicated human resources. PEPSICO’s ability to
leverage internal synergies residing across its diverse businesses lends a unique source of
competitive advantage to its products and services.

Within a relatively short span of time, PEPSICO has established vital brands like Aashirvaad,
Sunfeast, Fabelle, Sunbean, Dark Fantasy, Delishus, Lays!, Yippee!, Candyman, mint-o,
Kpepsicohens of India in the Branded Foods space; Essenza Di Wills, Fiama, Vivel, Vivel
Cell Renew, Engage, Savlon, Shower to Shower and Superia in the Personal Care products
segment; Classmate and Paperkraft in Education & Stationery products; Wills Lifestyle and
John Players in the Lifestyle Apparel business; Mangaldeep in Agarbattis and Aim in the
Safety Matches segment. This growth has been rated by a Nielsen Report to be the fastest
among the consumer goods companies operating in India.

Creating Enduring Value

Today, PEPSICO is India's leading Fast Moving Consumer Goods company, the clear market
leader in the Indian Paperboard and Packaging industry, a globally acknowledged pioneer in
farmer empowerment through its wide-reaching Agri Business and runs the greenest luxury
hotel chain in the world. PEPSICO Infotech, a wholly-owned subsidiary, is one of India's fast-

22
 growing IT companies in the mid-tier segment. This portfolio of rapidly growing businesses
considerably enhances PEPSICO's capacity to generate growing value for the Indian economy.

PEPSICO's Agri-Business is one of India's largest exporters of agricultural products. The

PEPSICO Group’s contribution to foreign exchange earnings over the last ten years amounted
to nearly US$ 6.8 billion, of which agri exports constituted 57%. The Company's 'e-Choupal'
initiative has enabled Indian agriculture significantly enhance its competitiveness by
empowering Indian farmers through the power of the Internet. This transformational strategy
has already become the subject matter of a case study at Harvard Business School apart from
receiving widespread global acclaim.

As one of India's most valuable and respected corporations, PEPSICO is widely perceived to
be dedicatedly nation-oriented. Chairman Y C Deveshwar calls this source of inspiration "a
commitment beyond the market". In his own words: "PEPSICO believes that its aspiration to
create enduring value for the nation provides the motive force to sustain growing
shareholder value. PEPSICO practices this philosophy by not only driving each of its
businesses towards international competitiveness but by also consciously contributing to
enhancing the competitiveness of the larger value chain of which it is a part." PEPSICO group
directly employs more than 32,000 people and the Company's Businesses and value-chains
generate around 6 million sustainable livelihoods many of whom live at the margin in rural
India.

Global Exemplar in Sustainability

Acknowledged as a global exemplar in sustainability, PEPSICO is the only enterprise in the

world, of comparable dimensions to be carbon-positive, water-positive, and solid waste
recycling positive. A testimony to its commitment to a low carbon growth path - over 47% of
the total energy requirements of PEPSICO is met from renewable sources. All PEPSICO's
premium luxury hotels are LEED (Leadership in Energy and Environmental Design) Platinum
certified making it the "greenest luxury hotel chain" in the world. PEPSICO's Paperboards and
Paper business is an icon of environmental stewardship.

23
PEPSICO's production facilities and hotels have won numerous national and international
awards for quality, productivity, safety and environment management systems. PEPSICO was
the first company in India to voluntarily seek a corporate governance rating.

The Company continuously endeavours to enhance its wealth generating capabilities in a

globalising environment to consistently reward more than 5,47,000 shareholders, fulfill the
aspirations of its stakeholders and meet societal expectations.

PEPSICO is one of the India's foremost private sector companies with a market capitalization of
nearly US $ 15 billion and a turnover of over US $ 4.75 billion. PEPSICO has a diversified
presence in Cigarettes , Hotels , Paperboards & Specialty Papers , Packaging , Agri-
Business , Packaged Foods & Confectionery , Information Technology , Branded Apparel ,
Greeting Cards , Safety Matches and other FMCG products .

24
PEPSICO Research and Development

Innovation has always been integral to PEPSICO's DNA, the foundation for the unique and
differentiated value propositions that it has crafted over the years.

Since I983, PEPSICO R&D Centre in Bengaluru has played a crucial role in building this
capability, creating products and solutions that sustain the Company's competitive advantage.
Now rebranded as PEPSICO Life Sciences and Technology Centre, this new beginning
highlights its integral part in keeping the Company future-ready and driving its game-changing
businesses of the future. It also reflects the Centre's new mandate- to go beyond supporting and
improving PEPSICO's existing products and services and create innovations that not only meet
but anticipate consumer needs.

PEPSICO's ambitious agenda of sharpening its competitive edge in an enormously challenging

marketplace demands better products that can positively impact consumers' lives, demands
solutions that effectively deliver care and wellness to consumers, demands products and
services that are world-class and a byword for excellence. It is here that the Centre will step in -
endeavouring to develop path-breaking solutions that blend science, research and technology to
enhance not just product experience but overall quality of life.

The challenging task of driving science-led product innovation has been carefully addressed by
appropriately identifying the required set of core competency areas of science such as Plant

25
Silviculture and several disciplines of Chemistry. Presently, thePEPSICO Life Sciences and
Technology team has evolved with over 250 world-class scientists and is creating Centres of
Excellence in these areas. The Centre is carrying out research and securing proprietary
technologies for the Company's businesses.

26
Agrisciences R&D

The Agrisciences R&D team continues evaluating and introducing several germplasm lines of
identified crops including Casuarina and Eucalyptus to increase the genetic and trait diversities
in these species, towards developing new varieties with higher yields, better quality and other
relevant traits for PEPSICO's businesses.

This high-end lab research is supported by field research at PEPSICO's R&D Centre at
Bhadrachalam which is at the core of the Company's fibre strategy for its Paperboards and
Specialty Papers business. This state-of-the-art research centre is consistently striving to
improve the productivity of several tree species, in order to give attractive land-use alternatives
to traditional farmers and wasteland owners. So far, more than 100 high-yielding, fast-growing
and disease resistant 'Bhadrachalam' clones have been produced on a commercial scale,
including 23 site-specific clones adapted to problematic soils. The productivity of these saplings
is 6-9 times that of normal seedlings.

PEPSICO's comprehensive R&D facilities at Rajahmundry in Andhra Pradesh cover all

aspects of tobacco crop cultivation. In collaboration with the Central Tobacco Research Institute
and the Tobacco Board, PEPSICO pioneered FCV tobacco cultivation in India and introduced
the Burley and HDBRG varieties. PEPSICO's continued focus on crop development has
resulted in new varieties of seeds and hybrids in Andhra Pradesh and Karnataka, which have
significantly improved farm yields and helped fulfill the demands of a dynamic global market.

27
 Biosciences R&D

PEPSICO Life Sciences and Technology Centre has created a Biosciences R&D team to
design and develop several long-term research platforms evolving multi-generation product
concepts and associated claims that are fully backed by scientific evidence for the Foods and
Personal Care businesses. Recognising the unique construct of PEPSICO in terms of its strong
presence in agriculture, food and personal care businesses, a convergence of R&D capabilities is
being leveraged to deliver future products aimed at nutrition, health and well-being.

In addition, PEPSICO Life Sciences and Technology Centre has evolved a strategy in
building a new value chain called, 'Nutrition' with a special focus on 'Indianness' and 'health
and well-being' founded on the basis of Value Added Agriculture (VAA). The initial activities
related to VAA have already commenced with a focus on Soya.

Global Collaboration

PEPSICO Life Sciences and Technology Centre has also initiated several research
collaborations with globally recognized Centres of Excellence to remain contemporary and fast
track its journey towards demonstrating multiple 'proofs of concept'. These collaborations,
covering identified species, are designed in a manner that enables PEPSICO to gain
fundamental insights into several technical aspects of plant breeding and genetics and the
influence of agro-climatic conditions on the growth of these species. Such interventions will
accelerate PEPSICO's efforts in creating future generations of these crops with greater genetic
and trait diversities and leading to significant benefits for the Company's businesses. Further,
these outcomes have a strong potential to contribute towards augmenting the nation's ecological
capital as well.

28
 Master Design Facility

Catering to the need of PEPSICO's Lifestyle Business is a contemporary master Design

Facility at Manesar, Gurgaon. It offers R&D facilities that have enabled the Company to offer
internationally benchmarked fashion collection every season.

Relentless Commitment to Quality

Pursuing the Company's relentless commitment to quality, each business is mandated to

continuously innovate on processes and systems to deliver superior competitive capabilities.

All manufacturing units of the Company have ISO quality certification. All manufacturing units
of the Branded Packaged Foods businesses (including contract manufacturing units) and hotels
have stringent food safety and quality systems. All Company owned units / hotels and almost all
contract manufacturing units of the Branded Packaged Foods businesses are certified by an
accredited 'third party' in accordance with 'Hazard Analysis Critical Control Points' (HACCP)
methodology. Additionally, the quality of all FMCG products of your Company is regularly
monitored through 'Product Quality Ratings Systems' (PQRS).

29
30
 Lays! was launched in March 1932 with a wide range of exciting packaged salted snacks. The
range includes multiple flavor variants of Potato Chips & Finger Snacks.

The brand is associated with youth, fun and excitement. It fulfils the consumers need for
variety and novelty in snacks. At present Lays! has 4 sub-brands in its portfolio, each of which
have unique values based on consumer need differentiation.

Lays! SUNCHIPS
Authentic flavours gently sprinkled on chips made from golden quality potatoes. Available in so
many exciting flavours.

31
Lays! SUNCHIPS Original Multigrain Snacks

PEPSICO has carved a niche for itself by creating yet another winner product in the form of
Lays! SUNCHIPS Original style. These come in two delectable flavours of Chilli sprinkled and
Salt Sprinkled. Savour the unique combination of perfectly sliced potatoes along with carefully
sprinkled spices.

32
Lays! FRITOS

One of the biggest successes from the Lays! Portfolio, Lays! Lays chips has carved a niche for
itself in the consumers mind and is synonymous with the perfect triangular snack.

A combination of innovative flavours on a traditional khakra base, Lays chips is a snack that is
true to taste with perfect flavour delivery as well as shape,

33
making it a snack that's truly "Har Angle se Mmmm ..

34
Lays! POTATO CHIPS

Lays! POTATO CHIPSis the popular spindle shaped format from Lays! that is a delicious blend
of handpicked spices with an aroma that makes one crave for more. The taste of fiery sparks
which masalas leave on ones tongue is an experience with savouring!

Lays! DORITOSs - "Let's DORITOS"

Lays! DORITOSs is one of the most innovative snacks available in the market. Each piece of
this innovative crunchy snack is made out of strands loaded with lip smacking masala or
tantalizing tomato or simply salted flavours. Once bitten, they break into many more
delicious strands in the mouth. It is so tasty that you can’t resist sharing it with others.

PEPSICO is a board-managed professional company, committed to creating enduring value

for the nation and the shareholder. It has a rich organisational culture rooted in its core values
of respect for people and belief in empowerment. Its philosophy of all-round value creation is
backed by strong corporate governance policies and systems.

PEPSICO’s corporate strategies are :

 Create multiple drivers of growth by developing a portfolio of world class businesses

that best matches organizational capability with opportunities in domestic and export
markets.
 Continue to focus on the chosen portfolio of FMCG, Hotels, Paper, Paperboards
& Packaging, Agri Business and Information Technology.
 Benchmark the health of each business comprehensively across the criteria of
Market Standing, Profitability and Internal Vitality.
 Ensure that each of its businesses is world class and internationally competitive.
 Enhance the competitive power of the portfolio through synergies derived by
blending the diverse skills and capabilities residing in PEPSICO’s various businesses.
 Create distributed leadership within the organisation by nurturing talented and
focused top management teams for each of the businesses.

35
 Continuously strengthen and refine Corporate Governance processes and systems
to catalyse the entrepreneurial energies of management by striking the golden
balance between executive freedom and the need for effective control and
accountability.

36
 INTRODUCTION TO THE PROBLEM

In the branded snacks market, to get down to basics, Frito Lay commands a share of 45%,
followed by Haldiram’s at 27% and PEPSICO at 16%. The rest is divided between a handful of
new entrants, wannabes and many regional players. Out of these PEPSICO’s Lays is a new
entrant in the market, which was launched in 1932. PEPSICO has launched Lays in a wide
variety of flavors and formats, ranging from potato chips to finger snacks. Because of its
different and catchy advertisements Lays has created a buzz in the market.
Therefore, our aim was to find out the most popular flavor of Lays among all the offerings.

37
OBJECTIVES OF
THE STUDY

38
 OBJECTIVES OF THE STUDY

1. To understand the importance of customer focus.

2. To understand what it take to create satisfied customers. 3 .

To identify customers.

4. To understand customer needs. 5 .

To gather customer information.

6. To know what constitute an excellent customer relation management. 7 .

To know how to measure customer marketing.

8. To study the snacks industry as a part of food processing industry. 9 . To

study about the target consumer.

10 . To determine the future course of action by Frito lay’s.

11 . To study the factor which affect the buying behaviour of consumer. 12 .

To find out which flavor is most preferred.

39
 RESEARCH
METHODOLOGY

40
 SCOPE OF THE STUDY

The project entitled, “A STUDY ON CONSUMER MARKETINGS FOR LAYS” is

conducted in metropolitan city, small cities, towns and other potential areas in
Ghaziabad from there we can gather the data or knowledge about this industry. Thus
this study can be beneficial for the snacks or similar Industry in near future to know
about the buying behavior pattern of consumers.

41
 RESEARCH DESIGN & METHODOLOGY

Research design is the basic framework which provides guidelines for the rest of research

process. It specifies the methods for data collection and data analysis. In this research project we

have used the survey method of data collection, to be more specific questionnaire method. We

conducted a survey in Delhi. Out of the universe of 500 our sample size is 100. Respondents in

the sample size were asked to fill the questionnaires to gather the data.

RESEARCH DESIGN USED

Research is an art of scientific, investigation and systematic research for pertinent information

on a specific .I have used descriptive type of research. Descriptive research designing can be

used to study: consumer profiles, market potential studies, product usage, attitude surveys, sales

analysis, media research and price surveys etc.

RESEARCH INSTRUMENT

A. Questionnaire for consumers : A questionnaire consist a questions presented to

respondents for their answers. Because of its flexibility, the questionnaire is the most common

instrument used to collect primary data.

B. Schedule for retailers: Schedule is a device in social research, which frequently

used in collecting field data especially where the survey method is employed. It contains

42
questions and blank tables, which are to be filled by the investigators themselves after getting

information from the respondents.

TYPE OF QUESTIONNAIRE

Structured, Non-disguised- In this types of questioning the researcher setup a formal list of

questions Answers are frequently limited to a list of alternatives which is stated or implied.

TYPE OF QUESTIONS

 Multiple choice

 Dichotomous

 Close-ended

 Ranking item questions

ATTITUDE MESSUERMENT TECHNIQUES:

43
 (A) Direct Personal Interview- A direct personal interview is face-to-face

communication with the respondents. The interviewer gets in touch with the respondents ask

the questions, and records the answers obtained.

(B) Rating Scales- The rating scale involves qualitative description of a limited number

of aspects of a thing or traits of a person.

(C) Ranking scales- Under ranking scales (or comparative scales) we make relative

judgments against other similar objects. The respondents under this method directly compare

two or more objects and make choice among them. I have used method of rank order, under

this method of comparative scaling, the respondents are asked to rank their choices. This

method is easier and faster than method of paired comparisons.

SAMPLE DESIGN

A sampling plan is a definite plan determined before any data are actually

collected for obtaining a sample from given population.

(A) Sample Size-100 (The standard sample size had chosen by me.)

(B) Sampling Technique-I have used Probability sampling for my research report. Under

this sampling design every item of the universe has equal chance of inclusion in as ample.

(C)Place of the Study- GHAZIABAD.

(D) Survey Period- M a y - 2 0 2 2

44
 SAMPLING METHOD

In many marketing research project making a census study of the entire universe

will be impossible on account of limitation of time and money. Hence sampling become

inevitable. Sampling is used to collect primary data when source of data for too many to be

exhaustively handled. Sampling is an integral part of data collection process. A sampling is

only a portion of universe of population.

The success of sampling depends on the extent to which characteristics of the sample truly

represent these of the universe.

According to Yule, a famous statisticians, the objective of sampling is to get maximum

information about the parent population with minimum effort. Properly done, sampling

produces representative data on the entire population.

Method of Sampling:

Probability Sampling Method.

 Systematic sampling

 Area Sampling

Non Probability Sampling

 Convenience sampling

 Quota Sampling

 Judgment sampling

 Panel Sampling

45
DATA COLLECTION

The data collection process is the predefined task that I have to undergo. The data

collection process starts right from the first day till the final day on the field. During the whole

period a list of different retailers scattered around whole of the South Lucknow gets visited on

the regular basis. The main task is to analyze the market potential, study of the market share of

the company and analyzing the competitor’s strategies.

The survey process is not complete without consulting the Distributor & Retailers. The

distributors are the key nodes that make the chain moving effectively. So the response made by

them is also an essential criterion to involved and reaching for certain decisions.

There are several ways of collecting appropriate data that differ considerably in the

context of money costs, time, and other resources at the disposal of the researcher. The tools

used for data collection are as:

1. Primary Data

2. Secondary Data

PRIMARY DATA

The primary data are those data, which are collected afresh and for the first time. And

happen to be original in character. The primary data to be collected for the study are-

Questionnaire – A set of questionnaire is prepared for the cause of collecting different

information related to the pre-determined objectives. The questionnaire prepared is in two forms

& targeted towards the doctors and chemists differently. The format of questionnaire is

structured and non-disguised.

46
 Direct Personal Interview – Under this method of collecting data there is face-to-face context

with the person from whom the information is obtained. The data collected are from the

respective selected doctors and chemists visited regularly. The pattern used is Structured and

Indirect Interview.

SECONDARY DATA

Secondary data means data that are already available i.e., they refer the data, which have already

been collected and analyzed by someone else. When the researcher utilizes secondary data, then

he has to look into various sources from where he can obtain them, IN this case he is certainly

not confronted with the problems that are usually associated with the collection of original data.

Secondary data may either be published data or unpublished data.

Usually published data are available in:

1. Various publications of the central, state and local governments;

2. Various publications of foreign government or of international bodies and their subsidiary

organization;

3. Technical and trade journals: Books, magazines and newspapers;

4. The sources of unpublished data are many; they may be found in diaries, letters, unpublished

biographies and autobiographies and also may be available with scholars and research

workers, trade associations, labor bureaus and other public/private individuals and

organizations.

47
5. The sources of unpublished data are many; they may be found in diaries, letters, unpublished

biographies and autobiographies and also may be available with scholars and research

workers, trade associations, labor bureaus and other public/private individuals and

organizations.

6. The sources of unpublished data are many; they may be found in diaries, letters, unpublished

biographies and autobiographies and also may be available with scholars and research

workers, trade associations, labor bureaus and other public/private individuals and

organizations.

48
 ANALYTICAL TOOLS

Data can be displayed in charts and diagrams or as sets of ordered pairs. Analysis through charts

and diagrams is one methods used to help analyze data collected very easily.

Types of Diagrams

1. Bar Diagram

2. Pi Diagram

49
 DATA ANALYSIS
AND
INTERPRETATION

50
 DATA ANALYSIS AND INTERPRETATION

ANALYSIS OF DATA

1. Table showing that do you like to eat readymade snacks?

YES 98

NO 02

Total 100

Yes
No

YES 98% NO 2%

Interpretation:

51
 The pie chart given above is clear on the percentage of people who like to
eat snacks. Out of 100 respondents 98 like to While 2 don’t.

52
2. Table showing that which snacks do you preferred most?

Chips 34

Biscuits 22

Namkeen 14

Bhujia 22

Others 08

Total 100

Chips
Biscuit
Namkeen
Bhujia
Others

53
 CHIPS 34%

BISCUITS 14%

NAMKEEN 22%

BUJIA 22%

OTHERS 8%

Interpretation:-

The pie chart shows the responses of the people. It is clear that

chips dominate the market share. The second spot is shared by Namkeens and third

spot by Bhujia.

54
55
 3. Table showing that do you prefer LAYS?

Yes 60

No 40

Total 100

Yes

No

YES 60% NO 40%

Interpretation: - From the above pie chart, we can see that people like
the LAYS most i.e. they like to FRITOS, SUNCHIPS, DORITOS.

56
 4. Table showing that when do you prefer snacks in a day?

Morning 06

Afternoon 10

Evening 64

Night 20

Total 100

Morning
Afternoon
Evening

Night

MORNING 6%

AFTERNOON 10%

EVENING 64%

NIGHT 20%

Interpretation: -

This shows that chips are eaten by the respondent mainly at evening.

57
 5. Table showing that which company snacks do you like most?

LAYS 50

Diamon 10

Haldiram 38

Others 02

Total 100

Lays
Diamond
Haldiram

Others

LAYS 5 50%
Diamond 10%
Haldiram 38%
Others 2%
Interpretation:-

In the above pie chart, we can see the popularity of LAYS.

58
 6. Table showing that which flavor of Lays people like the Most?

FRITOS 25

DORITOS 25

POTATO CHIPS 40

SUNCHIPS 10

Total 100

FRITOS

DORITOS
POTATO CHIPS

SUNCHIPS

FRITOS 25%

DORITOS 25%

POTATO CHIPS 40%

SUNCHIPS 10%

Interpretation:-

This shows that more people like POTATO CHIPS of Lays.

59
7. Table showing that at which places the people like to buy Lays most.

College 62

Railway station 16

Public place 10

Bus stop 12

Total 100

COLLEGES

RAILWAY
STATION
PUBLIC PLACE

BUS STOP

60
COLLEGES 62%

RAILWAY STATION 16%

PUBLIC PLACE 10%

BUS STOP 12%

Interpretation:- From the above pie chart we can draw a conclusion that the
respondent eats lay’s chips in collage.

61
 8. Table showing that what factors motivate you to buy Lays?

Brand name 24

Taste 56

Variants 06

Price 08

Any other 06

Total 100

BRAND NAME 24%

TASTE
VARIANTS 56%
PRICE 6%
OTHERS 8%
6%

Interpretation:- This shows that the brand name of Lays product is best as people buy
LAYS POTATO CHIPS because of its Taste.

62
9. Table showing that what rating do the people like to give towards Lays?

Excellent 26

Good 52

Average 22

Total 100

Excellent

Good
Average

EXCELLENT 26%

GOOD 52%

AVERAGE 22%

Interpretation: - Most of the people rate it as a good product.

63
 10. Table showing that which packet size of Lays people generally prefer the

most.

Large 10

Medium 52

Small 38

Total 100

Large

Medium

small

LARGE 10%

MEDIUM 52%

SMALL 38%

Interpretation:- Most people like to consume medium size of lay’s

chips.

64
 lOMoARcPSD|34168872

11. Table showing that how often people purchase Lays.

Very often 25

Often 20

Sometimes 45

Rarely 10

Total 100

Very often
Often
Sometimes

Rarely

VERY OFTEN 25%

OFTEN 20%

SOMETIMES 45%

RARELY 10%

Interpretation:- It seems that eat Lays very alternative days.

65
12. Table showing that which of the respondent from family prefer Lays.

All 60

Children 36

Parents 04

Total 100

All

children
Parents

ALL 60%

CHILDREN 36%

PARENTS 4%

Interpretation:- As it seems that every member in the family eat

Lays but it is not so familiar with grandparents.

66
 13. Table showing that do you think Lays acquire a good name in the market?

Yes 92

No 02

Can’t say 06

Total 100

Yes
No

Can't say

YES 92%

NO 2%

CAN’T SAY 6%

Interpretation:- Most of the people think that Lays acquire a good

name in the market.

67
 14. Table showing that do you think Lays should come up with more flavor?

Yes 84

No 16

Total 100

Yes
No

YES 84%

NO 16%

Interpretation: - This shows that people is eager to grab the new

flavor of Lay’s Lays chips.

68
 15. Table showing what are the sources of information regarding Lays?

Advertising 68

Live 02

demonstration

Retail outlets 14

Home shopping 16

Total 100

Advertising
Live demonstration
Retail outlets

Home shopping

ADVERTISING 68%
LIVE DEMONSTRATION 2%
RETAIL OUTLETS 14%
HOME SHOPPING 16%

Interpretation:- Here advertisement is having lion share while live demonstration least

share.

69
16. Table showing would you suggest other person to buy Lays?

Yes 60

No 35

Can't Say 5

Interpretation:- from the above pie chart this is clear that most of the

people would suggest to buy Lays.

70
 Q17. Table showing are you satisfied with the number of flavors it has provided?

Yes 70

No 30

Interpretation:- Above pie chart show that mostly people are satisfied with the

existing flavor.

71
 FINDINGS
AND
CONCLUSION

72
 FINDINGS

1. Maximum numbers of respondents like to eat snacks.

2. Large amounts of respondents like to eat potato chips i.e. they like lay’s, uncle chips,
lays etc.

3. Maximum numbers of respondents like POTATO CHIPS of Lays.

4. Large numbers of respondents like to consume Lays because they give marketing to the
Taste of products.

5. Most of the people rate the Lays as a good product.

6. Maximum numbers of respondents like to consume medium size of chips product.

7. Maximum numbers of respondents think that Lays acquire a good name or position in
the market.

8. Most of respondents think that Lays should come with more flavor of its Lays chips &
SUNCHIPS.

73
 CONCLUSION

After conducting the survey we are in a position to say that ever since its launch Lays as a
preferred brand is on a rise. Although Frito Lays is the most popular brand Lays has carved a
niche for itself. Lays is in the growth stage of its life cycle. Given more time it is capable of
capturing a larger market share and giving tough competition to other brands.
Lays scored top among all the brands followed by Parle and Lays. In Snack Food category
Kurkure scored top followed by Haldiram’s Takatak and Bikano Chatex. • Lays performed the
best in the sensory test followed by Pringles and Haldiram’s in potato chips category. In snack
food Haldiram Takatak performed better followed by Kurkure and Bikano Chatex.

Overall people seem to be satisfied with Lays.

74
RECOMMENDATIONS
AND
SUGGESTIONS

75
 SUGGESTIONS

1. Companies’ distributors and representatives must make the retailers aware about
their Product and try to place the product on each and every shelf on the strength of
their distribution.
2. Company should advertise its food Product through appropriate media, so that
customers attract towards Lays to buy.
3. Company should provide better service and margin to retailers, so that they push
the product.
4. Company should also target the consumer by offering discount coupons or pens
/spoon free offer or some other innovative viable for attracting them.
5. Company should use top of space selling or display contest in major markets to
create product awareness.

76
LIMITATIONS OF
THE STUDY

77
 LIMITATIONS

1. Time Constraints: The time stipulated for the project to be completed is less and thus

there are chances that some information might have been left out, however due care is

taken to include all the relevant information needed.

2. Sample size: Due to time constraints the sample size was relatively small and would

definitely have been more representative if I had collected information from more

respondents.

3. Accuracy: It is difficult to know if all the respondents gave accurate information;

some respondents tend to give misleading information.

4. Availability: It was difficult to find respondents as they were busy in their schedule,

and collection of data was very difficult.

5. The findings are totally based on respondents prediction and hence can be biased to some

extent.

78
BIBLIOGRAPHY

79
 BIBLIOGRAPHY

Books:

 Kothari, C.R., Research Methodology, New Age Publications.

 Malhotra, Naresh K., Marketing Research, An Applied Orientation, Fourth

Edition, Pearson Prentice Hall, 2005, Part II, pp. 71-340.

 Chisnall, P.M. (1985). Marketing: A Behavioural Analysis. 2nd edn.

A.
 McGraw-Hill.

WEBLIOGRAPHY

 www.allbusiness.com

 http://www.financialexpress.com/news/Just-munch-it/271873/0

80
QUESTIONNAIRE

81
 QUESTIONNAIRE

Name ………………………….

Age……………………….…...

Qualification ………………....

Gender…………………………

Q1. Do you like to eat readymade snacks?

A. Yes

B. No

Q2. Which snacks do you preferred most?

A. Chips
B. Biscuits
C. Namkeen
D. Bhujia
E. Others

82
Q3. Do you prefer LAYS?

A . Yes

B. No

Q4. When do you prefer snacks time in a day?

A. Morning
B. Afternoon
C. Evening
D. Night

Q5. Which Company’s snack do you like most?

AA . Lays

B. Diamond

C. Haldiram

D. Any other

83
Q6. Which flavor of Lays people like the Most?

A. Sour Cream & Onion

B. Chili Limon

C. Classic Salted

D. Sweet Chilli

Q7. Which place do the people like to buy Lays most?

A. Colleges.
B. Railway station
C. Bus Stop
D. Public places

Q8. What factors motivate you to buy the Lays?

A. Brand Name
B. Taste
C. Variants
D. Prices. Any other

84
Q9. What rating do the people like to give towards Lays?

A. Excellent

B. Good

C . Average

Q10. Which packet size of Lays people generally prefer the most.

a. Large
b. medium
c. Small

Q11. How often people purchase Lays?

a. Very often
b. Often
c. Sometimes
d. Rarely

85
Q12. Which of the respondent from family prefer Lays?

a. all
b. Children
c. Parents

Q13. Do you think Lays acquire a good name in the market?

a. Yes

b. No

c. Can’t say

Q14. Do you think Lays should come up with more flavor?

A. Yes

B. No

Q15. What are the sources of information regarding Lays Products?

A. Advertising

B. Live demonstration

C. Retail outlets

D. Home shopping

86
Q16. Would you suggest other person to buy Lays?

a. Yes

b. No

c. can’t say

Q17. Are you satisfied with the number of flavors it has provided?

a. Yes

b. No

87