A STUDY ONCONSUMER BUYING BEHAVIOR

TOWARDS SUNFEAST DARK FANTASY

SUBMITTED TO- DR. HEMANTA SAIKIA

SUBMITTED BY-PARTHA PRATIM DUTTARoll no-SB13MB0017

Company profile

In July 2003, ITC made a foray into the biscuits market by launching the Sunfeast range of biscuits. Since then, Sunfeast biscuits have always stood for quality and are known for offering innovative and wholesome biscuits. Sunfeast connotes happiness, contentment, satisfaction and pleasure. Within a span of 9 years, Sunfeast has established itself in almost all major categories of biscuits.

About ProductsSunfeast Dark Fantasy is the story of a brand which started its journey as a sub-brand and later acquired the status of a standalone brand. ITC forayed into the  biscuit market in 2003 and Sunfeast Dark Fantasy was launched in 2005. It was only after four years, that ITC thought of taking the brand to the next level. Dark Fantasy's success can be attributed to the careful detail with which the brand was built by ITC. ITC took a risk in positioning Dark Fantasy as a premium biscuit brand. The premium space was vacant in the Indian market and marketers was unsure how consumers would react to a premium biscuit offering. 

Dark fantasy products are available in 5 variants

MARKET SEGMENTATION

• Level of segmentation used is differentiated segmentation

• The basis of segmentation is both demographic and behavioural.

TARGET GROUP

• The product is aimed at targeting adults, mainly young fun loving adults.

POSITIONING

• The product is been positioned as a premium biscuit brand.

CONSUMER PERCEPTION ABOUT THE PRODUCTPRODUCT

• Innovative product• A premium biscuit brand

PRICE

Slightly on expensive side But its worth , being a premium product

PACKAGING AND LABELLING

Highly attractive and appealing New and makes the product unique Gives a luxurious aura to the brand

PLACE

Easy availability of the product. Available at convenient places

STATEMENT OF PROBLEM

• A study on consumer buying behaviour of sunfeast dark fantasy biscuits and the impact of promotion activities on purchase decision.

OBJECTIVES OF STUDY• To understand the effect of promotion tools on consumer buying

behaviour• To analyse the important factors which have an influence on consumer

buying behaviour• To understand the most preferred promotional tool among the

customers• To analyse various sources of information which creates brand

awareness among consumers

REVIEW OF LITERATURE

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.

Hamel and Prahlad observe that there are three levels of competition –

• 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.

• Competition for market share. According to these two authors the competition for market share cannot be won unless formidable advantages are created at the first two levels.

RESEARCH DESIGN

A research design is an arrangement of conditions for collection and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedure. Out of the research design said above the research design took for the study was “Descriptive Research Design”.

METHODS OF DATA COLLECTION

• PRIMARY DATA- Survey is the primary data collection method which has been used in the present study and the data was collected with the help of a questionnaire. 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 and easiness of use. The main purpose of survey is facilitate understanding or enable prediction of some aspects of the population being surveyed.

• SECONDARY DATA- Secondary data for the present study includes those data which has been collected from sources like articles, internet and magazines.

SAMPLING INSTRUMENT

• The instrument used to collect data for the study is a well-structured questionnaire

METHOD 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.

SAMPLE SIZE• A sample size of 50 has been chosen for the study. The sample belongs to

people in the age group between 20-30.

DATA ANALYSIS AND INTERPRETATION

TABLE 1: AWARENESS ABOUT SUNFEAST DARKFANTASY

SI NO: AWARENESS NO: OF RESPONDENTS PERCENTAGE

1 YES 50 100

2 NO 0 0

    50  

 From the table it is understood that all the respondents are aware about the product and hence we could infer that the brand popularity is quite high and product is very much familiar among the target group.

SI NO: NO: OF VARIANTS NO : OF RESPONDENTS PERCENTAGE

1 Only 1    

2 Only 2 2 4

3 Only 3 25 50

4 Only 4 20 40

5 All 5 3 6

TABLE 2: HOW MANY VARIANTS OF DARK FANTASY ARE YOU FAMILIAR WITH

4%

50%

40%

6%

only 1

only 2

only 3

only 4

all 5

From the table it is seen that most of the respondents are familiar with only 3 variants of dark fantasy i.e. 50%.while 40 % are familiar with 4 variants. Only 6% of them are familiar with all variants this can be attributed to the less availability of new variant i.e. choco meltz.

SI NO : MODE NO: OF RESPONDENTS

PERCENTAGE

1 Shops 7 14

2 Advertisements 22 44

3 Friends 18 36

4 Others 3 6

TABLE 3: MODE OF AWARENESS ABOUT THE DARK FANTASY PRODUCTS

14%

44%

36%

6%Chart Title

SHOPSADVERTISEMENTFRIENDSOTHERS

From the table it is seen that majority of the respondents got to know about the product through advertisement. Another major mode of awareness is through friends. Only small percentage of respondents got to know about the product through other sources like online presence.

SI NO: RESPONSE NO: OF RESPONDENTS

PERCENTAGE

1 Yes 47 94

2 No 3 6

TABLE 4: SHOWING WHETHER THEY BUY THE PRODUCT REGULARLY( FREQUENT BUYERS)

94%

6%

YESNO

It can be inferred that 94% of respondents, which is a vast majority, are regular customers of the product.

SI NO: RESPONSE NO: OF RESPONDENTS

PERCENTAGE

1 Highly satisfied 7 14

2 Satisfied 29 58

3 Average 12 24

4 Dissatisfied 2 4

5 Highly dissatisfied 0 0

TABLE 5: LEVEL OF SATISFACTION

Highly satisfiedSatisfied

AverageDissatisfied

Highly dissatisfied

0%

10%

20%

30%

40%

50%

60%

14%

58%

24%

4%

0%

It can be inferred that most of the consumers are satisfied with the product. While 24 % of the respondents say the product is an average one and only 4% of them are not satisfied with the product.

SI NO : ATTRIBUTES NO: OF RESPONDENTS

PERCENTAGE

1 Quality 7 14

2 Price 5 10

3 Packaging 28 56

4 Taste 10 20

5 Brand loyalty - 0

TABLE 6: THE MOST IMPORTANT FACTOR THAT MOTIVATES THE CONSUMER TO BUY THE DARK FANTASY (REASON FOR BUYING)

14%

10%

56%

20%

qualitypricepackaging taste brand loyalty

It can be seen that more than half of the respondents buy the product seeing its attractive packing. While 20% says that they buy it due to its taste. While only 14% and 10 % purchases the product due to its quality and price respectively.

SI NO: RESPONSE NO: OF RESPONDENTS

PERCENTAGE

1 Strongly agree 38 88

2 Agree 4 8

3 Disagree 8 4

4 Strongly disagree 0 0

TABLE 7: THE ROLE OF PROMOTION TOOLS IN INCREASING THE BRAND AWARENESS AND POPULARITY

88%

8% 4%

strongly agreeagreedisaagreestrongly disagree

A vast majority of the respondents are of the opinion that promotion tools like advertisement, hoardings etc has got a great impact in increasing the brand awareness and popularity. Only 4% of them opined that it is of no much use.

SI NO: FACTORS NO: OF RESPONDENTS

PERCENTAGE

1 TVC 19 38

2 Hoardings 5 10

3 Print advertisements

9 18

4 Online advertising

6 12

5 In store promotion

11 22

TABLE 8: THE FACTORS (PROMOTION TOOL) THAT INFLUENCES THE CUSTOMERS MOST WHILE PURCHASING

38%

10%18%

12%

22%

Chart Title

TVCHOARDINGSPRINT ADONLINE ADVERTISINGIN STORE PROMOTION

Regarding the most influential promotion tool, 38% of the respondents are of the opinion that tv commercials are the most effective one , 22% are of the opinion that in store promotion is the most effective, 18% of them suggested that print ad is most attractive, 12% of them opined that online ad attracts them the most while 10% of them told that hoarding is most attractive.

SI NO: RESPONSE NO: OF RESPONDENTS

PERCENTAGE

1 Yes 50 100

2 No 0  

TABLE 9: FAMILIARITY WITH DARK FANTASY ADVERTISEMENTS

yesno

From the table it is clear the all the respondents are very familiar with the dark fantasy advertisements.

SI NO : OPINION NO : OF RESPONDENTS

PERCENTAGE

1 Attractive 48 96

2 Unattractive 0 0

3 Neither attractive nor unattractive

2 4

TABLE 10.OPINION ABOUT THE ADVERTISEMENT (attractiveness)

96%

4%

YESneither unattractive nor attrac-tive

Most of the respondents was of the opinion that the dark fantasy advertisements are very attractive. None of them responded that the ads are unattractive while a minority i.e. 4 % of them opined that it is neither attractive nor un attractive.

SI NO: RESPONSE NO; OF RESPONDENTS

PERCENTAGE

1 Strongly agree 19 38

2 Agree 24 48

3 Disagree 6 12

4 Strongly disagree 1 2

TABLE 11: DOES PACKAGING AFFECT THE CHOICE OF PURCHASE

strongly agreeagree

disaagreestrongly disagree

0

5

10

15

20

25

30

35

40

45

50

38

48

12

2

From the table it is clear that most of the respondents are of the view that packaging of dark fantasy has got an impact on their purchase. While only 14 % of them disagreed.

FINDINGS• Out of 50 respondents , all are familiar with sunfeast dark fantasy products

• only 3 variants of dark fantasy i.e. 50%.while 40 % are familiar with 4 variants.

• majority of the respondents got to know about the product through advertisement.

• 94 % of the respondents are regular customers of dark fantasy.

• A majority of respondents are satisfied with the product. While 24 % of respondents said the

product is average and only 4 % of them are dissatisfied with product

• Study revealed that the packaging of the product is the most exiting feature which attracts the

customers

• A vast majority of respondents agreed that promotion activities have a great role in increasing

brand awareness and popularity.

• most of the respondents are of the view that packaging of dark fantasy has got an impact on

their purchase

• Regarding the most influential promotion tool, 38% of the respondents are of the opinion that

tv commercials are the most effective one

CONCLUSION

• I understand the effect of promotion tools on consumer buying behaviour

• I understand what is the preferred promotional tool among the customers

• I understand how various sources of information creates brand awareness among consumers

BIBLOGRAPHY

Macborgne Renel er-al, article “Creating New Market Space”

http://www.itcportal.com/

http://sunfeastworld.com/

www.google.com

www.Wikipedia.com

www.slideshare.com

ANNEXURE

QUESTIONNAIRE ON CONSUMER BUYING BEHAVIOUR OF SUNFEAST DARK FANTASY BISCUITS

Name: ……………………………..

Age: ……………………………....

1. Are you aware of sunfeast dark fantasy biscuits?

Yes No

2. How many variants of dark fantasy biscuits are you familiar with?

Only 1……. Only 2 …… only 3……. Only 4……. All 5…..

3. How do you came to know about the dark fantasy products?

Shops….. Advertisements…… Friends……. Others……

4. Do you buy dark fantasy biscuits regularly?

Yes No

5. Are you satisfied with sunfeast dark fantasy products?

Highly satisfied…….. Satisfied……..Average…..dissatisfied…..very dissatisfied……

THANK YOU

Any questions……………………??????