report idp (1) priyanka cp
TRANSCRIPT
ACOMPREHENSIVE PROJECT REPORT
ON““Factors affecting Teenager for purchase of confectionary products”
Submitted to
NARMADA COLLEGE OF MANAGEMENTZadeshwar, Bharuch -392001
IN PARTIAL FULFILLMENT OF THEREQUIREMENT OF THE AWARD FOR THE DEGREE OF
MASTER OF BUSINESS ASMINISTRATIONIn
Gujarat Technological UniversityUNDER THE GUIDANCE OF
Faculty GuideDr. Nitin Wani
Submitted byManali Jain & Priyanka Surti
[Batch: 2010-12, Enrollment No.107370592002:, 107370592023]MBA SEMESTER IV
NARMADA COLLEGE OF MANAGEMENTMBA PROGRAMME
Affiliated to Gujarat Technological UniversityAhmedabadMarch, 2012
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Students’ Declaration
We, Manali Jain & Priyanka Surti, hereby declare that the report for Comprehensive Project entitled “Factors affecting Teenager for purchase of confectionary products “is a result of our own work and our indebtedness to other work publications, references, if any, have been duly acknowledged.
Place : Manali Jain Priyanka Surti (Signature) (Signature)Date :
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“Certified that this Comprehensive Project Report Titled “Factors affecting Teenager for purchasing confectionary products” is the bonafide work of Ms Manali Jain & Priyanka Surti(Enrollment No 107370592002; 107370592023), who carried out the research under my supervision. I also certify further, that to the best of my knowledge the work reported herein does not form part of any other project report or dissertation on the basis of which a degree or award was conferred on an earlier occasion on this or any other candidate.
Director Faculty GuideDr Trupti Almoula Dr Nitin Wani
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PREFACE
Life is a long journey, wherein each one of us crosses number of milestones. Every stoppage teaches us a lot. We, being the student of management, learnt a plethora of things and were being bombarded with lots of learning, events, projects, and seminars.
The two-year full time program of management course helped in lots of learning. Such has been the presentations and projects which enhanced our learning by adding on to our world of knowledge. And comprehensive project training is one of the part to relate knowledge and techniques learnt in the two years to real business problems and to test out and enrich one’s understanding, knowledge and skills.
It was a life time experience for which we thank to faculty members, my parents administration of the Narmada College Of Management, affiliated to Gujarat Technical University.
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ACKNOWLEDGEMENT
Every study requires a guidance of someone who is working in that field. Firstly we would like to thank Director Dr. Trupti Almoula for providing an opportunity of preparing a Grand Project Report and allowing us to use the resources of the institution during this project.
We are extremely thankful to our Project Guide, Dr. Nitin Wani of NCM for his precious guidance regarding the preparation of the Project Report. Their guidance has proved to be useful and without them, the preparation of this report might not have been possible.
We are also thankful to the other faculty members of NCM for extending their valuable support for this project.
We also extend our sincere thanks to the Respondents, who helped us during the course of our project and for their gracious attitude.
We would like to take this opportunity to extend our warm thoughts to those who helped us in making this project a wonderful experience.
Last but not the least; we would also like to thank our family for their support and encouragement.
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LIST OF TABLES
1) TOP 10 COMPANIES IN FMCG SECTOR
LIST OF FIGURES
1.1 Swot analysis of FMCG industry
1.2 FMCG Industry growth
3.1 Preference for shopping daily products
3.2 Preference of shopping partner for confectionary products
3.3 Decision maker of family for purchasing confectionary products
3.4 Information gatherer of family for purchase of confectionary products
3.5 Favorite places for shopping of confectionary products
3.6 Children helping parents in purchasing confectionary products
3.7 Children nagging while purchase of confectionary products
3.8 8 Amount of information provided to children by parents about products
3.9 Various sources of information about confectionary products
3.10 The kinds of purchases undertaken
3.11 Factors affecting while making purchases
3.12 Factors affecting children
3.13(1) Favorite brands among chocolates
3.13(2) Favorite brands among biscuits
3.13(3) Favorite brands among ice-creams
3.14Helps parents in purchasing decision
3.15 Most affecting factor
3.16 Affecting past experience
3.17 Brand is important factor
3.18 Favorite confectionary products
3.19 Spend time to watch TV
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3.20 Programs to watch on TV
3.21 Familiar with advertisement
3.22 Affecting cartoon character & celebrities
3.23 Tried to purchase products after watching advertisement
3.24 Affecting friends & parental
3.25 Affecting promotional offer
3.26 Which promotional offer
3.27 Affecting impulse purchase
3.28 Affecting arrangement of product & placement
3.29 Affecting packaging
3.30 Helps parents in purchasing decision
3.31 Brands is important
3.32 Tried to products after watching advertisement
3.33 Affecting promotional offer
3.34 Affecting impulse purchase
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INDEX
CHAPTER NO
NAME PAGE NO
1
Introduction of FMCG industry
- FMCG sector in India- FMCG sector in Gujarat
8 to 15
2
Factor affecting teenager purchasing the confectionary products
- Literature review- Background of the study- Research methodology
17
22
27
3
Data analysis & interpretation
- Parents- Children
29 to 40
41 to 62
4 Findings 63
5 Conclusion 67
6 Bibliography 68
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INTRODUCTION
Diverse is the one word that describes India best. With an area approximately
one-third the size of the USA, it is home to over one billion people of
considerable economic, ethnic, linguistic, cultural, and religious diversity. Indian
consumers spend a significant proportion of their income on food. Also,
consistent with the positive reports and forecasts for increasing incomes,
consumer expenditure on food is increasing. The confectionery market in India is
expected to continue to grow at healthy rates.
The Indian population is young. The US Census Bureau International Database
indicates that just over 50% of the population is younger than 25. The younger
generation of Indians is more westernized in their eating habits than older
generations, particularly those in higher income groups. They consume more
packaged, processed foods and give greater importance to quality, time, and
convenience
Children are becoming consumers at younger ages, and a variety of influences
and experiences shapes their consumer habits. This research is undertaken to
gain insight into the affecting factors, habits, awareness about brands & their
buying behavior for confectionary products.
With the large number of Teens on the cusp of becoming young adults, the
behaviors and attitudes they exhibit now are important to marketers in the
present and in the years to come. The current Teen market represents the most
multicultural population of India.
Teens are also a robust part of the economy. They have a significant income of
their own to spend and also wield increasing influence on household purchases.
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FMCG Concept and Definition
The term FMCG (fast moving consumer goods), although popular and frequently
used does not have a standard definition and is generally used in India to refer to
products of everyday use. Conceptually, however, the term refers to relatively
fast moving items that are used directly by the consumer. Thus, a significant gap
exists between the general use and the conceptual meaning of the term FMCG.
Further, difficulties crop up when attempts to devise a definition for FMCG. The
problem arises because the concept has a retail orientation and distinguishes
between consumer products on the basis of how quickly they move at the
retailer’s shelves.
One of the factors on which the turnaround depends is the purchase cycle.
However, the purchase cycle for the same product tend to vary across
population segments. Many low-income households are forced to buy certain
products more frequently because of lack of liquidity and storage space while
relatively high-income households buy the same products more infrequently.
Similarly, the purchase cycle also tends to vary because of cultural factors. Most
Indians, typically, prefer fresh food articles and therefore to buy relatively small
quantities more frequently. This is in sharp contrast with what happens in most
western countries, where the practice of buying and socking foods for relatively
longer period is more prevalent.
Products which have a quick turnover, and relatively low cost are known as Fast
Moving Consumer Goods (FMCG). FMCG products are those that get replaced
within a year. Examples of FMCG generally include a wide range of frequently
purchased consumer products such as toiletries, soap, cosmetics, tooth cleaning
products, shaving products and detergents, as well as other non-durables such
as glassware, bulbs, batteries, paper products, and plastic goods. FMCG may
also include pharmaceuticals, consumer electronics, packaged food products,
soft drinks, tissue paper, and chocolate bars.
The total FMCG market is in excess of Rs. 85,000 Cores. It iscurrently growing
at double digit growth rate and is expected to maintain a high growth rate. FMCG
Industry is characterized by a well established distribution network, low
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penetration levels, low operating cost, lower per capita consumption and intense
competition between the organized and unorganized segments.
Characteristics of FMCG Products:
Individual items are of small value. But all FMCG products put together
account for a significant part of the consumer's budget.
The consumer keeps limited inventory of these products and prefers to
purchase them frequently, as and when required. Many of these
products are perishable.
The consumer spends little time on the purchase decision. Rarely does
he/she look for technical specifications (in contrast to industrial goods).
Brand loyalties or recommendations of reliable retailer/dealer drive
purchase decisions.
Trial of a new product i.e. brand switching is often induced by heavy
advertisement, recommendation of the retailer or neighbors/friends.
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Strengths
• Low operational costs
• Presence of established distribution networks in both urban and rural areas
• Presence of well-known brands in FMCG sector
Strengths
• Low operational costs
• Presence of established distribution networks in both urban and rural areas
• Presence of well-known brands in FMCG sector
Weaknesses
Lower scope of investing in technology & achieving economies of scale, especially in small sectors
Low exports levels
.
Weaknesses
Lower scope of investing in technology & achieving economies of scale, especially in small sectors
Low exports levels
.
Opportunities
• Untapped rural market
• Rising income levels, i.e. increase in purchasing power of consumers
• Large domestic market
• Export potential
• High consumer goods spending
Opportunities
• Untapped rural market
• Rising income levels, i.e. increase in purchasing power of consumers
• Large domestic market
• Export potential
• High consumer goods spending
Threats
•Removal of import restrictions resulting in replacing of domestic brands
• Slowdown in rural demand
• Tax and regulatory structure
Threats
•Removal of import restrictions resulting in replacing of domestic brands
• Slowdown in rural demand
• Tax and regulatory structure
SWOT analysis
of FMCG industry
SWOT analysis
of FMCG industry
India’s FMCG sector is the fourth largest sector in the economy and creates
employment for more than three million people in downstream activities. Its
principal constituents are Household Care, Personal Care and Food &
Beverages. The Rs 85,000-crore Indian FMCG industry is expected to register a
healthy growth in the third quarter of 2008-09 despite the economic downturn.
The industry is expected to register a 15% growth in 2008-09 as compared to the
corresponding period last year. Unlike other sectors, the FMCG industry did not
slow down since 2008. The industry is doing pretty well, bucking the trend. As it
is meeting the every-day demands of consumers, it will continue to grow.
Well-established distribution networks, as well as intense competition between
the organized and unorganized segments are the characteristics of this sector.
FMCG in India has a strong and competitive MNC presence across the entire
value chain. It has been predicted that the FMCG market will reach to US$ 33.4
billion in 2015 from US $ billion 11.6 in 2003. The middle class and the rural
segments of the Indian population are the most promising market for FMCG, and
give brand makers the opportunity to convert them to branded products. Most of
the product categories like jams, toothpaste, skin care, shampoos, etc, in India,
have low per capita consumption as well as low penetration level, but the
potential for growth is huge. The Indian economy is surging ahead by leaps and
bounds, keeping pace with rapid urbanization, increased literacy levels, and
rising per capita income.
The big firms are growing bigger and small-time companies are catching up as
well. According to the study conducted by AC Nielsen, 62 of the top 100 brands
are owned by MNCs, and the balance by Indian companies. Fifteen companies
own these 62 brands, and 27 of these are owned by Hindustan Lever. Pepsi is at
number three followed by Thums Up. Britannia takes the fifth place, followed by
Colgate (6), Nirma (7), Coca-Cola (8) and Parle (9). These are figures the soft
drink and cigarette companies have always shied away from revealing. Personal
care, cigarettes, and soft drinks are the three biggest categories in FMCG.
Between them, they account for 35 of the top 100 brands.
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The personal care category has the largest number of brands, i.e., 21, inclusive
of Lux, Lifebuoy, Fair and Lovely, Vicks, and Ponds. There are 11 HLL brands in
the 21, aggregating Rs. 3,799 crore or 54% of the personal care category.
Cigarettes account for 17% of the top 100 FMCG sales, and just below the
personal care category. ITC alone accounts for 60% volume market share and
70% by value of all filter cigarettes in India.
The foods category in FMCG is gaining popularity with a swing of launches by
HLL, ITC, Godrej, and others. This category has 18 major brands, aggregating
Rs. 4,637 crore. Nestle and Amul slug it out in the powders segment. The food
category has also seen innovations like softies in ice creams, chapattis by HLL,
ready to eat rice by HLL and pizzas by both GCMMF and Godrej Pillsbury. This
category seems to have faster development than the stagnating personal care
category. Amul, India's largest foods company has a good presence in the food
category with its ice-creams, curd, milk, butter, cheese, and so on. Britannia also
ranks in the top 100 FMCG brands, dominates the biscuits category and has
launched a series of products at various prices.
In the household care category (like mosquito repellents), Godrej and Reckitt are
two players. Goodnight from Godrej is worth above Rs 217 crore, followed by
Reckitt's Mortein at Rs 149 crore. In the shampoo category, HLL's Clinic and
Sunsilk make it to the top 100, although P&G's Head and Shoulders and
Pantene are also trying hard to be positioned on top. Clinic is nearly double the
size of Sunsilk.
Dabur is among the top five FMCG companies in India and is a herbal specialist.
With a turnover of Rs. 19 billion (approx. US$ 420 million) in 2005-2006, Dabur
has brands like Dabur Amla, Dabur Chyawanprash, Vatika, Hajmola and Real.
Asian Paints is enjoying a formidable presence in the Indian sub-continent,
Southeast Asia, Far East, Middle East, South Pacific, Caribbean, Africa and
Europe. Asian Paints is India's largest paint company, with a turnover of Rs.22.6
billion (around USD 513 million). Forbes Global magazine, USA, ranked Asian
Paints among the 200 Best Small Companies in the World
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Cadbury India is the market leader in the chocolate confectionery market with a
70% market share and is ranked number two in the total food drinks market. Its
popular brands include Cadbury's Dairy Milk, 5 Star, Eclairs, and Gems. The
Rs.15.6 billion (USD 380 Million) Marico is a leading Indian group in consumer
products and services in the Global Beauty and Wellness space.
Indian fast moving consumer goods (FMCG) companies are expected to report a
slight reversal in trend during the June 2011 quarter, with moderation in sales
growth and stable margins, thanks to price hikes.Sales of 13 major companies in
the sector, at Rs 24,163 crore, are expected to see a strong 17% year-on-year
growth in the June 2011 quarter (Q1FY12), though the growth rate would be
lower compared to earlier quarters as price hikes (a wide range of 5-35%) affect
the volume growth of companies such as Marico (coconut oil) and Godrej
Consumer Products (soaps).
Sales Growth
The top five players (by expected sales in Q1FY12), including ITC, Hindustan
Unilever (HUL), Asian Paints, Nestle India and Titan Industries that constitute
nearly 70% of total revenues, are expected to report a sales growth of
15.4%.ITC is expected to report a recovery in cigarettes’ volume growth (5-8%)
in the absence of a price hike as excise duties were left unchanged in the Union
Budget 2011-2012, strong traction in non-cigarettes FMCG business and a
rebound in hotels business. HUL’s soaps and detergents will benefit from price
hikes, while strong traction will continue in its personal care and foods business.
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Figure1.2
THE TOP 10 COMPANIES IN FMCG SECTOR
S. NO. Companies
1. Hindustan Unilever Ltd.
2. ITC (Indian Tobacco Company)
3. Nestlé India
4. GCMMF (AMUL)
5. Dabur India
6. Asian Paints (India)
7. Cadbury India
8. Britannia Industries
9. Procter & Gamble Hygiene and Health Care
10. Marico Industries
Table 1.1
The companies mentioned in above table, are the leaders in their respective
sectors. The personal care category has the largest number of brands, i.e., 21,
inclusive of Lux, Lifebuoy, Fair and Lovely, Vicks, and Ponds. There are 11 HLL
brands in the 21, aggregating Rs. 3,799 crore or 54% of the personal care
category. Cigarettes account for 17% of the top 100 FMCG sales, and just below
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the personal care category. ITC alone accounts for 60% volume market share
and 70% by value of all filter cigarettes in India.
The foods category in FMCG is gaining popularity with a swing of launches by
HLL, ITC, Godrej, and others. This category has 18 major brands, aggregating
Rs. 4,637 crore. Nestle and Amul slug it out in the powders segment. The food
category has also seen innovations like softies in ice creams, chapattis by HLL,
ready to eat rice by HLL and pizzas by both GCMMF and Godrej Pillsbury. This
category seems to have faster development than the stagnating personal care
category. Amul, India's largest foods company, has a good presence in the food
category with its ice-creams, curd, milk, butter, cheese, and so on. Britannia also
ranks in the top 100 FMCG brands, dominates the biscuits category and has
launched a series of products at various prices.
In the household care category (like mosquito repellents), Godrej and Reckitt are
two players. Goodknight from Godrej, is worth above Rs 217 crore, followed by
Reckitt's Mortein at Rs 149 crore. In the shampoo category, HLL's Clinic and
Sunsilk make it to the top 100, although P&G's Head and Shoulders and
Pantene are also trying hard to be positioned on top. Clinic is nearly double the
size of Sunsilk.
Dabur is among the top five FMCG companies in India and is a herbal specialist.
With a turnover of Rs. 19 billion (approx. US$ 420 million) in 2005-2006, Dabur
has brands like Dabur Amla, Dabur Chyawanprash, Vatika, Hajmola and Real.
Asian Paints is enjoying a formidable presence in the Indian sub-continent,
Southeast Asia, Far East, Middle East, South Pacific, Caribbean, Africa and
Europe. Asian Paints is India's largest paint company, with a turnover of Rs.22.6
billion (around USD 513 million). Forbes Global magazine, USA, ranked Asian
Paints among the 200 Best Small Companies in the World
Cadbury India is the market leader in the chocolate confectionery market with a
70% market share and is ranked number two in the total food drinks market. Its
popular brands include Cadbury's Dairy Milk, 5 Star, Eclairs, and Gems. The
Rs.15.6 billion (USD 380 Million) Marico is a leading Indian group in consumer
products and services in the Global Beauty and Wellness space.
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FMCG Market in Gujarat-overview
FMCG Market in Gujarat is important for the state. Gujarat is one of the most
industrially developed states in India. The state of Gujarat is famous for its
traditional and organized business class. The state has a rich history of
successful business men in India and it has one of the highest per capita income
in India. Due to the process of industrialization, there is a general rise income
and consumers are spending more on FMCG based goods. Cities like
Gandhinagar, Ahmedabad, Vadodara, etc are some of the most important cities
in the state of Gujarat. These urbanized cities have facilitated the rise of FMCG
consumerism in Gujarat. FMCG products in Gujarat are offered through
organized retailing and through small time retail shops. Gujarat Co- operative
Milk Marketing Federation Ltd (GCMMF), Hindustan Unilever Limited (HUL),
Dabur India, Nestlé India and Indian Tobacco Company (ITC) Limited are the
oldest FMCG companies in India.
FMCG Market in Gujarat - Major FMCG companies (Food and Beverage
companies):
Uni Lever
Dabur
Cadbury India
Britannia
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Nestle
Kellogg's
PepsiCo
Coca Cola
Parle
Heinz
Priya Foods
ITC
MTR
Mother Dairy
Amul India
Gits Food Products Pvt. Ltd
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Literature Review
Galst, J. & White, M. (1976). “The reinforcing value of television and
children’s purchase influence”. Child development’, 47, pp. 1089-1096.
Marketing to teenager is a way of life in the United States. Teenager has both
their own disposable income and influence over what their parents buy, and
marketers attempt to determine how those dollars are spent. Television now
reaps most of the advertising dollars, but newer technologies are providing new
ways for marketers to reach teenager. Marketing practices such as repetition,
branded environments, and free prizes are effective in attracting teenager’s
attention, making products stay in their memory, and influencing their purchasing
choices. Immature cognitive development, however, limits the ability of teenager
younger than eight to understand the persuasive intent of commercials. Thus,
public policy regulates how advertisers can interact with teenager via television.
Online environments are now and probably always will be less heavily regulated
than more traditional media. Although marketing and advertising fuel the U.S.
economy, the cost of that economic success requires considerable scrutiny.
Isler, L., Popper, H.T., and Ward, S. 1987. Teenager’s purchase requests
and parental Responses: Results from a diary study. Journal of
Advertising Research 27(5):28-39.
The age group of 13 t0 17 were considered to be highly brand conscious. They
were aware of brand names in all commodities and also the brand leaders in all
categories. They would never use an unbranded product and it was a matter of
pride to admit among peer the use of a branded product. Most food advertising
on children's TV shows is for fast foods, soft drinks, candy, bubble gums and
pre-sweetened cereals. Fast food chains spend more than 3 billion dollars a year
on advertising, much of it aimed at teenager. To directly target teenager, the fast
food industry uses different modes like giving away of free gift or a cartoon
character or game or extra quantity. The prime motive of any advertisement is to
convince the viewer about the quality of the product and instill that urge in
him/her to purchase the same. Today, advertising plays an important role in the
21
society, as it tends to influence young minds in particular. Advertising can also
have a negative influence over young minds if parents are not really careful and
do not teach their teenagers about the importance of money. Packaging has a
strong impact on teenager’s product preferences. Packaging can have an effect
on their teenager’s requests and also that mother’s often succumb to these
requests in order to avoid a conflict situation.
“The Influence of Commercialism on the Food Purchasing Behavior of
Children and Teenage Youth” Vivica Kraak & David L. Pelletier, Division of
Nutritional Sciences, Cornell University, 1998 Vol. 11 No. 3 21
This paper reviews the marketing literature to gain insight into the purchasing
power, habits, and purchase influence of children and teenage youth and also to
examine the influence of commercialism on their food purchasing behavior. The
purpose of this paper is to review the general purchasing power, purchase
influence, and habits of children, ages 4-11, and teenage youth, ages 12-19.
A variety of socio cultural, economic and demographic factors has had a
significant influence on the growing economic power, control, and independence
exerted by children and teenage youth and also influences their dietary choices
and eating patterns. Given the pervasive influence of commercialism in the lives
of young consumers and their increasing purchasing power, purchase influence,
and habits, special efforts are required to help them make informed choices and
purchases in the marketplace. Consumer information processing theory can be a
helpful framework for future research and practice. Building children’s and
teenage youths’ consumer information-processing skills is one strategy, when
combined with parental guidance and environmental support (including
government and industry partnerships), that can help young consumers make
healthful dietary choices before undesirable dietary behaviors have developed.
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PEDIATRICS Vol.118 No.4 October1, 2006; Food-Related Advertising on
school Television: Building Brand Recognition in Young Viewers, Susan M.
Connor, PhD
OBJECTIVES. This study used content analysis to explore how much and
what type of advertising is present in television programming aimed at
school-aged children and what methods of persuasion are being used to
sell products and to promote brands to the youngest viewers.
CONCLUSIONS. The majority of child-oriented food advertisements
viewed seemed to take a branding approach, focusing on creating lifelong
customers rather than generating immediate sales. Promotional spots on
advertisement-supported (Nickelodeon) and sponsor-supported (Public
Broadcasting Service and Disney) networks took similar approaches and
used similar appeals, seeming to promote the equation that food equals
fun and happiness.
Effects of Television Advertising on Children (12-19): With Special
Reference to Pakistani Urban Children
Zain Ul Abideen and Dr. Rashid M. Salaria04. December 2009
The focus of the study was to determine the effects of television advertising on
children. Television advertising on children could influence determinants such as
unnecessary purchasing, low nutritional food, and materialism. In today’s media
oriented society, almost every children is bombarded continuously with mass
media messages including over hundreds advertisements every day, from
television, radio, movies, video/computer games, Internet, music CDs, billboards,
newspapers, magazines, clothing, packaging and other marketing materials.
Daily exposure to many forms of the mass media has a tremendous
impact upon thinking, values, purchases, food intake, attitude, and actions
of children.
Research evidence tends to suggest that television advertising results in
obesity, created by taking food that is unhealthy, low in nutrition, and high
in SSF.
23
Television advertising aimed at children increases
■ Consumption
■ Preference for energy-dense, low-nutrient foods and beverages
■ Change in attitude and behavior that is aggressive and violent in nature.
Extent and nature of television food promotion were found as:
■ Food dominates advertising to children.
■ Five product categories dominate this advertising (soft drinks, presugared
cereals, confectionary, snacks and fast food restaurants).
■ the advertised diet contrasts dramatically with the recommended diet for
children.
■ Children engage with and enjoy this "unhealthy" advertising.
■ Food promotion influences children’s nutritional knowledge, food preferences,
purchasing and purchase-related behavior, consumption, and diet and health
status.
■ Food promotion affects both total category sales and brand switching due to
television advertising in children.
“How Teens Use Media” A Nielsen report on the myths and realities of teen
media trends; June 2009.
Teens are NOT abandoning TV for new media: In fact, they watch more
TV than ever, up 6% over the past five years in the U.S.
Teens love the Internet…but spend far less time browsing than
adults: Teens spend 11 hours and 32 minutes per month online—far
below the average of 29 hours and 15 minutes.
Teens watch less online video than most adults, but the ads are
highly engaging to them: Teens spend 35% less time watching online
video than adults 25–34, but recall ads better when watching TV shows
online than they do on television.
Teens read newspapers, listen to the radio and even like advertising
more than most: Teens who recall TV ads are 44% more likely to say
they liked the ad
24
Teens play video games, but are as excited about play-along music
games and car-racing games as they are about violent ones: Just two
of their top five most-anticipated games since 2005 are rated “Mature.”
Teens’ favorite TV shows, top websites and genre preferences
across media are mostly the same as those of their parents: For U.S.
teens, American Idol was the top show in 2008, Google the top website
and general dramas are a preferred TV genre for teens around the world.
Sharma, Rajesh “Impulse buying (Demographic aspects), Target marketing
(Research), Teenage consumers (Behavior), and Teenage consumers
(Purchasing), Marketing research” Pub Date:
01/01/2011.Publication:Abhigyan;Foundation for Organizational Research
& Education; Academic; Magazine/Journal
Impulse buying has been considered a pervasive and distinctive
phenomenon and has been receiving increasing attention from consumer
researchers and theorists (Rook 1987; Rook and Fisher 1995). Impulse
buying was redefined as occurring when a consumer experiences a
sudden, often powerful and persistent urge to buying something
immediately. The impulse to buy is hedonically complex and may
stimulate emotional conflict. Stern (1962) described factors that might
influence impulse purchasing, which he described as a decision to buy a
product while they are in the store: Price , Marginal need for product or
brand, Mass distribution, Self service, Advertising, Prominent store
display, Short product life, Small size, Ease of storage. Impulse buying is
influenced by person-related variables. Wood (1998) found a relationship
between impulse buying and educational experience, and a non-linear
relationship between impulse and age. Linand Lin (2005) indicated that
personal characteristics such as gender, age and pocket money available,
were associated with adolescents' impulsive buying tendency. Rook and
Gardner (1993) suggested that certain mood states (e.g., the combination
of pleasure, excitement, and power) might elicit impulse purchase
behavior. This personal trait is more emotional than rational.
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BACKGROUND OF THE STUDY
Confectionery Market in India
The organized confectionery segment in India segment is pretty much dominated
by the multinational companies; however, domestic players are gradually
increasing their foothold in the market.The domestic confectionery industry is
benefitting from the country’s economic boom and growth in consumer spending.
With the nation’s economy growing at around 10 per cent, Indian Consumers are
expected to consume more chocolates. While the consumers are becoming
more and more health conscious, a wide range of sugar-free products in gums,
chocolates and candies have already been introduced. There’s a huge demand
for the dark chocolate with a high cocoa content as well.The organised market
for confectionery in India is valued at Rs 2,000 crore. The contribution from rural
India is estimated at 48 per cent and the balance 52 per cent from urban India.
With demand for high-end confectionery going up, India is becoming an
attractive place for foreign investments with large multinational companies
entering the Indian chocolate & confectionery market. These foreign brands are
entering the industry either through direct imports or by acquisitions of existing
confectionery companies. This will indirectly help in opening up new avenues in
market and also help in exploring possibilities to bring up new products in this
country.
Ice Cream Industry in India
Though India has a low per capita ice cream
consumption of 300 ml per annum, the trend is slowly
changing due to a number of reasons.The global
market of ice creams was pegged at $61.6 billion in terms of
retail value or 15 billion liters in terms of volume. Of this,
the Asia-Pacific ice cream market was worth $13 billion in
terms of retail value and 5,128 million liters in terms of
volume.
26
Industry at a glance
The ice cream industry in India is worth Rs. 2,000 crores
The industry can be divided into the branded market and the unbranded market.
The branded market at present is 100 million liters per annum valued at Rs. 800 crores
The per capita consumption of ice cream in India is approximately 300 ml, as against the
world average of 2.3 liters per annum
Vanilla, Strawberry and Chocolate together constitute approximately 60% of the market.
The per capita consumption of ice creams in India is just 300 ml per annum,
compared to 22 liters in the US, 18 liters in Australia, 14 liters in Sweden. India is
a way too far behind even in terms of the world average per capita ice cream
consumption of 2.3 liters per annum.
AMUL
Market share (2008-09)
Chocolate Market in India
27
Chocolate market is estimated to be around 1500 crores (ACNielson) growing at
18-20% per annum. The per capita consumption of chocolate in India is 300
gram compared with 1.9 kilograms in developed markets such as the United
Kingdom. Over 70 per cent of the consumption takes place in the urban markets.
Margins in the chocolate industry range between 10 and 20 per cent, depending
on the price point at which the product is placed. Chocolate sales have risen by
15% in 2007 to reach 36000 tonnes according to one estimate. Another estimate
puts the figure at 25000 tonnes. The chocolate wafer market (Ulta Perk etc) is
around 35 % of the total chocolate market and has been growing at around 13%
annually. Entire Celebrations range market share is 6.5%.The global chocolate
market is worth $75 billion annually.
CADBURY
Cadbury is the market leader with 72% market share.
The chocolate market in India has only three big
players, Cadbury, Nestle and Amul. The largest target
segment for Cadbury is youth. Dairy Milk is the market
leader.5 Star (heritage brand which came to India in 1969) has a market share of
over 14%.Cadbury initial communication for Celebrations was concentrated on
occasions like Diwali and Rakshabandhan. Over the last seven to eight years,
the brand emerged as a good gift proposition for occasions and enabled people
to come closer. Research done by Cadbury suggested that they should extend
the plank of occasion-based gifting to social gifting i.e. all-year-round gifting
options.
Biscuits industry in india
India Biscuits Industry is the largest among all the food industries and has a turn
over of around Rs.4350 crores. India is known to be the second largest
manufacturer of biscuits, the first being USA. It is classified under two sectors:
organized and unorganized. Bread and biscuits are the major part of the bakery
industry and covers around 80 percent of the total bakery products in India.
Biscuits stand at a higher value and production level than bread. This belongs to
the unorganized sector of the bakery Industry and covers over 70% of the total
28
production. Even, the rural sector consumes around 55 percent of the biscuits in
the bakery products.
Biscuits contributes to over 33 percent of the total production of bakery and
above 79 percent of the biscuits are manufactured by the small scale sector of
bakery industry comprising both factory and non-factory units. The unorganized
sector is estimated to have approximately 30,000 small &tiny bakeries across the
country.
PARLE
Parle products have been India’s largest manufacturer
of biscuits & confectionary, for almost 80 years. Parley
biscuits & sweets are available to consumers, even in
the most remote places & in the smallest of villages with
a population of just 500. Parle has nearly 1500
wholesalers, cateringto 4, 25,000 retail outlets directly
or indirectly. Many of the Parle products – biscuits or confectioneries, are market
leaders in their category & have won acclaim at the Monde selection, since
1971. With a 40% share of the total biscuit market & a 15% share of the total
confectionary market in India. Parle has grown to become a multi-million dollar
company.
VARIOUS FECTORS AFFECTING ON TEENAGER
PACKAGING
Marketers were identified as using the concept of ‘‘entertainment “to target
teenager through advertising and packaging of their products by sending
messages of fantasy and fun, thus ignoring the preferences of parents and their
assumed preference for health and nutrition. Packaging as one of the techniques
no longer simply serves a functional purpose; it has become an important
element of branding, positioning and related communication as part of an
integrated marketing communications campaign. Rettie and Brewer (2000)
29
described packaging as ‘‘a vehicle for communication and branding” &
packaging as the ‘‘silent salesman”. In a Henley Centre study (Frontiers 1996
cited in Rettie and Brewer, 2000), found that 73 percent of purchase decisions
are made at point of sale with packaging as a key indicator or influencer on
peoples’ choice
ADVERTISEMNET
Advertising is the most influencing tool in the hands of Marketer. Marketers are
using AIDAS Model to target & generate more customers. Advertising first catch
the attention of the teenager, then create interest in the mind of teenager about
the product seen through the advertisement, then develop a desire to have that
product, then teenager acquire the product by buying it or forcing their parents to
buy it & then get satisfied after using the product. Advertising has both
immediate and cumulative effects. While immediate effects are relatively easy to
demonstrate, long term exposure is the more likely agent that increases
consumption as a consequence of marketing to youth. Advertising not only sells
specific brands in specific product categories, it also creates general view points,
values, and conceptions about how one should behave under a variety of
conditions.
SALES PROMOTION
Promotions are a commonly used marketing method for reaching teenager and
Include cross-selling, tie-ins, premiums, and sweepstakes prizes. Cross-selling
and tie-in combine promotional efforts to sell a product. Premiums and
sweepstakes prizes have increased recently and are often used to appeal to
teenager’s tastes and desires. Premiums provide something free with a
purchase, whereas sweepstakes and contests promise opportunities to win free
products. Premiums can increase short-term sales since teenager may desire
the item over the food, but they also can help elevate the image of that brand in
teenager's minds.
30
IMPULSE PURCHASE
An impulse purchase is often made quickly and spontaneously, by just grabbing
a product instead of thinking about it (Rook, 1987). Impulse buying occurs when
a consumer experiences a sudden, often powerful and persistent urge to buy
something immediately. Rook defines impulse buying as “a consumer's tendency
to buy spontaneously, unreflectively, immediately, and kinetically” (Rook and
Fisher, 1995). Impact of impulsive buying on the consumer
Disturbs the overall financial budget
Often gives product dissatisfaction and less alternatives are considered
People who go for impulsive buying often have post purchase regret
Irrational decision making being more emotional
31
RESEARCH METHODOLOGY
Statement of the Problem
Through this report we want to find out how teenager are influenced by the
factors like Peer and parental influences,advertisements,point of
purchase(impulse purchase) ,packaging & promotional offers especially of
confectionary products. So the statement of this project would be “Factors
affecting Teenager for purchase of confectionary products”
The research process goes within the following confectionary products:
1. Biscuits –Brand (ParleG)
2. Chocolates –Brand (Cadbury Dairymilk)
3. Ice-cream –Brand (Amul)
Objectives
To know the teenager's awareness about confectionary Products &
their brands.
To study the impact of various factors affecting on teenager in
purchase of confectionary Products.
Need of the study
To know the teenager's awareness about confectionary Products
To know the teenager's awareness about brands which they use.
To know how the various factors affecting on teenager in purchase of
confectionary Products.
To know which is the most influencing factor on teenager in purchase of
confectionary Products.
RESEARCH DESIGN
There are three types of research design that is
Exploratory
Descriptive
Causal research.
32
We have used the Descriptive Research Design to conduct a detail study. This
descriptive type of research utilizes observations in the study.
The purpose of employing this method is to describe the nature of a situation, as
it exists at the time of the study and to explore the cause/s of particular
phenomena. We opted to use this kind of research considering our desire to
obtain first hand data from the respondents so as to formulate rational and sound
conclusions and recommendations for the study.
SOURCES OF DATA
Basically there are two sources of data –
Primary sources
Secondary sources
Primary research data will be obtained through the research study by
administering a well structured Questionnaire survey. On the other hand, the
secondary research data will be obtained from previous studies on the same
topic.
Sampling Plan
Sample Unit: -Children with age of 8-15 and their parents.
Sample Size: - 400 (200 children and 200 parents)
Sampling Methods: -Qualitative Research
• Non-probability
• Purposive
• Small sample
We have used non probability sampling (convenient Sampling) method
Instrument: - The instrument selected for the primary data was structured
questionnaire.
33
34
DATA ANALYSIS OF PARENTS
Q 1 Do you regularly go for shopping day to day products?
Figure3.1
Interpretation: Majority of mothers don’t prefer to shop daily for day to day
products.
Q 2 With whom do you go for shopping of confectionary (biscuit, chocolate
& ice-cream) products generally?
Figure3.2 Preference of shopping partner for confectionary products
Interpretation: Most of the women like to go for shopping with their husband &
children’s for purchasing confectionary products like chocolate ice cream &
biscuits. While some women also prefers to go with their friends & neighbors’.
35
YES 85
NO 115
with husband 67 with relative 8
with children 52 with all family members 33
with friends 19 with neighbors 12
don’t go 11
Q 3 Who is decision maker in your family about purchasing confectionary
products?
Figure3.3 Decision maker of family for purchasing
confectionary products
Interpretation: Mothers generally prefer to be a decision maker by themselves
for purchase of such products. Also many of them like to make such decision
with their husband & children’s. Thus they are more influential than their
husbands in making decision about confectionary products
Q 4 who is information gatherer in your family about purchasing
confectionary products?
Figure3.4 Information gatherer of family for purchase of confectionary
products
36
Yourself 52
with husband 39
your children 18
with husband &
children 46
you &your children 45
someone else 7
Yourself 56
your husband &
children 57
your husband 51 you &your children 43
your children 46 someone else 13
Interpretation: As per the distribution in this chart mother ,father & children all
are almost equally gathering information on confectionary products .So all are
having some or the other information, ,knowledge, experience & choice to be
shared on such products ,hence all are somehow interested in such products.
Q 5 Which are your favorite places for shopping of
confectionary products, from where you purchase
them regularly?
Figure3.5 Favorite places for shopping of
confectionary products
Interpretation: A retail shop & a department store are among the most favorite
places, from where mothers like to do shopping of confectionary products. Even
the society shop is liked by many of them
37
a retail shop 124
a shopping mall 30
your society shop 57
a paanwala shop 22
hawkers/feriwalas 23
parlors 21
a department store 117
Q 6 Do your children help you while purchasing confectionary products?
Figure3.6 Children helping parents in purchasing
confectionary products
Interpretation: In almost more than 64% cases children’s help their mothers
while shopping confectionary products, hence it can be said that children are
very much interested in what their parents buy for their consumption.
38
Yes 128
No 18
sometimes 54
Q 7 While purchasing them, do your children start nagging (harassing) for
it?
Figure3.7 Children nagging while purchase of confectionary products
Yes
sometimes 82
yes
always 38 no 80
Interpretation: According to almost 60% mothers, whenever they go for
shopping with their children, they start nagging for purchasing confectionary
products. While 40% mothers say that it is not so& their children don’t behave
like this.
Q 8 Do you provide enough information to your children while purchasing
confectionary products, like there brand, quality, price, etc
Figure3.8 Amount of information provided to children by parents about
products
39
yes sometimes 90
yes but only of some
factors 45
No 30
about all factors 35
Interpretation: Less than half of parents provide enough information to their
children about the confectionary products which parents buy & that too not
always, this means that most of parents don’t concentrate on giving information
to their children about what they are consuming.
Q9 From which source do you get information about these products & its
brands?
Figure3.9 Various sources of information about confectionary products
Interpretation: TV, friends &
children’s are the most important &
known source for getting
information of confectionary
products & there brands. Thus TV
is really very good medium for all
confectionary products companies
to promote their brands.
Q 10 What kind of purchase you undertake?
Interpretation: Around 50% of mothers like to do planning before going for
shopping & purchasing confectionary products .While almost 25% of mothers
may even prefer to purchase such products instantly.
40
TV 134
From
shopping
place 35
Magazine 41 children 73
Friends 60 relatives 37
Husband 34 Postures 29
Shopowner 31
Newspaper
s 48
plan & purchase them 107
instant purchase 53
by advise of any person 33
due to recall of any add 16
Figure3.10 The kinds of purchases undertaken
Q 11 What from given factors affects you while making these purchases?
Figure3.11
Interpretation: Quality was the most important factor
amongst all other factors which affects mothers while
purchasing these products Another important factors
are price & there advertisements.
41
Advertisements 64
promotional offer 42
Point of
purchase 43
Price 62
Quality 137
Your children’s
influence 54
Q 12 What according to you affects your children while asking for a
confectionary product?
Figure3.12
Interpretation: Mothers perceive that their children are mostly influenced by
advertisements, look & appeal of such products & their friends. Also price,
parents influence & presentation in rack of such products do affect their
children’s choice but to a lesser extent.
Q 13 which brands your child likes from the given
ones?
Figure3.13 (1) Favorite brands among chocolates
42
AD 77
Presentation in reck 40
Price 52
Friends influence 60
Look & appeal 60
promotional offer 30
Parents influence 45
Don’t know 8
Dairy
milk 174
Perk 134
Munch 143
Five
ster 92
Milky
bar 91
CADBURY
Interpretation: According to mothers the brands which their children like to have
are dairy milk , perk & munch .Dairy milk is the most favorite among all Cadburys
which is chosen by 87% mother’s..Five star & milky bar is also liked by almost
45% mothers.
BISCUIT: - Coconut biscuits are the most favorite amongst all biscuits followed
by sunfeast. While Monaco, marigold, krackjack & parleG are also liked by many
of them.
Figure3.13 (2)
43
ICE CREAM;-
Figure3.13 (3) Favorite brands among chocolates
Interpretation: Amul is the most favorite amongst all brands .while vadilal &
walls are also much preferred one. Thus amul is leader in ice cream segment
which is liked by almost every child as per their mother’s.
44
Parle G 91
Marigold 109
sunfeast 126
coconut
Bis 158
Krack jack 104
monaco 111
Cream Bis 79
something
else 68
Amul 181
vaadilal 154
Gokul 95
Havmor 90
Walls 136
baskino
robins 70
DATA ANALYSIS OF TEENAGER
Do you help your parents in taking the decision while purchasing the
confectionary products (biscuit-parle G, chocolate-cadbury & ice-cream-
amul)?
Helps parents in purchasing decision- 3.14
INTERPRETATION:
176 Respondents help their parents in taking the decision while purchasing the
Amul ice cream, Cadbury chocolates & Parle biscuits. Out of 176respondents 98
respondents helps in taking the decision about purchasing chocolates. In this
decision mostly 28 teenagers helps their parents in purchasing chocolates while
30 respondents helps their parents in purchasing biscuits & 23 respondents
helps their parents in purchasing ice cream which are age of 14 year. So, after
data collection, 14 & 15 years old teenagers are mostly helps their parents in
taking decision while purchasing the confectionary products.
45
YES NO
176 24
AGE YES BISCUIT CHOCALATE ICE CREAM
13 12 8 7 5
14 52 30 28 23
15 39 20 24 20
16 41 17 21 16
17 32 8 18 15
Grand
Total
176 83 98 79
% 88 47.16 55.68 44.89
Which factor affects you most during purchasing the confectionary products (biscuit-parle
G, chocolate-cadbury & ice-cream-amul)?
AGE PACKAGING IMPULSE
PURCHASE
ADVERTISEMENT FRIENDS &
PARENTS
13 3 1 8 3
14 12 15 22 11
15 4 9 25 6
16 13 4 19 9
17 11 3 16 6
Grand
Total
43 32 90 35
% 21 16 45 18
Most affecting factor – 3.15
INTERPRETATION:
90 respondents believe that advertisement is the most effective factor during
purchasing the confectionary products. Out of these 90 respondents, 25
respondents are 15 years old teenagers while 22 respondents are 14 years old &
19 respondents are 16 years old while 16 respondents are 17 years old which
believe that advertisement is most effective factor during purchasing the
confectionary products. According to survey, remaining 43 respondents believe
that packaging is effective while 35 believe that friends & parents is effective
factor & 32 believe that impulse purchase is effective factor during confectionary
products.
46
Does your past experience play any role in purchasing the confectionary
products (biscuit-parle G, chocolate-cadbury & ice-cream-amul)?
Affecting past experience – 3.16
INTERPRETATION:
According to survey, 148 respondents says that past experience play important
role in purchasing the Amul ice cream, Cadbury chocolates & Parle biscuits
while 52 respondents says that past experience does not play any role in
purchasing the confectionary products. Out of these 148 respondents 44
teenagers are age of 14 years old while 36 teenagers are age of 15 years old &
33 respondents are age of 16 years old while 22 teenagers are 17 years old &
remaining 13 respondents are 13 years old. There is a less difference between
15 & 16 years old teenagers which believe that past experience play any role in
purchasing confectionary products while huge difference between 14 years
teenagers & remaining 13, 15, 16, 17 years old teenagers.
47
AGE YES NO
13 13 2
14 44 16
15 36 8
16 33 12
17 22 14
Grand
Total
148 52
% 74 26
According to you, brand is important factor in purchasing the
confectionary products (biscuit-parle G, chocolate-cadbury & ice-cream-
amul)?
Brand is important factor – 3.17
INTERPRETATION:
On the basis of this survey, 161 respondents believe that brands is important in
purchasing the confectionary products while 39 respondents believe that brands
is not important in purchasing the confectionary products. Out of these 161
respondents, 107 teenagers are from English medium & 54 respondents are
from Guajarati medium which believe that brand is important in purchasing the
confectionary products. There is a huge difference between data of English
medium & Guajarati medium teenagers. So, we can say that English medium
respondents are more brand conscious than Guajarati medium respondents&
48
AGE ENGLISH GUJ Grand Total
13 3 8 11
14 30 18 48
15 21 16 37
16 33 5 38
17 20 7 27
Grand Total 107 54 161
% 66.46 33.54 100
AGE YES NO
13 11 4
14 48 12
15 37 7
16 38 7
17 27 9
Grand
Total
161 39
% 80.5 19.5
mostly 14 years old teenagers are more brand conscious during purchasing the
confectionary products.
From the following confectionary products which is your favorite
product/s?
Favorite confectionary products – 3.18
INTERPRETATION:
According to survey, 83 respondents says that Parle biscuit is their favorite
product while 98 respondents says that Cadbury chocolate is their favorite
product & 79 respondents says that Amul ice cream is their favorite product.
49
AGE BISCUIT CHOCOLATES ICE CREAM
13 8 7 5
14 30 28 23
15 20 24 20
16 17 21 16
17 8 18 15
Grand Total 83 98 79
% 41.5 49 39.5
How many hours a day do you watch TV?
ENGLISH MEDIUM GUJRATI MEDIUM
AGE < 1Hr 1-2Hr 2-3Hr >3Hr < 1Hr 1-2Hr 2-3Hr >3Hr
13 1 1 2 2 3 3 5 2
14 10 10 5 8 2 5 10 4
15 7 9 2 6 3 5 11 1
16 9 13 6 8 3 4 3 1
17 7 6 6 6 2 2 5 2
Grand
Total
34 39 21 30 13 19 34 10
% 27 31 18 24 7 28 53 12
Spend time to watch TV – 3.19
INTERPRETATION:
Out of 200 respondents, mostly 39 respondents from English medium watch TV
for 1-2 hr while in Gujarati medium teenagers; there are only 19 respondents
watch TV for 1-2 hr. In Gujarati medium, mostly 34 respondents watch TV for 2-3
hr while only 21 respondents from English medium watch TV for 2-3 hr. So, we
can say that Gujarati medium teenager spend more time to watch TV than
English medium teenager.
50
AGE Cartoon Movie song based
programs
Realty
shows
serials others
13 3 4 3 2 3 5
14 12 25 21 13 14 12
15 9 25 17 10 9 9
16 6 17 19 15 16 6
17 8 11 15 12 6 7
Grand Total 38 82 75 52 48 39
% 19 41 37.5 26 24 19.5
What do you like to watch on TV?
Programs to watch on TV – 3.20
INTERPRETATION:
According to survey, 82 respondents watch movie on TV while 75 respondents
watch song based program on TV & 52 respondents watch reality show on TV
while 48 respondents watch serials & 38 respondent watch cartoon on TV. Out
of 82 respondents which watch movie on TV, 25 respondents are age of 14 year
& 25 respondents are age of 15 year. So, 14 &15 years old respondents are
familiar with advertisement & promotional offer through watching movie on TV.
51
Are you familiar with advertisements of which of the following
confectionary products?
AGE ICE CREAM CHOCOLATES BISCUITS
13 5 8 3
14 24 35 17
15 13 20 11
16 29 35 23
17 22 28 19
Grand Total 93 126 73
% 46.5 63 36.5
Familiar with advertisement – 3.21
INTERPRETATION:
On the basis of data collection 126 respondents are familiar with chocolates of
Cadbury while 93 respondents are familiar with ice cream of Amul & 73
respondents are familiar with biscuits of Parle. Mostly respondents are familiar
with all three confectionary products.
52
Does any celebrity & cartoon character which comes in advertisement
affect you during purchase of the confectionary products (biscuit-Parle G,
chocolate-Cadbury & ice-cream-Amul)?
Affecting cartoon character & celebrities – 3.22
INTERPRETATION:
According to survey, 103 respondents believe that any celebrity & cartoon
character which comes in advertisement is not affecting them during purchase of
the confectionary products (biscuit-Parle G, chocolate-Cadbury & ice-cream-
Amul) while 97 respondents believe that any celebrity & cartoon character which
comes in advertisement is affecting them during purchase of the confectionary
products (biscuit-Parle G, chocolate-Cadbury & ice-cream-Amul). There is a less
difference between any cartoon character & celebrity affects them or not. Out of
103 respondents, 31 respondents which believe that celebrity is not affect them
are age of 14 year.
53
AGE YES NO
13 6 9
14 29 31
15 20 24
16 23 22
17 19 17
Grand Total 97 103
% 48.5 51.5
After watching ad of any confectionary products (biscuit-Parle G,
chocolate-Cadbury & ice-cream-Amul), have you ever tried to purchase
that product?
Tried to purchase products after watching advertisement – 3.23
INTERPRETATION:
Out of 200 respondents, 135 respondents have tried to purchase any
confectionary products after watching the advertisement. Out of these 135
respondents 55 respondents are tried to purchase ice cream of Amul while 43
respondents are tried to purchase biscuit of Parle & 37 respondents are tried to
purchase chocolate of Cadbury. Out of 55 respondents 13 respondents are age
of 15 year & 13 respondents are age of 16 year. So, we can say that after
watching advertisement 15 & 16 year old teenagers mostly purchase ice cream
of Amul.
54
AGE YES NO
13 11 4
14 37 23
15 30 14
16 31 14
17 26 10
Grand Total 135 65
% 67.5 32.5
AGE YES BISCUIT ICE
CREAM
CHOCOLATES
13 11 3 6 2
14 37 14 11 12
15 30 12 13 5
16 31 6 13 12
17 26 8 12 6
Grand
Total
135 43 55 37
% 100 31.85 40.74 27.41
Which reference affects you in friends and parental factor?
AGE SCHOOL
FRIENDS
FAMILY MEMBERS SOCIETY
FRIENDS
OTHERS
13 10 2 1 3
14 30 17 3 17
15 16 14 7 10
16 17 16 6 7
17 11 13 5 10
Grand Total 84 62 22 47
% 42 31 11 23.5
Affecting friends & parental – 3.24
INTERPRETATION:
On the basis of data collection, 82 respondents believe that school friends affect them for
purchasing the confectionary products. Out of these 82 respondents 30 respondents are
age of 14 year which believe that school friends are affect them in purchasing the
confectionary products. While remaining 62 respondents believe that family members are
affect them & 47 respondents believe that others are affect them like teachers while 22
respondents believe that society friends are affect them in purchasing the confectionary
product. So, we can say that majority of teenagers get knowledge & information from
school friends.
55
YES NO TOTAL
AGE 0 -
30000
30000-
60000
60000-
90000
>
90000
0 -
30000
30000-
60000
60000-
90000
>
90000
YES NO
13 4 2 5 1 1 2 12 3
14 12 15 6 3 13 3 4 4 36 24
15 10 8 9 1 5 3 8 28 16
16 16 10 7 2 4 2 4 35 10
17 9 8 7 1 4 3 2 2 25 11
Grand
Total
51 43 34 8 27 11 20 6 136 64
During purchasing confectionary products (biscuit-parle G, chocolate-
cadbury & ice-cream-amul) does any promotional offer affect you?
Affecting promotional offer – 3.25
Income No. of Respondents Promotion
al Offer Y
%
0 - 30000 78 51 65
30000 - 60000 54 43 80
60000 - 90000 54 34 63
> 90000 14 8 57
Grand Total 200 136 68
INTERPRETATION:
136 respondents say that promotional offer affect them & out of this 136
respondents 51 respondents fall in range of 0-30,000. But total number of
56
respondents in range of 0-30,000 is 78& out of 78 respondents 51 respondents
affected by promotional offer. So percentage is 65% which is lower than 80%.
The total nu of respondents in range of 30,000-60,000 is 54 & out of 54
respondents 43 respondents affected by promotional offer.we can say that 43
respondents which fall in 30,000-60,000 are more influence by promotional offer.
If yes than which promotional offer affects you most?
AGE YES FREE GIFT FREE OF
OTHER
PRODUCT
EXTRA QUANTITY OTHERS
13 12 5 1 3 3
14 36 18 10 7 1
15 28 9 8 5 6
16 35 8 16 8 3
17 25 13 7 4 1
Grand Total 136 53 42 27 14
% 100 38.97 30.88 19.85 10.29
Which promotional offer – 3.26
INTERPRETATION:
Out of 200 respondents 136 respondents believe that promotional offer affect
them most. Out of these 136 respondents 53 respondents believe that free gift is
most effective while 42 respondents believe that free of other product is more
effective & 27 respondents believe that extra quantity is more effective while 14
respondents believe that other factors are more effective in promotional offer
while they purchasing the confectionary products.
57
According to you do impulse purchase affects you most in purchasing the
confectionary products (biscuit-Parle G, chocolate-Cadbury & ice-cream-
Amul)?
Affecting impulse purchase – 3.27
INTERPRETATION:
According to survey 120 respondents believe that impulse purchase effect them
most in purchasing the confectionary products. Out of 120 respondents 34
respondents which believe that impulse purchase affect them are age of 16 year.
While 33 respondents believe that impulse purchase affectthem are age of 14
year. While remaining 80 respondents believe that impulse purchase is not
affective in purchasing the confectionary products.
58
AGE YES NO
13 10 5
14 33 27
15 22 22
16 34 11
17 21 15
Grand Total 120 80
% 60 40
In impulse purchasing arrangement of product & placement of product
affect you in purchasing the products?
AGE YES NO
13 10 5
14 36 24
15 21 23
16 29 16
17 19 17
Grand Total 115 85
% 57.5 42.5
Affecting arrangement of product & placement – 3.28
INTERPRETATION:
Out of 200 respondents 115 respondents believe that yes, in impulse purchasing
arrangement of product & placement affect them. While remaining 85
respondents believe that in impulse purchasing arrangement of product &
placement is not affect them. Out of 115 respondents 36 respondents are age of
14 year which believe that arrangement of product & placement affect them in
purchasing the confectionary products.
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In packaging which factor affect you most?
ATTRACTIVENESS LABEL
INFORMATION
BRAND TOTAL
AGE ENG GUJ ENGLISH GUJ ENGLISH GUJ ATTRACTI
VENESS
LABEL BRANDS
13 1 1 2 4 2 5 2 6 7
14 13 5 8 2 18 14 18 10 32
15 11 3 3 3 11 13 14 6 24
16 10 1 12 15 7 11 12 22
17 10 2 3 3 13 5 12 6 18
Gran
d
Total
45 12 28 12 59 44 57 40 103
Affecting packaging – 3.29
60
INTERPRETATION:
According to survey, 103 respondents believe that brand is most affecting factor
in purchasing the confectionary products. Out of these 103 respondents 59
respondents are from English medium while 44 respondents are from Gujrati
medium which believe that brand is most affecting them in purchasing the
confectionary products. So, we can say that English medium respondents are
more brand conscious than Gujrati medium teenagers.
57 respondents believe that attractiveness of packaging is most affecting factor
in purchasing the confectionary products. Out of these 57 respondents 45
respondents are from English medium while 12 respondents are from Gujrati
medium which believe that attractiveness of packaging is more affecting factor in
purchasing confectionary products. So, we can say that English medium
teenagers give more importance to attractiveness of packaging than Gujrati
medium teenagers.
40 respondents believe that label information is most affecting factor in
purchasing the confectionary products. Out of these 40 respondents 28
respondents are from English medium while 12 respondents are from Gujrati
medium which believe that label information is most affecting factor in
purchasing the confectionary products. So, we can say that English medium
teenagers give more importance to label information than Gujrati medium
teenagers.
61
Comparison with gender
Do you help your parents in taking the decision while purchasing the
confectionary Products (biscuit-Parle G, chocolate-Cadbury & ice-cream-
Amul)?
Helps parents in purchasing decision -3.30
Interpretation:
Out of 200 respondents 176 respondents believe that they help their parents in
taking the decision while purchasing the confectionary products. Out of these
176 respondents 73 respondents are male & 103 respondents are female. Out of
73 male respondents 25 helps in biscuits, 50 helps in purchasing chocolates &
65 helps in purchasing ice cream while out of 103 female respondents 40 helps
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Male Female Total
YES 73 103 176
NO 14 17 24
If yes Male Female
biscuit 25 40
chocolates 50 65
ice cream 65 45
in biscuits, 65 helps in purchasing chocolates & 45 helps in purchasing ice
cream while purchasing the confectionary products.
63
Brand is important factor in purchasing the confectionary products
(biscuit-Parle G, chocolate-Cadbury & ice-cream-Amul)
Brands is important – 3.31
INTERPRETATION
According to survey 161 believe that brand is important factor in purchasing the
confectionary products while 39 believe that brand is not important factor in
purchasing the confectionary products. Out of 161 respondents 60 respondents
are male while 101 respondents are female. So, we can say that female
respondents give more important to brand while purchasing the confectionary
products.
64
MALE FEMALE Total
YES 60 101 161
NO 20 19 39
After watching ad of any confectionary products (biscuit-Parle G,
chocolate-Cadbury & ice-cream-Amul), have you ever tried to purchase
that product?
65
If yes Male Female
biscuit 12 30
chocolates 25 40
ice cream 20 38
MALE FEMALE Total
YES 57 78 135
NO 23 42 65
Tried to products after watching advertisement – 3.32
INTERPRETATION:
135 respondents are tried to purchase the confectionary products after watching
advertisement of that product while 65 respondents are not tried to that products.
Out of these 135 respondents 57 respondents are male while 78 respondents
are female.
During purchasing confectionary products (biscuit-parle G, chocolate-
cadbury & ice-cream-amul) does any promotional offer affect you?
66
IF YES MALE FEMALE
free gift 14 33
free of other
product
21 20
extra quantity 9 21
others 8 10
MALE FEMALE TOTAL
YES 52 84 136
NO 28 36 64
Affecting promotional offer – 3.33
INTERPRETATION:
Out of 200 respondents 136 respondents says that promotional offer is affect
them during purchasing the confectionary products. While 64 respondents says
that promotional offer is not affect them during purchasing the confectionary
products. Out of these 136 respondents 52 respondents are male while 84
respondents are female. While 14 male respondents says that free gift affect
them & 21 male respondents affected by free of other product while 9 male
respondents are affected by extra quantity & 8 respondents are affected by
others schemes.
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According to you do impulse purchase affects you most in purchasing the
confectionary products (biscuit-Parle G, chocolate-Cadbury & ice-cream-
Amul)?
Affecting impulse purchase – 3.34
INTERPRETATION:
120 respondents believe that impulse purchase affect them while 80
respondents believe that impulse purchase does not affect them. Out of these
120 respondents 69 respondents are female while 51 respondents are male.
68
MALE FEMALE TOTAL
YES 51 69 120
NO 29 51 80
FINDINGS
PARENTS
Most of the women like to go for shopping with their husband & children’s
for purchasing confectionary products like chocolate ice cream & biscuits.
Most of the women like to go for shopping with their husband (67) &
children (52) for purchasing confectionary products like chocolate ice
cream & biscuits rather than with friends or relatives.
52 women out of 200 are decision makers by themselves for purchasing
confectionary products, while 42 said that their children & husband are
decision makers.
Like mothers (57) father (51) & children(46) all are almost equally
gathering information on confectionary products .So all are having
some or the other information, ,knowledge, experience & choice to be
shared on such products ,hence all are somehow interested in such
products.
A retail shop (124) & a department store (117) are among the most
favorite places, from where mothers like to do shopping of confectionary
products. Even the society shop is liked by many of them.
In almost more than 64% cases children’s help their mothers while
shopping confectionary products, hence it can be said that children are
very much interested in what their parents buy for their consumption.
According to almost 60% mothers, whenever they go for shopping with
their children, they start nagging for purchasing confectionary products.
While 40% mothers say that it is not so& their children don’t behave like
this. Hence NAGGING is an issue of concern for parents but at same time
its very good for companies making confectionary products.
Less than half of parents (90) provide enough information to their children
about the confectionary products which parents buy & that too not always,
this means that most of parents don’t concentrate on giving information to
their children about what they are consuming. From 200 parents only 35
provide information about all factors while (45) provide information of only
some factors.
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TV (134), friends (60) & children (73) are the most important & known
source for getting information of confectionary products & there brands.
Thus TV is really very good medium for all confectionary products
companies to promote their brands.
Around 50% (107) of mothers like to do planning before going for
shopping & purchasing confectionary products .While almost 25% of
mothers may even prefer to purchase such products instantly.
Quality (137) was the most important factor amongst all other factors
which affects mothers while purchasing these products Another important
factors are price & there advertisements.
Mothers (77) perceive that their children are mostly influenced by
advertisements, look & appeal of such products & their friends. Also price,
parents influence & presentation in rack of such products do affect their
children’s choice but to a lesser extent.
CADBURY: According to mothers the brands which their children like to
have are dairy milk, perk & munch .Dairy milk is the most favorite among
all Cadburys which is chosen by 87% mother’s..Five star & milky bar is
also liked by almost 45% mothers.
BISCUIT: - Coconut biscuits are the most favorite amongst all biscuits
followed by sunfeast. While Monaco, marigold, krackjack & parleG are
also liked by many of them.
ICE CREAM:- Amul is the most favorite amongst all brands .while vadilal
& walls are also much preferred one. Thus amul is leader in ice cream
segment which is liked by almost every child as per their mother’s.
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Teenager
According to survey, 176 Respondents help their parents in taking the
decision while purchasing the Amul ice cream, Cadbury chocolates &
Parle biscuits. Out of 176 respondents 98 respondents helps their parents
in taking the decision of purchasing chocolates.
According to survey, 90 respondents believe that advertisement is the
most effective factor during purchasing the confectionary products. Out of
these 90 respondents, 25 respondents are 15 year old teenagers.
148 respondents says that past experience play important role in
purchasing the Amul ice cream, Cadbury chocolates & Parle biscuits
while 52 respondents says that past experience does not play any role in
purchasing the confectionary products. Out of these 148 respondents 36
teenagers are age of 15 year old & 33 respondents are age of 16 year
old.
On the basis of this survey, 161 respondents believe that brand is
important in purchasing the confectionary products. Out of these 161
respondents, 107 teenagers are from English medium & 54 respondents
are from Gajrati medium. So, English medium respondents are more
brand conscious than Gajrati medium respondents & mostly 14 years old
teenagers are more brand conscious during purchasing the confectionary
products.
According to survey, 83 respondents says that Parle biscuit is their
favorite product while 98 respondents says that Cadbury chocolate is their
favorite product & 79 respondents says that Amul ice cream is their
favorite product.
Out of 200 respondents, mostly 39 respondents from English medium
watch TV for 1-2 hr while in Gajrati medium, mostly 34 respondents watch
TV for 2-3 hr. So, we can say that Gajrati medium teenager spend more
time to watch TV than English medium teenager.
According to survey, 82 respondents watch movie on TV. Out of 82
respondents which watch movie on TV, 25 respondents are age of 14
year & 25 respondents are age of 15 year.
71
126 respondents are familiar with chocolates of Cadbury while 93
respondents are familiar with ice cream of Amul & 73 respondents are
familiar with biscuits of Parle.
Out of 200 respondents, 135 respondents have tried to purchase any
confectionary products after watching the advertisement. Out of these 135
respondents 55 respondents are tried to purchase ice cream of Amul
while 43 respondents are tried to purchase biscuit of Parle & 37
respondents are tried to purchase chocolate of Cadbury.
On the basis of data collection, 82 respondents believe that school friends
affect them for purchasing the confectionary products. Out of these 82
respondents 30 respondents are age of 14 year. So, majority of teenagers
get knowledge & information from school friends.
On the basis of data collection, 136 respondents believe that promotional
offer affect them in purchasing the confectionary products. But 43
respondents out of 54 respondents which fall in 30,000-60,000 are more
influence by promotional offer. Out of these 136 respondents 53
respondents believe that free gift is most effective in purchasing the
confectionary products.
According to survey 120 respondents believe that impulse purchase effect
them most in purchasing the confectionary products while 115
respondents believe that in impulse purchasing arrangement of product &
placement affect them in purchasing the confectionary products.
According to survey, 103 respondents believe that brand is most affecting
factor & out of these 103 respondents 59 respondents are from English
medium. English medium teenagers are giving more importance to brand
on packaging than Gajrati medium teenagers.
72
RECOMMENDATIONS
From Marketer’s Perspective
TV is the most important factor for giving information to children’s about
confectionary products ,therefore it’s very important to concentrate on
promotions done by means of TV. Companies should concentrate on
using this option very effectively to increase their presence in minds of
children’s.
Approximately 81% children’s are considering brand as a very important
factor in purchasing confectionary product, hence companies should
focus on brand building also.
Almost 25% of mothers may even prefer to purchase such products
instantly as per findings, therefore the way in which products are
presented & arranged in shelf or rack is very important, they should be
made more appealing.
From societal perspective
Most of the mother agreed that there children are very much influenced
by TV, they ask for products which they watch on TV therefore, it’s
necessary for parents to think upon this.
Many mothers agreed that their children starts nagging whenever they go
for shopping, hence this is a very serious issue which should be
considered by parents, and they should provide enough information to
children before purchasing confectionary products.
73
CONCLUSION
We would like to conclude that majority of teenager are influence by
advertisement factor during purchasing the confectionary products & even their
parents also perceive it to be true. All parents are not decision maker or
information gatherer, because maximum times it the role which is played by their
children. Teenagers are more brand conscious during purchasing the
confectionary products & they get this information from school friends. So, peer
& parental factor is also affecting them. English medium teenagers are more
brand conscious than Guajarati medium teenagers. Teenagers are spending
more time to watch TV. So, they are familiar with Parle biscuit, Cadbury
chocolate & Amul ice cream & also various factors such as advertisement,
packaging, impulse purchase which affect them in purchasing the confectionary
products. In impulse purchase arrangement of products & placement &
Packaging of product also affects them in purchasing the confectionary products.
74
BIBLIOGRAPHY
BOOKS
DONALD. R. COOPER “Business research and methods” TATA
Mc grew hill, 9th edition, Published at New Delhi.
WEBSITES
mpra.ub.uni-muenchen.de
www.webindia.com/fantasie
www.expressfoods.net
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76
QUESTIONNAIRE
Dear Sir/Madam,
We are MBA student of Narmada college of Management Bharuch. We are
doing one Grand Project on ‘Factors affecting teenager for purchase of
confectionary products’. For that we want your support by filling up this
questionnaire for us. There are two parts in our questionnaire, one is to be filled
up by children and other is to be filled up by his/her parents.
We assure you that information will not be misused and we’ll use information just
for our project purpose. Thanking You.
PERSONAL DETAILS
Father Name :
_________________________________________________________
Mother Name :
_________________________________________________________
Occupation:- private service government service own business
Family income 0-30,000 30,000-60,000
60,000-90,000 above 90,000
PART A (To be filled by Parents)
1. Do you regularly go for shopping day to day products?
Yes No
77
2. With whom do you go for shopping of confectionary (biscuit-Parle G,
chocolate-Cadbury & ice-cream- Amul) products generally?
With wife/husband with children
With friends with relative
With all family members with neighbors
Don’t go
3. Who is decision maker in your family about purchasing confectionary
products (biscuit -Parle G, chocolate - Cadbury & ice-cream - Amul)?
Yourself with wife/husband
Your children yourwife/husband & children
You & your children someone else
4. Who is information gatherer in your family about purchasing confectionary
products (biscuit-Parle G, chocolate-Cadbury & ice-cream-Amul)? (tick
mark to one or more)
Yourself with wife/husband
Your children your wife/husband & children
You & your children someone else
5. Which is your favorite place for shopping of confectionary products
(biscuit-Parle G, chocolate-Cadbury & ice-cream-Amul), from where you
purchase them regularly? (tick mark to one or more)
A retail shop shopping mall
Your society shop paanwala shop
Hawkers/ feriwalas Parlors’
A department store e.g. big bazaar
78
6. Do your children help you while purchasing confectionary products
(biscuit-Parle G, chocolate-Cadbury & ice-cream-Amul)?
Yes No
Sometimes
7. While purchasing them, do your children start nagging (harassing) for it?
Yes sometimes Yes always No
8. Do you provide enough information to your children while purchasing
confectionary products (biscuit-Parle G, chocolate-Cadbury & ice-cream-
Amul), like there brand, quality, price, etc?
Yes sometimes Yes but only of some factors
No About all factors
9. From which source do you get information about these products & there
brands? (tick mark to one or more)
T V Newspaper
Magazines Posters
Friends Relatives
Wife/husband From children
Shop owner From shopping place
10.What kind of purchase you undertake?
Plan & purchase them Instant purchase
By advice of any person Due to recall of any add
79
11.What from given factors affects you while making these purchases? (tick
mark to one or more)
Advertisements Point of purchase
Promotional offer Price
Quality Your children’s influence
What according to you affects your children while asking for confectionary
products (biscuit-Parle G, chocolate-Cadbury & ice-cream-Amul)?
Its ad Its look & appeal
Its presentation in rack Its promotional offer
Its price Parents influence
Friends influence Don’t know
12.Which brands your child likes the most from the given? (TICK ONE OR
MORE))
CADBURY:- Dairy milk Munch
Perk Milky bar
Five star
BISCUIT Parleg Krackjack
Marrigold Monaco
Sunfeast Cream biscuits
Coconut biscuits Something else
ICE CREAM Amul Havmor
Vaadilal Walls
Gokul Baaskino robins
80
PART B (To be filled by teenager)
1. Do you help your parents in taking the decision while purchasing the
confectionary products (biscuit-Parle G, chocolate-Cadbury & ice-
cream-Amul)?
Yes No
If yes then which product/s?
2. Which factor affects you most during purchasing the confectionary
products (biscuit-Parle G, chocolate-Cadbury & ice-cream-Amul)?
Packaging Advertisement
Impulse purchase friends and parents
3. Does your past experience play any role in purchasing the confectionary
products (biscuit-Parle G, chocolate-Cadbury & ice-cream-Amul)?
Yes No
4. According to you, brand is important factor in purchasing the
confectionary products (biscuit-Parle G, chocolate-Cadbury & ice-
cream-Amul)?
Yes No
81
Biscuit
Chocolates
Ice-cream
5. From the following confectionary products which is your favorite
product/s?
Biscuits – Parle G Chocolates - Cadbury
Ice-cream – Amul
6. How many hours a day do you watch TV?
Less than 1 hour 1 – 2 hours
2 – 3 hours More than 3 hours
7. What do you like to watch on TV?
Cartoons Reality shows
Movies TV serials
Song based programs Others
8. Are you familiar with advertisements of which of the following
confectionary products?
Ice-cream – Amul chocolate- Cadbury biscuit-Parle
9. Does any celebrity & cartoon character which comes in advertisement
affect you during purchase of the confectionary products (biscuit-Parle
G, chocolate-Cadbury & ice-cream-Amul)?
Yes No
82
10.After watching ad of any confectionary products (biscuit-Parle G,
chocolate-Cadbury & ice-cream-Amul), have you ever tried to purchase
that product?
Yes No
If yes then which confectionary product you have tried to purchase?
Biscuit – Parle G Chocolate - Cadbury
Ice –cream - Amul
11.Which reference affects you in friends and parental factor?
School friend group Society friend group
Family member others
12.During purchasing confectionary products (biscuit-parle G, chocolate-
cadbury & ice-cream-amul) does any promotional offer affect you?
Yes No
If yes then which promotional offer affects you most?
Free gift (toys) Extra quantity
Free of other product others
13.According to you do impulse purchase affects you most in purchasing
the confectionary products (biscuit-Parle G, chocolate-Cadbury & ice-
cream-Amul)?
Yes No
83
14. In impulse purchasing arrangement of product & placement of product
affect you in purchasing the products?
Yes No
15. In packaging which factor affect you most?
Attractiveness Brand
Label information
Name :-
----------------------------------------------------------------------------------------------
Age : - ________
Std. : - 7th 10th
8th 11th
9th 12th
School : -
__________________________________________________________
Medium :- English Gujarati
84