CHAPTER-1

1.1 INTRODUCTION OF THE STUDY Marketing Marketing is societal process by which individuals and groups obtain what they need and want through creating, offering and freely exchanging products and services of value with others. The American Marketing Association defines marketing, as Marketing is the process of planning and executing then conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational goals. Marketing Management takes place when at least one party to a potential exchange thinks about the means of achieving desired responses from other parties. There are six concepts under which organization conduct marketing activities: Production Concept Product Concept Selling Concept Marketing Concept Customer Concept Societal Marketing Concept Production concept The production concept is one of the oldest concepts in business. The production concept holds that, customers will prefer products that are widely available and in expensive managers of production oriented businesses concentrate on achieving high production efficiency, low cost and mass distribution. It is also used when a company wants to expand the market. Product concept Product concept holds that consumers will favor those products that offer the most quality, performance or innovative features managers in these organizations
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focus on making superior products and evaluated companies offer trust that their engineers can design exceptional products. Selling concept The selling concept holds that consumers and businesses, it left alone will ordinarily not buy enough of the organizations products. The organization must, therefore, undertake an aggressive selling and promotion effort. This concept assumes that the company has a whole battery of effective selling and promotion tools to stimulate more buying. Marketing concept The marketing concept holds that the key to archiving its organizational goals consists of the company being more effective than competitors in creating, delivering and communicating superior customer value to its chosen target marketing. The marketing concept starts with a well-defined market, focuses on customer needs, coordinates all the activities that will affects users and produces profits by satisfying customers. Customer concept Where companies practicing the market concept work at the level of customer segments, a growing number of todays companies are now shaping separate offers, service and messages to individual end users. Social marketing concept The societal marketing concept holds that the organization goal is to determine the needs, wants and interest of target markets. And to deliver the desired satisfaction more effectively than competitors in a way that preserves or enhances the consumers and the societys- well being. Marketing starts and ends with customer Consumption is the sole end of all production. Consumers are the target of many activities performed by business people. The satisfaction of the consumer is main, perhaps the most sensible objective of the firms. The producers over looked the importance of consumption and all other agencies and institutions involved in the marketing process.
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Producers in the last century cared very little about the consumers. But those days have gone. Production is now verified on in every country on a fabulous scale. Each country produces more than what the society immediately needs. Therefore, it is essential to lay importance for all the producers to reach the customers and satisfy this need through marketing. Introduction about the satisfaction Customer satisfaction and marketing strategies go hand in hand. If the marketing strategies adopted by the company are not in proper lines, it will pave way of customer dissatisfaction. So management should focus their attention in adopting right marketing strategies which in turn will satisfy the customers. Only if the customers are satisfied with regard to quality, service and promotional activities, they will remain as customer forever. In this highly competitive world, the customers have several options. The entire market has drifted away from sellers market to buyers market. So it should be the objective of any organization to adopt the best possible marketing strategies to retain the customers. Definition It is a measure of how products and services supplied by a company meet or surpass customer expectation. It is seen as a key performance indicator within business and is part of the four perspectives of a balanced scorecard. In a competitive market place where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy. Measuring customer satisfaction Organizations are increasingly interested in retained in existing customers while targeting non-customers; measuring customer satisfaction provides an indication of how successful the organization is at providing products and\or services to the place. Customer satisfaction is an ambiguous and abstract concept and the actual manifestation of the state of satisfaction will vary from person to person and
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product\service to product\service. The state of satisfaction depends on a number of both psychological and physical variables which correlate with satisfaction behaviors such as return and recommend rate. The level of satisfaction can also vary depending on other options the customer may have and other products against which the customer can compare the organizations products. Because satisfaction is basically a psychological state, care should be taken in the effort of quantitative measurement, although a large quantity of research in this area has recently been developed. Work done by Berry, Broduer between 1990 and 1998 defined Ten Quality Values whish influence satisfaction behavior, further

expanded by Berry in 2002 and known as the ten domains of satisfaction. These ten domains of satisfaction include: Quality, Value, and Timeliness. Efficiency, Ease of Access, Environment, Interdepartmental Teamwork, Front Line Service Behaviors, and Commitment to the Customer and Innovation. These factors are emphasized for continuous improvement and organizational change measurement and are most often utilized to develop the architecture for satisfaction measurement as an integrated model. Customer is always right Customer is always right, right? Well, thats what the playbook for any successful business says. Satisfying customers may seen like a no-brainer, but the method and psychology behind securing a loyal following takes more than discount coupons and free balloons. Studies show that customers are usually lost for three primary reasons: bad service, bad products, and competition. Satisfaction is a function of perceived performance and expectation. If the expectation falls short of expectation, the customer is dissatisfied. If the performance exceeds expectations, the customer is highly satisfied or delighted.

Companies are aiming for high satisfaction because customers who are just satisfied still find it easy to switch when a better offer comes along. Those who are
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just satisfied still find it easy to switch when a better offer comes along. Those who are highly satisfied are much less ready to switch. High dissatisfaction or delight creates an emotional bond with the brand, not just a rational preference. The results are high customer loyalty. Some of todays most successful companies are raising expectations and delivering performances to match. The companies are TCS-Total Customers Satisfaction. The key in generating high customer loyalty is to deliver high customer value. In addition to tracking customer value expectations and satisfaction, companies need to monitor their competitors position in these areas. For customer centered companies, customer satisfaction is both a goal and a marketing tool. Although the customer-centered firm seeks to create high customer satisfaction, its main goal is not to maximize customer satisfaction. If the company increases customer satisfaction by lowering its price or increasing its services, the result may be lower profit.

1.2 Industry profile India Biscuits Industry is the largest among all the food industries and has a turn over of around Rs.3000 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 production. India Biscuits Industry came into limelight and started gaining a sound status in the bakery industry in the later part of 20th century when the urbanized society called for ready made food products at a tenable cost. Biscuits were assumed as sickman's diet in earlier days. Now, it has become one of the most loved fast food products for every age group. Biscuits are easy to carry, tasty to eat, cholesterol free and reasonable at cost. States that have the larger intake of biscuits are Maharashtra, West Bengal, Andhra Pradesh, Karnataka, and Uttar Pradesh. Maharashtra and West Bengal, the most industrially developed states, hold the maximum amount of consumption of biscuits. Even, the rural sector consumes around 55 percent of the biscuits in the bakery products. The total production of bakery products have risen from 5.19 lakh tonnes in 1975 to 18.95 lakh tonnes in 1990. 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 production capacity of wafer biscuits is 60 MT and the cost is Rs.56, 78,400 with a motive power of 25 K.W. Indian biscuit industry has occupied around 5560 percent of the entire bakery production. Few years back, large scale bakery manufacturers like Cadbury, nestle, and Brooke bond tried to trade in the biscuit industry but couldn't hit the market because of the local companies that produced only biscuits. The Federation of Biscuit Manufacturers of India (FBMI) has confirmed a bright future of India Biscuits Industry. According to FBMI, a steady growth of 15
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percent per annum in the next 10 years will be achieved by the biscuit industry of India. Besides, the export of biscuits will also surpass the target and hit the global market successfully.

Segments: The organized and unorganized sector of the biscuit industry is in the proportion of 55%:45% ratio.

Exports of biscuit are estimated to around 10% of the annual production during the year 2006-07.

Import of biscuit into India has not shown any significant growth during the last two years and has not affected production/sales by the Indian Biscuit industry.

Marketing: Wholesale and Retail marketing in the Biscuit industry is carried out with a network of C & F Agencies (for States and/specific Districts) Dealers /Wholesalers and Retail shops.

Biscuit Industry, especially the Small & Medium Sector, consisting of around 150 units(besides three Large Industries), are facing erosion in their profitability and competitive capability, due to imposition of Value Added Tax (VAT) by the State Governments @ 12.5% on Biscuits, compared to VAT oat 4% levied on other similar food products.

Taxation: On behalf of the industry, IBMA has been pursing the issue with the Chief Ministers/Finance Ministers of all States and also with the Chairman of the Empowered Committee on VAT, seeking reduction in the rate of VAT on biscuit to 4%. IBMA estimates annual growth in the range of 15% to 20% during the next five years, in the event of reduction in the rate of VAT on Biscuits to 4%.

Per capita consumption of Biscuits in the country is only 1.8 kg, as compared to 2.5 kg to 5.5 kg in South eastern countries and European countries & USA respectively.

Main Categories of Biscuits are broadly as under: Glucose, Marie. Sweet, Salty. Cream, & Milk

Popular Brands of Biscuits in the country are, Britannia, Parle,Sunfeast,Priyagold,Anmol,Biskfarm,Dukes,Cremica,Bonn,Bhagwati,Raja,etc

1.3 Company profile 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 Britannia today. The beginnings might have been humble-the dreams were anything but. By 1910, with the advent of electricity, Britannia mechanized its operations, and in 1921, it became the first company east of the Suez Canal to use imported gas ovens. Britannia's business was flourishing. But, more importantly, Britannia was acquiring a reputation for quality and value. As a result, during the tragic World War II, the Government reposed its trust in Britannia by contracting it to supply large quantities of "service biscuits" to the armed forces. In 1975, the Britannia Biscuit Company took over the distribution of biscuits from Parry's who till now distributed Britannia biscuits in India. In the subsequent public issue of 1978, Indian shareholding crossed 60%, firmly establishing the Indianness of the firm. The following year, Britannia Biscuit Company was rechristened Britannia 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 "Britannia Khao, World Cup Jao" promotion further fortified the affinity consumers had with 'Brand Britannia'.

Britannia strode into the 21st Century as one of India's biggest brands and the pre-eminent food brand of the country. It was equally recognized for its innovative approach to products and marketingIn 2002, Britannia's New Business Division formed a joint venture with Fonterra, the worlds second largest Dairy Company,

Britannia New Zealand Foods Pvt. Ltd. was born. In recognition of its vision and accelerating graph, Forbes Global rated Britannia 'One amongst the Top 200 Small Companies of the World', and The Economic Times pegged Britannia India's 2nd Most trusted Brand. 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 populations and a strong management at the helm means Britannia will continue to dream big on its path of innovation and quality. And millions of consumers will savor the results, happily ever after.

PRODUCT PROFILE Britannia Milk Bikis are round biscuits come with smiley faces and are full of milk cream and are mainly preferred by kids who dislike drinking milk. With a unique and attractive honeycomb design these biscuits provide energy and developmental fuel for the children. The essential nutrients in these biscuits are 4 vital vitamins, iron and iodine which help in providing mental and physical development in growing kids. Britannia Treat Biscuit has a range of tasty delights for all kids with yummy creamy treasures within the biscuit shells. Britannia Treat offers a wide variety of flavors, such as the classic Bourbon & Elaichi, the Fruit Flavored Creams such as Orange, Pineapple, Mango, and Strawberry, the Jam Filled Centers under the Jim Jam range, and the Duet Range. Britannia 50-50 Biscuit is a very tasty family crackers snack. The versatile and youthful brand constantly aims to provide a novel and exciting taste.

Britannia Bourbon Chocolate Biscuit is a thick, rich and delicious chocolate packed between two crunchy chocolate biscuits, topped with sugar crystals. This biscuit is available in different varieties such as Nano Pack, Party Pack, and Hang out Pack, Gift Pack and Pocket Pack. These chocolate couplets can be enjoyed inside with sips of coffee chilling with friends with lots of gossip and gupshup, while reading a book or having a great hangout at a party. Britannia Cookies are the best nutritious and wholesome snack option. Also the cookies segment is growing at 25 cent with consumers upgrading from staple biscuits such as glucose and Marie to cookies. Britannia Almond Biscuits is the product, with wholesome goodness of milk and almond in a cookie format, was a delightful combination delivering additional nutrition, important especially for children's growth and development.

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CHAPTER-2 RESEARCH METHODOLGY

2.1 NEED FOR THE STUDY This report is an outcome of a study undertaken for the customers brand preference among BRITANNIA BISCUITS. The main research objectives are to study the opinion of the customer regarding the cost, quality, taste, purity and health aspects. The data is collected by means of distributed structural questionnaire to the people those who are using the branded milk. The data collected has been subjected to analysis and interpretation on the basis of objectives and suggestions has been given at the end, which will help the customer to recommend the brand to the others and the manufactures may also be aware about it. 2.2OBJECTIVES OF THE STUDY y To study about the various factors this determines the levels of customer preference among different varieties of biscuits. y To evaluate opinion of the customers about their preferences, the parameters to improve the sales. y To give suggestions to the concerned management for improving the customer satisfaction. 2.3 RESEARECH DESIGN y The research design is the plan and structure of investigation so conceived as to obtain answer to research questions. Since the problem of the research is already known, the researcher has the study, which is descriptive in nature.

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2.4 DATA COLLECTION A. PRIMARY DATA B. SECONDARY DATA A. PRIMARY DATA A study on brand preference among the customer using branded milk in our area was done through field survey. Questionnaire method was used for the field survey. Questionnaire method was used and the information was collected from the 140 sample respondents. QUESTION TYPE The question contains open-ended, multiple choice questions and also dichotomous questions. OPEN-ENDED QUESTIONS Questions that the respondent can answer in a free- flowing format without restricting the range of choices to a set of specific alternatives suggested by the researcher. MULTIPLE CHOICE QUSETIONS It is formed with a view that the respondents can answer from among the given choices. These type of questions can save the valuable time of the respondents. DICHOTOMOUS QUSETIONS In this type of questions, the respondents have to choose only Yes or No. This type of questions can save the value time of the respondents. B.SECONDARY DATA Secondary sources of information are obtained through observation and analysis of records such as company profile, product profile, and websites.

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CHAPTER-3

DATA ANALYSIS AND INTERPRETATION Data analysis is essential for a scientific study and for ensuring that the relevant data was used for making contemplated comparison and analysis. Interpretation is essential for the simple reason that the usefulness and utility of research findings lies in proper interpretation. SAMPLING METHOD Sampling is a process of selecting a sufficient number of clients from the population, so that a study of sample and understanding of its properties or characteristics would make it possible for us to generate such properties and characteristics. In the study, the researcher has adopted the convenience sampling techniqueConveniently available to provide .In this study, the researcher has selected 140 sampling size from the unknown population. SAMPLING SIZE The number of sample taken for the study is 150. The samples taken for the study belong to the area surrounding to Coimbatore & Tirupur. TOOLS USED FOR ANALYSIS Percentage analysis is the tool analysis the collected data and to find out the position. It is used to compare one response with that of the other Percentage of response= [No of respondents / total no of respondents] *100 Bar charts and Pie charts have been used for representing through graphical method.

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TABLE NO: 3.1 AGE OF THE RESPONDENTS

Age Less than 20 21-40 41-60 61 and Above Total

Frequency Percent 13 75 48 14 150 8.7 50.0 32.0 9.3 100.0

INTERPRETATION From the above table it is clear that 50.0% of the respondents belong to age between 21 - 40. This shows that they are highly aware of the product. 32.0% of the respondents belong to age between 41 - 60. They are working age people who buy the product for their family. The rest of the respondent for old age people and young students who are less in number compared to other age people.

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CHART NO: 3.1

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TABLE NO: 3.2

OCCUPATION OF THE RESPONDENTS

Occupation Student Govt-employee Businessmen Housewife Professional Total

Frequency Percent 52 34 28 22 14 150 34.7 22.7 18.7 14.7 9.3 100.0

INTERPRETATION From the above table it is clear that 34.7% of the respondent of students. 22.7% of the respondents are government employees, 18.7% of the respondents are business man, 14.7% of the respondents are house wives, and 9.3% of the respondents are professionals.

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CHART NO: 3.2

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TABLE NO: 3.3

NUMBER OF FAMILY MEMBERS OF THE RESPONDENTS

Family Members Frequency Percent Below Four Four or Five Six and Above Total 36 99 15 150 24.0 66.0 10.0 100.0

INTERPRETATION From the above table it is clear that 66.0% of respondents have a family with members four or five, 24.0% of the respondents have a family of below four members, and 10.0% of respondents have a family with members six and above.

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CHART NO: 3.3

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TABLE NO: 3.4

FAMILY INCOME OF THE RESPONDENTS

Family Income Frequency Percent Below 10000 10000-20000 21000-30000 31000 and Above Total 37 98 14 1 150 24.7 65.3 9.3 .7 100.0

INTERPRETATION From the above table it is clear that 65.3% of the respondents have a family income between 10,000- 20, 000, 24.7% of the respondents family income below 10,000, 9.3% of the respondents have a family income between 210000- 30,000, 0.7% of the respondents have a family income of 31,000 and above.

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CHART NO: 3.4

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TABLE NO: 3.5 FREQUENCY OF PURCHASE OF THE RESPONDENTS

Frequency of purchase Frequency Many times a day Few times a day Once a day Few times a month Few times a week Total 3 17 67 18 45 150

Percent 2.0 11.3 44.7 12.0 30.0 100.0

INTERPRETATION From the above table it is clear that 44.7% of the respondents consume the biscuits once a day. 30.0% of the respondents consume the biscuits few times a week. 12.0% of the respondents consume the biscuits few times a month. 11.3% of the respondents consume the biscuits few times a day. 2.0% of the respondents consume the biscuits many times a day.

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CHART NO: 3.5

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TABLE NO: 3.6 PREFERRED WEIGHT OF BISCUIT PACKETS BY THE RESPONDENTS

Weight 53g 102g 121g 143g 200g Total

Frequency 22 56 43 18 11 150

Percent 14.7 37.3 28.7 12.0 7.3 100.0

INTERPRETATION From the above table it is clear that 37.3% of respondents preferred 102g packets, 28.7% of respondents preferred 121g packets, 14.7% of respondents preferred 53g packets, 12.0% of respondents preferred 143g packets, the rest of the respondents prefer 200g packets.

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CHART NO: 3.6

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TABLE NO: 3.7 ATTRACTED MEDIA OF THE RESPONDENTS

Media Word of mouth Advt. through Print Media Advt. through TV Total

Frequency 19 17 114 150

Percent 12.7 11.3 76.0 100.0

INTERPRETATION From the above table it is clear that 12.7% of respondents buy the product because of others reference, the majority of respondents that is 76.0% buy because of the advertisements through Televisions. The rest of the respondents buy because of advertisements threw Print Media.

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CHART NO: 3.7

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TABLE NO: 3.8 OPINION OF THE RESPONDENTS REGARDING BRITANNIA PRODUCTS

Opinion Highly Satisfied Satisfied Neither Satisfied Nor Dissatisfied Total

Frequency 37 108 5 150

Percent 24.7 72.0 3.3 100.0

INTERPRETATION From the above table it is clear that 72.0% of the respondents are satisfied with the product. 24.7% of the respondents are highly satisfied with the product.The rest of the respondents are neither satisfied nor dissatisfied.

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CHART NO: 3.8

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TABLE NO: 3.9 LEVEL OF PROMOTIONAL ACTIVITIES AMONG THE RESPONDENTS

Level of promotion Excellent Very good Good Moderate Total

Frequency 10 61 58 21 150

Percent 6.7 40.7 38.7 14.0 100.0

INTERPRETATION From the above table it is clear that 38.7% of the respondents feel that the promotional activities provided by the company are good. 40.7% of the respondents feel that the promotional activities provided by the company are very good.6.7% of the respondents feel that the promotional activities provided by the company are excellent. The rest of the respondents feel it as moderate.

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CHART NO: 3.9

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TABLE NO: 3.10 PREFERRED PROMOTIONAL ACTIVITY AMONG THE RESPONDENTS

Promotional activity Discount Gift Prize Buy One Get One Free Contest Offering extra quantity with same price Total

Frequency 56 15 10 6 6 57 150

Percent 37.3 10.0 6.7 4.0 4.0 38.0 100.0

INTERPRETATION From the above table it is clear that 38.0% of the respondents prefer offering extra quantity with same price. 37.3% of the respondents prefer discount. 10.0% of respondents prefer gift. 6.7% of the respondents prefer prize. The rest of the respondents prefer buy one get one free and contest as the promotional activity.

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CHART NO: 3.10

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TABLE NO: 3.11 OPINION OF THE RESPONDENTS REGARDING THE PRICE OF THE PRODUCT

Price level Frequency Percent High Optimum Low Total 22 127 1 150 14.7 84.7 .7 100.0

INTERPRETATION From the above table it is clear that 84.7% of the respondents feel that the price of the product is optimum. 14.7% of the respondents feel that the price of the product is high. Only 0.7% feels that the price is low.

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CHART NO: 3.11

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TABLE NO: 3.12 PREFERRED SPECIALTY OF THE PRODUCT AMONG THE RESPONDENTS

Specialty Service Quality Packing price All he Above Total

Frequency 4 86 17 11 32 150

Percent 2.7 57.3 11.3 7.3 21.3 100.0

INTERPRETATION From the above table it is clear that 57.3% of the respondents feel the quality is special in the product. 11.3% of the respondents feel the packing is special in the product. 7.3% of the respondents feel that price is special in the product.2.7% of the respondents feel the service is special in the product. The rest of the respondents feel that all the above are the specialty factors in the products.

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CHART NO: 3.12

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TABLE NO: 3.13

MODE OF THE PURCHASE OF THE RESPONDENTS

Mode of Purchase Frequency Retailer Agency Wholesaler Total 106 14 30 150

Percent 70.7 9.3 20.0 100.0

INTERPRETATION From the above table it is clear that majority of the respondents that is 70.7% buy from the retailers. 20.0% of the respondents buy from the wholesalers. The rest of the respondents buy directly from the agency.

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CHART NO: 3.13

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TABLE NO: 3.14

BRAND IMAGE OF THE PRODUCT AMONG THE RESPONDENTS

Brand Image Frequency Percent Excellent Very good Good Moderate Total 20 82 45 3 150 13.3 54.7 30.0 2.0 100.0

INTERPRETATION

From the above table it is clear that about 54.7% of the respondent feel that brand image of the product is very good. 30.0% of the respondent feel that brand image of the product is good. 13.3% of the respondent feel that brand image of the product is excellent. The rest of the respondents feel it as moderate.

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CHART NO: 3.14

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TABLE NO: 3.15

LEVEL OF MARKETING LITERATURE AMONG THE RESPONDENTS

Marketing Literature Frequency Percent Excellent Very good Good Moderate Bad Total 13 71 57 8 1 150 8.7 47.3 38.0 5.3 .7 100.0

INTERPRETATION From the above table it is clear that about 47.3% of the respondents feel that brand image of the product is very good. 38.0% of the respondents feel that brand image of the product is good. 8.7% of the respondents feel that brand image of the product is excellent. 5.3% of the respondents feel it as moderate and only 0.7% of the respondents feel as bad.

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CHART NO: 3.15

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TABLE NO: 3.16

LEVEL OF AVAILABILITY OF THE PRODUCT

Availability Highly satisfied Satisfied Neither Satisfied Nor Dissatisfied Total

Frequency 23 111 16 150

Percent 15.3 74.0 10.7 100.0

INTERPRETATION

From the above table it is clear that about 74.0% of the respondents are satisfied with the availability of the products. 15.3% of the respondents are highly satisfied with the availability of the products. 10.7% of the respondents are neither satisfied nor dissatisfied with the availability of the products.

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CHART NO: 3.16

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TABLE NO: 3.17 PREFERENCE OF CHANGE IN THE PRODUCT AMONG THE RESPONDENTS

Change Yes No Total

Frequency Percent 24 126 150 16.0 84.0 100.0

INTERPRETATION From the above table it is clear that about 84.0% of the respondents do not prefer any change in the product and only 16.0% of respondents prefer changes in the product.

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CHART NO: 3.17

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TABLE NO: 3.18 OPINION REGARDING IMPACT ON OBESITY BY THE PRODUCTS

Impact on obesity Frequency Percent Yes No Total 30 120 150 20.0 80.0 100.0

INTERPRETATION From the above table it is clear that about 80.0% of the respondents feel that the product does not have any impact on obesity and only 20.0% of the respondents feel that the products have impact on obesity.

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CHART NO: 3.18

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TABLE NO: 3.19 OPINION REGARDING THE LEVEL OF CALORIE

Level of Calorie Highly satisfied Satisfied Neither Satisfied Nor Dissatisfied Total

Frequency 29 112 9 150

Percent 19.3 74.7 6.0 100.0

INTERPRETATION From the above table it is clear that about 74.7% of the respondents are satisfied with the calorie of the products. 19.3% of the respondents are highly satisfied with the calorie of the products. 6.0% of the respondents are neither satisfied nor dissatisfied with the calorie of the products.

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CHART NO: 3.19

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TABLE NO: 3.20 NEXT PREFERENCE OF THE RESPONDENT

Next preference Frequency Sun feast Parle Horlicks Complan None Total 68 25 16 11 30 150

Percent 45.3 16.7 10.7 7.3 20.0 100.0

INTERPRETATION From the above table it is clear that about 45.3% of the respondents are buying Sun feast if Britannia is not available. 16.7% of the respondents are buying Parle if Britannia is not available. 10.7% of the respondents are buying Horlicks if Britannia is not available. 7.3% of the respondents are buying Complan if Britannia is not available and about 20.0% of the respondents have no other option except Britannia which shows their brand loyalty.

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CHART NO: 3.20

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TABLE NO: 3.21 VARIETY PREFERRED AMONG THE RESPONDENTS

Variety Milk Bikis Treat 50-50 Bourbon Cookies Almond Tiger Nice Maska Chaska Marie Gold Vita Marie Good Day Little Hearts

No. of Respondents 51 40 30 35 32 16 37 22 19 34 28 38 35

Percentage 34 27 20 23 21 10 25 15 13 23 19 25 23

INTERPRETATION

From the above table it is clear that 34% of the respondents buy Milk Bikis, 27% of the respondents buy Treat, 25% of the respondents buy Good Day and also the same amount of respondents buy Tiger, 23% of the respondents buy Bourbon and the same amount of respondents buy Marie Gold, Little Hearts, 21% of the respondents buy Cookies , 20% of the respondents buy 50-50, 34% of the respondents buy Vita Marie, 19% of the respondents buy Maska Chaska, 10% of the respondents buy Almond Biscuits.

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10

20

30

40

50

60

0 Milk Bikis Treat 50-50 Bourbon Cookies Almond Tiger Nice Maska Chaska Marie Gold Vita Marie Good Day Little Hearts

CHART NO: 3.21

55

Percentage

No. of Respondants

CHI-SQUARE ANALYSIS

Age and Promotion Factors

AGE below20 21-40 41-60 above61 Total

Residual -24.5 37.5 10.5 -23.5

PROMOTION 3 4 5 6

Residual 31.0 3.0 -6.0 -28.0

Test Statistics

FACTORS Chi-Square df Asymp. Sig.

Age 71.173a 3 .000

Promotion Factors 59.667b 4 .000

a. 0 cells (.0%) have expected frequencies less than 5. The minimum expected cell frequency is 37.5.

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b. 0 cells (.0%) have expected frequencies less than 5. The minimum expected cell frequency is 30.0.

Null Hypothesis

: There is no significant relationship between factors

Alternative Hypothesis: There is a significant relationship between factors

INFERENCE Chi-square value : 7.595

Degree of freedom : 7 Table value : 59.667

The result of chi-square (7.595) is more than the table value so there is a no significant Relationship between the Age and promotion factors.

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Occupation and price & market factors Price and Marketing Factors

Occupation

Residual

Residual 6.0 43.0 -49.0 12.0. -49.0

student govt-emp business house wife profession Total

22.0 no 4.0 3 -2.0 4 -8.0 6 -16.0 4

Test Statistics Price and Marketing Factors 85.720b 2 .000

Occupation Chi-Square df Asymp. Sig. 27.467a 4 .000

a. 0 cells (.0%) have expected frequencies less than 5. The minimum expected cell frequency is 30.0. b. 0 cells (.0%) have expected frequencies less than 5 . The minimum expected cell frequency is 50.0.

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Null Hypothesis

: There is no significant relationship between factors

Alternative Hypothesis: There is a significant relationship between factors INFERENCE Chi-square value : 7.595

Degree of freedom : 6 Table value : 27.467

The result of chi-square (7.595) is more than the table value so there is a significant No Relationship between the Occupation and price & market factors.

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CHAPTER 4
FINDINGS y y y Most of the respondents consume biscuits only once a day. It was found that 102g weight packet is mostly preferred among the respondents. Offering extra quantity with the same price is the promotional activity preferred by the respondents. y y y y y y It was found that respondents feel that the price of the product is optimum. Majority of the respondents feel that the biscuits dont have impact on obesity. The respondents are satisfied with the calorie contents of the product. Most of the respondents were highly satisfied with the quality of the product. Advertisement through television was very effective among the respondents. Majority of the respondents do not prefer changes such as taste, flavor, size, in the biscuits. y According to this survey the immediate competitor of Britannia is sun feast.

SUGESSTIONS y y y Advertisement through other Medias may be influenced to get growth in sales. The advertisement is promoted in such a way that it may cover people of all age groups. Product differentiation is in such a way that it may promote and create awareness among the population. y The preferred promotional activity among the public may be implemented to achieve more customer satisfaction.

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CONCLUSION

A Study on Customer Satisfaction of Britannia Biscuits was used to detect the customer satisfaction of Britannia users. This survey is highlighted on specific area to determine the customer utilization of Britannia at the exceeding level or not and also the survey used to identify the important factors which influencing the Britannia. From the detailed studies conducted it is seen that there is a direct relation with the customer satisfaction and many other factors. Problem to customer satisfaction have been defined and necessary suggestion have been provided. The product is already well established among the population in its quality aspects. Further improvement is possible by providing many promotional activities preferred by the population.

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Appendix1 A Study on Customer Satisfaction in Britannia Biscuits

1. Name : 2. Location : 3. Age : a) Below 20 b) 21-40 c) 41-60 d) 61& above 61 4. Occupation: a) Student b) Govt-employee c) Businessmen d) Housewife e) Professional 5. How many members are there in your family? a) Below Four b) Four or Five c) Six or Above 6. Income of your family: a) Below 10000 b) 10000 to 20000 c) 21000 to 30000 d) 31000 and Above 7. How frequently you use Britannia products? a) Many times a day b) Few times a day c)Once a day d) Few times a week e) Few times a month f) Havent used it yet 8. Which Variety of Britannia biscuit you prefer? a) Milk Bikis b) Treat c)50-50 d) Bourbon e) Cookies f) Almond g) Tiger h) Nice i) Maska Chaska j) Marie Gold k) Vita Marie l) Little Hearts m) Goodday 9. From among the following which weight you prefer to buy? a) 53g b) 102g c) 121g d) 143g e) 200g 10. What is your opinion about our product? a) Highly Satisfied b) Satisfied c) Neither Satisfied Nor Dissatisfied d) Dissatisfied e) Highly Dissatisfied 11. Which one of the media attracted you the most? a) Word of Mouth b) Advt. through Print Media c) Advt. through Television 12. What is the level of promotional activity provide by the company? a) Excellent b)Very Good c) Good d) Moderate e)Bad f) Very Bad

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13. Which type of promotional activity you prefer? a) Discount b) Gift c) Prize d) Buy One Get One Free e) Contest d) Offering Extra Quantity with Same Price 14. What do you feel about the price of Britannia products? a) Very High b) High c) Optimum d) Low e) Very Low 15. What is the specialty of Britannia products? a) Service b) Quality c) Packing d) Price e) All the above 16. What is your mode of purchase? a) From retailer b) From agency c) From Wholesaler

17. State your level of satisfaction regarding the dealers (wholesaler & retailer only?) a) Highly Satisfied b)Satisfied c) Neither Satisfied Nor Dissatisfied d)Dissatisfied e) Highly Dissatisfied 18. State your opinion regarding Brand Image of Britannia Company? a) Excellent b)Very Good c) Good d) Moderate e)Bad f) Very Bad 19. How would you rate Britannia Company marketing literature and strategy? a) Excellent b)Very Good c) Good d) Moderate e)Bad f) Very Bad 20. State your level of satisfaction on availability of Britannia products? a) Highly Satisfied b)Satisfied c) Neither Satisfied Nor Dissatisfied d) Dissatisfied e) Highly Dissatisfied 21. Do you want changes in taste, flavor of biscuits? a) Yes b) No 22. Do Britannia biscuits have impact on obesity? a) Yes b) No 23. Is Britannia products preferred by children? a) Yes b) No

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24. What is your satisfactory level regarding the calorie content of Britannia biscuits? a) Highly Satisfied b) Satisfied c) Neither Satisfied Nor Dissatisfied d) Dissatisfied e) Highly Dissatisfied 25. In absence of Britannia products which you prefer to buy next? a) Sun Feast b) Parle c) Horlicks d) Complan e) None 26. Do you recommend Britannia products to others? a) Yes b) No 27. Do you have any complaints against our product? a) Yes b) No (If Yes, What.) 28. Do you have any suggestion to improve the quality of the product? a) Yes b) No (If Yes, What.)

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BIBILIOGRAPHY
1. Books K.Sekaran, Research Methods for Business, A Skill Building Approach, John Wiley & Sons Ltd U.K, Fourth Edition, 2009 Page No.(218-223). R.Nandhagopal, K.Arul Rajan, N.Vivek, Research Methods In Business, Excel Books, 2008, Page No.(13-21), (83-91). 2. Thesis N.Manonmani, A Study On Customer Satisfaction Of Cheran food House, Under the guidance of Mr.R.Rajendran MBA,MCA., 3. Website http://en.wikipedia.org/wiki/Descriptive_research http://en.wikipedia.org/wiki/research http://business.mapsfindia.com/india_industry/biscuits.html http://www.ibmabiscuits.in/biscuit_industry_profile.html http://www.britannia.co.in

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