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

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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

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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.

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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

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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.

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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?

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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.

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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.

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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