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  • 1. INTRODUCTIONConsumer behavior is the study of when, why, how, and where people do or do notbuy a product.Consumer behavior can be defined as the decision-making process and physicalactivity involved in acquiring, evaluating, using and disposing of goods and services.Consumer decision making process: 1
  • 2. Step 1: Need or problem recognisation:The buying process starts with need recognition. At this stage, the buyer recognizes aproblem or need (e.g. I am hungry, we need a new sofa, I have a headache) orresponds to a marketing stimulus (e.g. you pass Starbucks and are attracted by thearoma of coffee and chocolate muffins).Step 2: Information SearchA customer can obtain information from several sources:• Personal sources: family, friends, neighbors etc• Commercial sources: advertising; salespeople; retailers; dealers; packaging; point-of-sale displays• Public sources: newspapers, radio, television, consumer organizations; specialistmagazines• Experiential sources: handling, examining, using the productThe usefulness and influence of these sources of information will vary by product andby customer. Research suggests that customer‘s value and respect personal sourcesmore than commercial sources (the influence of ―word of mouth‖). The challenge forthe marketing team is to identify which information sources are most influential intheir target markets.Step:3 Evaluation Of AlternativesIn the evaluation stage, the customer must choose between the alternative brands,products and services. 2
  • 3. An important determinant of the extent of evaluation is whether the customer feels―involved‖ in the product. By involvement, we mean the degree of perceivedrelevance and personal importance that accompanies the choice.Where a purchase is ―highly involving‖, the customer is likely to carry out extensiveevaluation.High-involvement purchases include those involving high expenditure or personalrisk – for example buying a house, a car or making investments.Low involvement purchases (e.g. buying a soft drink, choosing some breakfastcereals in the supermarket) have very simple evaluation processes.Step 5: Post Purchase BehaviourPost-purchase evaluation - Cognitive DissonanceThe final stage is the post-purchase evaluation of the decision. It is common forcustomers to experience concerns after making a purchase decision. This arises from aconcept that is known as ―cognitive dissonance‖. The customer, having bought aproduct, may feel that an alternative would have been preferable. In thesecircumstances that customer will not repurchase immediately, but is likely to switchbrands next time.To manage the post-purchase stage, it is the job of the marketing team to persuade thepotential customer that the product will satisfy his or her needs. Then after havingmade a purchase, the customer should be encouraged that he or she has made the rightdecision. 3
  • 5. Cultural factors have a significant impact on customer behaviour.Culture is the most basic cause of a person‘s wants and behaviour. Growing up,children learn basic values, perception and wants from the family and other importantgroups.Each culture contains ―sub-cultures‖ – groups of people with share values. Sub-cultures can include nationalities, religions, racial groups, or groups of people sharingthe same geographical location. Sometimes a sub-culture will create a substantial anddistinctive market segment of its own.For example, the ―youth culture‖ or ―club culture‖ has quite distinct values andbuying characteristics from the much older ―gray generation‖Similarly, differences in social class can create customer groups. In fact, the officialsix social classes in the UK are widely used to profile and predict different customerbehaviour. In the UK‘s socioeconomic classification scheme, social class is not justdetermined by income. It is measured as a combination of occupation, income,education, wealth and other variables: Class % of UK Social Status Occupational Head of Household name Population Higher managerial, administrative or A Upper middle 3 professional Intermediate managerial, B Middle 14 administrative or professional C1 Lower middle Superiors or clerical, junior 27 5
  • 6. managerial, administrative or professional C2 Skilled working Skilled manual workers 25 Semi-skilled and un-skilled manual D Working 19 workers Those at lowest level State pensioners or widows, casual or E 12 of subsistence lower-grade workersSOCIAL FACTORSConsumer wants, learning, motives etc. are influenced by opinion leaders, personsfamily, reference groups, social class and culture. Opinion leaders-- Spokespeople etc. Marketers try to attract opinion leaders...they actually use (pay) spokespeople to market their products. Michael Jordon (Nike, McDonalds, Gatorade etc.) Can be risky...Michael Jackson...OJ Simpson...Chevy Chase Roles and Family Influences-- Role...things you should do based on the expectations of you from your position within a group. People have many roles. 6
  • 7. Husband, father, employer/ee. Individuals role are continuing to changetherefore marketers must continue to update information.Family is the most basic group a person belongs to. Marketers mustunderstand: o that many family decisions are made by the family unit o consumer behavior starts in the family unit o family roles and preferences are the model for childrens future family (can reject/alter/etc) o family buying decisions are a mixture of family interactions and individual decision making o family acts an interpreter of social and cultural values for the individual.The Family life cycle: families go through stages, each stage creates differentconsumer demands: o bachelor stage...most of BUAD301 o newly married, young, no o full nest I, youngest child under 6 o full nest II, youngest child 6 or over o full nest III, older married couples with dependant children o empty nest I, older married couples with no children living with them, head in labor force o empty nest II, older married couples, no children living at home, head retired 7
  • 8. o solitary survivor, in labor force o solitary survivor, retired o Modernized life cycle includes divorced and no children.PERSONAL FACTORS Unique to a particular person. Demographic Factors. Sex, Race, Age etc. Who in the family is responsible for the decision making. Young people purchase things for different reasons than older people.PSYCHOLOGICAL FACTORSPsychological factors include: Motives-- A motive is an internal energizing force that orients a persons activities toward satisfying a need or achieving a goal. Actions are effected by a set of motives, not just one. If marketers can identify motives then they can better develop a marketing mix. MASLOW hierarchy of needs!! o Physiological o Safety o Love and Belonging o Esteem o Self Actualization 8
  • 9. Need to determine what level of the hierarchy the consumers are at to determine what motivates their purchases.Types of Consumer Buying BehaviorTypes of consumer buying behavior are determined by: Level of Involvement in purchase decision. Importance and intensity of interest in a product in a particular situation. Buyers level of involvement determines why he/she is motivated to seek information about a certain products and brands but virtually ignores others.High involvement purchases--Honda Motorbike, high priced goods, products visibleto others, and the higher the risk the higher the involvement. Types of risk: Personal risk Social risk Economic riskThe four type of consumer buying behavior are: Routine Response/Programmed Behavior--buying low involvement frequently purchased low cost items; need very little search and decision effort; 9
  • 10. purchased almost automatically. Examples include soft drinks, snack foods, milk etc. Limited Decision Making--buying product occasionally. When you need to obtain information about unfamiliar brand in a familiar product category, perhaps. Requires a moderate amount of time for information gathering. Examples include Clothes--know product class but not the brand. Extensive Decision Making/Complex high involvement, unfamiliar, expensive and/or infrequently bought products. High degree of economic/performance/psychological risk. Examples include cars, homes, computers, education. Spend alot of time seeking information and deciding. Information from the companies MM; friends and relatives, store personnel etc. Go through all six stages of the buying process. Impulse buying, no conscious planning.The purchase of the same product does not always elicit the same Buying Behavior.Product can shift from one category to the next.For example:Going out for dinner for one person may be extensive decision making (for someonethat does not go out often at all), but limited decision making for someone else. Thereason for the dinner, whether it is an anniversary celebration, or a meal with a coupleof friends will also determine the extent of the decision making. 10
  • 11. RESEARCH METHODOLOGY ―To collect the information, marketing is taken into consideration.Marketing research has been defined as the systematic gathering and analyzing of dataabout problems relating to marketing and services from producer to the customer.‖Data sources: There are two sources of collection data they are: 1. Primary data 2. Secondary data In the survey being conducted both primary and secondary sources of data havebeen used in the collection of relevant information.1. Primary Data:- The data collected for a purpose for a particular problem in original isKnown as ―Primary data.‖ It consists of all the answers in first hand.(a) Source of the primary data:- The sources are divided into basically two types internal and external.Internal source analysis is referred to as sales analysis. The external source Includethe sales man, dealers and consumers. On the basis requirement the Information iscollected from anyone or all of the source(b)Methods of collecting primary data:- The collection of information is referred to as primary method. Thereare various methods in which primary data can be adopted and thus can be broadlyclassified as survey methods and experimental methods.(c) Survey methods:- 11
  • 12. The survey is a complex operation, which requires some technicalknowledge. Survey methods are of personal character and depending on theinformation required.2.Secondary Data:- The data collected from the public source i.e., not originally collected for thefirst time is called secondary data. Suppose we want to know the population of thecity, we need not go to house and house to collect the same but can referred to thecensus report. Secondary data is the that is collected from the already Existing sources likethe company‘s website and company‘s catalogues. The company profile gives a detailed report on history and the Variousproducts being manufactured by it. 12
  • 13. OBJECTIVES OF THE STUDY/ To study the popularity & attitude towards the sun feast Marie light oats Biscuits. To identify the satisfaction level of the various factors of Marie light oats Biscuits. To know the knowledge of consumers about the range of new products in sun feast Marie light oats Biscuits. To know the opinion about the price of the biscuits. To get suggestions from the people for the Improvement of sun feast Marie light oats 13
  • 14.  LIMITATIONS OF THE STUDYThe study has the following constraints  The sample sizes are restricted to 100 customers, due to time and financial constraints.  Convenience sampling has its own limitations, being based and unsatisfactory.  100 customers sample cannot be generalized to entire universe.  The study is conducted considering the prevailing conditions which are subjected to change in future.  Also fewer co-operations from the respondents. 14
  • 15. INDUSTRY PROFILESegments: The organized and unorganized sectors of the biscuit industry are in theproportion of 55%:45% ratio.Exports of Biscuit are estimated to around 10% of the annual productionduring the year 2006-07.Imports of biscuits into India have not shown any significant growth during the lasttwo years and have not affected production/sales by the Indian Biscuit industry.Marketing: Wholesale and Retail marketing in the Biscuit industry is carried out witha network of C & F Agencies (for States and/specific Districts) Dealers / Wholesalersand Retail shops.Biscuit Industry, especially the Small & Medium Sector, consisting of around 150units(besides three Large Industries), are facing erosion in their profitability andcompetitive capability, due to imposition of Value Added Tax (VAT) by the StateGovernments @ 12.5% on Biscuits, compared to VAT oat 4% levied on other similarfood products.Taxation: On behalf of the industry, IBMA has been pursing the issue with the ChiefMinisters/Finance Ministers of all States and also with the Chairman of theEmpowered Committee on VAT, seeking reduction in the rate of VAT on biscuit to4%.IBMA estimates annual growth in the range of 15% to 20% during the next fiveyears, 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 2.5kg 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 15
  • 16. Popular Brands of Biscuits in the country are, Britannia, Parle, Priyagold, An mol,Bisk farm, Dukes, Cremica, Priya, Veeramani, Bonn, Bhagwati, Raja,Champion,Sobisco,Madhabi, Rezones, Windsor, Cookie man, Sufeast, Ankit,Shangri-La, Calando, etc.Indian Biscuit IndustryIndia Biscuits Industry is the largest among all the food industries and has a turnoverof around Rs.3000 cores. India is known to be the second largest manufacturer ofbiscuits, the first being USA. It is classified under two sectors: organized andunorganized. Bread and biscuits are the major part of the bakery industry and coversaround 80 percent of the total bakery products in India. Biscuits stand at a highervalue and production level than bread. This belongs to the unorganized sector of thebakery 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 calledfor readymade food products at a tenable cost. Biscuits were assumed as sick-mansdiet in earlier days. Now, it has become one of the most loved fast food products forevery age group. Biscuits are easy to carry, tasty to eat, cholesterol free andreasonable at cost. States that have the larger intake of biscuits are Maharashtra, WestBengal, Andhra Pradesh, Karnataka, and Uttar Pradesh. Maharashtra and West Bengal, the most industrially developed states, hold themaximum amount of consumption of biscuits. Even, the rural sector consumes around55 percent of the biscuits in the bakery products. The total production of bakery products have risen from 5.19 lakh tonnes in1975 to 18.95 lakh tonnes in 1990. Biscuits contributes to over 33 percent of the totalproduction of bakery and above 79 percent of the biscuits are manufactured by thesmall 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 witha motive power of 25 K.W. Indian biscuit industry has occupied around 55-60 percent of the entire bakeryproduction. Few years back, large scale bakery manufacturers like Cadbury nestle,and Brooke bond tried to trade in the biscuit industry but couldnt hit the market 16
  • 17. because of the local companies that produced only biscuits. The Federation of BiscuitManufacturers of India (FBMI) has confirmed a bright future of India BiscuitsIndustry. According to FBMI, a steady growth of 15 percent per annum in the next 10years will be achieved by the biscuit industry of India. Besides, the export of biscuitswill also surpass the target and hit the global market successfully. 17
  • 18. COMPANY PROFILECOMPANY HISTORY ITC was incorporated on August 24, 1910 under the name ofImperial Tobacco Company of India Limited. ITC had a humble beginning and in theinitial days it used to operate from a leased office on Radha Bazaar Lane, Kolkata. Onits 16th birthday on August 24, 1926, ITC purchased the plot of land situated at 37,Chowringhee, (now renamed J.L. Nehru Road) Kolkata. Two years later companiesheadquarter building; Virginia House came on that plot. Progressively the ownershipof the company Indianised and the name of the Company were changed to I.T.C.Limited in 1974. In recognition of the Companys multi-business portfolioencompassing a wide range of businesses, the full stops in the Companys name wereremoved effective September 18, 2001 and the Company was rechristened asITCLimited.COMPANY PROFILEITC is one of Indias foremost private sector companies with a market capitalisation ofover US $ 22 billion and a turnover of over US $ 5 billion.* ITC is rated among theWorlds Best Big Companies, Asias Fab 50 and the Worlds Most ReputableCompanies by Forbes magazine, among Indias Most Respected Companies byBusiness World and among Indias Most Valuable Companies by Business Today.ITC ranks among Indias `10 Most Valuable (Company) Brands, in a study conductedby Brand Finance and published by the Economic Times. ITC also ranks amongAsias 50 best performing companies compiled by Business Week.ITC has a diversified presence in Cigarettes, Hotels, Paperboards & Specialty Papers,Packaging, Agri-Business, Packaged Foods & Confectionery, InformationTechnology, Branded Apparel, Personal Care, Stationery, Safety Matches and otherFMCG products. While ITC is an outstanding market leader in its traditionalbusinesses of Cigarettes, Hotels, Paperboards, Packaging and Agri-Exports, it israpidly gaining market share even in its nascent businesses of Packaged Foods &Confectionery, Branded Apparel, Personal Care and Stationery. 18
  • 19. As one of Indias most valuable and respected corporations, ITC is widelyperceived to be dedicatedly nation-oriented. Chairman Y C Deveshwar calls thissource of inspiration "a commitment beyond the market". In his own words: "ITCbelieves that its aspiration to create enduring value for the nation provides the motiveforce to sustain growing shareholder value. ITC practices this philosophy by not onlydriving each of its businesses towards international competitiveness but by alsoconsciously contributing to enhancing the competitiveness of the larger value chain ofwhich it is a part." ITCs diversified status originates from its corporate strategy aimedat creating multiple drivers of growth anchored on its time-tested core competencies:unmatched distribution reach, superior brand-building capabilities, effective supplychain management and acknowledged service skills in hoteliering. Over time, thestrategic forays into new businesses are expected to garner a significant share of theseemerging high-growth markets in India. ITCs Agri-Business is one of Indias largest exporters of agricultural products.ITC is one of the countrys biggest foreign exchange earners (US $ 3.2 billion in thelast decade). The Companys e-Choupal initiative is enabling Indian agriculturesignificantly enhance its competitiveness by empowering Indian farmers through thepower of the Internet. This transformational strategy, which has already become thesubject matter of a case study at Harvard Business School, is expected toprogressively create for ITC a huge rural distribution infrastructure, significantlyenhancing the Companys marketing reach.ITCs wholly owned Information Technology subsidiary, ITC InfoTech India Ltd,provides IT services and solutions to leading global customers. ITC InfoTech hascarved a niche for itself by addressing customer challenges through innovative ITsolutions.I TCs production facilities and hotels have won numerous national andinternational awards for quality, productivity, safety and environment managementsystems. ITC was the first company in India to voluntarily seek a corporategovernance rating.ITC employs over 26,000 people at more than 60 locations across India. TheCompany continuously endeavors to enhance its wealth generating capabilities in a 19
  • 20. globalizing environment to consistently reward more than 3, 44,000 shareholders,fulfill the aspirations of its stakeholders and meet societal expectations. This over-arching vision of the company is expressively captured in its corporate positioningstatement: "Enduring Value. For the nation. For the Shareholder."LIST OF ITC PRODUCTSCutting-edge technology; a pervasive culture of innovation. And you have ITC brandsthat do India proud across a range of products and services: Aashirvaad, Sun feast,Kitchens of India, mint-o, Candy man, Bingo!, Wills Lifestyle, John Players, EssenzaDi Wills, Fiama Di Wills, Vivel Portfolio, Superia, ITC-Welcomgroup, Classmate,Paperkraft, AIM, Mangaldeep.CigarettesFoodsLifestylePersonal careEducation & stationarySafety MatchesAgarbattisCigarettes:ITC is the market leader in cigarettes in India and has a wide range of popular brandssuch as Insignia, India Kings, Classic, Gold Flake, Silk Cut, Navy Cut, Scissors,Capstan, Berkeley, Bristol and Flake in its portfolio. 20
  • 21. Packaging:ITCs Packaging & Printing Business is the countrys largest convertor of paperboardinto packaging. It was set up in 1925 as a strategic backward integration for ITCsCigarettes business. It offers a variety of value-added packaging solutions for the food& beverage, personal products, cigarette, liquor, Cellular phone and it packagingindustries.Hotels:ITC entered the hotels business in 1975 with the acquisition of a hotel in Chennaiwhich was rechristened Hotel Chola. Today ITC-Welcomgroup with over 70 hotels isone of the foremost hotel chains in India.Paperboards:In 1979, ITC entered the Paperboards business by promoting ITC BhadrachalamPaperboards. ITCs Paperboards business has a manufacturing capacity of over360,000 tonnes per year and is a market leader in India across all carton-consumingsegments.Greeting, Gifting & Stationery: ITCs stationery brands "Paper Kraft" & "Classmate" are widelydistributed brands across India. The Paperkraft designer stationery range consists ofnotepads & multi subject notebooks in hard, soft covers & multiple binding formatsincluding spirals, wiros etc. ITCs Greeting & Gifting products include Expressionsrange of greeting cards and gifting products.Safety Matches: ITCs brands of safety matches include iKno, Mangaldeep, VaxLit,Delight and Aim. The Aim is the largest selling brand of Safety Matches in India. ITCalso exports premium brands to markets such as Europe, Africa and the USA. 21
  • 22. Aggarbattis:ITC has launched Mangaldeep brand of Aggarbattis with a wide range of fragranceslike Rose, Jasmine, Bouquet, Sandalwood, Madhur, Durbar, Tarangini, Anushri,Ananth and Mogra. Mangaldeep is also being exported to USA, UAE, Bahrain,Nepal, Singapore, Malaysia, Oman and South Africa.Lifestyle Retailing: ITC entered the Lifestyle Retailing business with the Wills Sport range ofinternational quality relaxed wear for men and women in 2000. The Wills Lifestylechain of exclusive stores later expanded its range to include Wills Classic formal wear(2002) and Wills Club life evening wear (2003). In 2002, ITC entered into the popularsegment with its mens wear brand, John Players. In 2005, ITC introduced Essenza DiWills, an exclusive line of prestige fragrance products.Food: ITC made its entry into the branded & packaged Foods business in August 2001with the launch of the "Kitchens of India" brand. In 2002 it expanded intoConfectionery, Staples and Snack Foods segments. ITCs brand in Food categoryinclude: Kitchens of India, Aashirvaad, Sun feast, Mint-O, Candy man, and Bingo!.Agri Exports: ITCs International Business Division (IBD) is the countrys second largestexporter of agri-products. ITC exports Feed Ingredients (Soya meal), Food grains(Rice, Wheat, and Pulses), Coffee & Spices, Edible Nuts, Marine Products, andProcessed Fruits.E-choupal: The e-Choupal model of ITC has been very effective in tackling thechallenges posed by the unique features of Indian agriculture, characterized byfragmented farms, weak infrastructure and the involvement of numerousintermediaries, among others. ITCs e-Choupal won the Stockholm Challenge 2006award is for using information technology for the economic development of ruralcommunities. 22
  • 23. PRODUCT PROFILEThe Sun feast Marie Light– Oats comes with an Introductory Price Rs 10 for 147gms, for a limited period. It is available across the country in all types of outletsincluding modern format outlets, general retail shops & select convenience outletsafter the success of the Sun feast Marie Light Original and Orange, Sun feastpresents- For the first time in India- Marie biscuits with the goodness of Oats- Sunfeast Marie Light OATS. This latest offering from Sun feast is a great tea/coffeeaccompaniment for the entire family and keeps you light & healthy and your hearthappy with every bite!!!The new Sun feast Marie Light Oats is enriched with the natural goodness of twopower packed fiber – Natural Wheat Fiber and Soluble Oats Fiber, keeps you light &healthy. It helps you savour the real taste of tea/coffee, on account of its non-interfering taste with the beverages.An oat are a good source of Soluble Fiber- which aid in digestion, helps reducecholesterol & also are a good source of Vitamin E, Zinc, and Iron hence helps youkeep light & healthy and your heart happy.SUN FEAST MARIE LIGHT OATS BISCUITS Product Details Ingredients : Wheat flour (62.14%),sugar, edible vegetable oil, invert syrup, milk solids, oat flakes(1.24%),raising agents(INS 503(II),baking powder),Wheat 23
  • 24. fiber(0.47%),edible common salt, emulsifiers(INS 322, INS 471(II)),malt extract, dough conditioner(INS 223) and improver(INS 1101(II)). Contains added flavor artificial flavors substances— Milk, butter and vanilla and nature identical flavoring substances—butter caramel and malt. Manufacturing Address : ITC limited 37 J.L.Nehru Road, Kolkata-700071.Sun feast:: Snack foodsIn July 2003, ITC forayed into the Biscuits market with the Sun feast range ofGlucose, Marie and Cream Biscuits. Sun feast‘s brand essence, "Spread the Smile"connotes happiness, contentment, satisfaction and pleasure. The mascot Sunnyreinforces the emotional aspects of the brand. In a span of 6 years Sun feast haslaunched many new varieties and has its presence in almost all types of biscuitcategories.Sun feast Milky Magic Packed with goodness of milk these deliciouslynutritious crisp and crunchy biscuits are a favorite among mothers and kids. MilkyMagic has the ‗Magic of 2‘ - A perfect balance of energy that aids physical strengthand mental ability. These biscuits strike the right balance of milk and wheat whichhelps in an all round development and nurturing of the child. 24
  • 25. Sun feast Marie LightSun feast Marie Light Original:This ideal teatime biscuit is made from the finestquality wheat high in fiber and keeps one light andhealthy through the day.Sun feast Marie Light Orange:It has the distinction of being one of the mostsuccessful innovative Marie biscuits and is liked byone and all.Sun feast Golden Bakery Sun feast Golden Bakery is a premium cookie on an innovative and differentiated platform. Launched nationally in March 2008, these cookies are made from the recipes crafted by the master bakers of ITC Hotels and are slowly baked in the traditional way till they are golden brown and develop the crispy broken crust texture. The Sun feast Golden Bakery cookies are available in three distinct flavours - Butter- Nut, Butterscotch and Chocó-Nut cookies. These products are designed to give consumers a rich & truly indulgent experience. 25
  • 26. Sun feast Dark FantasyInspired by the Master Chefs of ITC hotels, it is the richest of chocolate vanillabiscuits. These biscuits are created using carefully chosen premium ingredients for asensory experience unlike any other. Dark Fantasy is more than a biscuit; it‘s aluxurious mix of aromatic cocoa and vanilla.Sun feast Dark Fantasy Chocó FillsSun feast Dark Fantasy Chocó Fills is the latest and the most premium offering fromthe portfolio of Sun feast.An exquisite combination of luscious chocolate filling enrobed within a perfectlybaked rich cookie outer. An offer that fully epitomizes the brand promise of "PureIndulgence".Sun feast GlucoseFor those light hunger pangs, a wholesome & nutritious choice as these golden brownbiscuits is made from the best quality wheat. Sun feast Glucose biscuits are ideal notjust for kids but for adults too. 26
  • 27. Sun feast Dream CreamA truly scrumptious range of cream biscuits that have become an instant hit withchildren. ITC‘s chefs have put their legendary skills into these biscuits to deliver trulytasty cream biscuits. Special Flavor Crystals in the Strawberry variant keeps thecreamy flavors linger on. Strawberry Cream Bourbon The first of its kind cream A special delight for all those biscuit with special strawberry chocolate lovers. flavor crystals that will keep the creamy flavor linger o Orange Cream Experience a tangy twist in Butterscotch Cream Another first biscuits with every Orange the taste of butterscotch ice-cream in cream. cream biscuits 27
  • 28. Sun feast SnackyBigger than most others in the salted biscuit category, Snacky is light and crispy likeno other. From kids to adults, it‘s the quintessential ‗Family Biscuit‘. Available in twovariants, Classic salted and Chili flakes - the very first of its kind in India.Sun feast sweet n saltThese thin and crisp biscuits come with a distinctive sundry taste, that of saltsweetness. A bite into one of these one keeps wondering about its taste! 28
  • 29. Sun feast NiceThese are crisp coconut biscuits showered with sugar crystals. The crisp sugarysweetness will just go on to make all those nice moments nicer.Sun feast Benne Vita Flaxseed BiscuitsIf Benne Vita in Italian stands for ‗Good Life‘, then Benne Vita Flaxseed biscuitsjust make the good life better. The Flaxseed content in these protein and mineralenriched biscuits are rich source of Omega III acids that helps control cholesterol.Flaxseed is the richest plant source of these essential Omega-3 Fatty Acids. It is alsorich in dietary fiber, proteins, calcium and other minerals to maintain healthy heartand good gut health.Sun feast SpecialITC Sun feast presents a range of Special cookies and creams. 29
  • 30. Special Cookies:Made with best quality wheat, cashew and butter, Sun feast Special cookies arebaked with real butter and the finest ingredients to give a mouth-watering treat thatmakes every moment special.Available in Cashew & Butter.Special Creams: Delicious value for money cream biscuits with a thick layer ofcream sandwiched between two biscuits.Available in Orange, Chocolate & Elaichi variants.Sun feast Pasta The Sun feast product portfolio was expanded inearly 2005 to include healthy snacking options as well.Sun feast Pasta Treat; whole wheat based instant pasta was introduced as a healthysnacking option for children and young adults. After the tremendous success of the 4initial flavours, (Masala, Tomato Cheese, Cheese and Sour Cream), the instantPasta range has been extended with three new exciting flavours - Pizza style,Chicken and Tangy Tomato. 30
  • 31. Sun feast Yippee! The portfolio has been further expanded with Sunfeast Yippee! Instant noodles. Three years of exhaustive developmental work hasgone into the creation of Sun feast Yippee! The product has two intrinsic components- the noodle block and the masala mix. Wheat is a key ingredient of the noodle block.The sourcing and blending expertise that has made Aashirvaad Indias No 1 brandedAtta has been leveraged to make a truly delightful noodle block. Sun feast Yippeenoodles do not lump even 30 minutes after cooking. At present, Sunfeast Yippie isavailable in two lip smacking variants - Classic Masala and Magic Masala. 31
  • 32. DATA ANALYSIS AND INTERPRETATIONS1. INFORMATION SHOWING THE CLASSIFICATION OF CONSUMER ON THE BASIS OF AGE TABLE 1 AGE NO.OF RESPONDENTS PERCENTAGE < 20 50 50% 20-30 33 33% 31-40 17 17% TOTAL 100 100% GRAPH : 1 60% 50% 50% 40% 33% 30% 20% 17% 10% 0% < 20 20-30 31-40 AgeINFERENCE: The above table shows 50% of people fall below age group of 20, 33% fallsbetween 20-30 , 17% fall between 31-40 32
  • 33. 2. CONSUMER OPINION ON JUNK FOOD CONSUMED AT EVENING TIMES TABLE 2 SNO ITEMS NO.OF. PERCENTAGE RESPONDENTS 1 BISCUITS 43 43% 2 SNACKS 51 51% 3 SAVORIES 04 04% 4 BREAD SLICES 03 03% TOTAL 100 100% GRAPH 2 60% 51% 50% 43% 40% 30% 20% 10% 4% 3% 0% BISCUITS SNACKS SAVORIOES BREAD SLICES ITEMSINFERENCE:From the above table we can understand that51% Respondents eat packaged snacks 43% Respondents prefer biscuits 4%&3%Respondents will go for savories &bread slices 33
  • 34. 3. CONSUMER PREFERENCE ON DIFFERENT BRANDS OF BISCUITS TABLE 3 NO.OF S.NO VARIOUS BRANDS PERCENTAGES RESPONDENTS 1 SALT BISCUITS 18 18% 2 MILKY BISCUITS 15 15% 3 CREAMY BISCUITS 35 35% 4 CRUNCHY BISCUITS 32 32% TOTAL 100 100% GRAPH 3 40% 35% 35% 32% 30% 25% 20% 18% 15% 15% 10% 5% 0% salt milky creamy crunchy various brandsINFERENCE:From the above table we can know that Most of the respondents are interested to eatcreamy biscuits they are about 35% Crunchy biscuits got 32% response fromrespondents 18% &15% want to go for salt & milk biscuits 34
  • 35. 4. CONSUMER AWARENESS OF SUN FEAST MARIE LIGHT OATS BISCUITS Table 4 AWARNESS NO.OF RESPONDENTS PERCENTAGE YES 73 73% NO 27 27% TOTAL 100 100% GRAPH 4 awarness awarness 80% 73% 70% 60% 50% 40% 30% 27% 20% 10% 0% yes noINFERENCE: The above table shows that 73% of the respondents are aware of sun feast Marie light oats biscuits and 27% are not aware 35
  • 36. 5. CONSUMER PREFERENCE IN THE WAY OF EATING SUN FEAST MARIE LIGHT OATS BISCUITS TABLE 5 WAY OF NO.OF S.NO PERCENTAGE CONSUMING RESPONDENTS 1 WITH TEA 47 47% 2 WITH JAM 03 03% 3 WITH HONEY 07 07% 4 PLAIN 43 43% TOTAL 100 100% GRAPH 5 50% 47% 45% 43% 40% 35% 30% 25% 20% 15% 10% 7% 5% 3% 0% with tea with jam with honey plain way of consumingINFERENCE: The above table shows that 47% of the respondents are interested to eatsun feast Marie light oats biscuits with tea .And 43% percentage of people are willingto take biscuits plainly. Only 07%&03% are interested to take with jam and honey. 36
  • 37. 6. CONSUMER AWARENESS TOWARDS THE PRESENCE OF OAT FIBER IN SUNFEAST MARIE LIGHT OATS BISCUITS Table 6 NO.OF AWARENESS PERCENTAGE RESPONDENTS YES 75 75% NO 25 25% TOTAL 100 100 GRAPH 6 Awareness 80% 70% 75% 60% 50% 40% Awareness 30% 20% 25% 10% 0% yes noINFERENCE: The above table shows that 75% of the respondents are doesn‘t awarethat sun feast Marie light oats biscuits are enriched with oat fiber and remaining 25%respondents are not interested 37
  • 38. 7. CONSUMER PLACE OF PURCHASE SUNFEAST MARIE LIGHT OATS BISCUITS TABLE 7 NO.OF S.NO PLACE OF PURCHASE PERCENTAGE RESPONDENT 1 SUPER MARKET 53 3% 2 GENERAL STORES 43 43% 3 MEDICAL SHOP 04 04% TOTAL 100 100% GRAPH 7 60% 53% 50% 43% 40% 30% 20% 10% 4% 0% super market general stores medical shop place of purchaseINFERENCE: The above table shows that 53% & 43% of respondents are purchasingSun Feast Marie oats biscuits from their nearby super Markets & General stores &very, very little number of respondents from medical shops 38
  • 39. 8. CONSUMER AWARENESS TOWARDS 0% CHOLESTROL TRANSFAT IN SUN FEAST MARIE LIGHT OATS BISCUITS TABLE 8 AWARENESS NO.OF RESPONDENTS PERCENTAGE YES 53 53% NO 47 47% TOTAL 100 100% GRAPH 8 54% 53% 53% 52% 51% 50% 49% 48% 47% 47% 46% 45% 44% Yes No AwarnessINFERENCE:The above table shows that 53% of the respondents are aware of 0% cholesterol &Trans fat in Sun Feast Marie Light Oats Biscuits only accurate no of respondents arenot aware 39
  • 40. 9. CONSUMER OPINION ON THE DIFFERENT ASPECTS OF SUNFEAST MARIE LIGHT OATS BISCUITS TABLE 9 NO.OF S.NO ASPECTS PERCENTAGE RESPONDENTS1 FLAVOUR 30 30%2 CRISPINESS 20 20%3 TASTE 50 50% TOTAL 100 100% GRAPH 9 ASPECTS 60% 50% 50% 40% 30% 30% ASPECTS 20% 20% 10% 0% FLAVOUR CRISPINESS TASTEINFERENCE:The above table shows that 50% of the respondents are preferring Sun Feast MarieLight Oats biscuits because of its taste & 30% of people for its flavor & 20% for itscrispiness 40
  • 41. 10. CONSUMER LEVEL OF SATISFACTION AFTER CONSUMING SUN FEAST MARIE LIGHT OATS BISCUITS TABLE 10 NO.OF S.NO GRADING PERCENTAGE RESPONDENTS 1 EXCELLENT 63 63% 2 GOOD 32 32% 3 AVERAGE 05 05% TOTAL 100 100% GRAPH 10 gradings 70% 63% 60% 50% 40% 32% 30% gradings 20% 10% 5% 0% Excellent Good AverageINFERENCE: From the above table we can know that consumer satisfaction of 63%respondents after taking a big bite of sun feast Marie light oats biscuit are rated it asexcellent , 32% as good only 05% as average 41
  • 42. FINDINGSSUMMARY OF FINDINGSThe survey and analysis of questionnaire has revealed the following findings:  From the study it is found that 50% of respondents falls below age group of 20, 33% of respondents falls 20-30, 17% falls between 31-40.  From the study it is observed that 51% of respondents eat packaged snacks 43% of respondents prefer biscuits 4% & 3% of respondents will go for savories & bread slices.  From the study majority of the respondents are interested to buy cream biscuits & some of them are buy salt or milk biscuits.  From the study it is clear that majority of the respondents are aware of sun feast Marie light oats biscuits & some of them are not aware.  From the study it is found that majority of consumers buy Sun feast Marie light oats from the Super Market.  The study reveald that ITC is the first movers to produce oats biscuits. 42
  • 43. SUGGESTIONS Television, newspapers and hoardings etc. , to be used at the major level for the purpose of advertisements The company may advertise to create awareness regarding the nutrients included in the biscuits. The company may provide samples to the customers. To prepare in different shapes, this will be new &will be attractive for children. Introduce new sub products, which can be meant for occasions. To attract more customers taste is to be improved and different flavour are to be introduced It,s better to advertise the product with a brsnd ambassador. The study states many consumers are expecting still more good packaging style. 43
  • 44. CONCLUSION As the basic motive of the business is profit .The company should strive toachieve it but due to increasing competition, changing consumer lifestyle, increasingpeople‘s awareness regarding their health Production of nutritional products isbecoming compulsory. As a part of producing a nutritional product, to satisfy changing tastes andpreferences of consumers ITC‘s research & development department after a longperiod of research they came with concept of OATS BISCUITS. This contains highnutritional values with 0% transfat. Sooner it came into the market now it is acceptedas a good nutritional biscuit by majority of the people. 44
  • 45. QUESTIONNAIREPersonal DetailsName: Age:Address: Gender:QUESTIONNAIRE:1) what do you like to eat in the evening times? a) Biscuits b) Snacks c) Savories d) Bread slices2) If you like biscuits, which type of biscuits you, prefer more?a) Salt b) Milky c) Creamy d) Crunchy3) Which brand of biscuits do you prefer?a) Sun feast b) Britannia c) Parle d) Horlicks4) Have you tried sun feast Marie light oats biscuits? a) Yes b) No5) Do you know that sun feast Marie light oats biscuits are enriched with ―Natural Oats Fiber‖? a) Yes b) No6) Do you know Sun feast Marie light Oats are enriched with goodness of 2 packed fiber i.e.? Natural wheat fiber & soluble oats fiber a) Yes b) No7) Have you tried our previous products of sun feast? a) Yes b) No8) How do you usually prefer to have sun feast Marie lights oats a) With tea b) With jam c) With honey d) Plain 45
  • 46. 9) From where do you purchase Sun feast Marie light oats? a) Super market b) General store c) Medical shop10) Do you know that Sun feast Marie light oats has 0% cholesterol transfer a) Yes b) No11) Which aspects do you like more in Sun feast Marie light oats? a) Flavor b) Crispiness c) Taste12) Which special quality of Sun feast Marie light oats do you like the most? a) More fiber b) 0% cholesterol c) 0% transfat13) After taking a big bite of Sun feast Marie light oats how do you feel about it? a) Delicious b) Moderate c) Bland14) Are you satisfied with packing style of Marie light pack? a) Yes b) No15) Give any further suggestion to improve the brand sun feast Marie light oats?--------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- 46
  • 47. BIBILIOGRAPHYI have referred the following books while developing this project:Marketing Management – Philip KotlerResearch Methodology – C.R. KothariInterneto www.surveyconsole.como www.yashoosearch.como 47