A RESEARCH PROJECT ONCONSUMERS PREFERENCES TOWARDS BISCUITS SESSION: 2008-10Submitted T:Submitted B!:D"# R# D$"%&$' (u)dee* S&$"m$MBA F$+u)t!MBA-2'dSem#R)) ': 2,-, (EDARNAT. A//ARWA0 INSTITUTE OF MANA/EMENTC&$"1&i D$d"i2 di%tt# B&i3$'i2 .$"!$'$#4A55i)i$ted t: MDU# RO.TA(61 AC(NOW0ED/EMENTSuccess is not brought inherited. It is a product of what we put in. Successbegins with a good feeling about where we are and a positive attitude aboutwhere we want to be. With this willingness, I have started this project. First of all, I would like to thank to the supreme power, the almightygod, who has always guided me to work on the right track of my life and hasalways blessed me with his blessing by giving me the best. e!t to him aremy parents, whom I am greatly indebted for having me brought up with loveand encouragement.e!t comes a person, without whose guidance and encouragement, thisproject report would not have been successful. So, I would like to e!press mygratitude towards MR# A'i) S'i2 MBA F$+u)t!2 (AIM2 C D$d"i#

"#$%&''( S)*+,*-.PREFACE* determinationtosucceedistheonlywaytosucceed. Forthis, itisveryimportant that all knowledge, which we have, should be translated into action.It isonlythenthat wecanachievesomething. (roject workisthewaytoconvert our raw talent into potential management. /lassroom knowledge canonlythenbeefficient whenit iseffectivelyweddedtotherealitiesofthesituation e!isting outside the classroom. In this project work place animportant role. Inthisregard, Iwasgivenaproject entitled7CONSUMERPREFERENCES TOWARDS BISCUITS80CONTENTS1. Industry (rofile.. Introduction about the study0. 1bjective of the study2. +esearch ,ethodology3. %imitations4. &ata *nalysis5. /onclusion6. Suggestions and +ecommendations 7. Findings 1.. *nne!urei- 8uestionnaireii- 9ibliography2INDUSTR9 PROFI0E1. 9iscuit industry in India in the organi:ed sector produces around 4;< ofthe total production, the balance 2;;1. =he unorgani:edsector is estimated to have appro!imately 0;,;;; small ? tiny bakeriesacross the country... =hemajor9randsofbiscuitsare>9ritannia, (arle9akeman, (riya@old,'lite,/remica, &ukes, *nupam, )orlicks, /ra:e, e:one, besidesvarious regionalAState brands.0. 9iscuit industrywhichwastill thenreservedintheSSI Sector, wasunreserved in 1775>76, in accordance with the @ovt (olicy, based on therecommendations of the *bid )ussain /ommittee.2. =he annual production of biscuit in the organi:ed sector continues to bepredominantly in the small and medium sale sector before and after de>reservation. 33. =he annual @rowth showed a decline of 0.3< in .;;;>;1, mainly due to1;;< hike in /entral '!cise &uty "from 7< to 14;. increased very marginally by ..53< where in .;;.>;0 thegrowth is around 0;2granted3;the dreams were anything but. 9y171;, with the advent of electricity, 9ritannia mechanised its operations, andin 17.1, it became the first company east of the Sue: /anal to use importedgas ovens. 9ritanniaBs business was flourishing. 9ut, more importantly,9ritannia was acDuiring a reputation for Duality and value. *s a result, duringthetragicWorldWarII, the@overnment reposeditstrust in9ritanniabycontractingit tosupplylargeDuantitiesof FservicebiscuitsFtothearmedforces.*s time moved on, the biscuit market continued to growG and 9ritannia grewalong with it. In 1753, the 9ritannia 9iscuit /ompany took over thedistribution of biscuits from (arryBs who till now distributed 9ritannia biscuitsin India. In the subseDuent public issue of 1756, Indian shareholding crossed4;christened9ritanniaIndustries %imited"9I%-. Four years later in 1760, it crossed the +s. 1;; crores revenue mark.1n the operations front, the company was making eDually dynamic strides. In6177., it celebratedits(latinumHubilee. In1775, thecompanyunveileditsnew corporate identity > F'at )ealthy, =hink 9etterF > and made its first forayinto the dairy products market. In 1777, the F9ritannia #hao, World /up HaoFpromotion further fortified the affinity consumers had with B9rand 9ritanniaB. 9ritannia strode into the .1st /entury as one of IndiaBs biggest brands and thepre>eminent foodbrandof the country. It was eDuallyrecognisedfor itsinnovative approach to products and marketingE the %agaan ,atch was votedIndiaBs most successful promotional activity of the year .;;1 while thedelicious 9ritannia 3;>3; ,aska>/haska became IndiaBs most successfulproductlaunch. In.;;., 9ritanniaBsew9usiness&ivisionformedajointventure with Fonterra, the worldBs second largest &airy /ompany, and9ritannia ew Iealand Foods (vt. %td. was born. In recognition of its visionand accelerating graph, Forbes @lobal rated 9ritannia B1ne amongst the =op.;; Small /ompanies of the WorldB, and =he 'conomic =imes pegged9ritannia IndiaBs .nd ,ost =rusted 9rand.=oday, more than a century after those tentative first steps, 9ritanniaBs fairytale is not only going strong but bla:ing new standards,and that minisculeinitial investment has grown by leaps and bounds to crores of rupees in wealthfor9ritanniaBsshareholders.=hecompanyBsofferingsarespreadacrossthespectrumwith products ranging fromthe healthy and economical =igerbiscuits to the more lifestyle>oriented ,ilkman /heese. )aving succeeded ingarnering the trust of almost one>third of IndiaBs one billion population and astrong management at the helm means 9ritannia will continue to dream big on7itspathof innovationandDuality.*ndmillionsof consumconsumerswillsavour the results, happily ever after. PRI9A/O0D1;=hewondrousmagical journeyof our companySuryaFood?*gro%td.began in 1ct. 1770 ?since then we have been one of the leadingmanufacturersofbiscuitsinnorthernIndia. 1urbrandJ(+IK*@1%&Lhasbeen a perennial household favorite since then. 1n a profound level spread intowesternas well as southernIndia, the inevitable cycleof distributionnetwork has helped us to spread into western India as well. 1ur obsession is tomakethefinest Dualitybiscuitsavailabletotheconsumers?ourconstantendeavor is to provide our consumers, a palate to look forward to a taste ?flavor that is uniDuely JPRI9A/O0DL.We are operating in the new age, ruled by the di::ying pace of technology,poisedtopaceupwithemergingtrends thus improvingDualitystandardsevery time. 1ur fully automated ovens bake the biscuits round the clock andthen they find their way to the automatic packing units at the companyCs plantin Surajpur, @reater oida "$.(.-, catering the ever growingdemand ofJ(+IK*@1%&Lbiscuits. =hisisreflectedthroughour brandCspositioningwhich says J)aD Se ,angoL, a positioning that was formulated keeping inmind that everyone has the right to good taste and the right to ask for it. Wefeel that the means to finding the future lies in believing in ourselves.1urover the period created trust and confidence, can never be destroyed, just likethe eternal force of nature. We adhere to ensure that J(+IK*@1%&L continuemoving forward towards achieve best Duality for total consumerCs satisfaction.11PRI9A/O0D FORA9S INTO :UICES; SETS UP UNIT IN NOIDA&'%)I /+>based Surya Foods and *gro %td, manufacturers of (riyagoldbiscuits, has forayed into the juices segment. It has set up a state>of>the>artmanufacturing facility in @reater oida with an investment of +s .3 crore.=he plant has a capacity of producing 1.3 lakh liters of juice per day. 9randed MFresh goldB, the one>litre juice in cartons is available in supermarketsand malls in and around &elhi for +s 4;. Speaking to Business Line, ,r. 9.(.*garwal, /hairman, Surya Foods and *gro %td, said, F=hough the juices arecurrently available only in the northern markets, we plan to launch it in thesouthbythene!t month. Wearealsoworkingonaspecificdistributionnetwork for the same.F =he +s 0;;>crore turnover company is also setting up a biscuit manufacturingplant in $ttaranchal to avail of the ta! incentives. FWeareinvestingaround+s.;croreontheplant withacapacityof1;;tonnes per day, which would be operational by &ecember .;;4,F ,r. *garwalsaid. =he company has been keeping a low profile with regard to advertising andpromotions after its not>so>goode!perience withtheM(riyagoldkhaaoorkheloB contest. *ccording to ,r. *garwal, F=he retailers did not give out thecoupons to the end>consumers. /onseDuently, we had to withdraw the schemefrom the market.F )owever, he said that the company has earmarked around1.+s0crorefor promotingthejuices. Whiletele>commercialshavealreadybegunonIndia=N,thecompanyishopeful of runningthemonall otherchannels by the ne!t fortnight. It isalsointheprocessofsprucingupitse!portsoperations. /urrentlyite!ports its biscuits to countries such as &ubai and epal. *ccording to ,r. *garwal, F=he high level of ta!ation in the domestic market,which is a major concern, is one of the reasons why we are looking to increasee!port volumes.F '!plaining further, he pointed out that high input costs and ta!es are affectingmargins and profits. *s fierce competition from other players is preventing thecompany fromincreasing prices, he said, F)igh ta!es are even forcingmanufacturing units to close down. In fact, we have already had to shut downtwo out of si! companyBs plants.F While speaking on the companyBs performance,he said, FWe face immensecompetitionnotjustfromcompetitorsinorgani:edretail butalsofromtheunorgani:ed market which holds almost 2; per cent of the market share andhas the benefit of not being subject to any ta!es.F =he government needs tolook into the matter before the situation worsens, he added.

10PAR0E-/P$")e-/ or P$")e /)u+%e biscuits are one of the most popular confectionarybiscuitsinIndia. (arle>@isoneoftheoldest brandnamesinIndiaandisconsidered the largest selling brand of biscuits in the world. For decades, itwas instantly recogni:ed by its iconic white and yellow wa! paperwrapperwiththebabyfaceonit. ,anycompetitorshavetriedtosell their lowerDualityproductsbycopyingthepackaging, tryingtosell their biscuitsasParel-G, Parle-Jee etc.PAR0E / the agency handling the (arle @ brand > saidE FSales for the milk>12based biscuits come predominantly fromthe South where such brandscontinue to sell.F ,r #ulkarni said, FWe are planning to get aggressive andgrow this market.F ,ilkShakti ispeggedat +s3for1;;gm. FWearenolongercallingit aglucose>basedproduct. Instead, it will bepositionedasabiscuit withthegoodness of milk and honey,F he added. With this value>added positioning, (arle @ is hoping to gain volumes for itsfranchise. In the past, the company had introduced a premium ,agi! variant in flavorssuch as elaichi, cashew nut and chocolate. ,r *. Sundarajan, ,anaging &irector, ,arket Search "a market research firmworking on the (arle @ brand-, saidE F=here has not been an alternative for,ilk 9ikis at a national level and (arle @ is merely trying fill that gap.F )owever, thecompanyhasnoplanstotakeonthenationalattamarket,especially since it would have to contend with the likes of )%% and I=/. ,r #ulkarni said, F=here is still time for it "(arle @ atta- to become a nationalbrand. We are simply test marketing the product in certain markets.F13PAR0E / 0AR/EST SE00IN/ BISCUIT BRAND IN WOR0DIf youthought that atypical familyrunIndiancompanycannot toptheworldwidecharts, thinkagain.=hehomegrownbiscuit brand, (arle@, hasproved the belief wrong by becoming the largest selling biscuit brand in theworld. *jay /hauhan, e!ecutive director of (arle (roducts, told Business StandardEF=hemorethan3;>year>oldbrand, (arle@, hasbeenratedasthelargestselling glucose biscuitbrand in the wholeworld in terms ofvolumes.=hiscameasasurprisetouswhenweweremadetounderstandthat wehavetopped the worldwide charts of the global biscuits industry. =his was recentlyrevealed by the $S based 9akery ,anufacturersB *ssociation.F =he other global biscuit brands include 1reo from abisco and ,cNities from$#>based $nited 9iscuits among others. *ccording to 1+@>,*+@ reports,(arle @ commands a good 43 per cent market share in the domestic biscuitmarket. =he glucose biscuits category in India is estimated at +s 13 billion.=he (arle @ brand faces competition from 9ritanniaBs =iger brand of biscuits. =he companyBs flagship brand, (arle @, contributes more than 3; per cent tothe companyBs total turnover. =he other biscuits in the (arle (roductsB basketincludes,onaco,#rackHack,,arie,)iden Seek,/heeslings,Heffs,Si!erandFun/entre. Said/hauhanE F=hecorebrands of thecompanyinthe14biscuit category will include only (arle @, ,onaco and #rack Hack. =he otherbrands will not be aggressively supported by us in the market.F F=hisisbecausethesethreebrandscontributesubstantiallytoourtopline,F/hauhan added. =heconfectionerybusiness, whichistheother divisionof (arle(roducts,currently contributes only 13 per cent to the companyBs total turnover.Interestingly, the company started operations with the confectionery businessin 17.7. /hauhan elucidatedEF=he confectionery business has now taken a backseatand has become a smaller part of our business because in India biscuits have alarger market.F =he company commands a 2; per cent marketshare in the +s 03 billion biscuitmarket in India. In the confectionery segment, the company enjoys a mere 13per cent marketshare. =he companyBs confectionery portfolio comprises brands like ,elody . in 1,,ango9ite, (oppins, +ol>a>cola, #ismi, +osemint, (eppermint, 1rangecandy, Fruit &rops, (ick n (ack and =angy. /hauhan has picked up three corebrandsfromthiscategoryaswell, theybeing,elody.in1, (oppinsand,ango9ite. 15CORPORATE SOCIA0 RESPONSIBI0IT9(arle(roductswithitswideplatterofofferingofbiscuitsandsweetslike(arle>@, #rackjack, ,onaco, ,elody, ,angobiteandmanyothers since17.7 is also actively engaged to change ? uplift the social face of India. *s apart of /orporate Social +esponsibility (olicy (arle is keenly involved in theoverall development ofyoungergenerationwithfocusedendeavor tobuiltew Face of India and spread happiness ? joy all over.(arle /entre of '!cellence as an institution is dedicated to enrich the lives ofpeople throughconductingvarious cultural programs across all regiontofacilitate the all round development of the children. 'very year, (arleorganises Saraswati Nandana in the state of West 9engal during the festival ofSaraswati (uja, inviting schools from all across the state to participate. =heevent is one of much fanfare and celebration,keeping alive the culture andtraditions of ages. 1ur involvement in cultural activities has seen the inceptionof @olu @alata in =amil adu, held during avratri. Its gives a platform to allthe members of a household to showcase their creativity and being judged byimmanent personalities.=housandsoffamiliesparticipateandcelebratetheoccasion on a grand scale.=hese events give us a chance to interact with children on a one>to>one basis,and promote our belief of fun and health for the whole family.(arle O =he world of )appiness.16INTRODUCTION17INTRODUCTIONB/onsumerismBis the part of our daily life. 'veryday, we buy and consumevarietyof goods andservices that varywithour tastes andpreferences.,oreover, each consumes is uniDue, and this uniDueness is reflected in theirconsumption behavior and pattern, and also purchases decisions. Studying theconsumerbehavioristhus, helpful inunderstandingthepurchasedecisionsand performances of different consumers for a particular commodity orservice. /onceptually, consumer behavior is Fthe study of individuals, groupsor organi:ation and the processes they use the dispose, for products, services,e!periences or ideas to satisfy the needs and impact that these processes haveon consumer and societyF B9iscuitsB are commonly consumed by our society. It is not an essentialpart of diet but its use is continuously going on for small or little hunger or fortaste or for status people use to eat biscuits. (reviously when biscuit were not so popular for diet purpose, itwas used as a diet for patients for kids for energy and taste, respectively. it is agood alternate of oily snacks or for fast food although it is not an substitute fordaily meals. ow days, if we talk about our country, biscuits are consumed bya large part of our population. we have a trend to serving biscuits to our guest.It is only a status symbol but we can say that there is a trend of eating biscuits.;in our country. =his is a type of food easily available anywhere as well as inreasonable prices. 9iscuits are generally used for taste and small hunger butthe people should consume biscuits in optimum Duality because its e!cessiveuse can harm body like any other sweet and it should use as a snacks or aenergy provide in case of sick persons.C)$%%i5i+$ti' 5 bi%+uit%:9iscuits may be classified broadly in the three categoriesE> 1. @lucose .. /ream 0. /ookies/)u+%e: -Itis a kind of biscuit which contains high percentage of glucoseinstead of anything else. *s it contains glucose, it provides you instant energyand also gives you good taste. @enerally it is consumed by kids but may bechoice of anybody.C"e$m bi%+uit%:-It is also a kind of biscuits which has floor backed floor asabaseandbetweentwoplanebiscuitsthereisacreamcontent ofvariousflavors e!E> vanilla, strawberry etc. (eople use to eat these kinds of biscuitsfor the sake of taste not for the sake of energy.C1ie%:-It isakindofsweet biscuit whichcomesinmanytastes, it isbacked biscuits it is not containing creamy flavor, but it contains flavor likecoconut chocolate etc in itself..1=his study had to be performed in order >1. 9y keeping in view the importance of consumer behavior, the present studydeal with the factors influencing the consumers purchase decisions forbiscuits in 9hiwani city... =odemarcatebetweentheindividual or grouppreference, e.g. familyCsinfluence on buying behavior.0.=o find that the people know the effects of over eating of biscuits and otherside effects.2. =ofindout whythepersoneat thebiscuitsfor taste, hunger, pleasure,status, or for some other reason...OB:ECTI=ES.0 OB:ECTI=ES OF T.E STUD9=he main objective of the survey is to know about the liking for the biscuitsby different people like kids, adults ?parents which include students,housewives, businessmen etc.Sincethepricewarbetweenvariouscompaniesmanufacturingbiscuitshasunder gone a classic change, hence the various Dueries in this survey fulfill theunder mentioned objectives.Objectives are: (rice /onsideration *dvertisement 'ffect (acking 'ffect *fter effects of 9iscuits consumption.2FACTORS EFFECTIN/ PURC.ASIN/ BE.A=IER OFCONSUMER5t&eC'%ume"%#Sme 5 t&e 5$+t"% $"e:1)Cu)tu"$) F$+t"%:/ulture is the most important determinants of theindividualBs needs, wants and liking, hence it frame the set of values,perception, preferences in the individuals which guides the consumer liking.2) P%!+&)>i+$) 5$+t"% : &ifferent psychological factors may beE Motivation:*n individual has many needs at a given time. =he needsmaybe activateddue tophysiological or psychological States. =hebiogenic needs such as hunger thirst and discomfort arise due tophysiological states. +ecognition, esteem, belonging and self>actuali:ation needs arise due to psychological reasons.* need becomes a motive when it is aroused to a sufficient level of intensity..3* motive is a need that is sufficiently driving the person to satisfy that need byindulging in the activities that reduces the tension. Perception:* motivated person is ready to act, how actually he acts isinfluenced by his perception of the situation. (erception is defined as theprocess by which an individual selects, organi:es and interpretsinformation inputs to create upon physical stimuli and also on stimuliBsrelation to surrounding. Learning: %earning describes the change in the liking of individuals as aresult of e!perience. ,ost human liking is learned. (ersonCs learning isproduced through the interplay of drives, stimuli, clues andreinforcement.-6 Dem>"$*&i+ 5$+t"%: a buyerBs decisions are influenced by these personalcharacteristics. Age group: (eople buy different goods and services over their life timeconsumption is also shaped by the stage of family life cycle. Occupation: * personBs occupation also influences hisAher consumptionpattern. *n e!ecutive will buy the specialtyAstatue symbol products suchas lu!ury suiting..4 Economic Condition: (roducts choice is greatly influenced by oneBseconomic conditions. (eopleCseconomic conditionconsists of spendableincome, saving, borrowingpower, attitudetowardsspendingvs.savings. Personalityandselfconcepts:'achpersonhasadistinct personalitythat wills influence hisAher liking behavior. 9y personality we mean thepersonBs distinguishing psychological characteristic that lead to relativelyconsistent and enduring responses to hisAher environment.?6 S+i$) 5$+t"%:/onsumer liking is influenced by the social factors are asfollowingE Reference !roup:*personCs reference groupconsists of all thosegroupsthat havedirect orindirect influenceonpersonBsattitudesandliking. =he consumer strives to purchase those products that purchase bytheir reference group. "amily: =he family is the most important consuming unit, whichinfluencethefamilymembers liking. ,arketers areinterestedintherolesandrelativeinfluenceofthechildren, wifeandhusbandinthepurchase of large variety of products and services. .5 Roles and status: * person participates in the different groups thoughtlife>family, clubs and organi:ation. =he personBs position in each groupcan be defined I terms of roles and statues RESEARCHMETHODOLOGY .6RESEARC. MET.ODO0O/9 +esearch in common parlance refers to a search for knowledge. 1ne can alsodefine research as a scientific and systematic search for pertinent informationon a specific topic. In fact, research is an art of scientific investigation. =he main aim of research is to find out the truth which is hidden and whichhas not been discovered as yet. For the purpose of the study it has adopted thefollowing research methodologyESte* I: Se)e+ti'> $ Re%e$"+& De%i>'#=here are three types of research design.a- '!ploratoryb- &escriptivec- &iagnosticd- '!perimentalSincetheaimofthesurveyistofind out the J%iking for 9iscuits amongNarious /onsumersL which is unknown yet, therefore e!ploratory anddescriptive research design has been chosen..7Ste* II: De+idi'> t&e Su"+e 5 D$t$#=here are two types of dataEa- (rimaryb- SecondaryIn this project primary as well as secondary data has been used.a- P"im$"! D$t$: It is collected for meeting the specific objective of researchstudy. =he method used for collecting primary data is Duestionnaire.b- Se+'d$"! d$t$: *ny data, which is available prior to the commencementof a +esearch study, is known as secondary data. It refers to theinformation that has been collected by some one else, often this includeprinted or published up arts. =he main source of secondary data for thisproject hasbeenJbusiness=odayCs?9ooklet ofvariouscompaniesof9iscuitsL.S$m*)e %i@e: 3;A"e$: 9hiwaniT&e *e*)e: =he people in this area are of mi!ed kind. )ere we can find9usinessmen, )ousewifeCs, studentsandlawyersetc. peopleofrural areasalso reside in this area. $rban background people also live here. So we cansay that people with modern thinking ? aware of surrounding have a taste forthe consumption of 9iscuits. =he population of this area is very large over 2 laces. =he peopleof rural area of villages have been involves in good jobs. $rban background0;people are professionals, businessmen etc. So, this is thus mi!ed society ofpeople.SUR=E9 DESI/N:0+$) %u"Ae!:-=he survey was conducted keeping in mind the following target groups.a- (ersons of ; > 1; years age groups.b- (ersons of 1; > .; years age groups.c- (ersons of above .; years age groups.* strikingfeatureofthesurveywasthatalmost allthepersonsselectedhave liking for biscuits. (eople have liking for the different flavors of biscuitssuch glucose, /hocolate, ,ilk and 1range. 1nly the first preference of theflavor was consideration for the sake of inference.Bue%ti''$i"e det$i)%:-8uestionnaire, which is formali:ed set of Duestions for obtaining informationfrom respondents, was used as the primary research tool. =he Duestionnairefor consumers covered following main topicsE>1. Importance factors in purchase of a particular type of biscuits. Factors likepacking, taste, price... Factors influencing consumers decision>making.0. &egree of awareness among consumers about the side effect of highconsumption of biscuits.012. /ustomers and ultimate consumers of biscuits 0IMITATIONS0.0IMITATIONSEAe"! %u"Ae! &$% %me %"t 5 )imit$ti'% $'d t&i% %u"Ae! $)% &$% %me)imit$ti'%:1. =ime constraintsE limited time available was not enough to do the surveywithout error... (eople have not e!act ? appropriate knowledge on the recall of brands.0. =here might be wrong information provided in the 8uestionnaire.00DATAANA09SIS02NUMBER OF MA0E AND FEMA0E RESPONDENTS:- "In numbers-MA0E 2CFEMA0E 2-T$b)e-103=he total number of male and female respondent in the project is 3; where themale respondents are .5 ? female respondents are .0. 9OU C.OOSE T.E BISCUITS ON T.E BASIS OF:-4In numbers-AdAe"ti%eme't 12Su>>e%ted b! 5"ie'd% 1DC'Ai'+ed b! %&*1ee*e"8P"i+e +'%ide"$ti' ,T$%te,Ot&e" -T$b)e-204=he factors effective the purchase decision of the people are advertisement 1.,suggested by friends 13, convinced by shopkeeper 6, price consideration 4,taste 4, other 0.W.IC. (IND OF BISCUITS DO 9OU PREFER MORE:-4In numbers-/)u+%e 18C"e$m 20C1ie% 12T$b)e--=he most of the people in the society like the cream biscuits than the glucose and cookies.05W.IC. F0A=OR OF BISCUITS 9OU PREFER:-4In numbers-C&+)$teE=$'i))$ CO"$'>e EE)$+&i 2/)u+%e 18Ot&e" DTAB0E-?=he flavors which are liked by the persons are chocolate 7, vanilla 5, orange 7, elaichi ., glucose 16, other 3.069OU WANT BISCUITS FOR T.E SA(E OF:- 4In numbers-E'e">!12.u'>"! 1-P)e$%u"e ESt$tu% CT$%te COt&e" 2T$b)e-D=hepersonseat thebiscuitswhentheyarehungry10, forenergy1., Forpleasure 7, for status 5, when some guests are in the house they serve thembiscuits for taste 5, others are .. 07DOES T.E PAC(A/IN/ OF T.E BISCUITS INF0UENCE 9OUR DECISION TO BU9:-4 In numbers-.i>&)! 1-Mde"$te)! EI'di55e"e't CI'%i>'i5i+$'t 12Nt $t $)) ET$b)e-,=hetableshowingthat thepackingof thebiscuitsinfluencingthebuyingdecision is as follows highly 10, moderately 7, indifferent 5, insignificant 1.,and at all is 7 in total of 3; respondents.2;DO 9OU E=ER T.IN( OF AFTER EFFECTS OF EATIN/ BISCUITS AS:- 4In numbers-Teet& de+$!% 2-Di$bete% 12F$t 12Ot&e" di%e$%e -T$b)e-CWhat the people thinks the after effects of eating biscuits are as follows. ,ostof the people think that it leads to teeth decays .0, diabetes 1., fat 1., otherdisease 0.21DOES PRICE OF T.E BISCUITS AFFECT 9OUR PURC.ASEDECISION:- 4In numbers-Im*"t$'t 1CI'di55e"e't E=e"! im*"t$'t 1?I'%i>'i5i+$'t ?Nt $t $)) ,T$b)e-8=he table shows that how much the customers are price sensitive. =he price isthefactor,whichisimportant to15, indifferent to7, veryimportant to12insignificant 2, and the price not make any effect at all is only to the 4.W.O BU9S BISCUITS FOR 9OU:-4In numbers-2.Se)5 1,C&i)d"e' 12P$"e't% 1-F"ie'd% ET$b)e-E=he buying done by the customers to the ultimate consumers occasionally oralways are shown in the following numbers. =he persons who purchasethemself are 14, the children are purchases for them are 1., the parentCs purchasesfor the family are 10, the friends purchases are 7. DISCUSSION201ver the time, I learnt that people canlookat the same thing Duitedifferently. =heycandescribetootherastheysawit. 1pinionsarethusformed. =he perceptions often change our judgment. =he study of this kindcanbe used by brandmanagers inthe biscuit industry as a tool forcomparative diagnostics and market preference stimulation under differentprice and promotion scenarios. =he biscuits marketer can use segmentation strategy creatively toE> >clearly identify the target groups. >Focus the promotional effects to ma!imi:e cost gains effectively. >create a strong positive image to offset competition.9iscuit company canidentify andfluid their strength by a calibratedstrategy to ensure that consumers see them in favorable light.

DISTRIBUTION22&istribution of prime importance is a massive hori:ontal distribution of thebrandmakingit availablewithasmanyretailers aspossible. =hepresentscenario is very tough and the degree of completion is very high. =heemerging retailersC statement has thrown all the marketing techniDues haywireand retailers also play a very important role in the actual sales of biscuits ofany type. Since biscuits is not an essential part of diet and of number of greatuse, the chance of a consumer getting influence by a retailer are much higherin case of biscuits than in the case of essential food products.PROMOTION=he products are prompted throughvarious mass media, influencing theconsumers to buy the product of an appropriate moment. @iven the fact thatthese are a number of alternatives available to the consumers, chances are thathewill buythebrandthat ismost readilyavailable, inspiteofthemediacampaign. /ertain promotional activities should be carried out for biscuits atthe retail outlets. =hese activities are known as merchandising and below linepromotion are planned to influence the consumers at the point of purchase. AD=ERTISIN/23It maybeimportant for brandremembrancethat it hasareinforcingandreminding role branded biscuits products have to compete with cheap localproducts, so adverting plays a very significant role. In other words, the role ofadvertisement is likely to be mostly informative and suggestive of applicationspecifies, and its formative impact will be pronounced only to trial. PRICE/onsumer demonstrates heterogeneity in their price sensitivity to the biscuits .howeverahigherpriceisofgreat concernforthemajorityofconsumers.=here fore, we can say that biscuit consumers are highly price sensitive. =hemajor part of the sample is highly price sensitiveTASTE AND PREFERENCES&ecision of biscuit consumers is greatly affected by their taste, flavor, type,and packing and also with present trend in the market. =he consumers whoconsume biscuits purpose to the patient are very few in the market. =he biscuitindustry should take care of these basic factors in order to identify the marketalso to precise the target market. 24CONC0USION

25CONC0USION=he results of the survey are very interesting. =he findings of this survey ondifferent agegroupconsistingbothmale?female. Followingresults aredrawn hereP1. *s the age of the increase the buying of the biscuits by parentCs shifts byyoung age group according to their taste. .. =he people are very much affected by the advertisements, so they watchads of biscuits very carefully.0. (ersons whoareeither ahabitual or occasional user, thepriceriseeffects the buying of biscuits.

SU//ESTIONS AND RECOMMENDATIONS26Some aspects of further study, as revealedbythe present results, areasfollowsE>1. Study the post purchase behavior of the buyers for biscuits ..Study of branded biscuits as compare to non branded biscuits.0. +etailers study to assess their relation towards the consumer Dueries andsuggestions offered.27*'Q$+' BUESTIONNAIRE3;16 NAME: - RRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR RRRR26 A/E /ROUP:-Be)3-10FFFFFFFFFFFFFFFFFF 10-20 FFFFFFFFFFFFFFFFFFFF20-AbAe FFFFFFFFFFFFFFF-6 SEG: - MA0E FFFFFFFFFFFFFFF FEMA0E FFFFFFFFFFFFFFFFFFFFFF?6 OCCUPATION: - SER=ICEFFFFFFFFFFFFFFFFFFFFFFFSTUDENT FFFFFFFFFFFFFFFFFFFFFFFFFFFFBUSINESSFFFFFFFFFFFFFFFFFFFFFF .OUSE WIFE FFFFFFFFFFFFFFFFFFFFFFFFFFOT.ER FFFFFFFFFFFFFFFFFFFFFFFFD6 9OU C.OOSE T.E BISCUITS ON T.E BASIS OF $6 AD=ERTISEMENT FFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFb6 SU//ESTED B9 T.E FRIENDS FFFFFFFFFFFFFFFFFFFFFFFFFFF+6 CON=INCED B9 S.OP(EEP FFFFFFFFFFFFFFFFFFFFFFFFFFFFFFd6 PRICE CONSIDERSTION FFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFe6 TASTE FFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFF56 OT.ERS FFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFF,6 W.IC. (IND OF BISCUITS DO 9OU PREFER MORE:- $6 /0UCOSE FFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFb6 CREAME FFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFF+6 COO(IESFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFC6 W.IC. F0A=OR OF BISCUITS:- $6 C.OCO0ATE FFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFb6 =ANI00A FFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFF31+6 ORAN/E FFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFd6 /0OCOSE FFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFe6 OT.ER FFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFF86 DO 9OU WANT BISCUITS FOR T.E SA(E OF:- $6 ENER/9 FFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFb6 .UN/R9 FFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFF+6 P0EASURE FFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFd6 STATUS FFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFe6 TASTE FFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFF56 OT.ER FFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFE6 DOES T.E PAC(IN/ OF T.E BISCUITS INF0UENCE 9OUR DECISION TO BU9:- $6 .I/.09FFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFb6 MODERATE09FFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFF+6 INDIFERENT FFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFd6 NOT AT A00 FFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFF106 DO 9OU E=ER T.IN( OF AFTER EFFECTS OF EATIN/ BISCUITS SUC. AS :-$6 TEET. DECA9S FFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFb6DIABETES FFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFF3.+6 FAT FFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFd6 OT.ER DISEASE FFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFF116 DOES PRICE OF T.E BISCUITS AFFECT 9OUR PURC.ASE DECISION:-$6 NOT AT A00 FFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFb6 INSI/NIFICANT FFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFF+6 IMPORTANT FFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFd6 INDIFFERENT FFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFe6 =ER9 IMPORTANT FFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFF126 W.O BU9S BISCUITS FOR 9OU:-4A0WA9SH OCCASIONA0096$6 SE0F FFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFb6 C.I0DREN FFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFF+6 PARENTS FFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFd6FRIENDS FFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFF30BIB0IO/RAP.9 1. @upta, S.(, ".;;;- Statistical ,ethod sultan, chand ? sons publication, ew &elhi... #otler, (hilip, ".;;1- ,arketing ,anagement, prentice>hall of India ew &elhi.0.#othari, /.+, "1777- +esearch ,ethodology, prentice>hall of Indiaew &elhi.32