A STUDY ON CONSUMER ATTITUDE FOR BRITANNIA BISCUITS

WITH RESPECT TO PARLE BISCUITS

NAME OF STUDENT: TEJAS S PATIL

SPECIALIZATION: MBA II (MARKETING)
PRN NO: 2051808747
ROLL NO: 40
 Introduction & Objective 02

Introduction
Fast Moving Consumer Goods (FMCG) sector in India is one of the largest Sector in country and over
the years has been growing at a very steady pace. The sector consists of consumer non-durable products
which broadly consists personal care, household care and food & beverages. The Indian FMCG industry
is largely classified as organized & unorganized. This sector is also buoyed by intense competition. The
FMCG industry is the volume driven and it is characterized by low margins. Products are branded and
backed by marketing, heavy advertising, slick packaging and strong distribution channels.
Objectives of Study
• Comparative study of purchase pattern of Britannia Biscuits.
• To study purchase behavior towards the biscuits.
• To find out the attitude towards Britannia & Parle Brands.
• To find out the brand loyalty among the various categories of both the brands.

DEPARTMENT OF MANAGEMENT STUDIES (MBA ), SITRC

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 Literature Survey 03

K. M. Mubarak Ali (2013)

In his study endeavored “to find out the purchasing pattern brand preference, brand loyalty and suggest and suitable measures to improve
the brand loyalty. The study was concluded that a carefully chosen promotion strategy is to be used to increase the brand loyalty of the
product. The purchases of consumer durables are influenced by personal opinions. Well brand sales force may be used to persuade the
prospective customers.
Renuka and Hirekenchanagoudar (2008)
The analysis of research paper discusses “study on consumer buying behavior of ready-to- eat food products”. To determine the penetration
of Britannia Marie biscuits by retailers. The data were collected from 150 respondents. The tools used in are simple percentage and
correlation co efficient. It is concluded that the main factors influencing brand preference for biscuits, chips, fruit juice and ice creams were
quality, taste and reasonable price. Thus, the study unconcealed that the younger generation most popular addition ready- to- eat food
products than the other age groups. The consumer behavior also varies from product to product.
F.Mohamed Sabura, and Dr. T. Vijayakumar (2009)
They created a” study on distribution attitude towards Britannia biscuits with special reference to rural areas of Coimbatore city”. To analyze
the customer satisfaction about Britannia biscuits. the total sample respondents were fixed at judgment random basis. The data was collected
from 250 respondents in Coimbatore city. Different statistical tools are for used by analysis of the collected data, such as tabulation,
percentage analysis, bar diagram, ANOVA and Karl Pearson’s co efficient of correlation. The conclusion draws from the retailer’s point and
that, the distribution system of Britannia biscuits needs improvement through the direct selling method to satisfy the customer.
Mr. S.D. Nidhyananth, and Mr. B. Vigneshwaran (2011)
They created a “study on customer satisfaction towards Britannia biscuits in Coimbatore city”. To find out the factors those influence the
purchase of Britannia biscuits. The data are collected directly from the sample by interviewing or mailing questionnaires at period. In this
study the sample size was 100 respondents. Tools utilized in the study are percentage analysis, chi square test. It is concluded that consumers
satisfaction with preferable taste, awareness about various brands, about choice and their frequency of preference satisfaction of Britannia
biscuits.

DEPARTMENT OF MANAGEMENT STUDIES (MBA ), SITRC

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 Research Methodology 04

Research Methodology used in this project is Descriptive Research. The Sample

Size is 150 and sampling method used is simple random Sampling and type of data
used is primary as well as secondary data.

Type Of Research Descriptive

Sampling Area Nashik

Sample Size 150

Sampling Method Simple Random Sampling

Type of Data Primary and Secondary

Research Instrument Questionnaire

Data Collection Method Structured Questionnaire

Contact Method Online Survey Form

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 Data Analysis 05

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 Data Analysis 06

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 Data Analysis 07

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 Data Analysis 08

After Applying Chi-Square Test the P-value is obtained

After Applying Chi-Square Test the P-value obtained is
is less than the significance level we cannot accept the
less than the significance level therefore we cannot
null hypothesis. Thus, we conclude that there is a
accept the null hypothesis. Thus, we conclude that
positive relationship between brand and Switching
products are different from each other.
habit.

DEPARTMENT OF MANAGEMENT STUDIES (MBA ), SITRC

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 Findings 09

 Taste of Britannia biscuits and Brand name of Parle biscuits highly impact on purchase decision of consumers.
 People are having more (50% respondents) emotional connect with Parle G biscuits instead of other brands
 As per the output of Chi-square test it can be said that there is not much difference among 4 brands (Parle G, Tiger,
50-50, Krack jack).
 Consumers attitude towards Parle G and 50-50 is positive in terms of switching the brand.
 Consumers prefer to eat biscuits at Evening Tea/Coffee time more as compare to Morning time.
 At the end it can be said the both the brands have their own brand value in the market so we can not compare both the
brands on the same parameters.

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 Conclusion 010

Britannia biscuits known for taste whereas brand name is less

impactable while purchasing so they need to work on the brand value.
Parle’s Parle G biscuits is Most preferable whereas Britannia’s Tiger
is less preferable as it is Britannia’s 50-50 is Most preferable and
Parle’s Krack Jack is less preferable. Britannia needs to upgrade
brand value of Tiger biscuit which is less impactable as compare to
Parle G. Parle G is the single product of Parle which is leading the
whole market so they need to focus on other brands as well.

DEPARTMENT OF MANAGEMENT STUDIES (MBA ), SITRC

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 Recommendations 011

 Britannia needs to upgrade brand value of Tiger biscuit which is less impactable as compare to Parle G.
 In the same way Parle needs to launch new variants of Krack Jack biscuit which is less impactable as compare to 50-
50.
 Parle G is market leader in the segment of glucose biscuits but still brand name is most effective factor while
purchasing Parle biscuits they need to focus on more to improve taste of the biscuits.
 Britannia biscuits known for taste whereas brand name is less impactable while purchasing so they need to work on
the brand value.
 Parle G is the single product of Parle which is leading the whole market so they need to focus on other products as
well.
 Companies like Britannia and Parle have already huge market share but the growth rate is not as per the expectations
so both the brands need more upgradation in the policies.

DEPARTMENT OF MANAGEMENT STUDIES (MBA ), SITRC

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 References 012

Websites:
• http://shodhganga.inflibnet.ac.in/bitstream/10603/54582/10/10_chapter%202. pdf
• https://www.studymode.com/essays/Impact-Of-Advertising-On-Customer-Satisfaction-
1716534.html
• https://www.scribd.com/document/381386621/1-Format-Man-an-Empirical-Study-on-Factors-
Influencing-Retailer-s-Behaviour-Towards-Glucose-Biscuit- Segment.html
• https://www.ukessays.com/essays/marketing/the-impact-of-packaging-characteristics-on-consumer-
buying-marketing-essay.php
Books:
• Marketing Management by Philip Kotler
• Consumer Behavior by Schiffman and Kanuk, Prentice Hall
Research Papers:
• Huang, J., Lee, B.C.Y. and Hsun Ho, S. (2004), "Consumer attitude toward gray market goods”
• B. Beharrel T. J. Denisson (1995) “Involvement in a Routine Food Shopping Context” British Food
Journal 107 7 24–29
DEPARTMENT OF MANAGEMENT STUDIES (MBA ), SITRC
www.sandipuniversity.edu.in