Synopsis

on
“Traditional Vs Stock Investment”

A study of investment behavior among investors on Ghazipur

Submitted to
Veer Bahadur Singh Purvanchal University
In partial fulfillment of the requirements of the degree of
Bachelor of Business Administration
Prepared by Training Supervisor:

Erum Uruz Ms Preeti Sagar Pathak

B.B.A 6th Semester (Lecturer)

Roll No: 950567

2009-2010

Department of Business Administration

Technical Education & Research Institute
Post-Graduate College, Ghazipur-233001
 Certificate

This is to certify that Erum Uruz pursing BBA 4 th Semester from this institute, has

prepared the research project report entitled “ Brand Preference for Britania and Parley

Biscuits by Consumers” special reference to Ghazipur in partial fulfillment of the

requirements of the degree of Bachelor of Business Administration from V.B.S.

Purvanchal University , Jaunpur, for the session of 2008-2009.

This report is based on bonafied research undertaken by Erum Uruz under my

supervision during the course of forth semester and fulfills the requirements of

regulations relating to the nature and standard of BBA course of V.B.S. Purvanchal

University.

I recommend that this research project report may be sent for evaluation.

Rahul Anand Singh Neetu Singh

Declaration
I, Erum Uruz , hereby declare that this research project entitled “Brand

Preference for Britania and Parley Biscuits by Consumers” special

reference to Ghazipur has been prepared by me under the supervision of

Ms. Neetu Singh.

This research project report is my bona fide work and has not been

submitted in any form to any University or Institute for the award of any

degree or diploma prior to the under mentioned date. I bear the entire

responsibility of submission of this project report.

25 April 25, 2009 Erum Uruz

BBA 4th Semester

Department of Business Administration

Technical Education & Research Institute

P.G. College, Ghazipur

 ACKNOWEDGMENT

The research report on topic “Brand Preference for Britania and Parley Biscuits by

consumers “ special reference to Ghazipur is an original work of mine, but I would never

have been able to complete it alone on my own. I always needed help and support to

complete it. So I have a long list of people to thank you.

First of all, I would like to thanks my supervisor, Neetu Madam under whose

guidance I completed the report. Without her support, It was literally impossible to

complete it. Her guidance was like a “stick of blind” to me. It was of immense

importance. It was she who explained the topic in detail to me, told me about the various

sources from where I could get the information related to the topic and also helped me in

acquiring and gathering information. It was she who corrected my faults at each and

every step and helped me in making this report presentable.

I would also like to thank Rasikesh Sir and Pushyamitra Sir for guiding me and

supporting me. A word of thanks I would like to give to Fatti madam who gave us the

concept of brand and consumer behavior.

I would also like say thanks to Head of Department Rahul Anand Singh who has

given us the opportunity to do this project work. Without his support this research report

could not have been completed.

My parents have always been a real source of inspiration and great support to me. This

support was urgently needed by me which they always provided to me. I would like to

thanks my mother, brother and sister upon whom I greatly resided for the completion of

this report.
 My special thanks goes to my friends and classmates who always supported me

and encouraged me to do the better and better, they helped me greatly in the collection of

primary data from various sources.

Its my duty to thanks all the respondents who out of their precious time spared some time

for me and answered my questions. Theirs contribution is greatest because without their

support, it was impossible to prepare this report. Their responses are the base of this

report so they need special words of thanks.

Last but not the least; I would like to thank God and all others who helped me

directly or indirectly.

Erum Uruz

BBA 4th Semester

Department of Business Administration

Technical Education & Research Institute

P.G. College, Ghazipur

PREFACE
This research report entitled,” Brand Preference for Britania and Parley Biscuits by the

Consumers “ special reference to Ghazipur was really a great interest to do . We really

enjoyed working on it. Also, the topic was so interesting that it aroused my interest to do

more and more work regarding it.

The first real insight of an organization for management student comes only

during his preparation of project work because student first interacts with real practical

work. This is first introduction to industry and its working. This project work synthesize

the theoretical concept learn in the class room and its practical orientation in

organization.

Research reports are backbone of any management education program. The

tools that we learn in the class room, we apply these tools in project work. I have seen the

same problems which were taught by our respectful teachers. A management bachelor

should frequently do research work during his/her entire course plan.

In my project I have studied the “Consumer Behavior and Brand preference of Britania

and Parley Biscuits with reference to Ghazipur”

This research report helped me greatly in understanding the concept of Brand and

consumer behavior toward brand. This also helped me to understand the complexity of

consumer behavior. I have interacted with consumers of different age group, income

group, and different religion. I have experienced that there is huge difference between

aware and unaware consumers. I have also interacted with consumers who are loyal to

their brand. I actually learn the real meaning of brand loyalty.

This research report is divided in five chapters and each chapter has its own importance.

Together they show the entire picture of consumer behavior towards to famous brand of

biscuits.

The First chapter deals with the introduction of the topic, which describes the product

and its history. It also describes the profile and history of Britania and Parley company.

In first chapter I have mentioned the various biscuit product of Britania and Parley. This

chapter also describes the organizational structure of both the organization. The objective

and need of research is also mentioned in section of project work.

The Second chapter deals with research methodology. The process of carrying out the

whole research problem is defined in it. It contains information about the objectives of

the research, methods of data collection, sampling and sample design.

Third chapter is on data analysis and interpretation. This is the most important

section of the project work. This section contains the analysis of all the data collected so

far and they are interpreted to produce the final conclusion. It contains all the tables and

charts which depicts the result.

Chapter four contains the finding and recommendation of the research. This sis based on

the data analyzed and interpreted in the previous chapter. This is the most important

section of the research report for a report is evaluated on the validity ad correctness of

findings.
Chapter-5 concludes the whole report, that is, gives a brief description of the process

employed so far. And later chapters contain bibliography. Which describes the list of

sources from where the matter and information is collected? It contains the list of books,

authors, web sits use etc.

Thus the above mentioned is the overall design of the report and contains a detailed

description of preference of brand between to famous brands of biscuits. The prime focus

of the report is to find out the reason of brand selection by the costumers of Ghazipur.
 Table of Contents

S. No. Content Page No.

1. Introduction

2. Research Methodology

3. Data Analysis and Interpretation

4. Findings

5. Conclusion & Recommendation

Annexure

Bibliography
Introduction
 Introduction
The Biscuit market in India is estimated to be 1.3 million tons per annum valued at Rs. 39

billion. The market has been growing 6-7 % per annum. Per Capita consumption of

biscuit in India is approximately 1.5 K.G. and it has vary huge potential of growth.

Biscuit industry was treated as small scale industry up to 1997 which was disadvantage

for large investors. In India Britania and Parle are the major share holders of Biscuit

market. Parle commands a 40 per cent market share in the Rs 35 billion biscuit markets

in India. Britania has maintained market leadership with 40% volume share and 48 %

value market share. Other organized domestic players like Brakeman’s, Priya, Kwality,

Champion etc and Multinationals like SmithKline, Saralee, Heinz , Nastle and United

Biscuits.

Britania is the largest manufacturer, market leader in organized biscuit and bakery

product market in India. Biscuit contribute to more than 80% of Britania,s total turnover.

Other products include bread and cakes. Britania diversified into dairy products in 1997

with processed cheese and dairy whitener. With was extended with launch of butter,

flavored milk.

The other global biscuit brands include Oreo from Nabisco and McVities from UK-based

United Biscuits among others. According to ORG-MARG reports, Parle G commands a

good 65 per cent market share in the domestic biscuit market. The glucose biscuits
category in India is estimated at Rs 15 billion. The Parle G brand faces competition from

Britania's Tiger brand of biscuits.

The company's flagship brand, Parle G, contributes more than 50 per cent to the

company's total turnover. The other biscuits in the Parle Products' basket includes

Monaco, Krack Jack, Marie, Hide n Seek, Cheeslings, Jeffs, Sixer and Fun Centre.

The entries of MNC’ s have not posted a different thereat to both company as

theses MNC’s have positioned their brand in premium segment. Both the company are

aggressive in new launches and marketing during last two year anticipating the

competition. Britania has also acquired Kwality Biscuits, gaining a strong foothold in the

southern market, Effective and innovating advertising strategy has helped Britania to

boost their top line growth.

A brand is a collection of experiences and associations connected with a service, a

person or any other entity.Brands have become increasingly important components of

culture and the economy, now being described as "cultural accessories and personal

philosophies".

Some people distinguish the psychological aspect of a brand from the experiential aspect.

The experiential aspect consists of the sum of all points of contact with the brand and is

known as the brand experience. The psychological aspect, sometimes referred to as the

brand image, is a symbolic construct created within the minds of people and consists of

all the information and expectations associated with a product or service.

People engaged in branding seek to develop or align the expectations behind the brand

experience (see also brand promise), creating the impression that a brand associated with

a product or service has certain qualities or characteristics that make it special or unique.

A brand is therefore one of the most valuable elements in an advertising theme, as it

demonstrates what the brand owner is able to offer in the marketplace. The art of creating

and maintaining a brand is called brand management.

Careful brand management, supported by a cleverly crafted advertising campaign, can be

highly successful in convincing consumers to pay remarkably high prices for products

which are inherently extremely cheap to make. This concept, known as creating value,

essentially consists of manipulating the projected image of the product so that that the

consumer sees the product as being worth the amount that the advertiser wants him/her to

see, rather than a more logical valuation that comprises an aggregate of the cost of raw

materials, plus the cost of manufacture, plus the cost of distribution. Modern value-

creation branding-and-advertising campaigns are highly successful at inducing consumers

to pay, for example, 50 dollars for a T-shirt that cost a mere 50 cents to make, or 5 dollars

for a box of breakfast cereal that contains a few cents' worth of wheat.

A brand which is widely known in the marketplace acquires brand recognition. When

brand recognition builds up to a point where a brand enjoys a critical mass of positive

sentiment in the marketplace, it is said to have achieved brand franchise. One goal in

brand recognition is the identification of a brand without the name of the company

present. For example, Disney has been successful at branding with their particular script
font (originally created for Walt Disney's "signature" logo), which it used in the logo for

go.com.

Consumers may look on branding as an important value added aspect of products or

services, as it often serves to denote a certain attractive quality or characteristic (see also

brand promise). From the perspective of brand owners, branded products or services also

command higher prices. Where two products resemble each other, but one of the products

has no associated branding (such as a generic, store-branded product), people may often

select the more expensive branded product on the basis of the quality of the brand or the

reputation of the brand owner.

History

Although connected with the history of trademarks and including earlier examples which

could be deemed "protobrands" (such as the marketing puns of the "Vesuvinum" wine

jars found at Pompeii), brands in the field of mass-marketing originated in the 19th

century with the advent of packaged goods. Industrialization moved the production of

many household items, such as soap, from local communities to centralized factories.

When shipping their items, the factories would literally brand their logo or insignia on the

barrels used, extending the meaning of "brand" to that of trademark.

Bass & Company, the British brewery, claims their red triangle brand was the world's

first trademark. Lyle’s Golden Syrup makes a similar claim, having been named as

Britain’s oldest brand, with its green and gold packaging having remained almost

unchanged since 1885.

Cattle were branded long before this; the term "maverick", originally meaning an

unbranded calf, comes from Texas rancher Samuel Augustus Maverick who, following

the American Civil War, decided that since all other cattle were branded, his would be

identified by having no markings at all.

Factories established during the Industrial Revolution, generating mass-produced goods

and needed to sell their products to a wider market, to a customer base familiar only with

local goods. It quickly became apparent that a generic package of soap had difficulty

competing with familiar, local products. The packaged goods manufacturers needed to

convince the market that the public could place just as much trust in the non-local

product. Campbell soup, Coca-Cola, Juicy Fruit gum, Aunt Jemima, and Quaker Oats

were among the first products to be 'branded', in an effort to increase the consumer's

familiarity with their products. Many brands of that era, such as Uncle Ben's rice and

Kellogg's breakfast cereal furnish illustrations of the problem.

Around 1900, James Walter Thompson published a house ad explaining trademark

advertising. This was an early commercial explanation of what we now know as

branding. Companies soon adopted slogans, mascots, and jingles which began to appear

on radio and early television. By the 1940s, manufacturers began to recognize the way in

which consumers were developing relationships with their brands in a

social/psychological/anthropological sense.

From there, manufacturers quickly learned to build their brand's identity and personality

(see brand identity and brand personality), such as youthfulness, fun or luxury. This
began the practice we now know as "branding" today, where the consumers buy "the

brand" instead of the product. This trend continued to the 1980s, and is now quantified in

concepts such as brand value and brand equity. Naomi Klein has described this

development as "brand equity mania". In 1988, for example, Philip Morris purchased

Kraft for six times what the company was worth on paper; it was felt that what they really

purchased was its brand name.

Marlboro Friday: April 2, 1993 - marked by some as the death of the brand - the day

Philip Morris declared that they were to cut the price of Marlboro cigarettes by 20%, in

order to compete with bargain cigarettes. Marlboro cigarettes were notorious at the time

for their heavy advertising campaigns, and well-nuanced brand image. In response to the

announcement Wall street stocks nose-dived for a large number of 'branded' companies:

Heinz, Coca Cola, Quaker Oats, PepsiCo. Many thought the event signalled the

beginning of a trend towards "brand blindness" (Klein 13), questioning the power of

"brand value".

Company Profile
History of Biscuits

Sweet or salty. Soft or crunchy. Simple or exotic. Everybody loves munching on biscuits,

but do they know how biscuits began?

The history of biscuits can be traced back to a recipe created by the Roman chef Apicius,

in which "a thick paste of fine wheat flour was boiled and spread out on a plate. When it

had dried and hardened it was cut up and then fried until crisp,

then served with honey and pepper."

The word 'Biscuit' is derived from the Latin words 'Bis' (meaning 'twice') and 'Coctus'

(meaning cooked or baked). The word 'Biscotti' is also the generic term for cookies in

Italian. Back then, biscuits were unleavened, hard and thin wafers which, because of their

low water content, were ideal food to store.

As people started to explore the globe, biscuits became the ideal travelling food since

they stayed fresh for long periods. The seafaring age, thus, witnessed the boom of

biscuits when these were sealed in airtight containers to last for months at a time. Hard

track biscuits (earliest version of the biscotti and present-day crackers) were part of the

staple diet of English and American sailors for many centuries. In fact, the countries

which led this seafaring charge, such as those in Western Europe, are the ones where

biscuits are most popular even today. Biscotti is said to have been a favorite of

Christopher Columbus who discovered America!

Making good biscuits is quite an art, and history bears testimony to that. During the 17th

and 18th Centuries in Europe, baking was a carefully controlled profession, managed

through a series of 'guilds' or professional associations. To become a baker, one had to

complete years of apprenticeship - working through the ranks of apprentice, journeyman,

and finally master baker. Not only this, the amount and quality of biscuits baked were

also carefully monitored.

The English, Scotch and Dutch immigrants originally brought the first cookies to the

United States and they were called teacakes. They were often flavoured with nothing

more than the finest butter, sometimes with the addition of a few drops of rose water.

Cookies in America were also called by such names as "jumbles",

“plunkets” and “cry babies”

As technology improved during the Industrial Revolution in the 19th century, the price of

sugar and flour dropped. Chemical leavening agents, such as baking soda, became

available and a profusion of cookie recipes occurred. This led to

The development of manufactured cookies.

Interestingly, as time has passed and despite more varieties becoming available, the

essential ingredients of biscuits haven't changed - like 'soft' wheat flour (which contains

less protein than the flour used to bake bread) sugar, and fats, such as butter and oil.

Today, though they are known by different names the world over, people agree on one

thing - nothing beats the biscuit!

Some interesting facts on the origin of other forms of biscuits:

The recipe for oval shaped cookies (that are also known as boudoir biscuits, sponge

biscuits, sponge fingers, Naples biscuits and Savoy biscuits) has changed little in 900

years and dates back to the house of Savoy in the 11th century France. Peter the Great of

Russia seems to have enjoyed an oval-shaped cookie called "lady fingers" when visiting

Louis XV of France.

The macaroon - a small round cookie with crisp crust and a soft interior - seems to have

originated in an Italian monastery in 1792 during the French Revolution.

SPRING-uhr-lee, have been traditional Christmas cookies in Austria and Bavaria for

centuries. They are made from a simple egg, flour and sugar dough and are usually

rectangular in shape. These cookies are made with a leavening agent

Called ammonium carbonate and backing ammonia.

The inspiration for fortune cookies dates back to the 12th and 13th Centuries, when

Chinese soldiers slipped rice paper messages into moon cakes to help co-ordinate their

defense against Mongolian invaders.

History of Britania
The story of one of India's favorite brands reads almost like a fairy tale. Once upon a

time, in 1892 to be precise, a biscuit company was started in a nondescript house in

Calcutta (now Kolkata) with an initial investment of Rs. 295. The company we all know

as Britania today.

The beginnings might have been humble-the dreams were anything but. By 1910, with

the advent of electricity, Britania mechanized its operations, and in 1921, it became the

first company east of the Suez Canal to use imported gas ovens. Britania's business was

flourishing. But, more importantly, Britania was acquiring a reputation for quality and

value. As a result, during the tragic World War II, the Government reposed its trust in

Britania by contracting it to supply large quantities of "service biscuits" to the armed

forces

As time moved on, the biscuit market continued to grow… and Britania grew along with

it. In 1975, the Britania Biscuit Company took over the distribution of biscuits from

Parry's who till now distributed Britania biscuits in India. In the subsequent public issue

of 1978, Indian shareholding crossed 60%, firmly establishing the Indianness of the firm.

The following year, Britania Biscuit Company was re-christened Britania Industries

Limited (BIL). Four years later in 1983, it crossed the Rs. 100 crores revenue mark.

On the operations front, the company was making equally dynamic strides. In 1992, it

celebrated its Platinum Jubilee. In 1997, the company unveiled its new corporate identity
- "Eat Healthy, Think Better" - and made its first foray into the dairy products market. In

1999, the "Britania Khao, World Cup Jao" promotion further fortified the affinity

consumers had with 'Brand Britania

Britania strode into the 21st Century as one of India's biggest brands and the pre-eminent

food brand of the country. It was equally recognised for its innovative approach to

products and marketing: the Lagaan Match was voted India's most successful

promotional activity of the year 2001 while the delicious Britania 50-50 Maska-Chaska

became India's most successful product launch. In 2002, Britania's New Business

Division formed a joint venture with Fonterra, the world's second largest Dairy

Company, and Britania New Zealand Foods Pvt. Ltd. was born. In recognition of its

vision and accelerating graph, Forbes Global rated Britania 'One amongst the Top 200

Small Companies of the World', and The Economic Times pegged Britania India's 2nd

Most Trusted Brand.

Today, more than a century after those tentative first steps, Britania's fairy tale is not only

going strong but blazing new standards, and that miniscule initial investment has grown

by leaps and bounds to crores of rupees in wealth for Britania's shareholders. The

company's offerings are spread across the spectrum with products ranging from the

healthy and economical Tiger biscuits to the more lifestyle-oriented Milkman Cheese.

Having succeeded in garnering the trust of almost one-third of India's one billion

population and a strong management at the helm means Britania will continue to dream
big on its path of innovation and quality. And millions of consumers will savour the

results, happily ever after.

History of Parley Biscuit

In 1929 a small company by the name of Parle products emerged in British

dominated India. The intent was to spread joy and cheer to children and adults

alike, all over the country with its sweets and candies. The company knew that it

wouldn’t be an easy task, but they decided to take the brave step. A small factory

was set up in the suburbs of Mumbai, to manufacture sweets and toffees. A decade

later it was upgraded to manufacture biscuits as well. Since then, the Parle name

has grown in all directions, won international fame and has been sweetening

people's lives all over India and abroad.

Apart from the factories in Mumbai and Bangalore Parle also has factories in

Bahadurgarh in Haryana and Neemrana in Rajasthan, which are the largest biscuit

and confectionery plants in the country. Additionally, Parle Products also has 7

manufacturing units and 51 manufacturing units on contract.

now a little more about all the delicious Parle products. From yummy biscuits to

lip-smacking sweetmeats, the Parle product range is a genuine treat for every
 snack lover. The biscuits alone have such variety, catering to diverse palettes,

there's something for everyone. And the tantalizing array of sweetmeats is just the

cherry on top

Parle Products with its wide platter of offering of biscuits and sweets like Parle-G,

Krackjack, Monaco, Melody, Mango bite and many others since 1929 is also actively

engaged to change & uplift the social face of India. As a part of Corporate Social

Responsibility Policy Parle is keenly involved in the overall development of younger

generation with focused endeavor to built New Face of India and spread happiness & joy

all over.

Parle Centre of Excellence as an institution is dedicated to enrich the lives of people

through conducting various cultural programs across all region to facilitate the all round

development of the children. Every year, Parle organises Saraswati Vandana in the state

of West Bengal during the festival of Saraswati Puja, inviting schools from all across the

state to participate. The event is one of much fanfare and celebration, keeping alive the

culture and traditions of ages. Our involvement in cultural activities has seen the

inception of Golu Galata in Tamil Nadu, held during Navratri. Its gives a platform to all

the members of a household to showcase their creativity and being judged by immanent

personalities. Thousands of families participate and celebrate the occasion on a grand

scale.These events give us a chance to interact with children on a one-to-one basis, and
promote our belief of fun and health for the whole family.

Need For The Study

The term consumer behavior refers to the behavior that consumes display in searching

for, purchasing, using, evaluating and disposing of product and services that they expect,

will satisfy their needs. Consumers are highly complex individuals, subject to variety of

psychological and sociological needs apart from their survival needs. Needs and priorities

of different consumes segment differ drastically.

A brand is a collection of experiences and associations connected with a service, a

person or any other entity.Brands have become increasingly important components of

culture and the economy, now being described as "cultural accessories and personal

philosophies".

People engaged in branding seek to develop or align the expectations behind the brand

experience (see also brand promise), creating the impression that a brand associated with

a product or service has certain qualities or characteristics that make it special or unique.

A brand is therefore one of the most valuable elements in an advertising theme, as it

demonstrates what the brand owner is able to offer in the marketplace. The art of creating

and maintaining a brand is called brand management.

Consumers may look on branding as an important value added aspect of products or

services, as it often serves to denote a certain attractive quality or characteristic (see also

brand promise). From the perspective of brand owners, branded products or services also

command higher prices. Where two products resemble each other, but one of the products

has no associated branding (such as a generic, store-branded product), people may often

select the more expensive branded product on the basis of the quality of the brand or the

reputation of the brand owner.

In this competetive era, a large number of biscuits brands are available to consumers and

the study examinis how consumers choose brand between Britania and Parley
 Objective of the Study

The main objectives are :

1. To understand the brand preference of Britania with Parley by the consumers.

2. To evaluate the quality of Britania and Parley biscuits availed by consumers.

3. The effect and influence of advertisement in consumption.

4. To find out the reason for purchasing various brands by consumers.

5. To find out the opinion of consumers about the advertisement.

6. To find out the reason of brand loyalty.

7. To find out effect of pricing and packing into the buying behavior.
Research Methodology
 RESEARCH METHODOLOGY

The study is based on both primary and secondary data.

Primary Data :

Primary data are original data from which the research directly collects data that have not

been previously collected. Primary data are first hand information collected through

various methods.

• Observation

• Interview

• Questionnaire

• Mailing

Secondary Data :

Secondary data are published data collected through various methods.

• Annual reports
 • Financial statement

• Magazines

• Journals

The primary data was collected by interview method by using a structured questionnaire.

For the purpose of the study the data has been collected in different places of the market

especially in retail shops. One hundred and fifty biscuits customers were randomly

selected for study as sample. The secondary data was collected from the published

records, magazine, and web sites. Chi-square test apply for testing the hypothesis.

Sampling is that part of statistical practice concerned with the selection of individual

observations intended to yield some knowledge about a population of concern, especially

for the purposes of statistical inference. Each observation measures one or more

properties (weight, location, etc.) of an observable entity enumerated to distinguish

objects or individuals. Survey weights often need to be applied to the data to adjust for

the sample design. Results from probability theory and statistical theory are employed to

guide practice.

The sampling process comprises several stages:

• Defining the population of concern

• Specifying a sampling frame, a set of items or events possible to measure

• Specifying a sampling method for selecting items or events from the frame

• Determining the sample size

 • Implementing the sampling plan

• Sampling and data collecting

• Reviewing the sampling process

Population definition

Successful statistical practice is based on focused problem definition. In sampling, this

includes defining the population from which our sample is drawn. A population can be

defined as including all people or items with the characteristic one wishes to understand.

Because there is very rarely enough time or money to gather information from everyone

or everything in a population, the goal becomes finding a representative sample (or

subset) of that population.

Sometimes that which defines a population is obvious. For example, a manufacturer

needs to decide whether a batch of material from production is of high enough quality to

be released to the customer, or should be sentenced for scrap or rework due to poor

quality. In this case, the batch is the population.

Although the population of interest often consists of physical objects, sometimes we need

to sample over time, space, or some combination of these dimensions. For instance, an
investigation of supermarket staffing could examine checkout line length at various

times, or a study on endangered penguins might aim to understand their usage of various

hunting grounds over time. For the time dimension, the focus may be on periods or

discrete occasions.

In other cases, our 'population' may be even less tangible. For example, Joseph Jagger

studied the behaviour of roulette wheels at a casino in Monte Carlo, and used this to

identify a biased wheel. In this case, the 'population' Jagger wanted to investigate was the

overall behaviour of the wheel (i.e. the probability distribution of its results over

infinitely many trials), while his 'sample' was formed from observed results from that

wheel. Similar considerations arise when taking repeated measurements of some physical

characteristic such as the electrical conductivity of copper.

This situation often arises when we seek knowledge about the cause system of which the

observed population is an outcome. In such cases, sampling theory may treat the

observed population as a sample from a larger 'superpopulation'. For example, a

researcher might study the success rate of a new 'quit smoking' program on a test group

of 100 patients, in order to predict the effects of the program if it were made available

nationwide. Here the superpopulation is "everybody in the country, given access to this

treatment" - a group which does not yet exist, since the program isn't yet available to all.

Note also that the population from which the sample is drawn may not be the same as the

population about which we actually want information. Often there is large but not

complete overlap between these two groups due to frame issues etc (see below).
Sometimes they may be entirely separate - for instance, we might study rats in order to

get a better understanding of human health, or we might study records from people born

in 2008 in order to make predictions about people born in 2009.

Time spent in making the sampled population and population of concern precise is often

well spent, because it raises many issues, ambiguities and questions that would otherwise

have been overlooked at this stage.

Sampling frame

In the most straightforward case, such as the sentencing of a batch of material from

production (acceptance sampling by lots), it is possible to identify and measure every

single item in the population and to include any one of them in our sample. However, in

the more general case this is not possible. There is no way to identify all rats in the set of

all rats. There is no way to identify every voter at a forthcoming election (in advance of

the election).

These imprecise populations are not amenable to sampling in any of the ways below and

to which we could apply statistical theory.

As a remedy, we seek a sampling frame which has the property that we can identify every

single element and include any in our sample. The most straightforward type of frame is a

list of elements of the population (preferably the entire population) with appropriate

contact information. For example, in an opinion poll, possible sampling frames include:

• Electoral register
• Telephone directory

Not all frames explicitly list population elements. For example, a street map can be used

as a frame for a door-to-door survey; although it doesn't show individual houses, we can

select streets from the map and then visit all houses on those streets. (One advantage of

such a frame is that it would include people who have recently moved and are not yet on

the list frames discussed above.)

 Survey Area

Ghazipur City

• Mishra Bazar

• Laldarwaza

• Barbarahna

• Kotwali
Data Analysis & Interpretation
 Table 1

Preference of Biscuits in Daily Diet

Yes %of Yes No %of No
33 55.00 27 45.00
 Biscuits in Daily Diet

60
No. of responderes

50
40
30 Series1
20
10
0
Yes %of Yes No %of No
Series1 33 55.00 27 45.00
Response

The Table-1 Shows that 55 % responders prefer biscuits in daily diet and 45 %

responders dose not use biscuit in daily diet.

This explains that most of the people does not prefer biscuits in daily diet.
 Table 2

Preference of Biscuit taste wise

Salty %of salty Sweet %of Sweet

24 40 36 60
 Taste preference

80
No. of responders

60

40 Series1

20

0
Salty %of salty Sweet %of Sweet
Series1 22 36.67 38 63.33
Taste

Table-2 shows the test preference of responders. In my survey 40 % responders like salty

biscuits and 60% prefer sweet biscuits.

It this table explain that most of people like sweet biscuits in their diet
 Table-3

Brand preference of Biscuits

Britania % Parley % Hide&Seek % Sunfeast %

15 25 32 53.33 7 11.66 6 10

Brand preference
60
No of Responders

50
40
30 Series1
20
10
0
Britania % Parley % Hide&S % Sun %
Series1 16 26.67 30 50.00 7 11.6667 7 11.7
Brands

Table-3 shows the preference of band by the consumers. 25 % responders prefer

Britania , 53.33 % Parley , Hide & Seek prefer by 11.66 and Sun Feast prefer by 10 %

responders.

This table shows that Parley is the most preferred brand in Ghazipur.
 Table-4

Purchase Behavior of Biscuits

Daily % Weekly % Monthly % None %

15 25 13 21.67 25 41.67 7 11.67

P u rch ase B eh avio r

50
No. of Responders

40
30
S eries1
20
10
0
D aily % W eekl % Monthl % None %
S eries1 16 26.67 12 20.00 23 38.33 9 15.00
F req uen cy

Table- 4 describes the purchase frequency of responders. As per survey 25% responders

purchase daily, 21.67 responders frequency is weekly and 41.67 % responders use to

purchase on monthly basis. 7% responders are not purchasing biscuit at all.

It explains that most of the people purchase biscuit in monthly basis.

 Table- 5

Slogan Response (Britania)

Yes % of Yes No %of No

17 28.33 43 71.66

Slogan Response of Britania

80
No of responders

60

40 Series1

20

0
Yes % of Yes No %of No
Series1 15 25.00 45 75
Remember

Table-5 shows that how many responders are remembering slogan of Britania brand. The

survey shows 28.33 % responders are remembering the slogan of Britania and 71.66 %

are not remembering the slogan.

It means that only few people remember the slogan of Brand.

 Table-6

Slogan Response ( Parley)

Yes % of Yes No %of No
9 15.00 51 85.00

Slogan response (Parley)

100
No. of responderes

50 Series1

0
Yes % of Yes No %of No
Slogan Response ( Parley)
Series1 9 15.00 51 85.00
Rem em ber

Table-6 shows that how many responders are remembering slogan of Parley brand. The

survey shows 9 % responders are remembering the slogan of Parley and 85 % are not

remembering the slogan.

It means that only few people remember the slogan of Brand.

 Table-7

Can you recall the message of your favorite

brand
Yes % of Yes No %of No
7 11.67 53 88.33

Message response
No. of responderes

100

50 Series1

0
Yes % of Yes No %of No
Can u recall the message of your favorate brand
Series1 7 11.67 53 88.33
Remember

Table-7 shows that how many responders are remembering the message of their favorite

brand. 11.67 % responders are remembering the message and 88.33% are not

remembering the message.

It means that only few people remember the message of Brand.

 Table-8

Brand of biscuits influence most

Britania % Parley % Hide & Sheek % Others %

18 30 24 40 10 16.67 8 13.33

B is c u its w h ic h in flu e n c e d m o s t

50
40
No of Responders

30
S e rie s1
20
10
0
Brita n ia % P a rle y % Hid e & % O th e rs %
Se rie s1 1 6 2 6 .6 7 25 4 1 .6 7 11 1 8 .3 3 8 1 3 .3 3
Bran d s

Table-8 describes the biscuit which influences most to our responders. 30 % of

responders prefer Britania, 40 % responders influenced by Parley brand, 16.67 responders

are influenced by Hide & Seek brand and 13.33 % are influenced by other brand

available in the market.

Clearly Parley is the brand which influence most people to buy biscuits.
 Table-9

Brand of Britania you prefer most

Hite Chocolate Orange
Tiger % Time % Cream % Cream %

26 43.33 16 26.67 10 16.67 8 13.33

Brand of Britania you prefer most

No. of responderes

50
40
30
Series1
20
10
0
Chocolate
Hite Time

Orange
Tiger

Cream
Cream

Brands

Table-9 evaluates the sub-brand of Britania biscuits. 43.33 % of responders prefer Tiger

brand of Britania. 26.26 % responders prefer Hite Time, 16.67 Chocolate Cream and

13.33 % responders prefer Orange Cream brand of Britania.

This table shows that the Tiger is the most popular brand of Britania.
 Table-10

Brand of Parley you prefer most

Parley Parley
G % Monaco % KrackJak % Marie %

32 53.33 8 13.33 14 23.33 8 13.3

Preference of Biscuits of Parley Brand

60
No. of Responders

40
Series1
20

0
Parley % Monac % KrackJ % Parley %
Series1 32 53.333 8 13.33 14 23.333 8 13.333
Brands

Table-10 evaluates the sub-brand of Parley. 53.33 % of responders prefer Parley-G brand

of Parley. 13.33 % responders prefer Monaco, 23.33 Krackjak and 13.3 % responders

prefer Parley Marie brand of Parley.

It gives a clear view that Parley –G brand is most preferred brand of Parley.
 Table-11

Criteria of Purchase

Price % Taste % Name & image % Nutrition Value %

3
18 0 26 43.3 11 18.3 5 8.33

Criteria of purchase

50
No. of responderes

40

30
Series1
20

10

0
Price % Taste % Name&i % Nutration %
Series1 18 30 26 43.33 11 18.33 5 8.33
Creteria

Table 11 shows the reasons which influences to responders during purchase of biscuits.

30 % responders are influenced by price of the biscuits, 43.33% are with taste, 18.3 % are

with name and brand and 8.33 % are influenced with nutrition value of biscuit.

This gives clear view that most of responders are influenced by taste followed by

price.
 Table-12

Larger seller as per customer point of

view
Parley % Britania %
36 60 24 40

Largest selling brand (Customer point of view)

80
No. of Responders

60

40 Series1

20

0
Parley % Britania %
Series1 36 60 24 40
Brands

Table-12 shows the largest seller in Ghazipur from customer point of view. 60%

responders are saying that Parley is the most selling brand and 40% responders are with

Britania.

As per customer point of view the Parley is the largest selling brand of biscuits.
 Table-13

Slogan Response ( Parley)

Yes % of Yes No %of No
14 23.33 46 76.67

S lo g a n re s p o n s e o f P a rle y

100
No. of Responders

50 S eries 1

0
Y es % of Y es No % of N o
S e ries 1 14 23.3 3 46 76.67
Re m e m be r

Table-13 shows that how many responders are remembering slogan of Parley brand. The

survey shows 23.33 % responders are remembering the slogan of Parley and 76.67 % are

not remembering the slogan.

It means that even they like Parley brand but they are not remembering the slogan

of brand.
 Table-14

Can u give the punch line of Britania?

Yes % of Yes No %of No

9 15 51 85

P u n c h L in e B rita n ia

100
No of Responders

50 S e rie s 1

0
Yes % of Yes No % o f No
S e rie s 1 9 15 51 85
Re sponse

Table-14 shows that how many responders are remembering punch line of Britania brand.

The survey shows 15 % responders are remembering the punch line and 85 % are not

remembering the punch line.

It shows that most of people are not remembering the punch line Britania
 Table-15

Can u give the punch line of Parley?

Yes % of Yes No %of No

13 21.67 43 71.67

P u nch L in e P arley

80
No. of Responders

60
40 Series1
20
0
Yes % of Yes No %of No
Serie s1 13 21.6 7 43 7 1.67
Re sp o n se
Table-15 shows that how many responders are remembering punch line of Britania brand.

The survey shows 21.67 % responders are remembering the punch line and 71.67 % are

not remembering the punch line.

It shows that most of people are not remembering the punch line Britania

Table-16

Attraction towards packaging

Britania % Parley %

26 43.33 34 56.67

Attraction towards packaging

60
No. of responderes

50
40
30 Series1
20
10
0
Britannia % Parley %
Series1 26 43.33 34 56.67
Brands
Table 16 shows attraction towards packaging. 43.33% of responders feel that packaging

of Britania is attractive and 56.67% responders think that Parley brands packaging is

more attractive.

It means that the most of people think that Parley packaging is more attractive.

Table-17

Liking for advertisement

Britania % Parley %

24 40 36 60

Liking for advertisement

70
60
No. of responderes

50
40
Series1
30
20
10
0
Britannia % Parley %
Series1 24 40 36 60
Brands
Table- 17 shows the attraction or linking of advertisement by the consumers. 40%

responders like advertisement of Britania and 60 % responders with Parley brand.

Most of the people like advertisement of Parley brand.

Table-18

Preference of brand due to nutrition

Britania % Parley %
26 43.33 34 56.67
 Preference due to nutrition

60

50
No. of Responders

40

30 Series1

20

10
0
Britania % Parley %
Series1 26 43.33 34 56.6666667
Brand

Table -18 shows that how many consumers are buying biscuits due to nutrition value.

43.33% responders are buying Britania due to nutrition value and 56.67 responders are

buying Parley due to nutrition value.

Most of the people think Parley brand is more nutritious.

Table-19

Survey of Retail Shops

Survey of Retail Shop

Preference of Brand By Customer
(Retailer view)
 Britania % Parley %

12 40.00 18 60

Preference of brand by customer (Retailer View)

70
No. of responderes

60
50
40
Series1
30
20
10
0
Britania % Parley %
Series1 12 40.00 18 60
Brands

Table-19 shows the survey of retail shop. 40% responders are saying that Britania is

prefer by customer and 60% customer prefer Parley.

Retailers also find that Parley is the most prefer brand bu customers.

Table-20

Survey of Retail Shops

Brand of Parley preferred by customer ( Retailer view)

 Parley G % Monaco % KrackJak % Parley Marie %

16 53.33 4 13.33 8 26.7 2 6.67

Brand of Parley preferred by customer (Retailer

view)
60
No of responderes

50
40
30 Series1
20
10
0
Parle % Mona % Krack % Parle %
Series1 16 53.33 4 13.33 8 26.67 2 6.667
Brands

Table 20 shows the sub-brand prefer by the customer of Parley brand. 53.33 %

responders are saying that Parley-G is the most popular brand of Parley. 13.33% are with

Monaco 8% with Krakjak and 6.67% are saying that parley Marie is the most preferred

brand by customer.

It gives clear picture that Parley-G is the most preferred brand of Parley.

Table-21

Survey of Retail Shops

Brand of Britania preferred by customer ( Retailer view)

Hide &
Tiger % Seek % Chocolate Cream % Orange Cream %
 4 2
12 0 8 26.67 6 0 4 13.33

Brand of Britania preferred by customers( retailer

view)
No. of responderes

50
40
30
Series1
20
10
0
Tiger % Hide % Choc % Oran %
Series1 12 40 8 26.67 6 20 4 13.33
Brands

Table21 shows the sub-brand prefer by the customer of Britania brand. 40 % responders

are saying that Tiger is the most popular brand of Britania. 26.67% are with Hide and

Seek 20% with Chocolate Cream and 13.33% are saying that Orange Cream is the most

preferred brand by customer.

It gives clear picture that Tiger is the most preferred brand of Britania.

Table-22

Survey of Retail Shops

Quantity sold per month ( Britania )

100 % 300 % 600 % 900 %

18 60 8 26.67 4 13.3 0 0

Q u a n tity s o ld p e r m o n th (B rita n n ia )

80

60
No of responders

40 S e r ie s 1

20

0
100 % 300 % 600 % 900 %
S e r ie s 1 1 8 60 8 2 6 .6 7 4 1 3 .3 3 3 0 0
Q u a n t it y

The table 22 describes sale per month of Britania biscuit. 60% responders are selling 100

packets per month. 26.67% are selling 300 packets per month. 13.3 % are selling 600

packets per month.

In my area most of the retailers sale 100 packets per month.

Table-23

Survey of Retail Shops

Quantity sold per month ( Parley )

100 % 300 % 600 % 900 %

12.00 40.00 14.00 46.67 4.00 13.33 0 0

Quantity sold per month

50.00
No. of responderes

40.00

30.00
Series1
20.00

10.00

0.00
100 % 300 % 600 % 900 %
Series1 12.00 40.00 14.00 46.67 4.00 13.33 0 0
Quantity

The table 23 describes sale per month of Parley Biscuit. 40% responders are selling 100

packets per month. 46.67% are selling 300 packets per month. 13.33 % are selling 600

packets per month.

In my area most of the retailers are selling 300 packets in a month.

Table-24

Survey of Retail Shops

Largest selling brand from retailer point

of view
Britania % Parley %
12 40.00 18 60

Largest selling brand ( R etailer point of view )

80
No. of responders

60

40 Series1

20

0
Britania % Parley %
Series1 12 40.00 18 60
Brands

Table 24 shows the largest selling brand. 40% responders are saying that Britania is

largest selling brand where 60% responders are saying that Parley is the largest selling

brand in Ghazipur.

Parley is the largest selling brand in Ghazipur.

 Table-25

Survey of Retail Shops

Largest selling brand as per sales

record

Britania % Parley %

14 46.67 16 53.33

Largest selling brand in city

No. of responders

60

40
Series1
20

0
Britania % Parley %
Series1 14 46.67 16 53.33
Brands
Table 25 shows the largest selling brand. 46.67% responders are saying that Britania is

largest selling brand as per sales record where 53.33% responders are saying that Parley

is the largest selling brand in Ghazipur.

This table describes as per sales record Parley is largest selling brand in Ghazipur.

Limitation

The buyer may not follow what they have stated in their response. Thus the degree of

reliability can not be taken to be always accurate. There are certain constraints of this

study:

• The size of sample is not reliable because customers are variety seeker

• The study is limited to the city of Ghazipur.

• Time Limitation

• Local products like bakeries affected the national brands.

Findings
 Findings

1. 33.33 % responders prefer biscuits in daily diet and 66.67 % responders dose

not use biscuit in daily diet.

2. In my survey 40 % responders like salty biscuits and 60% prefer sweet

biscuits.

3. 25 % responders prefer Britania , 53.33 % Parley , Hide & Seek prefer by

11.66 and Sun Feast prefer by 10 % responders.

4. As per survey 25% responders purchase daily, 21.67 responders frequency is

weekly and 41.67 % responders use to purchase on monthly basis. 7%

responders are not purchasing biscuit at all.

5. The survey shows 28.33 % responders are remembering the slogan of Britania

and 71.66 % are not remembering the slogan.

6. The survey shows 9 % responders are remembering the slogan of Parley and

85 % are not remembering the slogan.

7. 11.67 % responders are remembering the message and 88.33% are not

remembering the message.

8. 30 % of responders prefer Britania, 40 % responders influenced by Parley

brand, 16.67 responders are influenced by Hide & Seek brand and 13.33 % are

influenced by other brand available in the market.

9. 43.33 % of responders prefer Tiger brand of Britania. 26.26 % responders

prefer Hide & Seek, 16.67 Chocolate Cream and 13.33 % responders prefer

Orange Cream brand of Britania.

10. 53.33 % of responders prefer Parley-G brand of Parley. 13.33 % responders

prefer Monaco, 23.33 Krackjak and 13.3 % responders prefer Parley Marie

brand of Parley.

11. 30 % responders are influenced by price of the biscuits, 43% are with taste,

18.3 % are with name and brand and 8.33 % are influenced with nutrition

value of biscuit.

12. 60% responders are saying that Parley is the most selling brand and 40%
 responders are with Britania.

13. The survey shows 23.33 % responders are remembering the slogan of Parley

and 76.67 % are not remembering the slogan.

14. The survey shows 15 % responders are remembering the punch line and 85 %

are not remembering the punch line.

15. The survey shows 21.67 % responders are remembering the punch line and

71.67 % are not remembering the punch line.

16. 43.33% of responders feel that packing of Britania is attractive and 56.67%

responders think that Parley brands packing is more attractive.

17. 40% responders like advertisement of Britania and 60 % responders with

Parley brand.

18. 43.33% responders are buying Britania due to nutrition value and 56.67

responders are buying Parley due to nutrition value.

19. 40% responders are saying that Britania is prefer by customer and 60%

customer prefer Parley.

20. 53.33 % responders are saying that Parley-G is the most popular brand of

Parley. 13.33% are with Monaco 8% with Krakjak and 6.67% are saying that

parley Marie is the most preferred brand by customer.

21. . 40 % responders are saying that Tiger is the most popular brand of Britania.

26.67% are with Hide and Seek 20% with Chocolate Cream and 13.33% are

saying that Orange Cream is the most preferred brand by customer.

22. (Britania Biscuit) 60% responders are selling 100 packets per month. 26.67%

are selling 300 packets per month. 13.3 % are selling 600 packets per month.

23. (Parley Biscuit) 40% responders are selling 100 packets per month. 46.67%

are selling 300 packets per month. 13.33 % are selling 600 packets per month.

24. 40% responders are saying that Britania is largest selling brand where 60%

responders are saying that Parley is the largest selling brand in Ghazipur.
25. 46.67% responders are saying that Britania is largest selling brand as per

sales record where 53.33% responders are saying that Parley is the largest

selling brand in Ghazipur.

Suggestion and Conclusion

 Suggestion and Conclusion

1. Introduction of new product line by the existing brand image may help to satisfy

the expectation of new variety seekers.

2. Advertisement is necessary for awareness but taste and quality should maintain

because the taste is the biggest criteria for purchasing biscuits.

3. Parley-G is very strong brand of Parley. Britania should introduce similar product

in the same price segment.

4. Children play the part of major influencer in purchasing decision of biscuits. For

attracting those advertisement should be focused on the wants, needs and pleasure

of children.

5. Conduction of competition among children will definitely improve the existing

sale.

6. Introduction of hygienic and attractive packaging without increasing the price

may attract more consumers.

7. Price is also a major factor for changing purchase behavior. So expensive biscuits

should be introduced in small packets.

8. Availability is also a major factor which is affecting the sales of biscuits. Small

packs should be available in small shops.

 Questionnaire

Dear Respondent,

My self Erum Uruz pursuing BBA at T.E.R.I., P.G. college Gahzipur. I seek your

response and co-operation for the completion of research project. I assured you that your

response will be kept confidential and will be used for academic purpose.

Thanking you

Erum Uruz

BBA IV Sem

T.E.R.I., P.G. College,

Ghazipur.
Name___________________________ Age_________

Occupation _____________________________________

Address ________________________________________

Signature_____________. Date______________________

Q1. Do you prefer biscuits in your daily diet ?

(i) Yes (ii) No

Q2. Which biscuits you prefer more ?

(i) Salty (ii) Sweet

Q3. Which brand do you like most?

(i) Britania (ii) Parley

(iii) Hide & Seek (iv) Sun feast

Q4. What is the purchase behavior of biscuits in your house?

(i) Daily (ii) Weekly

(iii) Monthly (iv) None

Q5. Do you remember slogan of Britania?

(i) Yes (ii) No

If yes then name it ...........................

Q6. From which biscuits you influenced most?

(i) Britania (ii) Parley

(iii) Hide & Seek (iv) Others

Q7. Which brand of Britania you prefer most?

(i) Tiger (ii) Hite Time

(iii) Chocolate Cream (iv) Orange Cream

Q8. Which brand of Parley you prefer most?

(i) Parley-G (ii) Monaco

(iii) Krackjak (iv) Parley Marie

Q9. How would you go for purchase of a particular brand of biscuits?

(i) By price (ii) By taste

(iii) By name & image (iv) By nutrition value

Q10. From your point of view which is a largest selling brand in India?

(i) Parle (ii) Britania

Q11. Do you remember slogan of Britania ?

(i) Yes (ii) No

if yes, then please write it................

Q12. Do you remember slogan of Britania ?

(i) Yes (ii) No

if yes, then please write it................

Q13. Can you give (Recall) massage of Britania?

(i) Yes (ii) No

if yes, then please write it................

Q14. Can you give punch line of Britania?

(i) Yes (ii) No

if yes, then please write it................

Q15. Can you give punch line of Parley?

(i) Yes (ii) No

if yes, then please write it................

Q16. Which biscuit package attracts you most?

(i) Britania (ii) Parley

Q17. Which biscuits advertisement you prefer most?

(i) Britania (ii) Parley

Q18. Which biscuits is very useful from nutrition and energy point of view?

(i) Britania (ii) Parley

 Retailer Questionnaire

Q19. Which companies biscuits is purchased by consumer mostly?

(i) Britania (ii) Parley

Q20. Which brand of Parley prefer by customers most?

(i) Parley-G (ii) Monaco

(iii) Krackjak (iv) Parley Marie

Q21. Which brand of Britania prefer by customer most?

(i) Tiger (ii) Hite Time

(iii) Chocolate Cream (iv) Orange Cream

Q22. How much quantity of Britania is sold from your shop in a month?

(i) 100 (ii) 300

(iii) 600 (iv) 900

Q23. How much quantity of Parley is sold from your shop in a month?

(i) 100 (ii) 300

(iii) 600 (iv) 900

Q24 In your city which biscuits as the largest selling brand from your point of view?

(i) Britania (ii) Parley

Q25. Which is the largest selling brand in your city according to your sale of biscuits?

(i) Britania (ii) Parley

Bibliography
 Bibliography

• News Papers

• Magazines

• Indian journal of marketing

• Marketing Management by Philip Kotlar

• Research Methodology

Web-sites

www. parley.com
www. Britania. Com