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buiscuit market, cookies, confectionery market
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AN ANALYTICAL REPORT
ON
BISCUIT MARKET
SUBMITTED TO:
PROF. AMITA NAIR
By:
PURVI THACKER
08BS0002437
SOFT SKILLS
SEC: J
PREFACE
1
In order to equip the students of management to face the
corporate world with more applied knowledge, the M.B.A.
Degree course of IBS-Chennai deems it imperative for the
1st semester students to undergo a market research and
submit a report.
Bestowed with the opportunity of conducting a market
survey, the primary objective of this program is to study
about the market.
ACKNOWLEDGEMENT
It is a great pleasure for us to acknowledge the help of
the individuals who guided us to make this project
successful.
2
It’s our pleasure to have worked under true guidance of
Prof.R.Mani. We express our sincere thanks for his co-
operation, unaccountable suggestions, and excellent
tutelage and for the facilities provided by him throughout
the course of this project in spite of his busy schedule. He
inspired us to work on such a good and interesting
project.
We would like to thank all our friends who helped us
directly or indirectly in the successful completion of this
project work.
TABLE OF CONTENTS
1. ABSTRACT-------------------------------------------------5
2. PURPOSE OF THE STUDY-------------------------------------6
3. INSIGHTS OF THE SURVEY-----------------------------------7
I .FREQUNCY OF EATING BISCUIT-------------------------7
II. QUANTITY MOSTLY PURCHASED-------------------------8
III. TASTE PREFERENCE--------------------- -----------9
IV. MOST POPULAR BRANDS------------------------------11
V. TASTE PREFERENCE---------------------------------12
VI. BRAND CONCIOUSNESS-------------------------------13
3
4. METHODOLOGY---------------------------------------------15
5. CONCLUSION----------------------------------------------19
ABSTRACT:
This project is about the market share of different brands
of biscuits based on consumer taste, choice and
preferences. The sample size of our survey was limited
due to time constraint.
Still we tried best to estimate the result which gives a fair
overview of the Chennai market. The survey was
conducted in a small region of Chennai, so we cannot
assume this data as the general consumer choice of the
whole India.
4
1. Purpose of the Study
This report basically focuses on the consumer behavior
and perception about the biscuit market. We tried to
study the brand consciousness, purchasing capacity,
taste and preferences of the consumers.
The idea behind this topic is to explore the hidden
potential of the biscuit market of the FMCG sector. As
we were keen to know why the industry is willing to
spend so much on the advertisements and positioning
and why it has emerged as one the most important and
competitive product of the FMCG sector.
2. Insights of the Survey
I. Frequency of Eating Biscuits
5
Everyday 27Once a Week 6Sometimes 17
On the basis of frequency of eating biscuits, most of the
consumer consumes biscuit’s every day. Out of 50
peoples 27 said they eat biscuit everyday, 7 people said
they take once in a week and 16 people take sometimes
according to their mood. Thus, biscuit is major product of
the
FMCG sector.
II. Quantity Purchased Mostly
6
People prefer small packets rather than big packets. In
our survey 18 out of 50 said they buy 100 grams packs,
13 people says they prefer to buy 200 grams packs, only
7 people take 500 grams pack but the bigger family
packets are preferred in big families with more children.
7
Quantity Consumers100 grams 18200 grams 13500 grams 7Family Pack 12
05
101520
Quantity Mostly Purchased
III. Taste Preferences
While considering the consumer preferences on taste, we
conclude that 51% of the people do not have any specific
choice. They like to eat all kinds of biscuits. The
remaining 19% like salty biscuits, 15% like sweet and
15% like cream biscuits. Thus, most consumers do not
have any specific taste preference.
8
Taste ConsumerSalty 10Sweet 8Cream 8
All 27
IV. Most Popular Brands
9
Brands ConsumersBritannia 36
Parle 18ITC 14
Priyagold 2Others 1
From our survey, we concluded that Britannia is the most
liked brand followed by Parle at no. 2, ITC at no.3,
Priyagold at no. 4.
V. Taste preference according to age group
It was found out that is the age group of below 20 most of
the people prefer all types of biscuit. In the age group of
10
AGE GROUP ALL SWEET SALTY CREAMless than 20 5 0 0 0
20 to 30 14 6 8 630 to 40 4 2 1 2
greater than 40
3 0 1 0
20 to 30 sweet and salt biscuits are preferred. Thus,
generally people are not taste dependent and consume
all types.
VI. Brand Conscious according to age
11
Age Group Britannia ITC Parleless than 20 3 3 0
20 to 30 21 3 630 to 40 6 1 2
greater than 40
0 1 3
From the above chart we can say that the youth is more
brands conscious and Britannia is most liked brand
amongst all, followed by Parle and ITC. The age group of
30 plus are not much brand conscious and consume any
brand available.
3. Methodology
Moving on with our interest in this industry we decided to
conduct a survey for which we designed a questionnaire
as follows:
QUESTIONNAIRE
Name of RespondentMr./Mrs./Miss_______________________________________Occupation: _______________________________________Age:
AddressLocality: ___________________
E-Mail:___________________________________________
1. Do you eat biscuits?
12
Yes No
2. How often do you eat?
EverydayOnce a weekOccasionally
3. What type of biscuits do you prefer?
SaltySweetCream All
4. Which biscuits do you prefer?
i. ____________ii. ____________
5. Do you know the brand manufacturer (company)?
Yes No
6. If yes, who is the manufacturer?
ITC Britannia Parle Cremica Priyagold Others
7. How do you know about the manufacturer?
Brand Conscious Advertisement Friends Brand Loyal
13
Others
8. What is the quantity of biscuits you mostly purchase?
100gms 200gms 500gms
Family Pack
9. When do have biscuits?
Breakfast Evening Anytime
10. What is your family income?< 1 lac 1-3 lacs3-5 lacs> 5 lacs
11. How many children are there in family?123>3
After that, the sample size was decided as 50 and then
we surveyed at various places mainly FMCG stores like
fresh, food world, big bazaar and local vendors. We
chose people of different age groups and of different
income level and got our questionnaire filled.
14
In the process of getting this questionnaire filled we
encountered with many difficulties like people not
willing to spend time sometimes, language barrier and
sometimes people were not willing to disclose their
income but still we managed.
4. Conclusion
We can conclude from the overall analysis that
there is a significant difference between
preferences of biscuits among different
customers according to taste, quantity
purchased, income, family size and age group.
The statement highlights the main objective of
15
this project that consciousness of the various
brands has a significant difference among them
which creates a significant impact over the
perception and purchasing pattern of the
consumers regarding biscuits. Thus, the
presence of various brands will give the
customers a lot of choices and take care of their
satisfaction levels.
16