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  2. 2. STUDENT DECLARATION I hereby declare that the research work embodied in the dissertation entitled “CONSUMERS’ PREFERENCE TOWARDS SUNFEAST BISCUITS (ITC), BANGALORE” has been carried out by me under t h e guidance and supervision of Sumithra Sreenath, Professor, M.P Birla Institute of Management, Bangalore. I also declare that this dissertation has not been submitted to any other university/institution for the award of any other degree/diploma. Place: Bangalore Date: (Ms. Priyadarshini) (Reg No: 09XQCMA071)M.P. BIRLA INSTITUTE OF MANAGEMENT Page 2
  3. 3. PRINCIPAL CERTIFICATE I hereby certify that the research work embodied in the dissertation entitled “CONSUMERS’ PREFERENCE TOWARDS SUNFEAST BISCUITS (ITC), BANGALORE” has been carried out by Ms. Priyadarshini bearing Registration number 09XQCMA071 under the supervision and guidance of Sumithra Sreenath, Professor, M.P Birla Institute of Management, Bangalore. Place: Bangalore (Dr. Nagesh S. Malavalli) Date : PrincipalM.P. BIRLA INSTITUTE OF MANAGEMENT Page 3
  4. 4. GUIDE CERTIFICATE This is to certify that this dissertation entitled “CONSUMERS’ PREFERENCE TOWARDS SUNFEAST BISCUITS (ITC), BANGALORE” is an offshoot of research work carried out by Ms. Priyadarshini bearing Registration number 09XQCMA071 of M. P. Birla Institute of Management, Bangalore in partial fulfilment of the requirements for the award of the Degree of Master of Business Administration at Bangalore University, under my guidance and supervision. Place: Bangalore (Prof. Sumithra Sreenath) Date : GuideM.P. BIRLA INSTITUTE OF MANAGEMENT Page 4
  5. 5. ACKNOWLEDGMENT Any successful work is always a product of many hands coming together in co- operation and assistance. This work is no different. A number of people are r e s p o n s i b l e for a c c o m p l i s h m e n t o f t h i s t a s k . Their g u i d a n c e a n d suggestions were highly helpful to me. I also express my sincere gratitude to my friends for helping me more than one way. (Ms. Priyadarshini) (Reg No: 09XQCMA071)M.P. BIRLA INSTITUTE OF MANAGEMENT Page 5
  6. 6. TABLE OF CONTENTSCHAPTER NO. PARTICULARS PAGE NOS. Executive Summary 9 - 10 Chapter 1 Introduction 1.1 Background of the study 12 1.2 Industry & Company profile 13 – 36 Chapter 2 Review of Literature 37 - 39 2.1 Research Gap 439 Chapter 3 Research Methodology 40 – 41 3.1 Statement of problem 42 3.2 Need, Scope & 43 - 44 Limitations of Study 3.3 Objective of Research 45 Chapter 4 Data analysis & 46 - 66 Interpretation 4.1 Chi square Test 67 - 69 Chapter 5 Finding, Recommendations, Conclusion 5.1 Key Research Findings 71 5.2 Recommendations 72 - 73 5.3 Conclusion 74 Annexure Bibliography 75 Questionnaire 76 – 82M.P. BIRLA INSTITUTE OF MANAGEMENT Page 6
  9. 9. EXECUTIVE SUMMARYSun feast is one of the major and popular brand of biscuit which is launched by ITC in 2003,The growth of Sunfeast Biscuits has been tremendous and has acquired a significant amountof market share in short period of time by overcoming big players in the market.ITC isprofessionally managed focused on meeting the customer requirements for a large componentof their spend across fashion, food, home and lifestyle segments.The objective of the project is to know the consumers preferences for Sunfeast Biscuits, tostudy the Market Potential of Sunfeast Biscuit and the report contains a brief introduction ofSunfeast. The company Sunfeast has interests in various sectors and they provide consistentquality products to meet the customer requirements.Satisfying our customers is an essential element to staying in business in this modern worldof global competition. We must satisfy and even delight our customers with the value of ourproducts and services to gain their loyalty and repeat business.Customer satisfaction is therefore a primary goal of process improvement programs. So howsatisfied are our customers? One of the best ways to find out is to ask them using CustomerSatisfaction Surveys. These surveys can provide management with the information they needto determine their customers level of satisfaction with their products and with the servicesassociated with those products. Employees and the management of the store can use thesurvey information to identify opportunities for improving the existing product variants andto introduce new products. This project includes details on designing your own customersatisfaction questionnaire, tracking survey results and turn survey data into usefulinformation.This report clearly mentions objective of the study and the research methodology utilized.Both primary data and secondary data are used for the study. The data collection method usedis structured non disguised questionnaire in which the types of questions used are of multiplechoice.The report contains a detailed view of the tasks, which have been undertaken to analyze themarket of Sunfeast. Various sets of questionnaire have been prepared to know the preferencesof consumers about the Sunfeast Biscuits. The research areas are Bangalore. To increase itsM.P. BIRLA INSTITUTE OF MANAGEMENT Page 9
  10. 10. consumption, more schemes like „Seasonal Schemes‟ and other schemes can be given to theconsumers.A detailed survey of the consumers was carried to find out their preferences for Sun feastBiscuits. The details of the methodology are stated below.Area is Bangalore research design: Exploratory and descriptive. Sources of information areprimary and secondary data. Data collection method structured non designed questionnaire.Types of questions used open ended, multiple choice and close ended. Sampling method israndom sampling.In this study I found that most of the consumers prefer Britannia as their 1st preference andthen Sunfeast.It is a research on “Consumer Preference towards Sun feast Biscuits (ITC)”. For this aquestionnaire consisting of 23 questions was prepared (a sample has been enclosed in theannexure) and survey was conducted with convenient sampling technique being adopted andthe sample size was restricted to 100.Based on the responses, the data is graphically represented, analyzed and interpreted andbased on these, the findings, recommendations and conclusions are stated.M.P. BIRLA INSTITUTE OF MANAGEMENT Page 10
  12. 12. BACKGROUND OF THE STUDYConsumer preference is the way in which consumers in a free market choose to divide theirexpenditure in purchasing goods and services. Using a number of assumptions, anindividual‟s preference can be built up into a utility.The idea that customers prefer one product or one service over another is not new. Theability to identify and measure the elements of such preference decisions with any accuracyand reliability has only recently become available.Research into this area of consumer behavior has brought understanding to some of the majorissues with standard customer satisfaction research. Most importantly, we have come torealize that high customer satisfaction does not assure continued customer preference.Satisfaction research over the past fifteen years demonstrates that high satisfaction scores,while a measure of corporate performance on a set of important criteria, do not adequatelyexplain the composition of preference formation and therefore often serve as insufficientpredictors of sustained preference or what is normally referred to as customer loyalty.Loyalty as a concept has also shown itself to be difficult to define. Like beauty, loyalty istruly in the eye of the beholder. We understand there are different types and degrees ofloyalty and some of these are not appropriate in describing the relationship between aconsumer and a company. However, preference (defined as The power or ability to chooseone thing over another with the anticipation that the choice will result in greater satisfaction,greater capability or improved performance) has demonstrated the ability to be effectivelymeasured and to provide meaningful insight into the choices consumers make when selectingone provider over another and when determining to continue a relationship over time.M.P. BIRLA INSTITUTE OF MANAGEMENT Page 12
  13. 13. INDUSTRY PROFILE: BISCUIT INDUSTRYIndia Biscuits Industry is the largest among all the food industries. India is known to be thesecond largest manufacturer of biscuits, the first being USA. It is classified under two sectors:organized and unorganized. The size of the biscuit industry is estimated to be about 1.95million tonnes valued at Rs. 68.6 billion of which organized sector produces about 57% ofbranded biscuits in volume terms and 64% in value terms. It has a turnover of aroundRs.3000 crores.In biscuit category we have three very large players Parle, Britannia and Sunfeast. Besides,there are about 50 medium players and about 2500 small scale units. In the unorganizedsectors we have over 30000 small, very small and tiny units spread all over the country. Ourbakery industry thus is quite big in that sense. Biscuit industry was also reserved for smallscale earlier. It was de-reserved in 1997-98. Since then the industry is growing at a rate ofover 10 per cent. Post de-reservation many local and regional players have started producingfor Parle or Britannia as franchised units. Glucose and Marie are two varieties of biscuitswhich represent the largest segments.India Biscuits Industry came into limelight and started gaining a sound status in the bakeryindustry in the later part of 20th century when the urbanized society called for ready madefood products at a tenable cost. Biscuits were assumed as sick-mans diet in earlier days.Now, it has become one of the most loved fast food product for every age group. Biscuits areeasy to carry, tasty to eat, cholesterol free and reasonable at cost. States that have the largerintake of biscuits are Maharashtra, West Bengal, Andhra Pradesh, Karnataka, and UttarPradesh. Maharashtra and West Bengal, the most industrially developed states, hold themaximum amount of consumption of biscuits. Even, the rural sector consumes around 55percent of the biscuits in the bakery products.The production capacity of wafer biscuits is 60 MT and the cost is Rs.56,78,400 with amotive power of 25 K.W. Indian biscuit industry has occupied around 55-60 percent of theentire bakery production. Few years back, large scale bakery manufacturers like Cadbury,Nestle, and Brooke bond tried to trade in the biscuit industry but couldnt hit the marketbecause of the local companies that produced only biscuits.M.P. BIRLA INSTITUTE OF MANAGEMENT Page 13
  14. 14. The Federation of Biscuit Manufacturers of India (FBMI) has confirmed a bright future ofIndia Biscuits Industry. According to FBMI, a steady growth of 15 percent per annum in thenext 10 years will be achieved by the biscuit industry of India. Besides, the export of biscuitswill also surpass the target and hit the global market successfully.Biscuit consumption per capita in India has grown to 2.1kg per capita in comparison to 10kgper capita consumption in USA , UK and Europe . GCC has consumption upto 6 kg per capita.According to IBMA, the biscuit industry in India witnessed annual growth as 15% in 2003-04,14% in 2004-05 and 2005-06, 13% in 2006-07, 15% in 2007-08 and 17% in 2008-09. Whilethe growth rate has been stagnating during last 4 years, it has picked up momentum during the2007-08 and the first quarter of 2008-09 mainly on account of exemption from Central ExciseDuty on biscuits with MRP up to INR 100 per kg, as per Union Budget for 2007-08.The organized biscuit manufacturing industry‟s annual production were around 1.1 million tonsin 2003-04, 1.25 million tons in 2004-05, 1.4 million tons in 2005-06, 1.6 million tons in 2006-07 and 1.7 tons in 2007-08.Rural -Urban market penetration for biscuits has been 75%/85% for urban market and 55%/65% for rural market. Branded /Organised to Unbranded/Unorganised market share of biscuithas been 60% for organised sector and 40% for unorganised sector.Biscuit consumption pattern in the country are Northern India 25%, Western India 23%,Southern India 24% and Eastern India 28%. Export share is around 15% of total production.M.P. BIRLA INSTITUTE OF MANAGEMENT Page 14
  15. 15. Major types of biscuit popular in Indian market are Glucose, Marie, Cream, Crackers,Digestive, Cookies and Milk. Major manufacturers are Britannia, Parle, ITC, Priyagold,Anmol, Biskfarm, Dukes, Cremica, Priya, Veeramani, Bonn, Bhagwati, Champion, Sobisco,Madhabi, Nezone, Windsor, Cookieman, Ankit, Shangrila, Nalanda, Unibic, Cookie Man,RajaBiscuitApart from major players such as Britannia, Parle, ITC there are around 150 medium to smallbiscuit factory in India. These Industries are now facing problem from increase of rawmaterial price.M.P. BIRLA INSTITUTE OF MANAGEMENT Page 15
  16. 16. The following diagram indicates the market share of each company in terms of revenue.Britannia occupies the major portion followed by Parle and Sunfeast. More than 75 % of themarket share is occupied by these three companies. The remaining is occupied by small andmedium companies.M.P. BIRLA INSTITUTE OF MANAGEMENT Page 16
  17. 17. COMPANY PROFILEITC was incorporated on August 24, 1910 under the name Imperial Tobacco Company ofIndia Limited. As the Companys ownership progressively Indianised, the name of theCompany was changed from Imperial Tobacco Company of India Limited to India TobaccoCompany Limited in 1970 and then to I.T.C. Limited in 1974. In recognition of theCompanys multi-business portfolio encompassing a wide range of businesses - Cigarettes &Tobacco, Hotels, Information Technology, Packaging, Paperboards & Specialty Papers, Agri-business, Foods, Lifestyle Retailing, Education & Stationery and Personal Care - the fullstops in the Companys name were removed effective September 18, 2001. The Companynow stands rechristened ITC Limited.The Company‟s beginnings were humble. The Company celebrated its 16th birthday onAugust 24, 1926, by purchasing the plot of land situated at 37, Chowringhee, (now renamedJ.L. Nehru Road) Kolkata, for the sum of Rs 310,000. This decision of the Company washistoric in more ways than one. It was to mark the beginning of a long and eventful journeyinto Indias future. The Companys headquarter building, Virginia House, which came up onthat plot of land two years later, would go on to become one of Kolkatas most veneratedlandmarks.Though the first six decades of the Companys existence were primarily devoted to thegrowth and consolidation of the Cigarettes and Leaf Tobacco businesses, the Seventieswitnessed the beginnings of a corporate transformation that would usher in momentouschanges in the life of the Company.ITCs Packaging & Printing Business was set up in 1925 as a strategic backward integrationfor ITCs Cigarettes business. It is today Indias most sophisticated packaging house.In 1975 the Company launched its Hotels business with the acquisition of a hotel in Chennaiwhich was rechristened ITC-Welcomgroup Hotel Chola. The objective of ITCs entry intothe hotels business was rooted in the concept of creating value for the nation. ITC chose thehotels business for its potential to earn high levels of foreign exchange, create tourisminfrastructure and generate large scale direct and indirect employment. Since then ITCsHotels business has grown to occupy a position of leadership, with over 100 owned andmanaged properties spread across India.M.P. BIRLA INSTITUTE OF MANAGEMENT Page 17
  18. 18. In 1979, ITC entered the Paperboards business by promoting ITC Bhadrachalam PaperboardsLimited, which today has become the market leader in India. Bhadrachalam Paperboardsamalgamated with the Company effective March 13, 2002 and became a Division of theCompany, Bhadrachalam Paperboards Division. In November 2002, this division mergedwith the Companys Tribeni Tissues Division to form the Paperboards & Specialty PapersDivision. ITCs paperboards technology, productivity, quality and manufacturing processesare comparable to the best in the world. It has also made an immense contribution to thedevelopment of Sarapaka, an economically backward area in the state of Andhra Pradesh. Itis directly involved in education, environmental protection and community development. In2004, ITC acquired the paperboard manufacturing facility of BILT Industrial Packaging Co.Ltd (BIPCO), near Coimbatore, Tamil Nadu. The Kovai Unit allows ITC to improvecustomer service with reduced lead time and a wider product range.In 1985, ITC set up Surya Tobacco Co. in Nepal as an Indo-Nepal and British joint venture.Since inception, its shares have been held by ITC, British American Tobacco and variousindependent shareholders in Nepal. In August 2002, Surya Tobacco became a subsidiary ofITC Limited and its name was changed to Surya Nepal Private Limited (Surya Nepal).In 1990, ITC acquired Tribeni Tissues Limited, a Specialty paper manufacturing companyand a major supplier of tissue paper to the cigarette industry. The merged entity was namedthe Tribeni Tissues Division (TTD). To harness strategic and operational synergies, TTD wasmerged with the Bhadrachalam Paperboards Division to form the Paperboards & SpecialtyPapers Division in November 2002.Also in 1990 leveraging its agri-sourcing competency, ITC set up the Agri BusinessDivision for export of agri-commodities. The Division is today one of Indias largestexporters. ITCs unique and now widely acknowledged e-Choupal initiative began in 2000with soya farmers in Madhya Pradesh. Now it extends to 10 states covering over 4 millionfarmers. ITCs first rural mall, christened Choupal Saagar was inaugurated in August 2004 atSehore. On the rural retail front, 24 Choupal Saagars are now operational in the 3 states ofMadhya Pradesh, Maharashtra and Uttar Pradesh.In 2000, ITC forayed into the Greeting, Gifting and Stationery products business with thelaunch of Expressions range of greeting cards. A line of premium range of notebooks underbrand “Paperkraft” was launched in 2002. To augment its offering and to reach a widerM.P. BIRLA INSTITUTE OF MANAGEMENT Page 18
  19. 19. student population, the popular range of notebooks was launched under brand “Classmate” in2003. “Classmate” over the years has grown to become India‟s largest notebook brand andhas also increased its portfolio to occupy a greater share of the school bag. Years 2007- 2009saw the launch of Children Books, Slam Books, Geometry Boxes, Pens and Pencils underthe “Classmate” brand. In 2008, ITC repositioned the business as the Education andStationery Products Business and launched Indias first environment friendly premiumbusiness paper under the “Paperkraft” Brand. “Paperkraft” offers a diverse portfolio in thepremium executive stationery and office consumables segment. Paperkraft entered newcategories in the office consumable segment with the launch of Textliners, Permanent InkMarkers and White Board Markers in 2009.ITC also entered the Lifestyle Retailing business with the Wills Sport range of internationalquality relaxed wear for men and women in 2000. The Wills Lifestyle chain of exclusivestores later expanded its range to include Wills Classic formal wear (2002) and Wills Clublifeevening wear (2003). ITC also initiated a foray into the popular segment with its mens wearbrand, John Players, in 2002. In 2006, Wills Lifestyle became title partner of the countrysmost premier fashion event - Wills Lifestyle India Fashion Week - that has gainedrecognition from buyers and retailers as the single largest B-2-B platform for the FashionDesign industry. To mark the occasion, ITC launched a special Celebration Series, takingthe event forward to consumers.In 2000, ITC spun off its information technology business into a wholly ownedsubsidiary, ITC Infotech India Limited, to more aggressively pursue emerging opportunitiesin this area. Today ITC Infotech is one of India‟s fastest growing global IT and IT-enabledservices companies and has established itself as a key player in offshore outsourcing,providing outsourced IT solutions and services to leading global customers across key focusverticals - Manufacturing, BFSI (Banking, Financial Services & Insurance), CPG&R(Consumer Packaged Goods & Retail), THT (Travel, Hospitality and Transportation) andMedia & Entertainment.ITCs foray into the Foods business is an outstanding example of successfully blendingmultiple internal competencies to create a new driver of business growth. It began in August2001 with the introduction of Kitchens of India ready-to-eat Indian gourmet dishes. In 2002,ITC entered the confectionery and staples segments with the launch of the brands mint-o and Candyman confectionery and Aashirvaad Atta (wheat flour). 2003 witnessed theM.P. BIRLA INSTITUTE OF MANAGEMENT Page 19
  20. 20. introduction of Sunfeast as the Company entered the biscuits segment. ITCs entered the fastgrowing branded snacks category with Bingo! in 2007. In eight years, the Foods business hasgrown to a significant size with over 200 differentiated products under six distinctive brands,with an enviable distribution reach, a rapidly growing market share and a solid marketstanding.In 2002, ITCs philosophy of contributing to enhancing the competitiveness of the entirevalue chain found yet another expression in the Safety Matches initiative. ITC now marketspopular safety matches brands like iKno, Mangaldeep, Aim, Aim Mega and Aim Metro.ITCs foray into the marketing of Agarbattis (incense sticks) in 2003 marked themanifestation of its partnership with the cottage sector. ITCs popular agarbattis brandsinclude Spriha and Mangaldeep across a range of fragrances like Rose, Jasmine, Bouquet,Sandalwood, Madhur, Sambrani and Nagchampa.ITC introduced Essenza Di Wills, an exclusive range of fine fragrances and bath & body careproducts for men and women in July 2005. Inizio, the signature range under Essenza DiWills provides a comprehensive grooming regimen with distinct lines for men (InizioHomme) and women (Inizio Femme). Continuing with its tradition of bringing world classproducts to Indian consumers the Company launched Fiama Di Wills, a premium range ofShampoos, Shower Gels and Soaps in September, October and December 2007 respectively.The Company also launched the Superia range of Soaps and Shampoos in the mass-marketsegment at select markets in October 2007 and Vivel De Wills & Vivelrange of soaps inFebruary and Vivel range of shampoos in June 2008.M.P. BIRLA INSTITUTE OF MANAGEMENT Page 20
  21. 21. Corporate Vision & MissionVISIONSustain ITCs position as one Of Indias most valuable corporations through world classperformance, creating growing value for the Indian economy and the Company‟sstakeholders.MISSIONTo enhance the wealth generating capability of the enterprise in a globalising environment,delivering superior and sustainable stakeholder value. BOARD OF DIRECTORSChairman - Y C DeveshwarExecutive Directors - Nakul Anand P V Dhobale K N GrantNon Executive Directors- A Baijal S H Khan H G Powell Basudeb Sen S Banerjee S B Mathur P B Ramanujam K Vaidyanath AV Girija Kumar D K Mehrotra Anthony Ruys B VijayaraghavanM.P. BIRLA INSTITUTE OF MANAGEMENT Page 21
  22. 22. GROUP COMPANIESSUBSIDIARIES  ITC Infotech  Surya Nepal Private Ltd.  Landbase  King Maker Marketing Inc.,USA  Technico Pty Limited Australia  Russel Credit Limited  Wimco Limited  Srinivasa Resorts Ltd  Fortune Park Hotel Ltd  Bay Islands Hotel Ltd  Gold Flake Corporation LtdJOINT VENTURES  Maharaja Heritage Resorts Ltd  ITC FiltronaASSOCIATE COMPANIES  Gujarat Hotels Ltd  International travel HouseM.P. BIRLA INSTITUTE OF MANAGEMENT Page 22
  23. 23. AWARDS AND RECOGNITION2006 & 2007  Best Manufacturer of Cigarettes for the year 2008 & 2007 and Best Exporter of Cigarettes for 2008.  Occupational Health and Safety Award 2007 for Excellence in Safety Management.  Greentech Gold Award for excellence in Safety Management for the year 2007.  Most Admired Fashion Campaign - John Players.  ITC Hotel The Maurya received the award for Best Luxury Hotel at the Star Hospitality Awards 2007-08 and the NATIONAL TOURISM AWARD 2007 for Best Eco-Friendly Hotel from Ministry of Tourism.2008 & 2009  Retailer of the Year Award to Wills Lifestyle in Fashion & Lifestyle category at Asia Retail Congress 2008.  Golden Leaf Award in 2009 in the Category "Most Committed to Quality".  United Nations Industrial Development Organisation (UNIDO) Award at the international conference on Sharing Innovative Agribusiness Solutions 2008 at Cairo for ITCs exemplary initiatives in agri business through the E-Choupal.2010 & 2011  "Retailer of the Year (Fashion and Lifestyle)" Award at Reid & Taylor Awards for Retail Excellence in 2011  "Best Retail Marketing Campaign of the Year" Award at Reid & Taylor Awards for Retail Excellence in 2011  Award for Customer and Brand Loyalty in Retail Sector category at the 4th Loyalty Summit, 2011  ITC Hotel Royal Gardenia, Bengaluru is the first Indian Hotel and worlds largest, to get the LEED Platinum rating - the highest green building certification globally.M.P. BIRLA INSTITUTE OF MANAGEMENT Page 23
  24. 24. SUNFEASTEVOLUTION OF SUNFEASTBefore entering the segment, ITC dug into market research. Research revealed that thecategory had gaps which ITC could settle into. Findings revealed that consumers wished totaste new and innovative products. That was precisely what the competition had not done in abig way.The biscuits industry had witnessed little innovation; Glucose was Glucose and Marie wasstill Marie. The company decided that this could be its biggest point of attack. In 2003, ITClaunched Sunfeast with six ranges. But it was a calculated risk. ITC stuck to categoryfavourites like Glucose, Marie and Bourbon cream.Along with that, it also launched innovations such as orange-flavoured Marie, Marie light andbutterscotch-flavoured cream biscuits. In 2004, Sunfeast followed this up with the launch ofSunfeast Milky Magic. More recently, it also has launched the Sunfeast Snacky and SunfeastGolden Bakes.Analysts believe that just because Sunfeast was a new brand, helped matters. A consultantsays, "The biscuits industry had not witnessed any major product innovation in years.Consumers were just waiting for something new, something fresh, when Sunfeast happened."Even then the competition had not made things better. In August 2003, a month after itslaunch, the company undertook a major sampling exercise to promote the product. For twoyears then, the brand did all the usual rounds -- riding behind buses, blocking television spots,booking that corner space in your favourite newspaper and so on.Well differentiated advertisements, some which showed a complete cream world with creamrivers, cream mountains and cream trees, were targeted at kids watching cartoon channels.At the same time, on general entertainment channels, mothers received information on theimportance of glucose, the wholeness of wheat and so on. In April 2005, Sunfeast launchedits major campaign. It signed on Hindi film actor, Shah Rukh Khan as its brand ambassador.In the same year, as the official sponsor of the WTA tennis championship -- titled theSunfeast Open -- the company had teenage sensations Sania Mirza and Mahesh Bhupathicampaigning for it. Analysts say that ITCs deep pockets have helped Sunfeast in many ways.M.P. BIRLA INSTITUTE OF MANAGEMENT Page 24
  25. 25. The company claims that it has been spending 35-40 per cent of its turnover from the biscuitssegment on advertising and promotions. Going by that number, ITCs annual marketingspends are estimated to be in the region of about Rs 115-120 crore (Rs billion).ITC Limited – Foods Division, being in the forefront of product innovation has introducedtwo new flavours Orange Marie and Butterscotch Cream Biscuits after 12 months of productresearch and development and extensive sampling across 14,000 consumers across the nation.Orange Marie and Butterscotch Cream Biscuits are being launched for the first time in theIndian market. The entire range of Sunfeast Biscuits is packed in vibrant colours, distinctivegraphics and fonts identifying sub categories and at the same time, maintaining a consistentlook of the umbrella brand “Sunfeast”.Importantly, industry barometer AC Nielsen has indicated that both Parle and Britannia arelosing market shares. According to the AC Nielsen retail sales audit in March 2006, bothBritannia and Parle have lost volumes. Britannias shares have dropped from 35.8 per cent in2004-05 to 30.5 per cent in May 2006 (volumes). Parles shares have also dropped from 42.2to 38.4 per cent in the same period. Indian biscuit market is estimated to be around 4500 -5000 crore. The market is dominated by Parle and Britannia. Parle is the volume leader withbrands like Parle- G, Krackjack and Monaco while Britannia is the value leader with brandslike 50: 50, milk bikis, Tiger, Goodday etc. The biscuit market has now moved from the coreGlucose base to more value added categories. The key markets are UP, Maharashtra, andTamilnadu. The per capita consumption of biscuits in India is only 1.2 kg per annum whilethe percapita consumption is 15 kg per annum in developed nations. While the glucosebiscuits are popular in Rural India, Urban market prefer Cream biscuits.ITC FOODS ENTERS U.S.A MARKETA recent report shows that the foods division of ITC Ltd., has tied up with a New York-basedCompany „House of Spices‟ to introduce its Sunfeast biscuits brand in the US market. Thisbrand will be launched in the US by a TV Commercial, starring the King of Bollywoodindustry Mr. Shah Rukh Khan. To announce Sunfeast‟s foray into the US, they are beamingtelevision commercials featuring Shah Rukh Khan on Indian channels in the US.Sunfeast biscuits target the snack-food of children and this being rich in cow‟s milk, purebutter, crisp cashews and a wide range of creamy flavors. The Sunfeast biscuits will givegood health to the children in the US and no doubts with Shah Rukh Khan‟s motivating theM.P. BIRLA INSTITUTE OF MANAGEMENT Page 25
  26. 26. children to have the biscuits in place of burgers and chips will create a huge impact.ADVERTISING AND PROMOTIONWhen Sunfeast biscuits were initially launched, there was an aggressive advertisementcampaign that was been done for the Sunfeast biscuits by putting stalls at different places,where maximum number of customers come regularly, like for instance there was a stall ofSunfeast biscuit at an exhibition which was been held on a ground, where there were numberof different stalls and at the end when the customers are about to leave the exhibitionthere are different food stalls and refreshment stalls. Amongst the various different stalls inthe exhibition, one stall was that of Sunfeast biscuits and there were sizable number ofcustomers, who were keen and eager to know more about Sunfeast biscuists and some wereeven purchasing the biscuists. A few days later the same stall was seen at a shopping malland now the number of customers were more than before. The reason being advertisementsof Sunfeast biscuists been shown on TV. Later on Shah Rukh was roped in for theadvertisement of Sunfeast biscuists and now Sunfeast is a known to a large number ofcustomers. Thus initially for any brand name it is important to gauge and know thecustomers reaction, their opinion and views, and then slowly introducing the product in themarket for the customers on a regular basis.ITC relies on three core competencies1. The depth of distribution2. Its brand building capabilities.3. The ability of Quality outsourcing.Sunfeast has been a success because of these three competencies of ITC. Sunfeast waslaunched in 2003 was one of the diversification forays of ITC which wanted to establish itselfas a serious FMCG player from its position of Tobacco products leader. ITC had theadvantage of the well entrenched distribution setup which is matched only by HLL.To establish a brand in this tough market was never easy. Sunfeast using heavy promotionand careful brand building have already garnered 10% market share in this market. Sunfeastis positioned as an exciting brand. This platform is supported by a series product launches.M.P. BIRLA INSTITUTE OF MANAGEMENT Page 26
  27. 27. Since Biscuits are convenience goods, new tastes and new products are essential to builtexcitement in the market. Sunfeast have maintained continuous series of new launches likeMilky Magic, Coconut, strawberry, pineapple cream etc. Recently Sunfeast launched aproduct for the premium segment named “Dark Fantasy" with chocolate flavour and cooladvertisements.Sunfeast is also trying to garner more share in the Marie category which is estimated to bearound 600 crore. It launched the Marie with different flavours that has enabled it to gain astrong foothold in that category. To expand the brand in to the snack category Sunfeast haslaunched Pasta Treat which talks of a healthy snacking option for kids.Sunfeast also uses lot of below the line promotions for brand building. It sponsors SunfeastOpen, a recent initiative aiming at the school kids by providing them an opportunity toenhance creativity through painting competitions, “Hara Bano” campaign which set a worldrecord in planting maximum number of saplings etc.The constant product launches and careful promotions have enabled Sunfeast to move to thetop league in the biscuit market within a span of 3 years.The companys cigarette distribution network, largely the pan shops (kiosks sellingconfectionery, cigarettes, shampoo sachets, soaps and so on) has helped ITC sell itsconfectionery and biscuit brands, while for other food categories new distribution inroadswere made. ITC today operates through around 1.5 million retail outlets across India. The keyelement ITC is leveraging for the foods business is its tobacco distribution chain. It has over1.5 million tobacco retailers across the country, larger than Unilevers distribution chain ofover 1 million, virtually neutralizing the fact that it is a latecomer in the foods game. Thatsnot to say it hasnt had to create a separate distribution system to sell biscuits through variousstores (3,50,000 outlets).But biscuits and confectioneries are perfect complementary products that can be sold throughthe tobacco chain. Currently, as much as half the tobacco retailers carry confectionery andabout 300,000 stock its biscuits. And as much as 40 per cent of the tobacco retailers arealready stacking FMCG products other than just tobacco.But perhaps the most important factor that has helped ITC sustain its foods business is itshealthy financials backed by attractive tobacco margins that can absorb the pressure of lossesin the FMCG business. Clearly, part of the foods strategy is prompted by ITCs attempt toM.P. BIRLA INSTITUTE OF MANAGEMENT Page 27
  28. 28. reduce its dependence on tobacco, which constitutes over 87 per cent of its operating profitsand over 71 per cent of its turnover.SUNFEAST PRODUCTS:SNACK FOODSIn July 2003, ITC forayed into the Biscuits market with the Sunfeast range of Glucose, Marieand Cream Biscuits. Sunfeast‟s brand essence, "Spread the Smile" connotes happiness,contentment, satisfaction and pleasure. The mascot Sunny reinforces the emotional aspects ofthe brand. In a span of 6 years, Sunfeast has launched many new varieties and has itspresence in almost all types of biscuit categories.Sunfeast Milky MagicPacked with goodness of milk these deliciously nutritious crisp and crunchy biscuits are afavourite among mothers and kids.Milky Magic has the „Magic of 2‟ - A perfect balance ofenergy that aids physical strength and mental ability. These biscuits strike the right balanceof milk and wheat which helps in an all round development and nurturing of the child.M.P. BIRLA INSTITUTE OF MANAGEMENT Page 28
  29. 29. Sunfeast Marie LightSunfeast Marie Light Original :This ideal teatime biscuit is made from the finest quality wheat high in fibre and keeps onelight and healthy through the day .Sunfeast Marie Light Orange :It has the distinction of being one of the most successful innovative Marie biscuits and isliked by one and all.Sunfeast Golden BakerySunfeast Golden Bakery is a premium cookie on an innovative and differentiated platform.M.P. BIRLA INSTITUTE OF MANAGEMENT Page 29
  30. 30. Launched nationally in March 2008, these cookies are made from the recipes crafted by themaster bakers of ITC Hotels and are slowly baked in the traditional way till they are goldenbrown and develop the crispy broken crust texture.The Sunfeast Golden Bakery cookies are available in three distinct flavours - Butter-Nut,Butterscotch and Choco-Nut cookies. These products are designed to give consumers a rich& truly indulgent experience.Sunfeast Dark FantasyInspired by the Master Chefs of ITC hotels, it is the richest of chocolate vanilla biscuits.These biscuits are created using carefully chosen premium ingredients for a sensoryexperience unlike any other. Dark Fantasy is more than a biscuit, it‟s a luxurious mix ofaromatic cocoa and vanilla.Sunfeast Dark Fantasy Choco FillsSunfeast Dark Fantasy Choco Fills is the latest and the most premium offering from theportfolio of Sunfeast,An exquisite combination of luscious chocolate filling enrobed within aperfectly baked rich cookie outer. An offer that fully epitomizes the brand promise of "PureIndulgence".M.P. BIRLA INSTITUTE OF MANAGEMENT Page 30
  31. 31. Sunfeast GlucoseFor those light hunger pangs, a wholesome & nutritious choice as these golden brownbiscuits are made from the best quality wheat. Sunfeast Glucose biscuits are ideal not just forkids but for adults too.Sunfeast Dream CreamA truly scrumptious range of cream biscuits that have become an instant hit with children.ITC‟s chefs have put their legendary skills into these biscuits to deliver truly tasty creambiscuits. Special Flavour Crystals in the Strawberry variant keeps the creamy flavour lingeron. Strawberry Cream Bourbon The first of its kind cream biscuit A special delight for all those with special strawberry flavour chocolate lovers. crystals that will keep the creamy flavour linger on. Butterscotch Cream Orange Cream Another first, the taste of Experience a tangy twist in biscuits butterscotch ice-cream in cream with every Orange cream. biscuits.M.P. BIRLA INSTITUTE OF MANAGEMENT Page 31
  32. 32. Sunfeast SnackyBigger than most others in the salted biscuit category, Snacky is light and crispy like noother. From kids to adults, it‟s the quintessential „Family Biscuit‟. Available in twovariants, Classic salted and Chilli flakes - the very first of its kind in India.Sunfeast sweet n saltThese thin and crisp biscuits come with a distinctive sundry taste, that of salt and sweetness.A bite into one of these one keeps wondering about its taste!Sunfeast NiceThese are crisp coconut biscuits showered with sugar crystals. The crisp sugary sweetnessM.P. BIRLA INSTITUTE OF MANAGEMENT Page 32
  33. 33. will just go on to make all those nice moments nicer.Sunfeast Benne Vita Flaxseed BiscuitsIf Benne Vita in Italian stands for „Good Life‟, then Benne Vita Flaxseed biscuits just makethe good life better. The Flaxseed content in these protein and mineral enriched biscuits arerich source of Omega III acids that helps control cholesterol. Flaxseed is the richest plantsource of these essential Omega-3 Fatty Acids. It is also rich in dietary fibre, proteins,calcium and other minerals to maintain healthy heart and good gut health.Sunfeast SpecialITC Sunfeast presents a range of Special cookies and creams.Special Cookies:Made with best quality wheat, cashew and butter, Sun feast Special cookies are baked withreal butter and the finest ingredients to give a mouth-watering treat that makes every momentspecial, Available in Cashew & Butter.M.P. BIRLA INSTITUTE OF MANAGEMENT Page 33
  34. 34. Special Creams:Delicious value for money cream biscuits with a thick layer of cream sandwiched betweentwo biscuits, Available in Orange, Chocolate & Elaichi variants.Sunfeast PastaThe Sunfeast product portfolio was expanded in early 2005 to include healthy snackingoptions as well.Sunfeast Pasta Treat, a whole wheat based instant pasta was introduced as a healthy snackingoption for children and young adults. After the tremendous success of the 4 initial flavours,(Masala, Tomato Cheese, Cheese and Sour Cream), the instant Pasta range has beenextended with three new exciting flavours - Pizza style, Chicken and Tangy Tomato.M.P. BIRLA INSTITUTE OF MANAGEMENT Page 34
  35. 35. Sunfeast Yippee!The portfolio has been further expanded with Sun feast Yippee! Instant noodles. Three yearsof exhaustive developmental work has gone into the creation of Sunfeast Yippee! Theproduct has two intrinsic components - the noodle block and the masala mix. Wheat is a keyingredient of the noodle block. The sourcing and blending expertise that has madeAashirvaad Indias No 1 branded Atta has been leveraged to make a truly delightful noodleblock. Sun feast Yippee noodles do not lump even 30 minutes after cooking. At present, Sunfeast Yippee is available in two lip smacking variants -Classic Masala and Magic Masala.M.P. BIRLA INSTITUTE OF MANAGEMENT Page 35
  37. 37. By Stephen Daniells, 07-Oct-2008-journal of ims vol 5 no.1, jan-june 20082-Colour and flavour rule consumer preferences: StudyThe intensity of colour and the flavour are the key drivers behind consumer acceptance ofbeverages, says a new study involving DANONE. But packaging and labelling are not asimportant for winning over consumers, according to findings published in the journal FoodQuality and Preference, The study involved consumers at different stages of development andhighlights the importance of adopting a “sensory marketing approach,” said the researchersfrom French research organisation Adriant, the University of Rennes 1, DANONE R&D, andInstitute Paul Bocuse.“Companies need to continuously innovate to maintain market leadership,” wrote theresearchers. “When the market is overloaded the challenge consists in creating innovativeproducts able to attract and satisfy consumers.” “This experiment showed the feasibility ofthe proposed multi-sensory design method based on mixed qualitative and quantitativeapproaches.” The study also demonstrates the importance of flavour and colour selection fornew products.The global flavours market was been valued at some US$18bn in 2006 (Business Insights).Meanwhile, the value of the international colourings market was estimated at around $1.15bnin 2007 (€731m), up 2.5 per cent from $1.07bn (680m) in 2004, according to LeatherheadFood International (LFI). Natural colours now make up 31 per cent of the colourings market,compared with 40 per cent for synthetics, according to LFI.Bombarding the sensesBy choosing to formulate a new beverage, the researchers noted that the new product wouldneed to be differentiated by improving the sensory characteristics.Four factors were identified for the formulation: four colour intensities), three flavourings,two label types (soft versus hard), and two pack sizes (standard versus oversize). By usingboth quantitative (hedonic testing) and qualitative (focus groups) approaches, the researchersfound that “the main factors which drive consumer preference for this concept are colourintensity and flavouring”. Indeed, colour intensity accounted for 43 per cent and flavour 32per cent of the consumers‟ overall liking. “Pack size and label type are taken into account bythe consumer to a lesser extent,” they added. “This methodology of a qualitative screeningM.P. BIRLA INSTITUTE OF MANAGEMENT Page 37
  38. 38. associated to a conjoint analysis on relevant sensory attributes has shown good performancesto fit consumers‟ expectation: it has now to be reproduced, as every brand, concept andproduct is a unique combination designed for a specific consumer group,” concluded theresearchers.Source: Food Quality and PreferenceVolume 19, Issue 8, Pages 719-726John McKean, in an excellent book, Customers are People –The Human Touch thinks of the organization-customer interaction as a series of cascadingtouch points. Those touch points comprise the customer environment and it is throughinteracting with that environment that customer preference is formed. The ICR PFM processis an excellent analytical tool for discovering the nature of these touch points, theiressentiality for preference formation and the combination and sequence of such touch pointsthat result in a customer environment that maximizes corporate ability to construct sustainedcustomer preference.M.P. BIRLA INSTITUTE OF MANAGEMENT Page 38
  39. 39. RESEARCH GAPThough there has been some amount of research done on consumer preference of F&Bproducts in general, we still do not have a clear understanding of what factors consumers ofconfectionary products take into consideration before making the purchase. Owing to intensecompetition and the number of brands which have introduced new variants of biscuits into themarket, we need to perform this research activity to understand the existing mindset ofconsumers.Thus, there exists a vital research gap and this has prompted us to undertake this research.Since the market structure and the market share of each company has changed, the researchconducted earlier does not hold good for the current study and analysis. Also introduction ofnew variants into the product line and aggressive promotional activities have bought toughcompetition into the industry and also eliminated few of the earlier players in the industry.M.P. BIRLA INSTITUTE OF MANAGEMENT Page 39
  41. 41. 3.1 STATEMENT OF PROBLEMWe have conducted this research to understand “Why consumers prefer Sunfeast Biscuitsover other brands and if the Branding plays a vital role in the purchase decision” NEED OF THE STUDYCustomers are viewed as a group whose satisfaction with the enterprise must be incorporatedin strategic planning efforts. Evidence is mounting that placing a high priority on Consumerpreference is critical to improved organizational performance in a global marketplace.With better understanding of customers perceptions, companies can determine the actionsrequired to meet the customers needs. They can identify their own strengths and weaknesses,where they stand in comparison to their competitors, chart out path future progress andimprovement. Consumer preference measurement helps to promote an increased focus oncustomer outcomes and stimulate improvements in the work practices and processes usedwithin the company.Consumer preference is quite a complex issue and there is a lot of debate and confusion aboutwhat exactly is required and how to go about it. This report is an attempt to review thenecessary requirements, and discuss the steps that need to be taken in order to measure andtrack consumer preference. IMPORTANCE OF THE STUDYA consumer preference survey is a very important tool that can provide benefits forbusinesses of every size. Surveys can assist business decision-makers in developing strategiesto achieve the all-important goal of gaining and retaining customers. Results can play a keyrole in identifying areas of the business that require corrective action and improvement.Surveys can also identify areas that can be leveraged to achieve business growth andexpansion.M.P. BIRLA INSTITUTE OF MANAGEMENT Page 41
  42. 42. The study of Consumer preference helps an organization optimize the understanding ofcustomer changing trends and to gain acceptance. Utilizing a professionally designed andadministered customer feedback survey can: Measure consumer preference levels. Improve customer retention. Gauge interest in new products and service offerings. Pinpoint areas for process improvement. Get actionable feedback at an affordable price SCOPE OF THE STUDYThe scope is limited to the extent of the place, time, organization and their informationcollected during the research. It is done as a part of academic study.The scope of the study limited to information collected with the help of primary data given bythe respondent during survey.The information collected is limited to the academic knowledge gained during the study ofthe course.The study is confined to selected locations at Bangalore. LIMITATIONS OF THE STUDY The Research is restricted to parents and Adults only. The number of people surveyed is minimal. Time frame used for the survey is minimal. It is restricted to Bangalore city only. The research is subject to personal biasness. Therefore generalization made may not be accurate. The research heavily depends upon the responses given by the sample size.M.P. BIRLA INSTITUTE OF MANAGEMENT Page 42
  43. 43. OBJECTIVES OF THE STUDY To determine the Brand preference of Sunfeast Biscuits over its competitors. To identify the factors influencing the Brand preference of Sunfeast Biscuits. To identify consumer perception about various features of Sunfeast Biscuits. To study whether branding plays a vital role in purchase of Sunfeast biscuits.M.P. BIRLA INSTITUTE OF MANAGEMENT Page 43
  44. 44. 3.-RESEARCH METHODOLOGYType of research: Causal research design has been used for the purpose of the study.a) Data analysis and interpretation is based on the primary data.b) Inference is drawn from the data collected to attain the objectives of the study.Sampling technique:Qualitative Research involves Non-Probability sampling. Thus here the technique used isnon-probability sampling- where a little attempt is made to generate a representative sample.In non-probability sampling, the probability of selecting population elements is unknown.We used this type of sampling procedure because it satisfactorily meets the samplingobjectives. Also it involves less time and cost. Carefully controlled non-probability samplingoften seems to give acceptable results.Sampling method:The method used is convenience sampling. This is the easiest and cheapest method toconduct hence, the “convenience”.Sample Size:The study covered of 100 respondents belonging to the city of Bangalore in the age group 16-25. The respondents were chosen from few locations in the Bangalore i.e., Basvangudi,koramangala, malleshwaram who were selected irrespective of the brand they purchased.Instrumentation Techniques:The technique that is used for data collection is questionnaire. A questionnaire is a researchinstrument consisting of a series of questions and other prompts for the purpose of gatheringinformation from respondents. Although they are often designed for statistical analysis of theresponses, this is not always the case.M.P. BIRLA INSTITUTE OF MANAGEMENT Page 44
  45. 45. The questionnaire was invented by Sir Francis Galton. Questionnaires have advantages oversome other types of surveys in that they are cheap, do not require as much effort from thequestioner as verbal or telephone surveys, and often have standardized answers that make itsimple to compile data.A set of questions have been developed to identify the factors which are attractinginternational patients to India for the treatment.. 3.3-DATA COLLECTION:Primary Data – Primary Data is collected using methods such as interviews andquestionnaires asked to the employeesSecondary Data – All methods of data collection can supply quantitative data or qualitativedata. Quantitative data may often be presented in tabular or graphical form. Secondary data isdata that has already been collected by someone else for a different purpose like paper-basedsources, Electronic sources, Official etc. 3.4-HYPOTHESIS TESTINGTools used for hypothesis:The chi-square test is used to identify the positive effect of diversity on the organisation. Achi-square test is any statistical hypothesis test in which the test statistic has a chi-squaredistribution when the null hypothesis is true, or any in which the probability distribution ofthe test statistic (assuming the null hypothesis is true) can be made to approximate a chi-square distribution as closely as desired by making the sample size large enough.M.P. BIRLA INSTITUTE OF MANAGEMENT Page 45
  46. 46. Pearson’s chi-square test:Pearsons chi-square (χ2) test is the best-known of several chi-square tests – statisticalprocedures whose results are evaluated by reference to the chi-square distribution. Itsproperties were first investigated by Karl Pearson. It tests a null hypothesis that the frequencydistribution of certain events observed in a sample is consistent with a particular theoreticaldistribution. The events considered must be mutually exclusive and have total probability 1.A common case for this is where the events each cover an outcome of a categorical variable.A simple example is the hypothesis that an ordinary six-sided die is "fair", i.e., all sixoutcomes are equally likely to occur. Pearsons chi-square is the original and most widely-used chi-square test.The first step in the chi-square test is to calculate the chi-square statistic. The chi-squarestatistic is calculated by finding the difference between each observed and theoreticalfrequency for each possible outcome, squaring them, dividing each by the theoreticalfrequency, and taking the sum of the results.WhereOi = an observed frequency;Ei = an expected (theoretical) frequency, asserted by the null hypothesis;n = the number of possible outcomes of each event.The chi-square statistic can then be used to calculate a p-value by comparing the value of thestatistic to a chi-square distribution. The number of degrees of freedom is equal to the numberof possible outcomes, minus 1.Pearsons chi-square is used to assess two types of comparison:• Tests of goodness of fit and• Tests of independence.A test of goodness of fit establishes whether or not an observed frequency distribution differsfrom a theoretical distribution. A test of independence assesses whether paired observationson two variables, expressed in a contingency table, are independent of each other – forM.P. BIRLA INSTITUTE OF MANAGEMENT Page 46
  47. 47. example, whether people from different regions differ in the frequency with which theyreport that they support a political candidate. A chi-square probability of 0.05 or less iscommonly interpreted by applied workers as justification for rejecting the null hypothesis thatthe row variable is unrelated (that is, only randomly related) to the column variable. Thealternate hypothesis is not rejected when the variables have an associated relationship. A chi-square test may be applied on a contingency table for testing a null hypothesis ofindependence of rows and columns. The observed values are present in the table. Theexpected values are calculated using the formula:E = Row total x Column Total Grand Total 2Then the (O-E) values are calculated. Then (O-E) / E is calculated. The value obtained isthe Chi-square value.The null and alternate hypothesis values are calculated.• If the alternate hypothesis is less than the null hypothesis then accept the null hypothesis.• If the alternate hypothesis is greater than the null hypothesis then reject the null hypothesis.3.5-LIMITATIONS OF THE STUDY:There were some limitations for completing this project successfully.Some of them are mentioned as under.1. The study was conducted in a construction company in Bangalore.2. The study was conducted with certain assumptions that the respondents had provided the true information.3. Due to limited number of respondents, the authenticity of the conclusions drawn based on the observations made cannot be ensured.M.P. BIRLA INSTITUTE OF MANAGEMENT Page 47
  48. 48.  HYPOTHESIS 1. Brand Awareness H0 : Brand awareness amongst consumer is low. H1 : Brand awareness amongst consumer is high. 2. Factors (Price, Quality, Brand Power, Taste) H0 : The Factors are equally important. H1 : The Factors are not equally important.M.P. BIRLA INSTITUTE OF MANAGEMENT Page 48
  50. 50. TABLE N0 4.1 SHOWING AGE GROUP OF THE RESPONDENTS Age Group No. of Respondents Percentage (%) 16-25 38 38% 25-35 27 27% 35-45 20 20% 45 & Above 15 15%Source: Field Investigation DEPICTING THE AGE GROUP Age 12 18 16-20 33 20-25 25-30 37 30-35INFERENCE:India now has major number of its population as youngster and the fact that Sunfeast shouldcater to the needs of the younger generation and also people who fall under the age group of25-35 years as they formulate the majority of the population and also represent the customersto the biscuit industry.M.P. BIRLA INSTITUTE OF MANAGEMENT Page 50
  51. 51. TABLE NO 4.2 SHOWING THE GENDER DISTRIBUTION PATTERN OF THE RESPONDENTS GENDER NO OF RESPONDENTS PERCENTAGE MALE 50 50% FEMALE 50 50%Source: Field Investigation DEPECTING THE GENDER 50 50 MALE FEMALEINFERENCE:From the above Table, it can be seen that the number of male and female respondents areequal. This equal distribution of gender is used to determine the preference and behaviourtowards consumption of biscuits and also to compare between the genders.M.P. BIRLA INSTITUTE OF MANAGEMENT Page 51
  52. 52. TABLE NO 4.3 SHOWING THE OCCUPATION DISTRIBUTION PATTERN OF THE RESPONDENTS OCCUPATION NO OF RESPONDENTS PERCENTAGE STUDENT 19 19% SALARIED 32 32% SELF EMPLOYMENT 22 22% PROFESSIONAL 27 27%Source: Field Investigation DEPICTING THE PROFILE OF RESPONDENTS BASED ON OCCUPATION 19% 27% Student Self Employed Salaried 22% Professional 32%INFERENCE:From the above chart it is clear that 81% of the respondents have a permanent source ofincome and are from various backgrounds and remaining 19% of the respondents constitutestudents who majorly depend upon pocket money given by their parents.M.P. BIRLA INSTITUTE OF MANAGEMENT Page 52
  53. 53. TABLE NO 4.4 SHOWING THE CUSTOMER AWARENESS LEVEL OF DIFFERENT BRAND’S BISCUITS Very % High- % Medium- % Low- % Very % High- 4 3 2 Low- 5 1Sunfeast 14 14% 58 58% 28 28% 0 0% 0 0%Britannia 18 18% 68 68% 14 14% 0 0% 0 0% Parle 24 24% 66 66% 10 10% 0 0% 0 0%Horlicks 0 0% 14 14% 38 38% 36 36% 16 16%Priyagold 0 0% 4 4% 12 12% 24 24% 60 60%Source: Field Investigation DEPICTING AWARENESS LEVEL OF CUSTOMERS 68 70 66 60 58 60 50 VERY HIGH 38 40 36 HIGH 28 MEDIUM 30 24 LOW 20 16 VERY LOW 14 14 12 10 10 4 0 0 0 0 0 0 0 SUNFEAST BRITANNIA PARLE HOLICKS PRIYAGOLDINFERENCE:From the above chart it is clear that the awareness level of Britannia biscuits is higher whencompared to other brands of biscuits. Parle stands second in terms of awareness followed bySunfeast. Horlicks has a moderate level of awareness and Priyagold has the least.M.P. BIRLA INSTITUTE OF MANAGEMENT Page 53
  54. 54. TABLE NO 4.5 SHOWING THE DIFFERENT BRANDS OF BISCUITS CUSTOMERS CONSIDER BUYING Very % High- % Medium- % Low- % Very % High- 4 3 2 Low- 5 1Sunfeast 26 26% 28 28% 30 30% 6 6% 2 2%Britannia 38 38% 32 32% 18 18% 10 10% 2 2% Parle 36 36% 34 34% 16 16% 10 10% 4 4%Horlicks 0 0% 4 4% 28 28% 54 54% 14 14%Priyagold 0 0% 2 2% 8 8% 20 20% 70 70%Source: Field Investigation DEPICTING CUSTOMERS CONSIDER BUYING 70 70 60 54 50 VERY HIGH 38 40 36 HIGH 34 32 28 28 MEDIUM 30 26 23 LOW 20 21 20 20 14 VERY LOW 10 10 8 10 6 4 4 2 2 2 0 0 0 SUNFEAST BITANNIA PARLE HORLICKS PRIAYAGOLDINFERENCE:From the above Table it is clear that on an average consumer prefer buying Britannia biscuitsover other brands, from this it is clear that Sunfeast is gaining customer acceptance in most ofits categories.M.P. BIRLA INSTITUTE OF MANAGEMENT Page 54
  55. 55. TABLE NO 4.6 SHOWING THE MOST POPULAR MEDIA FOR PUBLICITY OF SUNFEAST BISCUITS Source No of Respondents Percentage% Television 52 52% Newspaper 19 19% Hoarding 18 18% Family 7 7% Others 4 4%Source: Field Investigation DEPICTING THE PUBLICITY OF SUNFEAST BISCUITS 60 52 50 40 30 19 18 20 7 10 4 0 TELEVISION NEWSPAPER HOARDING FAMILY OTHERS AND RADIOINFERENCE:From the above Table it is clear that television and radio played a major role in creatingawareness of Sunfeast biscuits to the consumers. This is followed by newspapers and then byhoardings. Family played a least role in creating awareness on the respondents.M.P. BIRLA INSTITUTE OF MANAGEMENT Page 55
  56. 56. TABLE NO 4.7 SHOWING THE BRAND RECOGNITION THROUGH TV CHANNELS Channels No of Respondents Percentage% Cartoon Network 38 38% Colors Tv 16 16% Star Plus 18 18% News Channel 7 7% Regional Channels 21 21%Source: Field Investigation DEPICTION OF BRAND RECOGNITION THROUGH TV CHANNELS 21 38 CARTOON 7 COLOR TV STAR PLUS 18 NEWS CHANNEL 16 REGIONAL CHANNELSINFERENCE:From the above table it is clear that cartoon network channel has created awareness forSunfeast biscuits and it is followed by star plus and then by colors channel. Regionalchannels also created significant awareness.M.P. BIRLA INSTITUTE OF MANAGEMENT Page 56
  57. 57. TABLE NO 4.8 SHOWING THE DECISION MAKER IN PURCHASING THE BISCUITS Decision Maker No of Respondents Percentage% Self 37 37% Family 43 43% Children 15 15% Others 5 5%Source: Field Investigation DEPICTION OF DECISION MAKER IN PURCHASING THE BISCUITS 43 45 37 40 35 30 25 20 15 15 10 5 5 0 SELF FAMILY CHILDREN OTHERSINFERENCE:It is clear that the family is the decision maker in influencing the purchase of biscuits whichis followed by self decision. Children have small role in deciding which biscuit to consume.M.P. BIRLA INSTITUTE OF MANAGEMENT Page 57
  58. 58. TABLE NO 4.9 SHOWING THE FREQUENCY OF PURCHASING BISCUITS FREQUENCY NO OF RESPONDENTS PERCENTAGE% Daily 11 11% Weekly 40 40% Fortnightly 29 29% Monthly 0 0% Random 20 20%Source: Field Investigation DEPICTING THE FREQUENCY OF PURCHASE 40 40 35 29 30 25 20 20 15 11 10 5 0 0 DAILY FORTNIGHTLY WEEKLY MONTHLY RANDOMINFERENCE:From the above analysis of the responses given by the respondents it is found that majority ofconsumers mostly purchase biscuits on weekly basis. And it is followed by fortnightpurchase. Only handful of consumers make purchase on a daily basis. About 20% ofrespondents make purchase on random basis.M.P. BIRLA INSTITUTE OF MANAGEMENT Page 58
  59. 59. TABLE NO 4.10 SHOWING THE REASON BEHIND THE PURCHASE OF SUNFEAST BISCUITS Source No of Respondents Percentage% Price 20 20% Quality 26 26% Brand power 17 17% Taste 21 21% Variety 7 7% Nutritional value 9 9%Source: Field Investigation DEPICTING THE REASON BEHIND THE PURCHASE OF SUNFEAST BISCUITS 9 20 7 PRICE QUALITY 21 BRAND POWER 26 TASTE 17 VAREITY NUTRITIONAL VALUEINFERENCE:From the above responses it is clear that the most important reason for purchasing Sunfeastbiscuits is the quality. Price is considered second to quality when making purchase decision.The taste also is considered when purchasing the biscuit.M.P. BIRLA INSTITUTE OF MANAGEMENT Page 59
  60. 60. TABLE NO 4.11 SHOWING THE BRAND PREFERENCE OF DIFFERENT BISCUITS BRANDS NO. OF RESPONDENTS PERCENTAGE Sunfeast 24 24% Britannia 31 31% Parle 28 28% Horlicks 14 14% Priyagold 3 3%Source: Field Investigation DEPICTING THE BRAND PREFERENCE OVER OTHER BRANDS BISCUITS 35 31 28 30 24 25 20 14 15 10 3 5 0 SUNFEAST BRITANNIA PARLE HORLICKS PRIYAGOLDINFERENCE:From the above analysis it can be seen that most of the consumers prefer Britannia over otherBrands and Sunfeast has the 3rd most preference among customers.M.P. BIRLA INSTITUTE OF MANAGEMENT Page 60
  61. 61. TABLE NO 4.12 SHOWING THE PRODUCT VARIANTS AVAILABLE IN THE PREFERRED BRAND’S BISCUIT GRADE No. of respondents Percentage Very poor 0 0% Poor 0 0% Average 10 10% Good 33 33% Very good 57 57%Source: Field Investigation DEPICTING THE PRODUCT VARIANT AVAILABLE OF SUNFEAST BISCUIT 57 60 50 40 33 30 20 10 10 0 0 0 VERY POOR POOR AVERAGE GOOD EXCELLENTINFERENCE:From the above analysis of the responses it is clear that 90 % of the respondents consider thebrand has good variety in its product range. All the respondents are satisfied with the productvariants.M.P. BIRLA INSTITUTE OF MANAGEMENT Page 61
  62. 62. TABLE NO 4.13 SHOWING THE VARIETY OF BISCUIT CONSUMED VARIENTS No of Respondents Precentage Cream Biscuits 43 43% Chocolate Chips Biscuits 22 22% Salt Biscuits 7 7% Wheat Biscuits 8 8% Glucose Biscuits 20 20%Source: Field Investigation DEPICTING THE VARIETY OF BISCUIT CONSUMED 40 36 35 30 25 25 20 20 15 12 10 7 5 0 CREAM BISCUIT CHOCOLTE SALT BISCUITS MARIE GLUCOSE CHIPS BISCUITS BISCUITSINFERENCE:It is clear from the above analysis of the responses that most of the respondents preferconsuming cream biscuits followed by Marie biscuits and then by glucose biscuits.M.P. BIRLA INSTITUTE OF MANAGEMENT Page 62
  63. 63. TABLE NO 4.14 SHOWING THE FREQUENCY OF ATTRACTIVENESS OF DIFFERENT BRAND’S BISCUITS PACKAGING Frequency No of Respondents Percentage Sunfeast 36 36% Britannia 33 33% Parle 26 26% Anmol 3 3% Priyagold 2 2%Source: Field Investigation DEPICTING THE ATTRACTIVENESS OF PACKAGING OF BRAND’S BISCUIT 3 26 2 36 SUNFEAST BRITANNIA 33 PARLE ANMOL PRIYAGOLDINFERENCE:From the above analysis it is clear that most of the consumers find sunfeast‟s packing moreattractive than other brand of biscuits which is followed by Britannia and parle.M.P. BIRLA INSTITUTE OF MANAGEMENT Page 63
  64. 64. TABLE NO 4.15 SHOWING THE FREQUENCY OF CONSUMERS OPINION ABOUT SUNFEAST BISCUITS FREQUENCY NO OF RESPONDENTS PERCENTAGE Very Poor 0 0% Poor 3 3% Average 13 13% Good 57 57% Excellent 27 27%Source: Field Investigation DEPICTING THE OPINION OF SUNFEAST BISCUITS 57 60 50 40 27 30 20 13 10 3 0 0 VERY POOR POOR AVERAGE GOOD EXCELLENTINFERENCE:From the above study it is clear that 57% of the respondents who consume Sunfeast biscuithave a good opinion about the brand and 27% find the biscuit excellent to consume.M.P. BIRLA INSTITUTE OF MANAGEMENT Page 64
  65. 65. TABLE SHOWING 4.16 SHOWING THE PERCEPTION OF THE NUTRITIOUS VALUE PRESENT IN SUNFEAST BISCUITS FREQUENCY NO OF RESPONDENTS PERCENTAGE Very High 23 23% High 43 43% Neutral 17 17% Low 17 17% Very Low 0 0%Source: Field Investigation DEPICTING THE NUTRITIOUS VALUE IN SUNFEAST BISCUITS 43 45 40 35 30 23 25 20 17 17 15 10 5 0 0 VERY HIGH HIGH NUETRAL LOW VERY LOWINFERENCE:From the above table it is known that the nutritional value in Sunfeast biscuit is considered tobe very high by majority of the consumers and about 17% of the respondents considerSunfeast lacks in nutritional value.M.P. BIRLA INSTITUTE OF MANAGEMENT Page 65
  66. 66. TABLE NO 4.17 SHOWING THE PROSPECT OF BUYING SUNFEAST BISCUITS IN COMPARISON TO NEW BRANDS FREQUENCY NO OF RESPONDENTS PERCENTAGE Very High 33 33% High 37 37% Neutral 10 10% Low 11 11% Very Low 9 9%Source: Field Investigation DEPICTING THE PROSPECT OF BUYING SUNFEAST BISCUITS COMPARING NEW BRANDS 40 37 33 35 30 25 20 15 11 10 9 10 5 0 VERY HIGH HIGH NEUTRAL LOW VERY LOWINFERENCE:From the above analysis it is clear that more than 70 % of the respondents prefer Sunfeastbiscuits over new brands which will be launched in the market.M.P. BIRLA INSTITUTE OF MANAGEMENT Page 66
  67. 67. TABLE NO 4.18 SHOWING THE FREQUENCY OF THE EFFECT OF CELEBRITY ENDORSEMENT ON BRAND PREFERENCE FREQUENCY NO OF RESPONDENTS PERCENTAGE Very High 32 32% High 43 43% Neutral 10 10% Disagree 9 9% Strongly Disagree 6 6%Source: Field Investigation DEPICTING THE EFFECT OF CELEBRITY ENDORSEMENTS ON BRAND PREFERENCE 43 45 40 35 32 30 25 20 15 10 9 10 6 5 0 STRONGLY AGREE NEUTRAL DISAGREE STRONGLY AGREE DISAGREEINFERENCE:From the above analysis it is stated that the majority of the respondents feel that celebrityendorsement have an influence on purchase decision.M.P. BIRLA INSTITUTE OF MANAGEMENT Page 67
  68. 68. TABLE NO 4.19 SHOWING THE FREQUENCY OF THE INFLUENCE OF SHAHRUKH KHAN FOR SUNFEAST BISCUIT FREQUENCY NO OF RESPONDENTS PERCENTAGE Strongly Agree 43 43% Agree 33 33% Neutral 6 6% Disagree 14 14% Strongly Disagree 4 4%Source: Field InvestigationDEPICTING THE INFLUENCE OF SHAHRUKH KHAN ON SUNFEAST BISCUITS 43 45 40 33 35 30 25 20 14 15 10 6 4 5 0 STRONGLY AGREE NEUTRAL DISAGREE STRONGLY AGREE DISAGREEINFERENCE:From the above table it is clear that about 75% of the respondents feel that Shahrukh khan ismost suitable for endorsing Sunfeast biscuits.M.P. BIRLA INSTITUTE OF MANAGEMENT Page 68