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1 A STUDY ON CONSUMER BUYING BEHAVIOR ON BRITANNIA MARIE GOLD BISCUITS By G.PRAKASH (41502631064) Of SRM ENGINEERING COLLEGE A PROJECT REPORT Submitted to the FACULTY OF MECHANICAL ENGINEERING In partial fulfillment of the requirements For the award of the degree Of MASTER OF BUSINESS ADMINISTRATION ANNA UNIVERSITY CHENNAI- 600 025 JUNE, 2004

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Page 1: Britannia Sa

1

A STUDY ON CONSUMER BUYING BEHAVIOR ON BRITANNIA MARIE GOLDBISCUITS

By

G.PRAKASH (41502631064)

OfSRM ENGINEERING COLLEGE

A PROJECT REPORTSubmitted to the

FACULTY OF MECHANICAL ENGINEERING

In partial fulfillment of the requirementsFor the award of the degree

Of

MASTER OF BUSINESS ADMINISTRATION

ANNA UNIVERSITYCHENNAI- 600 025

JUNE, 2004

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BONAFIDE CERTIFICATE

Certified that this project report titled “A STUDY ON CONSUMER BUYING

BEHAVIOR ON BRITANNIA MARIE GOLD BISCUITS ” Mr. G.PRAKASH

[41502631064] who carried out the research under my supervision. Certified further, that

to the best of my Knowledge the work reported herein does not form part of any other

project or dissertation on the basis of which a degree or award was conferred on an earlier

occasion on this or any other candidates.

PROJECT GUIDE HEAD OF THE DEPARTMENT

Mr. T.RAMACHANDRAN.. MCom, M.Phil M.B.A Dr.JAYASHREE SURESH M.B.A,.Phd

----------------------------------------------------------------------------------------

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ABSTRACT

Every organization envisioned at maximizing the productivity and the profit neverfails to show immense interest on knowing their customer requirements. Fulfilling theneeds and satisfying the customers becomes very much essential, since a satisfiedcustomer becomes an unpaid advertisement for the company. It is equally important tosatisfy the dealers and retailers if the company is in the business of Fast MovingConsumer Goods.

This project is a study on consumer buying behavior on Britannia Marie goldbiscuits. Through this study work, major brand leaders in the market, the reason forwhich a particular brand is preferred and the satisfaction level are identified.

A questionnaire was set containing appropriate questions and survey was made on200 respondents belonging to different categories. The statistical tools such as run test,weighted average, Percentage method and confidence interval was used.

From the survey it is identified that most of the customers are not changing thebrand due to high consumer preference and brand image .They are satisfied servicesprovided by the company. So the company must improve the quality of their products andby making good relationship with the customers to increase its market share.

ACKNOWLEDGEMENT

I am very indebted to the Chairman, Thiru.T.R.Pachamuthu, thePrincipal Dr. Venkatramani, , the Head of the Department Dr. Jayashree SureshM.B.A, Ph.D, and the staffs of the Department of Management Studies, S.R.M. Instituteof management for giving me valuable suggestions in carrying out this project.

I wish to thank my lecturer Mr. T.Ramachandran M.com, M.PhilM.B.A, for guiding me to take up the project and for enthusiasm shown towards thisproject. His effort in establishing a methodical work routing has lead to the successfulcompletion of the project.

I am extremely thankful to Mr.Senthil Ramaswamy Deputy General ManagerSales(Chennai City) KALYANI AGENCIES[AUTHORISED WHOLESALERS FOR :BRITANNIA INDUSTRIES LTD ], for having given me opportunity to associate myselfwith the Organisation.

Last but not least, I would like to thank my friends and parents for justbeing there whenever I needed their support.

(PRAKASH.G)

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LIST OF CONTENT

CHAPTER NO TITLE PAGE NO

CHAPTER-1

1.1 INTRODUCTION 1

1.2 PROFILE OF BISCUIT INDUSTRY 3

1.3 COMPANY PROFILE 5

1.4 PRODUCT PROFILE 7

1.5 OBJECTIVES 8

1.6 SCOPE OF THE STUDY 9

1.7 REVIEW OF LITERATURE 10

1.8 LIMITATIONS 18

CHAPTER – 2

2.1 RESEARCH METHODOLOGY 19

2.2 RESEARCH DESIGN 19

2.3 DATA COLLECTION METHODS 20

2.4 SAMPLING SCHEME 23

2.5 QUESTIONNAIRE DESIGN 24

2.6 STATISTICAL TOOLS USED FOR ANALYSIS 25

2.7

2.8

ANALYSIS AND INTERPRETATION

STATISTICAL TEST

26

47

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CHAPTER-3

3.1 FINDINGS52

3.2 SUGGESTION53

3.3 CONCLUSION55

3.4 APPENDIX56

3.5 BIBLIOGRAPHY58

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TableNo.

Titles PageNo.

2.7.1 Classification on the basis of gender 26

2.7.2 Classification on the basis of age 27

2.7.3 Classification of occupation 28

2.7.4 Awareness about Britannia Marie gold biscuits 29

2.7.5 Mode of awareness about Britannia Marie gold biscuits 30

2.7.6 Whether they buy Britannia Marie gold biscuits 31

2.7.7 Reason for buying Britannia Marie gold biscuits 32

2.7.8 No of packs do they buy in one month 33

2.7.9 Opinion about the price of the biscuits 34

2.7.10 Whether they are interested to buy with current price 35

2.7.11 Ratings of the opinion that attracts the customers to buy the biscuit 36

2.7.12 Ratings of the factors which influence them the choice of biscuits 37

2.7.13 The frequency of purchase of biscuits 38

2.7.14 Ratings of the various features of Britannia Marie gold biscuits with

respect to taste

39

2.7.15 Ratings of the various features of Britannia Marie gold biscuits with

respect to price

40

2.7.16 Ratings of the various features of Britannia Marie gold biscuits with

respect to quality

41

2.7.17 Ratings of the various features of Britannia Marie gold biscuits with

respect to package

42

2.7.18 Ratings of the various features of Britannia Marie gold biscuits with

respect to brand image

43

2.7.19 Ratings of the various features of Britannia Marie gold biscuits with

respect to others

44

2.7.20 Pack size preferred in buying Britannia Marie gold biscuits 45

2.7.21 Whether Britannia Marie gold biscuits are easily available 46

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ChartNo.

Titles PageNo.

2.7.1 Classification on the basis of gender 26

2.7.2 Classification on the basis of age 27

2.7.3 Classification of occupation 28

2.7.4 Awareness about Britannia Marie gold biscuits 29

2.7.5 Mode of awareness about Britannia Marie gold biscuits 30

2.7.6 Whether they buy Britannia Marie gold biscuits 31

2.7.7 Reason for buying Britannia Marie gold biscuits 32

2.7.8 No of packs do they buy in one month 33

2.7.9 Opinion about the price of the biscuits 34

2.7.10 Whether they are interested to buy with current price 35

2.7.11 Ratings of the opinion that attracts the customers to buy the biscuit 36

2.7.12 Ratings of the factors which influence them the choice of biscuits 37

2.7.13 The frequency of purchase of biscuits 38

2.7.14 Ratings of the various features of Britannia Marie gold biscuits with

respect to taste

39

2.7.15 Ratings of the various features of Britannia Marie gold biscuits with

respect to price

40

2.7.16 Ratings of the various features of Britannia Marie gold biscuits with

respect to quality

41

2.7.17 Ratings of the various features of Britannia Marie gold biscuits with

respect to package

42

2.7.18 Ratings of the various features of Britannia Marie gold biscuits with

respect to brand image

43

2.7.19 Ratings of the various features of Britannia Marie gold biscuits with

respect to others

44

2.7.20 Pack size preferred in buying Britannia Marie gold biscuits 45

2.7.21 Whether Britannia Marie gold biscuits are easily available 46

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CHAPTER – 11.1 INTRODUCTION

All business concerns conduct market research to improve their business in all

aspects. Having the same in view Britannia Industries Limited was into market study on

wafer biscuits in Chennai city.

Britannia Industries Limited wanted to identify the sales of wafer biscuits at

Chennai city with regard to customers, so they decided to conduct market study and

improve the demand for wafer biscuits. To fulfill the purpose of this market study the

survey are conducted towards the customers over there. This attempt of market study

will surely help BIL to improve their sales at Chennai city buy taking appropriate,

decisions and to develop strategies.

The producer’s attempts to find out people who will pay for his product and buy

them for his own satisfaction from the products while manufactures make decision of the

scope for the products, they satisfy consumer wants and needs. Advertisers try to

understand basic forces that cost human behavior with in the market. They get such

knowledge from psychology and sociology for their desires. This is called consumer

behavior, which is used to construct models by which marketing people plan strategies,

later on, these are used in advertising campaign.

Consumer behavioral deals with the characteristics of human behavior.

Marketing belongs to human behavior as it deals with buying decision; Advertising is a

socio – psychological art. The advertisement writer like a teacher has to study psychology

behind human behavior in respect of satisfaction of his wants. Harlow Gale thought

advertising a new field for psychological work and of great and increasing importance.

Consumer psychological are interested in the behavior of masses of consumer rather than

the behavior patterns of single individuals.

There are four principles areas of interest,

1. Decision making in the market place.

2. Changes in attitudes & behavior of consumers.

3. Influence of time & uncertainty.

4. Studies of group belonging.

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Many models have been developed on consumer behavior. Thus here is stimulus

response model coming from the behaviorist, “Exposure advertising virtually guarantors

whether consumer will respond in a manner desired by the advertisers, even if this is

against the consumer’s best interests”. Thus the consumer can be manipulated by the will

of the seller by this is not the case now if it was even true before 20 years.

1.2 PROFILE OF BISCUIT INDUSTRY

In India the biscuit industry started in the middle of the 19th century. In 1887, the

first bakery was set up in India. There were four factories during Second World War.

The Second World War helped the industry to prosper with an increase for its products

both for military and civilian consumption.

After the Second World War the biscuit production in India increased rapidly.

Now there are more than 31 units in the organized sectors but also there are maybe small-

scale sectors involved in biscuit productions.

Biscuit making is made adaptable to small-scale units because of the simple

manufacturing process, easy availability of raw materials and the low cost involved in its

production. The ingredients that go in its production are wheat flour, sugar, leavening

agents, permitted emulsifier, flavor and dough conditioners.

A survey conducted by the Institute of Industry and Market Research in New

Delhi, indicated that during 1973-1974 there were about 180 units, manufacturing

biscuits in the factory sector and about 3000 units in the family sector. By now it should

be twice the figure.

The well-known companies which produce biscuits are:

§ AUROFOODS (TRUE)

§ BAKEMAN’S

§ BRITANNIA INDUSTRIES LIMITED

§ KELLOG’S

§ KWALITY

§ NUTRINE (SARA LEE)

§ PARLE

§ SMITHKLINE BEECHAM

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EXPORT PERFORMANCE

India exports biscuits to the Middle East, African and other neighboring countries.

There is stiff competition from European countries. U.K. has been the major competitor

as far as India in concerned.

IMPORT PERFORMANCE

Import of biscuits by general trade has been discontinued since years. However

some quantity of biscuits are imported only by military and for other special purpose.

The major countries from which these are imported are West Germany, Netherlands and

U.S.A.

1.3 COMPANY PROFILE

Britannia Industries Limited has deep rooted its name firmly in each and

everyone’s mind and heart, the company deals with producing wide range of biscuits,

cakes, dairy products and snacks. The corporate identity – “Eat Healthy, Think Better”

proves its quality.

A humble beginning was made to manufacture biscuits in a small house in central

Calcutta with an investment of Rs. 295. In the year 1918 Gupta Brothers took

Mr.C.H.Holmes, an English businessman in Calcutta, as a partner. The Britannia Biscuit

Company Limited (BBCo.) was registered on March 21, 1918 and brand name

‘Britannia’ was launched.

In the year 1979 they changed the company name as Britannia Industries Limited

(BIL). In 1968 BIL celebrated Golden Jubilee and in 1992 BIL celebrated its Platinum

Jubilee. During the World Cup of Cricket ’99, “The single biggest promotion ever in

Indian marketing history” was undertaken by BIL. BIL is given ISO 9002 for its quality

production.

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BIL have reduced their exports. They export only biscuits to Russia and other

African countries. In 1998, company’s sales were Rs.1000 crores. Britannia now

produces over 1,00,000 tones of biscuits every year and over 60,000 tones of bread and

cake, with 4 production units, over 5800 employees and 21 franchise manufacturers, and

of course an excellent distribution network of more than 34 warehouse and more than

2,00,000 retail outlets. BIL produces 28 brands of bakery biscuits, breads, 8 varieties of

cakes, 5 brands of dairy products and 8 brands of snacking.

In 1977, the Government reserved the industry for small-scale sector, which

constrained Britannia's growth. Britannia adopted a strategy of engaging contract packers

(CP) in the small-scale sector. This led to several inefficiencies at the operating level. In

April ’97, the Government de reserved the biscuit sector from small scale. Britannia has

expanded captive manufacturing facilities and has modernized and upgraded its facilities

in the last five years. It has also forayed into the Dairy Business with the launch of

Cheese, Butter, Ghee, Dairy whitener and flavored milk products.

1.4 PRODUCT PROFILE

• Bourbon cream

• Brita

• Checkers

• Elaichi cream

• Orange cream

• Pineapple cream

• Fifty – Fifty

• Good day (Butter, Cashew, Pista Badam, Coconut Crunchees)

• Jacob’s thin

• Jim – Jam

• Little Hearts

• Mango cream

• Marigold

• Milk Bikies

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• Milk Bikies Milk Cream

• Milk Bikies Fun land

• Nice Time

• Nutri Choice (Cream Cracker, Digestive, Thinlite)

• Tiger

• Tiger – Cashew Badam

• Isabgol

• Cheezlets

• Good day - Butter

• Good day - Cashew

• Good day - Pista Badam

• Good day - Coconut Crunchees

• Good day - Choco Nut

1.5 OBJECTIVES OF THE STUDY

PRIMARY OBJECTIVE

1. To find the consumer buyer behaviour of Britannia Marie Gold biscuits.

SECONDARY OBJECTIVE

The secondary objective of the study is given as follows:

­ To identify the awareness about Britannia Marie Gold biscuits available in the

market.

­ To find the reason for buying the biscuit & their opinion about the Britannia Marie

Gold Biscuits.

­ To identify the satisfaction level of the various factors of Marie Gold biscuits.

­ To know the pack size preferred by the consumers.

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1.6 SCOPE OF THE STUDY

The study is conducted towards customers at Chennai City.

• To know their preferable taste in Marie biscuits

• To know the level of awareness about the various brands of Marie biscuits and

also about the choice and frequency of preference of Marie biscuits.

• To know the satisfaction level of perception regarding the quality of various

Marie biscuits.

• To know the problems in identifying the Marie biscuits in the shop.

1.7 REVIEW OF LITERATURE

The purpose of services of literature is to find out similar situational variables and

their appropriateness that is situated for present day situation. It also indicates various

attitude of dealer with regard to other similar products. In order to make more relevant

the review of literatures from both Indian and Foreign Studies been reviewed.

1.7.1 CREATING NEW MARKET SPACE

According to Macborgne Renel er-al, in his article entitled “Creating New Market

Space” most companies focus on marketing and beating their rivals. As a result their

strategies tend to take on similar dimensions.

The authors say innovative company breaks free from competitions by staking out

fundamentally new market space that is by creating products services for which there are

no competitions.

According to the managers, they must look not only across the conventional

boundaries but also the territory that represent real value on innovations.

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1.7.2 CROSS PROMOTION: MARKETING FOR TODAY & TOMORROW

According to Kene Anders et-al; in his article states that cross promotion is when

two (or) more groups (business, government, non-profit) with shared market and value

join forces to reach their kind of customer more memorably, efficiently, frequently and

credibly.

According to authors it has following benefit, save money, stabilizes cash flow, and

builds credibility make news and build right spirit. Cross promotions is not limited to

size and typed of company. One examples is United Airlines began serving Starbucks

advertised their fact at their outlet and united airline spread the message through in flight

magazine.

According to them, in today’s global competitive area the ability to join hands with

like minded people to reach similar customers in cost effective manner could prove to be

difference between losing & winning.

1.7.3 STRATEGIC COMPETITION

According to Dr. Rajan Das in his article “INTO THE FUTURE” strategically (1997)

states that under standing competition and competitive behaviour in strategic terms is

extremely important.

Hamel and Prahlad observe that there are three levels of competition viz.

• Competition for intellectual leadership to get new ideas that may create new

advantages or new basis for competition.

• Competition for translating such new ideas into commercial products and services

faster than other.

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• Competition for market share. According to these two authors the competition for

market share cannot to won unless formidable advantages are created at the first

two levels. Ability to see customer needs and competition beyond present served

market and also assess the capabilities at competition to come up with break

through products and services that may alter future competitive is a key requisite

for understanding strategic competition.

1.7.4 MARKETING MIX

According to Adriyan Payan, The marketing mix concept is a well-established

tool used as a structured by marketers. It consists of the various elements of a marketing

programme which need to be considered in order to successfully implement the

marketing strategy and positioning in the company’s marketers.

Traditionally, most marketers have considered four basic elements of a marketing

mix: product, price, promotion and place. But as for as concerned product, price,

promotion are taken into consideration, regarding project.

1.7.4.1 PRODUCT

According to Harsh V. Verma,, the term the ‘product’ generally conjures up the

vision a car, a pen, a racquet or anything that is tangible. It is very rarely that one thinks

of ‘product’ in a service firm, for service business is an inward-looking, activity-based

classification.

“A product is anything that can be offered to a market for attention, acquisition,

use or consumption that might satisfy a want or need. It includes physical objects,

person, places organization and ideas”. Product definition has an implicit reference to a

market and a need. The physical character of goods is useful in convincing the market

that the said product is capable of satisfying a need and is superior to competition.

A product generally, has four levels, viz, generic, expected, augmented and

potential.

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1. The Generic Product: It refers to the rudimentary substantive thing. It is

the product at its basic level.

2. The Expected Product: It refers to the customer’s minimum set of

expectation from an expectations from a product.

3. The Augmented Product: It refers to offerings in addition to what the

customer expects.

4. The Potential Product: It refers to doing everything potentially feasible to

hold and attract the customer.

1.7.4.2 PRICE

Price is the most important thing for the product. Generally for any type of

price fixing the manufactures has to aware of his production cost and adds some

margin to that production cost they can fire the prices.

Price = Cost of the Production + Margin [Equation 1.1]

1.7.4.3 PRICING

Pricing plays a pivotal part in the marketing mix because pricing attacks revenues

to the business. Pricing decisions are important in determining the value for the customer

and play a role in the building of an image for the service. Price also gives apperception

of quality. Pricing decisions are generally taken by adding a percentage mark up on cost.

Service firms, at least within deregulated markets, need to use pricing more strategically

to help gain competitive advantage.

Pricing decisions will affect the channel members including suppliers, sales

people, distributors, competitors and customers.

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Pricing has some objectives like,

• Survival

• Profit maximization

• Sales maximization

• Prestige

• Return on investment

1.7.4.4 PRICING METHODS

Pricing has some methods, they are as fallows.

i) Cost-plus pricing: Here, a specific percentage mark up is sought.

ii) Rate of return pricing: Here, the firm wants to achieve a given rate of return

on investment or assets. This is sometime called ‘ target return’ pricing.

iii) Competitive parity pricing: Here, the price is determined considering the

Competitive prices in the market.

iv) Loss leading pricing: Here, the price is set on a short – term basis, to establish

a position in the market or to provide an opportunity.

v) Value-based pricing: Here, the price is determined on the service’s perceived

Value to a given customer segment.

vi) Relationship pricing: Here, the price is determined on consideration of future

potential profit streams over the lifetime of customers.

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1.7.4.5 PROMOTION

1.7.4.5.1 IMPORTANCE OF PROMOTION

The marketing mix activities of product planning, pricing and distribution are

performed mainly with in the organization or between the organization and its marketing

partners. However with promotional activities the firm communicates directly with

potential customers.

Promotion is the element in an organization marketing mix that served to inform

persuade and remained the market of the organization and its products. Basically

promotion is an attempt to influence whether a particular promotional activity is designed

to inform pursued or remained the ultimate objective is to Influence the recipient feelings

beliefs or behaviors. In our socio economic system this is not only acceptable. It is

essential one of the attributes of a free society is the right of use combination as a tool of

influence.

1.7.4.5.2 PROMOTIONAL METHODS

The promotional mix is the combination of personal selling advertising, sales,

promotion, publicity and public relations that helps an organization achieve its marketing

objectives. These five methods of promotion defined as follows.

• PERSONAL SELLING:

Personal selling is the presentation of a product to a prospective customer by a

representative of the selling organization. Across all business more money is spent on

personal selling than any other form of promotion.

• ADVERTISING:

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Advertising is any paid form of impersonal mass communication in which the

sponsor is clearly identified. The common forms are broad cost and print media using.

• SALES PROMOTION:

Sales promotion is designed to supplement advertising and co-ordinate personal

selling includes sales promotion are screen activities as contents for sales people and

consumers trade shows in store displays, samples.

Sales promotion is one of the most commonly used in the marketing vocabulary.

We define sales promotional activities that are intended to stimulate customers demand

and improve the marketing performance of sellers. Sales promotion includes coupons,

premiums, displays and samples.

Sales promotion activities may be conducted by producers or middlemen. The

target for producer’s sales promoters may be middleman or end users-house holds.

Business or the producers own sales force middleman direct sales promotion at his sales

people or prospects further down the channel of distribution.

Sales promotion is different form advertising and personal selling. But all these

activities often are interacted. In fact a major function of sales promotion is to serve as

bridge advertising and personal selling to supplement and co-ordinate efforts on these

two areas.

Recently sales promotion has been fastest growing method of promotion with

rupees being shifted from advertising total annual expenditures for sales promotion are

estimated to parallel or even exceed those for advertising. Sales promotion is also being

integrated into the total marketing strategy. In many firms, it’s being introduced at the

conception or a promotion campaign.

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Several factors in the marketing environment contribute to the surveying

popularity of sales promotion.

Short run orientation:

Sales promotions such as campaign and trade allowance produce quicker more

asurable sales results. How ever, this strategy agree that these intermediate benefits come

at he expense of building a strong brand in case in consumers minds and condition.

Buyers to expect incentives. Thus, they feel an over emphasis on sales promotions will

under mine a product future.

• PUBLICITY:

Publicity is similar to advertising in that it is a mass communication type of

demand stimulations. Publicity usually consists of favorable means presentation

publicity for a product organization presented in any media. The unique features of

publicity are that it is not paid for and it has the credibility of editorial material.

Organizations frequently provide the material for publicity in the form of news, press

conferences and photographs.

• PUBLIC RELATIONS:

Public relations are planned effort by an organization to influence the attitudes

and opinions of a specific group.

The target may be customer, stockholders, a government agency are special

interest group. Promotion is a critical ingredient of many marketing strategies. Product

differentiation market segmentation, trading up and trading down and branding all

enquires effective promotion.

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1.8 LIMITATIONS OF THE STUDY

The study has the following constraints

♦ The sample sizes are restricted to 200 customers, due to time and financial

constraints.

♦ Convenience sampling has its own limitations, being biased and

unsatisfactory.

♦ 200 customers sample cannot be generalized to entire universe.

♦ The study is conducted considering the prevailing condition which are

subjected to change in future.

♦ Also less cooperation from the respondents.

CHAPTER – 2

2.1 RESEARCH METHODOLOGY

A research cannot be conducted abruptly. Researcher has to proceed

systematically in the already planned direction with the help of a number of steps in

sequence. To make the research systemized the researcher has to adopt certain methods.

The methods adopted by the researcher for completing the project are called Research

Methodology.

In other words, Research Methodology is simply the plan of action for a research

which explains in detail how data is to be collected, analyzed and interpreted.

Data’s becomes information only when a proper methodology is adopted. Thus

we can say Methodology is a tool which process the date to a reliable information. The

present chapter attempt to highlight the research methodology adopted in this project.

2.2 RESEARCH DESIGN

A research design is a arrangement of conditions for collection and analysis of

data in a manner that aims to combine relevance to the research purpose with economy in

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procedure. Out of the research design said above the research design took for the study

was “Descriptive Research Design”.

2.3 DATA COLLECTION METHODS

In this study the primary data collection method have been used to collect data.

Now let us see about the primary data collection method

Primary Data Collection

Primary data are those which are collected a fresh and for the first time and thus

happen to be original in character.

Primary data collection is nothing but the data that is directly collected from the

people by the researcher himself. Primary data may pertain to demographic / socio

economic characteristics or the customers, altitudes and opinions of people, their

awareness and knowledge and other similar aspects.

In this study Primary Data collection method has helped the researcher to a great

extent in arriving at the results.

METHODS OF PRIMARY DATA COLLECTION

There are three methods of collecting Primary data

1. Survey

2. Observation

3. Experiments

Among these, the method adopted for the study was Survey Method

Survey Method

Survey method is the systematic gathering of data from the respondents survey is

the most commonly used method of primary data this is widely used because of its

Extreme Flexibility

Reliability

Easy Understandability

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The main purpose of survey is facilitate understanding or enable prediction of

some aspects of the population being surveyed

SAMPLING INSTRUMENT

The instrument used to collect data for the study was the structured

questionnaire.

METHODS OF SAMPLING

In this study non probability sampling has been adopted. Under the non

probability sampling convenience sampling has been taken for the purpose of study.

CONVENIENCE SAMPLING

The sampling units are chosen primarily on the basis of convenience to the

researcher is known as Convenience Sampling.

SAMPLE SIZE [PILOT STUDY]

One can say that the sample must be an optimum size that it is should be

neither excessively large nor too small. Technically, the sample size should be large

enough to give a confidence interval of desired width and as such the size of the sample

must be chosen by logical process before sample is taken from the universe.

In order to extract much feasible results through the study, a sample size

of 200 has been taken for the study.

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2.4 SAMPLING SCHEME :

Sampling design of the study consist of two steps

a) Selection of the study area.

b) Selection of the sample size

a) SELECTION OF THE STUDY AREA :

The study was full and full in house project, so the study area wascomplete chennai Lanson Toyota showroom.

b) SELECTION OF THE SAMPLE SIZE:

Since the population is large, to anlayze the customer perceptiontowards the service quality a sample of 300 is selected. The customer was selected onthe basis of convenience sampling technique.

2.5 QUESTIONNAIRE DESIGN

The required information was collected through a well-structuredquestionnaire.

The structured questionnaire of this study included the following

a) Closed ended question

b) Open ended question

a) Closed ended question;

In this type both questions and its respective answers are arranged in astructured pattern. This includes.

i) Rating Scale

ii) Dichotomous Questions

b) Rating Scale : These type of question helps to rate the customer perception The no of question in the study are from 1 to 15.

Dichotomous Question:

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Dichotomous Question allows for only two possible answers “yes” and“no”.

These type of question is the study are 16 & 18.

2.6 STATISTICAL TOOLS USED FOR ANALYSIS

i WEIGHTED AVERAGE METHOD

In this method the issue price is calculated by dividing the value of materials in

hand by the no of units in hand. Average price to be charged to issue will continue to be

the same until a new purchase is made which will necessitate

computation of a new average.

ii CONFIDENCE LEVEL & SIGNIFICANCE LEVEL

The confidence level or reliability is the expected percentage of times that

the actual value will fall within the stated precision limits. Thus, we take a confidence

level of 95%, then we mean that there are 95 chances in 100 (or .95 in 1) that the sample

results represent the true condition of the population within a specified precision range

against 5 chances in 100 (or .05 in 1) that it does not.

Iii ONE SAMPLE RUN TEST

TO DETERMINE THE RANDOMNESS OF THE SELECTED SAMPLES

H0 : Samples are randomly chosen

H1 : Samples are not randomly chosen

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2.7 ANALYSIS & INTERPRETATIONTABLE 2.7.1

CLASSIFICATION ON THE BASIS OF GENDER

S.NO GENDER NO OFRESPONDENTS

PERCENTAGE(%)

1. MALE 148 74

2. FEMALE 52 26

TOTAL 200 100

SOURCE: PRIMARY DATA

INFERENCE:

Most of the respondents are male in the classification

Page 27: Britannia Sa

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TABLE 2.7.2CLASSIFICATION ON THE BASIS OF AGE

S.NO

AGE NO OF RESPONDENTS PERCENTAGE(%)

1. >20 100 50

2. 21 – 30 66 33

3. 31 – 40 34 17

TOTAL 200 100

SOURCE: PRIMARY DATA

INFERENCE:

Most of the respondents are in the age group of less than 20 & some of them in the age

group of 21 – 30.

CHART 2.2.2 CLASSIFICATION ON THE BASIS OF AGE

50

33

17

0

10

20

30

40

50

60

>20 21 – 30 31 – 40

AGE

NO

. OF

RE

SP

ON

DE

NTS

Page 28: Britannia Sa

TABLE 2.7.3

CLASSIFICATION OF OCCUPATION

S.NO OCCUPATION NO. OFRESPONDENTS

PERCENTAGE (%)

1 STUDENT 80 40

2 EMPLOYEE 40 20

3 BUSINESS 20 10

4 PROFESSIONAL 14 7

5 HOUSEWIFE 46 23

TOTAL 200 100

SOURCE: PRIMARY DATA

INFERENCE:

Most of the consumers are Students and Housewife

80

40

2014

46

0

10

20

30

40

50

60

70

80

NO

. OF

RE

SPO

ND

EN

TS

STUDENT PROFESSIONAL

OCCUPATION

CHART 2.2.3CLASSIFICATION OF OCCUPATION

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TABLE 2.7.4AWARENESS ABOUT BRITANNIA MARIE GOLD BISCUITS

S.NO AWARENESS NO OF RESPONDENTS PERCENTAGE(%)

1. YES 200 100

2. NO - -

TOTAL 200 100

SOURCE: PRIMARY DATA

INFERENCE:

All the respondents are aware of Britannia Marie Gold Biscuits

CHART 2.2.4 AWARENESS ABOUT

BRITANNIA MARIE GOLD BISCUITS

Y E S

1 0 0 %

N O

0 %

Y E S N O

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TABLE 2.7.5MODE OF AWARENESS ABOUT BRITANNIA MARIE GOLD BISCUITS

S.NO MODE NO OF RESPONDENTS PERCENTAGE(%)

1. SHOPS 15 7.5

2. ADVERTISEMENT 90 45

3. FRIENDS 75 37.5

4. OTHERS 20 10

TOTAL 200 100

SOURCE: PRIMARY DATA

INFERENCE:

From the table it is seen that most of the respondents are aware of Britannia Marie Gold

Biscuits through Advertisement & some of them through Friends whereas few of them

are aware through other source of awareness.

15

90

75

20

0

10

20

30

40

50

60

70

80

90

SHOPS ADVERTISEMENT FRIENDS OTHERS

CHART2.2.5 MODE OF AWARENESS ABOUT BRITANNIA MARIE GOLD BISCUITS

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TABLE 2.7.6 SHOWING WHETHER THEY BUY BRITANNIA MARIE GOLD BISCUITS

S.NO OPTIONS NO OF RESPONDENTS PERCENTAGE(%)

1. YES 160 80

2. NO 40 20

TOTAL 200 100

SOURCE: PRIMARY DATA

INFERENCE:

From the table it is seen that most of the respondents buy Britannia Marie Gold Biscuits

while few of them don’t buy Britannia Marie Gold Biscuits

CHART 2.2.6 WHETHER THEY BUY BRITANNIA MARIE GOLD BISCUITS

8 0 %

2 0 %

Y E S N O

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TABLE 2.7.7REASON FOR BUYING BRITANNIA MARIE GOLD BISCUITS

S.NO REASON NO OF RESPONDENTS PERCENTAGE(%)

1. TASTE 110 55

2. QUALITY 44 22

3. LESS PRICE 18 9

4. QUANTITY 12 6

5. PACKAGE 16 8

TOTAL 200 100

SOURCE: PRIMARY DATA

INFERENCE:

The reason for buying Britannia Marie Gold Biscuits is mostly for its taste & the reason

is that Quality while few of them prefer it for its fewer prices.

110

4 4

1812

16

0

2 0

4 0

6 0

8 0

100

120

T A S T E Q U A L I T Y L E S S P R I C E Q U A N T I T Y P A C K A G E

CHART 2.2.7REASON FOR BUYING BRITANNIA

MARIE GOLD BISCUITS

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TABLE 2.7.8TABLE SHOWING NO OF PACKS DO THEY BUY IN ONE MONTH

S.NO NO. OFPACKS

NO OF RESPONDENTS PERCENTAGE(%)

1. 1 35 17.5

2. 3 81 40.5

3. 5 47 23.5

4. 7 32 16

5. 10 5 2.5

TOTAL 200 100

SOURCE: PRIMARY DATA

INFERENCE:

Most of the respondents buy Britannia Marie Gold Biscuits around 3 packets, some of

them buy around 5 packets, while few of them buy it around 7 packets.

CHART 2.2.8 NO OF PACKS DO THEY BUY IN ONE MONTH

35

81

4732

5

0

20

40

60

80

100

ONE THREE FIVE SEVEN TEN

NO OF PACKS

NO

OF

RE

SPO

ND

EN

TS

TABLE 2.7.9OPINION ABOUT THE PRICE OF THE BISCUITS

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vii

S.NO OPINION NO OF RESPONDENTS PERCENTAGE(%)

1. REASONABLE 148 74

2. COSTLY 33 16.5

3. CHEAP 19 9.5

TOTAL 200 100

SOURCE: PRIMARY DATA

INFERENCE:

From the table it is seen that most of the respondents feel that the price is reasonable,

while some of them feel that the price is costly.

148

33

19

0

20

40

60

80

100

120

140

160

REASONABLE COSTLY CHEAP

CHART 2.2.9 OPINION ABOUT THE PRICE OF THE BISCUITS

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TABLE 2.7.10TABLE SHOWING WHETHER THEY ARE INTERESTED TO BUY WITH

CURRENT PRICE

S.NO OPINION NO OF RESPONDENTS PERCENTAGE(%)

1. YES 108 54

2. NO 92 46

TOTAL 200 100

SOURCE: PRIMARY DATA

INFERENCE:

From the table it is seen that most of the respondents are interested to buy in the same

price while some of them are not interested to buy it in the same price

CHART 2. 2.10 WHETHER THEY ARE INTERESTED TO BUY WITH CURRENT PRICE

YES54%

NO46%

YES NO

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TABLE 2.7.11 RATINGS OF THE OPINION THAT ATTRACTS THE CUSTOMERS TO BUY

THE BISCUIT

NO OF RESPONDENTSS.NO FACTORS

1 2 3 4 5

1. QUALITY 61 34 25 37 43

2. PRICE 49 52 37 46 16

3. PACKAGING 37 49 70 31 13

4. FLAVOUR 25 19 28 58 70

5. AVAILABILITY 22 37 40 52 49

SOURCE: PRIMARY DATA

INFERENCE:Most of the respondents have ranked Quality as the first for attracting the customers,Secondly for Price, third comes Packaging, Availability stands fourth & Flavor stands thelast

05

101520253035

NO OF RESPONDENTS

FACTORS

CHART 2.7.11

QUALITY

PRICE

PACKAGING

FLAVOR

AVAILABLITY

3-D Column 6

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TABLE 2.7.12RATINGS OF THE FACTORS WHICH INFLUENCE THEM THE CHOICE OF

BISCUITS

SOURCE: PRIMARY DATAINFERENCE:Advertisement stands first for ranking of the factors that influence the choice of biscuitswhereas Free Gifts stands last. Brand Image stands second for ranking of the factors thatinfluence the choice of biscuits.

01020304050

NO OF RESPONDE

NTS

FACTORS

2.7.12ADVERTISEMENTS

PACKAGE

BRAND IMAGE

FREE GIFTS

PRICE

QUALITY

QUANTITY

NO OF RESPONDENTSS.NO

FACTORS

1 2 3 4 5 6 7

1 ADVERTISEMENTS 72 15 22 22 28 22 19

2 ATTRACTIVEPACKING 12 12 18 92 27 22 17

3 BRAND IMAGE 57 82 22 17 7 8 7

4 FREE GIFTS 17 22 17 27 37 12 68

5 PRICE 12 22 22 38 77 17 12

6 QUALITY 18 17 87 22 12 27 17

7 QUANTITY 12 28 22 17 17 87 17

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TABLE 2.7.13

TABLE SHOWING THE FREQUENCY OF PURCHASE OF BISCUITS

S.NO FREQUENCY NO OFRESPONDENTS

PERCENTAGE(%)

1 DAILY 54 27

2 WEEKLY 66 33

3 FORTNIGHTLY 40 20

4 MONTHLY 28 14

5 OCCASIONALLY 12 6

TOTAL 200 100

SOURCE: PRIMARY DATA

INFERENCE:

Most of the consumers frequency of purchase of biscuits are weekly and next comes

fortnightly.

0

20

40

60

80

100

120

140

160

REASONABLE COSTLY CHEAP

Series1

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TABLE 2.7.14RATINGS OF THE VARIOUS FEATURES OF BRITANNIA MARIE GOLD

BISCUITS WITH RESPECT TO TASTE

S.NO OPINION NO OF RESPONDENTS PERCENTAGE

(%)

1. HIGHLY SATISFIED 74 37

2. SATISFIED 92 46

3. AVERAGE 14 7

4. DISSATISFIED 20 10

5. HIGHLY DISSATISFIED - -

TOTAL 200 100

SOURCE: PRIMARY DATA

INFERENCE:

From the table it is seen that most of the respondents are satisfied with the taste of the

Britannia Marie Gold Biscuits.

0

10

20

30

40

50

NO OF RESPONDENTS

RATING

BISCUITS RESPECT TO TASTE

HIGHLY SATISFIED

SATISFIED

AVERAGE

DISSATISFIED

HIGHLY DISSATISFIED

Page 40: Britannia Sa

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TABLE 2.7.15RATINGS OF THE VARIOUS FEATURES OF BRITANNIA MARIE GOLD

BISCUITS WITH RESPECT TO PRICE

S.NO OPINION NO OF RESPONDENTS PERCENTAGE(%)

1. HIGHLY SATISFIED 25 12.5

2. SATISFIED 98 49

3. AVERAGE 32 16

4. DISSATISFIED 35 17.5

5. HIGHLYDISSATISFIED

10 5

TOTAL 200 100

SOURCE: PRIMARY DATA

INFERENCE:

From the table it is seen that most of the respondents are satisfied with the price of the

Britannia Marie Gold Biscuits.

2 5

9 8

3 23 5

10

0

10

20

30

40

50

60

70

80

90

100

HIGHLY SATISFIED SATISFIED A V E R A G E DISSATISFIED HIGHLY DISSATISFIED

CHART 2.2.15 RATINGS OF THE VARIOUS FEATURES OF BRITANNIA MARIE GOLD BISCUITS WITH RESPECT TO PRICE

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xiv

TABLE 2.7.16RATINGS OF THE VARIOUS FEATURES OF BRITANNIA MARIE GOLD

BISCUITS WITH RESPECT TO QUALITY

S.NO OPINION NO OF RESPONDENTS PERCENTAGE (%)

1.HIGHLYSATISFIED 35 17.5

2. SATISFIED 108 54

3. AVERAGE 32 16

4. DISSATISFIED 25 12.5

5. HIGHLYDISSATISFIED

- -

TOTAL 200 100

SOURCE: PRIMARY DATA

INFERENCE: From the table it is seen that most of the respondents are satisfied withthe quality of Britannia Marie gold

TABLE2.7.17

RATIN

GS OF

THE

VARIO

US

FEATU

RES

OF

35

108

32

25

0

0

20

40

60

80

100

120

HIGHLY SATISFIED SATISFIED AVERAGE DISSATISFIED HIGHLY DISSATISFIED

CHART 2.2.16 RATINGS OF THE VARIOUS FEATURES OF BRITANNIA MARIE GOLD BISCUITS WITH RESPECT TO QUALITY

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BRITANNIA MARIE GOLD BISCUITS WITH RESPECT TO PACKAGE

S.NO OPINION NO OF RESPONDENTS PERCENTAGE(%)

1. HIGHLY SATISFIED 70 35

2. SATISFIED 92 46

3. AVERAGE 18 9

4. DISSATISFIED 20 10

5. HIGHLY DISSATISFIED - -

TOTAL 200 100

SOURCE: PRIMARY DATA

INFERENCE:

From the table it is seen that most of the respondents are satisfied with the packaging of

the Britannia Marie Gold Biscuits

CHART 2.2.17 RATINGS OF THE VARIOUS FEATURES OF BRITANNIA MARIE GOLD BISCUITS

WITH RESPECT TO PACKAGE

7092

18 200

020406080

100

HIG

HL

YS

AT

ISF

IED

SA

TIS

FIE

D

AV

ER

AG

E

DIS

SAT

ISFI

ED

HIG

HL

YD

ISSA

TIS

FIE

D

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TABLE 2.7.18RATINGS OF THE VARIOUS FEATURES OF BRITANNIA MARIE GOLD

BISCUITS WITH RESPECT TO BRAND IMAGE

S.NO OPINION NO OF RESPONDENTS PERCENTAGE(%)

1.HIGHLYSATISFIED 20 10

2. SATISFIED 78 39

3. AVERAGE 16 8

4. DISSATISFIED 60 30

5. HIGHLYDISSATISFIED

26 13

TOTAL 200 100

SOURCE: PRIMARY DATA

INFERENCE:

From the table it is seen that most of the respondents are satisfied with the brand image ofthe Britannia Marie Gold

Biscuits.

CHART 2.2.18 RATINGS OF THE VARIOUS FEATURES OF BRITANNIA MARIE GOLD BISCUITS WITH RESPECT TO

BRAND IMAGE

20

78

16

60

26

020406080

100

HIG

HL

YSA

TIS

FIE

D

SAT

ISFI

ED

AV

ER

AG

E

DIS

SAT

ISFI

ED

HIG

HL

YD

ISSA

TIS

FIE

D

Page 44: Britannia Sa

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TABLE 2.7.19RATINGS OF THE VARIOUS FEATURES OF BRITANNIA MARIE GOLD

BISCUITS WITH RESPECT TO OTHERS

S.NO OPINION NO OF RESPONDENTS PERCENTAGE(%)

1. HIGHLY SATISFIED 6 3

2. SATISFIED 132 66

3. AVERAGE 60 30

4. DISSATISFIED 2 1

5. HIGHLYDISSATISFIED - -

TOTAL 200 100

SOURCE: PRIMARY DATA

INFERENCE:

From the table it is seen that most of the respondents are satisfied with the other reasons

of the Britannia Marie Gold Biscuits

CHART 2.2.19RATINGS OF THE VARIOUS FEATURES OF BRITANNIA MARIE GOLD

BISCUITS WITH RESPECT TO OTHERS

6

132

60

2 00

20

40

60

80

100

120

140

HIGHLY SATISFIED SATISFIED AVERAGE DISSATISFIED HIGHLY DISSATISFIED

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TABLE 2.7.20TABLE SHOWING PACK SIZE PREFERRED IN BUYING BRITANNIA MARIE

GOLD BISCUITS

S.NO PACK SIZE NO. OF

RESPONDENTSPERCENTAGE

(%)

1. 100 GM 52 26

2. 200 GM 114 57

3. 400 GM 34 17

TOTAL 200 100

SOURCE: PRIMARY DATA

INFERENCE:

From the table it is seen that most of the respondents prefer in buying 200gms of

Britannia Marie Gold biscuits, next preferable size is 100 gms whereas some of them like

400 gms.

CHART 2.2.20 PACK SIZE PREFERRED IN BUYING BRITANNIA MARIE GOLD BISCUITS

52

114

34

020406080

100120

100 GM 200 GM 400 GM

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xix

TABLE 2.7.21TABLE SHOWING WHETHER BRITANNIA MARIE GOLD BISCUITS ARE

EASILY AVAILABLE

S.NO OPINION NO OF RESPONDENTS PERCENTAGE (%)

1. YES 140 70

2. NO 60 30

TOTAL 200 100

SOURCE: PRIMARY DATA

INFERENCE:

From the table it is seen that most of the respondents are feel that it is easily available in

the market while few of them feel it is not available in the market.

CHART 2.2.21 WHETHER BRITANNIA MARIE GOLD BISCUITS ARE EASILY

AVAILABLE

70%

30%

YES NO

2.8 STATISTICAL TEST2.8.1 WEIGHTED AVERAGE METHODRATINGS OF THE OPINION THAT ATTRACTS THE CUSTOMERS TO BUY

Page 47: Britannia Sa

xx

THE BISCUIT

NO OF RESPONDENTSS.NO FACTORS

1 2 3 4 5AVERAGE RANK

1. QUALITY 61 34 25 37 43 126.6 III

2. PRICE 49 52 37 46 16 134.4 I

3.PACKAGING 37 49 70 31 13 133.2 II

4. FLAVOUR 25 19 28 58 70 94.2 V

5.AVAILABILITY 22 37 40 52 49 106.2 IV

SOURCE: PRIMARY DATA

INFERENCE Most of the respondents have ranked Quality as the first for attracting the customers,

Secondly for Price, third comes Packaging, Availability stands fourth & Flavor stands the last.

RATINGS OF THE FACTORS WHICH INFLUENCE THEM THE CHOICE OF

BISCUITS

NO OF RESPONDENTSFACTORS

1 2 3 4 5 6 7

Average Rank

ADVERTISEMENTS

72 15 22 22 28 22 19 134.1 II

ATTRACTIVEPACKING

12 12 18 92 27 22 17 108.0 IV

BRANDIMAGE

57 82 22 17 7 8 7 159.0 I

FREE GIFTS 17 22 17 27 37 12 68 92.4 VII

PRICE 12 22 22 38 77 17 12 107.9 V

QUALITY 18 17 87 22 12 27 17 122.6 III

QUANTITY 12 28 22 17 17 87 17 96.0 VI

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INFERENCE:

Advertisement stands first for ranking of the factors that influence the choice of biscuits

whereas Free Gifts stands last. Brand Image stands second for ranking of the factors that

influence the choice of biscuits.

2.8.2 CONFIDENCE LEVEL & SIGNIFICANCE LEVEL

The confidence level or reliability is the expected percentage of times that

the actual value will fall within the stated precision limits. Thus, we take a confidence

level of 95%, then we mean that there are 95 chances in 100 (or .95 in 1) that the sample

results represent the true condition of the population within a specified precision range

against 5 chances in 100 (or .05 in 1) that it does not.

2.8.2.1 TABLE SHOWING WHETHER BRITANNIA MARIE GOLD BISCUITSARE EASILY AVAILABLE

S.NO OPINION NO OF RESPONDENTS PERCENTAGE(%)

1. YES 140 70

2. NO 60 30

TOTAL 200 100

SOURCE: PRIMARY DATA

It is necessary that the above data should be applied to universe that purpose

CONDIFENCE INTERVAL TEST is required. For confidence interval, the associated

standard error should be calculated.

S.E = SQRT [(PQ) / N] (Equation 2.1)

Where, P = Percentage showing whether Britannia Marie Gold Biscuits are

easily available= 70

Q = Percentage showing Britannia Marie Gold Biscuits are not easily available = 30

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xxii

SE = SQRT [(2100) / 100]

= 4.58

Confidence Interval = P ± (S.E * Z @ 95 %) (Equation 2.2)

= 70 ± (4.58 * 1.64)

= 62.49 to 77.51

which means that percentage showing whether Britannia Marie Gold Biscuits are easily

available ranges between 62.49 to 77.51

2.8.3 ONE SAMPLE RUN TEST

TO DETERMINE THE RANDOMNESS OF THE SELECTED SAMPLES

H0 : Samples are randomly chosen

H1 : Samples are not randomly chosen

TABLE SHOWING WHETHER THEY BUY BRITANNIA MARIE GOLD

BISCUITS

S.NO OPTIONS NO OF RESPONDENTS PERCENTAGE(%)

1. YES 160 80

2. NO 40 20

TOTAL 200 100

No of runs r = 50

n1 = 160

n2 = 40

ì r = ( 2n1n2 / n1 + n2 ) + 1 (Equation 2.3)

Page 50: Britannia Sa

xxiii

= 65

ó2 = 2n1n2 (2n1n2 – n1 – n2) / (n1 + n2) 2 (n1 + n2 – 1) (Equation 2.4)

= 20.26

ó = �20.26

= 4.50

Upper Limit = ì + 2.58 ó (Equation 2.5)

= 76.61

Lower Limit = ì - 2.58 ó (Equation 2.6)

= 53.39

Inference:

Since the no of runs (=50) is inside the curve, H0 is accepted. i.e. samples are

chosen randomly.

CHAPTER – 3

3.1 FINDINGS OF THE STUDY

v Among the outlet surveyed 74% is male and 26% female.

v Most of the respondents belongs to male [74%].

v All the surveyed 200 outlets sell biscuits

v Most of the respondents are in the age group of less than & some of them in the

age group of 21 – 30 & 31 – 40. [

v Most of the respondents are students [40%] and whereas some of them are house

wives (23%) and employees (20%) & others (17%)

v Out of the 200 outlets surveyed, all the respondents are aware of Britannia Marie

Gold biscuits.

v Most of the respondents are aware of Britannia Marie Gold biscuits through

advertisement & some of them through friends.

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xxiv

v 80% of the respondents buy Britannia Marie Gold biscuits and while few of them

don’t buy Britannia Marie Gold biscuits.

v The main reason behind the purchase of Britannia Marie Gold biscuits is mostly

for its taste & quality & price.

v Britannia Marie Gold moves fast when compared to respondents buy biscuits in

one month.

v Most of the respondents are satisfied with the price of Britannia Marie Gold

biscuits and whereas few of them are dissatisfied.

v Among the 200 retail outlets surveyed 74% of the respondents had said it is

costly, 9.5% said it is cheap.

v 54% of the respondents are interested buy in the same price. 46% of them are not

interested to buy in the same price.

v Most of the consumers frequency of purchase of biscuits are weekly and next

comes daily & fortnightly.

v 46% of respondents are satisfied the Britannia Marie Gold biscuits.

v 49% of the respondents are satisfied with the price of the Britannia Marie Gold

biscuits.

v Most of the respondents are highly satisfied with the 54% quality & 46% with

packaging & 39% with brand image & others 66% of Britannia Marie Gold

biscuits.

v Most of the respondents prefer in buying 200 gm of Britannia Marie Gold and

next preferable size is 100 gm and some of them like 400 gm.

v 70% of the respondents are feel that Britannia Marie Gold biscuits is easily

available in the market.

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3.2 SUGGESTIONS

Ø The company may provide the biscuits at reduced / concessional price for the

customer in Chennai provided at round off price say re.1 or re.2.

Ø The company may advertise by television, newspaper & hoardings etc.

Ø The company may advertise to create awareness regarding the nutrients included

in the biscuits.

Ø The company may provide samples to the customers.

Ø The company may provide some consumer offer to the customer.

Ø The company may introduce new products the would help the customers for their

taste.

Ø Mostly respondents suggested for reduction of prices

Ø Give different shapes, which will be new & will be attractive for children

Ø Introduce new products, which can be meant for occasions

Ø Improving the taste and also giving more flavors can attract attract more

customers

3.3 CONCLUSION

The market study on biscuits at Chennai city as helped to know the status of biscuits.

It has revealed the requirements of the retailers, the profile, characteristics, and taste of

the consumer of biscuits. Britannia biscuits are having a good market share in Chennai

city. Carring out relevant sales promotional activities can increase biscuits demand in

Chennai city with regard to various brand of biscuits. This study has helped the

researcher to gain good experience and more information about the biscuit market.

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3.4 APPENDIXQUESTIONNAIRE

1. Name :

2. Sex: Male o Female o

3. Age: <20 o 21 – 30 o 31 – 40 o >41 o

4. Occupation:Student o Employee o Business o Professional o

Housewifeoo Othersoo

5. Are you aware of Britannia Marie gold biscuits?

Yes oo No oo

6. How did you come to know about Britannia Marie Gold?Through Shops o Advertisements o Friends oOthers o

7. Do you buy Britannia Marie Gold biscuits?Yes o No o

8. What is the reason for buying Britannia Marie Gold biscuits?Taste o Qualityo Less Price o Quantity oPackage o

9. How many packs do you buy in one monh?1 o 3 o 5 o 7 o 10 o

10. What is your opinion about the price of the biscuits?Reasonable o Costly o Cheaper o

11. Are you interested to buy in the current price?Yes o No o

12. Please rate the opinion that attracts you in buying the biscuit?Qualityo Price o Packaging o Flavour oAvailability o

13. Rank the factors that influence you in selecting Britannia Marie Gold biscuit?Advertisement o Attractive Packing o Brand Image oFree Gifts o Price o Qualityo Quantity o

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xxvii

14. How often do you purchase Britannia Marie Gold biscuits?Daily o Weekly o Fortnightly o Monthly oOccasionally o

15. Indicate your level of satisfaction of the various factors of Britannia Marie Goldbiscuits

FACTORS HighlySatisfied

Satisfied Neither Satisfiednor Dissatisfied

Dissatisfied HighlyDissatisfied

Price

Quality

PackagingBrand Image

Others

16. Which pack size do you prefer in buying Britannia Marie gold Biscuits?100 gm o 200 gm o 400 gm o

17. Do you find Britannia Marie Gold biscuits easily available in the market?

Yes o No o

3.5 BIBLIOGRAPHY

TEXT BOOKS

Ø Philip Kotler : Marketing Management (Millennium edition), Prentice – Hall of

India (P) Ltd., New Delhi – 2001.

Ø Aakar, Day and Kumar, Essentials of Marketing Research, John Wiley & Sons

2001.

Ø Richard I.Levin and David S.Rubin, Statistics for Management, 7th Edition,

Ø S.P.Gupta Statistical Methods

Ø Prentice Hall of India Pvt.Ltd., New Delhi 1997

o Joseph F.Hair, Jr, Marketing Research, McGraw Hill, 2000

o G.C.Beri, Marketing Research, McGraw Hill, 2000

WEB SITE : WWW.britannia.com

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