a study on consumer buying behavior towards sun-feast dark fantasy biscuits

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A STUDY ON CONSUMER BUYING BEHAVIOR OF DARK FANTASY BISCUITS FOCUSING ON ASPECTS LIKE IMPACT OF ADVERTISEMENT AND PACKAGING

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a study on consumer buying behavior towards sun-feast dark fantasy biscuits

  1. 1. Group : 12 SUNFEAST DARK FANTASY
  2. 2. SUNFEAST • Biscuit segment of ITC • Started in 2003 • Had tough competition when entered the market from Parle and Britannia • Focused on quality and product innovation than low pricing
  3. 3. DARK FANTACY • A sub brand of ITC Sunfeast • Launched in 2005 as a premium biscuit brand • Which was a new trend in Indian market • Acquired the status of a standalone brand • introduced with a tagline " Pure Indulgence “ • later launched with the tagline to " Escape into One “
  4. 4. PRODUCT • • • • • • Available in 5 variants Dark Fantasy chocolate Dark Fantasy vanilla Choco fills launched in 2011 Choco fills coffee Choco Meltz in 2013
  5. 5. Market segmentation • Level of segmentation: differentiated • Segments: - Demographic: Age, and Income Class
  6. 6. TARGETING : DEMOGRAPHIC “WE ARE TARGETING THE MIDDLE AND HIGH INCOME ADULTS WHO ARE SEEKING SELF INDULGENCE”
  7. 7. Positioning • “To the middle and high income adults who are seeking self indulgence, our brand Sunfeast Dark Fantasy is a premium cookie cream biscuit that gives a pure chocolate sensual indulgence for one to escape reality into exotic fantasies “ • Positioned as a premium biscuit brand • Took a risk in positioning as the premium space was vacant • Uncertainty about how customers will react • had the first mover advantage • Heavy campaigns were used
  8. 8. Consumer perception PRODUCT • Innovative product • A new experience • High quality , premium brand image • Better than competitors PRICE • Slightly on expensive side , • But its worth PACKAGING AND LABELLING • Highly attractive and appealing • New and makes product unique • Gives a more luxurious aura to the brand
  9. 9. Promotion strategy • Heavy promotion • Spends around 35-40 per cent of its turnover • Print ads • TV commercials • Digital presence • Outdoor advertisements • Visual merchandising • In- flight sampling
  10. 10. A study on consumer buying behavior towards dark fantasy biscuits • To understand the impact of advertisement on consumer buying behaviour of the dark fantasy biscuit • To analyse the important factors which have an influence on consumer decision making
  11. 11. RESEARCH PROCESS • Data Sources - primary and secondary data sources • Data Collection through questionnaire • Sample Size 50 • Sample – Youth, age group 20-30
  12. 12. AWARENESS ABOUT SUNFEAST DARKFANTASY SI NO: AWARENESS NO: OF PERCENTAGE RESPONDENTS 1 YES 50 100 2 NO 0 0 50 100
  13. 13. Familiarity with variants SI NO: NO: VARIANTS OF NO : OF PERCENTAGE RESPONDENTS 1 Only 1 2 Only 2 2 4 3 Only 3 25 50 4 Only 4 20 40 5 All 5 3 6
  14. 14. Mode of awareness 6% 14% SHOPS 36% ADVERTISEMENT FRIENDS 44% OTHERS
  15. 15. Regular buyers SI NO: RESPONSE NO: OF PERCENTAGE RESPONDEN TS 1 Yes 47 94% 2 No 3 6%
  16. 16. Level of satisfaction 58% 60% 50% 40% 30% 20% 24% 14% 10% 4% 0% Highly satisfied 0% Satisfied Average Dissatisfied Highly dissatisfied
  17. 17. Reason for buying 20% 14% 10% 56% quality price packaging taste brand loyalty
  18. 18. Role of promotion tools to increase brand popularity SI NO: RESPONSE NO: OF PERCENTAGE RESPONDENTS 1 Strongly agree 38 88 2 Agree 4 8 3 Disagree 8 4 4 Strongly disagree 0 0
  19. 19. The most influential promotion tool 0 22% 38% TVC HOARDINGS 12% PRINT AD ONLINE ADVERTISING 18% 10% IN STORE PROMOTION
  20. 20. Impact of promotion on buying behavior SI NO : RESPONSE NO: OF PERCENTAGE RESPONDENTS 1 Strongly agree 9 18 % 2 Agree 18 36 % 3 Disagree 19 38 % 4 Strongly disagree 4 8%
  21. 21. Familiarity with dark fantasy ads yes 100%
  22. 22. Opinion about the ads ( attractiveness) SI NO : OPINION NO : OF PERCENTAGE RESPONDENTS 1 Attractive 48 96 % 2 Unattractive 0 0% 3 Neither 2 attractive nor unattractive 4%
  23. 23. Opinion about the ads ( informative) 4% informative 26% uninformative 70% neither iformative nor uninformative
  24. 24. Opinion when compared with other ads (more purchase inducive) SI NO: RESPONSE NO: OF PERCENTAGE RESPONDENTS 1 Strongly agree 8 16 2 Agree 26 52 3 Disagree 11 22 4 Strongly disagree 5 10
  25. 25. DO THE ADVERTISEMENT GIVE THE PRODUCT A KIND OF INTERNATIONAL IMAGE SI NO: RESPONSE NO: OF PERCENTAGE RESPONDENTS 1 Strongly agree 15 30 2 Agree 23 46 3 Disagree 12 24 4 Strongly disagree 0 0
  26. 26. Does packing affects your choice of purchase? SI NO: RESPONSE NO; OF PERCENTAGE RESPONDENT S 1 Strongly agree 19 38 2 Agree 24 48 3 Disagree 6 12 4 Strongly disagree 1 2
  27. 27. Which element of packing attracts the most 42% 46% quality of the pack graphics color 8% 4% uniqueness
  28. 28. Opinion about the price of the product ( economical) SI NO: RESPONSE NO; OF PERCENTAGE RESPONDENTS 1 Strongly agree 9 18 2 Agree 21 42 3 Disagree 14 28 4 Strongly disagree 6 12
  29. 29. Easily available SI NO: RESPONSE NO; OF PERCENTAGE RESPONDEN TS 1 16 32 2 Strongly agree Agree 31 62 3 Disagree 3 6 4 Strongly disagree 0 0
  30. 30. Findings • Out of 50 respondents , all are familiar with sunfeast dark fantasy products • 50 % of respondents are familiar with only 3 variants of the product while 40 % is familiar with 4 variants .only 6% of the consumers are familiar with all the variants. • Advertisement is the major source through which consumers got to know about the product. • 94 % of the respondents are regular customers of dark fantasy. • A majority of respondents are satisfied with the product. • Study revealed that the packaging of the product is the most exiting feature which attracts the customers • A vast majority of respondents agreed that promotion activities have a great role in increasing brand awareness and popularity. • Study revealed that tvc is the most influential promotion activity.
  31. 31.  More than half of the respondents were of the view that promotion activities have got an impact on their buying decision i.e. 54%.  All the respondents were familiar with dark fantasy advertisements.  Most of the respondents were of the opinion that dark fantasy advertisements are attractive.  The study revealed that the advertisements of the product are less informative but more attractive as compared to that of competitors.  56% of the respondents agreed that dark fantasy advertisements are innovative  Study revealed that packaging of the product has a huge impact on consumers. Only a very few disagreed with the view.  A majority of respondents were of the opinion that the product is economical.
  32. 32. CONCLUSION • Most of the consumers are purchasing the product based on the advertisements they watch (38%) • Irrespective of the advertisement people are more attracted to the packaging of the product.
  33. 33. T H A N K Y O U

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