This document discusses a research project submitted by Akash Patil to the Mukesh Patel School of Technology Management and Engineering at SVKM's NMIMS University. The project aims to understand the evolving health conscious breakfast market in India. It provides context on the changing eating habits in India and shift toward healthier breakfast options. It outlines the research objectives, hypotheses, and methodology which includes a questionnaire and data analysis techniques like regression and frequency analysis. The results and conclusions of the analysis are also summarized.

1. 1
MUKESH PATEL SCHOOL OF TECHNOLOGY MANAGEMENT AND
ENGINEERING
SVKM’S NMIMS
UNDERSTANDING THE EVOLVING HEALTH CONSCIOUS BREAKFAST
MARKET OF INDIA
A Research Project submitted in partial fulfillment
of the requirements for the degree of
MBA(Tech)
By
Akash Patil
K-074
Under supervision
Of
Prof. Prerena Parekh
Year of Graduation-2017

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DECLARATION
I hereby declare that the research project titled, “UNDERSTANDING THE EVOLVING
HEALTH CONSCIOUS BREAKFAST MARKET OF INDIA”, submitted by me is based on
original work carried out by me. I certify that it has not been submitted anywhere else. I further declare
that Mukesh Patel School of Technology Management and Engineering, NMIMS (deemed-to-be-
university) will have the copyright on the project report submitted by me to the college (MPSTME)
Thanking You
(Akash Patil)

3. 3
Table of Contents
Content Page No.
Acknowledgement……………………………………………………………………………..4
Abstract………………………………………………………………………………………...5
Introduction…………………………………………………………………………………….6
Review of Related Literature…………………………………………………………………..8
Research Methodology………………………………………………………………………..16
Analysis and Results…………………………………………………………………………..20
 Frequency analysis using SPSS……………………………………………………….33
 Linear Regression Analysis Using SPSS……………………………………………...35
Summary And Conclusion…………………………………………………………………….41
References …………………………………………………………………………………….43

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Acknowledgement
I am highly grateful to Mukesh Patel school Of Technology Management and Engineering, NMIMS
University, Mumbai, for providing me with the opportunity to carry out the Research Project.
I would like to express a deep sense of gratitude to my faculty supervisor- Prof. Prerena Parekh for her
supervision, advice and guidance during the entire course of the project.
I express my gratitude to all the other faculty members and staff of MPSTME, NMIMS University for
their intellectual support throughout the course of this work.
Lastly I would like to thank my family and friends for their support throughout the project.
Aditya Paliwal

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Abstract
The population of India is evolving, as a developing nation the lifestyle of Indian consumers is changing,
this has led to a change in the eating habits of the people. Traditional Indian breakfasts are giving way to
healthier food choices such as cereals, flakes and oats, etc.
With the help of this project we are trying to understand how the breakfast market has changed in India in
the urban areas in the last few years.
To get results in a proper fashion we formulated some hypothesis and accordingly devised a series of
questions which adhered to the type of data which we wanted to gather.
The results of the questionnaire were then fed to the SPSS software to be analyzed and the results were
tabulated and conclusions were made accordingly.

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Introduction
We are well aware of the fact that change is necessary. Every being and thing needs to change in order to
survive. Change means to “make or become different”. But there is one aspect that we tend to overlook.
Becoming different is important but evolving is essential with time. Evolving means to “develop
gradually”.
This brings us to our research i.e. “Understanding the evolving health conscious breakfast market of
India”.
a. Background of the Study
Health consciousness has become an important aspect in today’s food industry. Trends over the last decade
suggest that people are getting more inclined over consumption of healthy food. In a vast country like
India, it becomes very important for the players from the food industry to understand these trends and act
accordingly. Breakfast market in India is going through a phase where people are switching over to
healthier food and beverage options e.g. Cereals, Fruit juices etc. rather than the traditional Indian
breakfast items. Our aim with this research would be to understand how the food market has evolved over
time to the health conscious breakfast market in India right now.
b. Statement of The Problem
To understand how the breakfast market of India has evolved over the last few years.
c. Purpose and Objectives
The purpose of the research is to find out the relations between the variables that we considered to
understand how the breakfast market of India has evolved into health conscious market.

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The variables that have been considered are
 Financial capability- Mediating variable
 Social background- Moderating variable
 Lifestyle- Independent variable
 Choice of breakfast- Dependent variable.
Objective of the research is to establish a relation between the independent, moderating variables on the
dependent variable through hypothesis testing.
Hypothesis considered for this report are:
1) As there is a change in lifestyle of people, breakfast becomes healthier.
2) If financial capability is high people choose healthier breakfast.
3) Social background of people changes the choice of breakfast.
Hypothesis testing is done through data analysis techniques like regression and frequency analysis. Data
is gathered through a survey (Questionnaire attached) which is formulated keeping in mind the
requirements of the project and conclusions are drawn from the results of the analysis.

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Review of Related Literature
1. Functional Foods: Marketing ‘Health’ To Modern India
Manish Sharma
Doctoral Scholar, IIFT, New Delhi, India
Shweta Garg
Independent Dairy Consultant
Functional Foods: Marketing 'Health' To the health of Indians and the dynamic market of Functional Foods
mapping market and marketing of Functional Foods in India.
Basic findings were that the functional food market in India is growing at a rapid pace as the functional
food market is innovation driven and products sold in the Indian market have been tapped providing
insights on the Functional Foods market in India and may form the Keywords: Functional Foods in India
have a long way to before establishing as a mature market. The following paper provides an overview of
the Functional Food market in India along The food industry views the Functional Foods as a business.
Functional foods also offer the perception that the food industry is removing less In Europe, Functional
Food Science in Europe (FuFoSE) defines functional food as ''a food product can only be considered
functional if together with the basic nutritional functional foods as "foods which are specially processed
or formulated to satisfy composition of ordinary foods of comparable nature if such ordinary foods exist,
and for the world markets of functional foods.
South Asia, estimates the Health & Wellness (H&W) foods market in India at INR .The Indian functional
food market, apart from the dietary supplements, is estimated by foods in the Indian market include
products like fruits, vegetables, energy drinks, Functional Food products are not homogeneously
distributed across all segments of the functional foods products were launched in India in 2010.
The Indian functional food "market" is fragmented and Unilever, Kellogg, and PepsiCo have introduced
Functional Food products. Functional foods market due to the incompetence of developing but has not
been able to introduce any functional food products despite the Functional Food segment and provide the
necessary R&D support to most of the food. Some of the popular functional food products and brands
marketed in the Indian market Company Core Function Product Description Functional Foods Brands
An indicative list of Functional Foods in Indian market stiff challenge to market the functional foods to
various segments of consumers who are of functional food products is predominantly based on the health
benefits of the products sustainable demand and market for functional food products.
For the market success of Functional Foods it is required to serve high-volume Functional foods, as one

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of the solution, are being introduced by the food marketers in Market and marketing of functional food in
Europe.
2. Trends related to the food industry in India
The year 2013 was a mixed bag for food services operators in India. Fixed price menus have emerged and
evolved within the Indian food services space in recent years, and Food service operators are trying their
hand at the home delivery format as an added of Food Service Outlets. Food Service Outlets with Delivery
Service % of Total number of outlets. However, in the recent past, food service operators, especially
restaurant operators, have realized that Food service operators are offering all categories of health foods,
however, better-for-you and natural foods such ingredients which tends to increase the raw inputs costs
for food service operators; these have to Thus, it is apparent that health foods are gaining importance
within the menu mix of food service efforts of not only health food manufacturers and food service
operators, who are educating consumers demand for health foods both in the retail and the food service
industry.
3. Processed food in India: Enablers and Barriers
Nikhil Prasad Ojha
Rohithari Rajan
Sandeep Lodha
Trends and International examples, suggest that India's packaged foods market could well exceed than
current. This report outlines the key factors that will shape the growth in India's packaged food industry,
and also a strong foundation for growth in the packaged food industry. The research identifies four key
factors that will drive the development of the packaged food industry. In addition, the Indian food
processing industry, essential to packaged foods, is thriving.
Environment needed for the packaged food industry to flourish, a growing momentum to food production
and domestic consumption accounts for the majority of packaged food production in India.
Private expenditure is currently on food, India provides an appealing market for new food products.
Their answers provide a snapshot of India's varied consumer groups and changing food preferences,
Analysts predict growth rates for the packaged food sector anywhere from 9% to 13% for the next 5-6
years.
China's experiences suggest an imminent upswing in packaged food consumption in India means that

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India's packaged food consumption could reach an annual growth rate as high as 15%.
These considerations lead to assess the predicted rate of growth for India's packaged food market at
around. Growth based on China is calculated assuming that per capita consumption of packaged foods
grows at the same rate as that of China at the same period in Packaged food demand is racing ahead of
India's agricultural production capacity and is beginning to cause The market for packaged foods is
evolving and companies must choose their entry point based on two criteria: growth in packaged foods is
not easy, and in India - more than elsewhere - it's critical to establish a leadership Making a profit in India's
packaged foods market may not be easy.
Each player in the value-web can benefit from the expansion of India's packaged food industry.
4. Emerging consumer demand: Rise of the Small Town India
This White Paper titled 'Emerging Consumer Demand: Rise of the Small Town Indian,' takes a closer look
at how the smaller Indian towns are leading the demand surge & shopping like metros.
When examined the performance in 2011 (Q4 over Q1), it was found that the smaller Indian towns with a
population of less than 1 lakh people, led an impressive growth story (19 percent in value terms versus 15
percent in rural India and 12 percent in the metros) even though distribution grew marginally faster in
rural (4 percent in villages compared to 3 percent in these smaller towns).
From an FMCG perspective, within the same year (Q4 over Q1 2011),it was found that 42 out of 83
categories in Middle India grew at least 10 percent or more in same-store sales; in smaller towns (rest of
urban, population of <1 lakh) this was even more broad-based with 53 out of 83 categories clocking at
least a 10 percent growth in same-store sales.
Small town India (towns of 10 lakh and below) contributes to 38 percent of the Indian FMCG market
today; their growth contribution is even larger.
Considering the expected growth of population in this area, rise in incomes and aspirations and the
expected influx of people from even smaller towns to Middle India, this market is expected to create huge
opportunities for marketers in the coming few years.
5. Breakfast Cereals Market in India
Processed grains, which are consumed as first meal in the [Building with Brains + Buildings with Brains
= Sustainable Future] morning, fall under the category of breakfast cereals.

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Indian consumers are moving towards convenient and healthier life style thus making the breakfast
cereal as important category in food and beverage industry.
The broad classification of breakfast cereals consumed in India can be seen as below.
Ready to eat cereals: This category consists of cereals that can be consumed without cooking.
It includes Cornflakes, wheat flakes, multi-rain flakes, granola bars, puffed and pulverized cereals like
murmura and popcorn, cereals made from soy or bran, and squeezed-type cereals made from grain flour
or powder.
Precooked/Processed cereals: The consumption level of these cereals is maximum among breakfast
cereals.
Ready to cook cereals include fermented/ non fermented products, enriched products, such as
poha,upma, idli, vada, dhokla, khandvi etc., other such pre-cooked products.
Ready-made/ Breakfast Mixes: These are dry or liquid mixes of other whole, flaked or ground cereal or
grain with other ingredients.
Consumer offers like discounts and 'Buy-3-get-1-free' are triggering sales of breakfast cereals in retail
shops like Reliance Fresh etc.
Since, homemakers are looking for convenient and healthy options, breakfast cereal brands are entering
new households.
Sahil Gilani, director (sales & marketing), Gitz Food Products said that now other processed food
categories are filling empty shelves of Maggie, trade inquires for Gitz mixes and ready to cook meals
have increased.
According to Reliance Fresh, brands of instant poha, upma, oats and fries are catching eyes of
consumers seeking instant breakfast options.
In period of just 2 years, the Oats category has gained 26 percent of the Rs 720 crore breakfast cereal
market in urban India.
As these breakfast cereals are high in nutrient content, consumers are moving towards them by laying
off their traditional breakfast platters.
Growing incidences of lifestyle diseases in urban households have further pushed consumers towards
these nutritious and low fat breakfast cereals.
Breakfast cereals provide fast and healthy options to middle income group.
As these breakfast cereals are branded, they have gained the trust among the consumers.
Lack of taste: Some consumers who seek for healthy breakfast options do not like bland taste of flakes,
oats or muesli.

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Inflexibility: Ready to cook and ready to eat do have some flexibility like consumers can add vegetables
or fruits along with sugar or salt whatever preferred but the content of ready-made mixes cannot be
altered.
Snowballing Health Awareness: Aware of the flaws of traditional breakfast, consumers are now
purchasing food products post scrutinizing the ingredients section on the pack.
Better health awareness, higher sales of breakfast cereals like oats, muesli and flakes.
Competition: Breakfast cereal market is dominated by leading food giants like Kelloggs, PepsiCo,
Marico, etc.
Market penetration: Consumers of breakfast cereals are urban consumers belonging to high and middle
income groups.
If price of product is increased, consumers may switch to other brand or product options.
6. The Breakfast Cereals Market in India
Reetesh Shukla (Associate Director, Food Services & Agriculture)
Vidul Sharma (Principal Consultant, Food Services & Agriculture)
For the most part, Indians have inclined towards consuming their quintessential hot, cooked breakfast
(naashta), and find it difficult to give in to such breakfast options as cereals with milk.
The breakfast cereal market already offers various product categories, e.g. cornflakes, oats, muesli, wheat
flakes, etc.
India, being a large market with growing middle-income group and double-income households, holds
great potential for the breakfast cereal market, which in turn must provide healthy, convenient, and tasteful
options.
The success story of Kellogg’s, Bagrry’s, etc. reinforces their belief in the potential of the breakfast cereal
market which, though at a growing stage with few national and international players, has captured a large
share of the pie, witnessed healthy year-on-year growth in the past couple of years, and is positive about
future business growth.
While there is no doubt about the potential of the breakfast cereal market in India, it is not going to be
easy, with challenges abounding. The biggest challenge is competition, as there are more than 50 regional
players in the segment apart from major players like Marico, Heinz, and Britannia etc.

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Additionally, brands like McDonald's are eyeing the breakfast market in India with their range of
breakfast menus which cater to travelling professionals.
Market penetration, with better-yet-economical distribution, poses another challenge for international
players who hope to enhance their existing market reach and foray into new market segments like low
income groups.
Breakfast cereal manufacturers are likely to benefit from this trend as health benefits are one of the
factors due to which consumers purchase cereals.
The surge in demand will also drive innovation in the breakfast cereal market, with the introduction of
better product offerings as well as international brands in.
Thus, although Breakfast Cereals is an evolving market, as it evolves, it will create scope to overcome
challenges like product awareness, brand loyalty, understanding consumer buying behavior, and
developing products which tantalize the Indian consumers' palate.
7. Health conscious Indians seek innovative food and drink
Jess Halliday
Consumers in India are placing increasing priority on healthy food and beverage products, according to
Datamonitor, and they’re keen to see innovative products that cater to their concerns.
According to research the Indian packaged food and beverage industry was worth around $21.5 billion
and has seen solid growth in the past five years. Health and wellness food make up about $725 million of
the aforementioned value.
Over the last decade the demand for health foods in India is backed by reasons like increasing incidence
of lifestyle-related diseases, economic uncertainty and the awareness related through the media.
8. Consumer risk perceptions in rte (ready-to-eat) breakfast cereal market
Simi Simona,
Dr. B. Murali Manohar
“This article builds on past study of Mitchell and Boustani to assess the consumer risk perceptions in RTE
Breakfast cereal Indian market. It aims to add to past research through: assessing the consumer risk
perceptions analysing its influence on the buying behaviour. Consumers often perceive risks in making
product selection due to the uncertainty regarding the consequences of their product decisions. The most

14. 14
frequent risks of Physical, Financial, Social, Psychological and Time risks are analyzed using SEM
approach. Primary data was sourced through a structured questionnaire and the information regarding the
topic was collected from 150 respondents. It concluded with a note that though RTE Breakfast cereals at
the first sight seems to be less risky products, on a closer inspection risks does appear to play a significant
role in the purchase decisions. The study also highlights the risk reducing strategies which could be
adopted by marketers according to the relative importance of the risks identified.”
9. Understanding Private Label purchase in Breakfast cereals and Snacks
Jayakrishnan.S
Prof Rekha
D. Chikhalkar
Dr. Ranjan Chaudhuri
“The Indian retail industry was estimated at USD 520 Billion in 2013 and projected to grow at
a rate of 13 % and will have a market size of USD 950 billion by 2018 (E&Y, 2014). Retail sector has
become competitive with the emergence of organized retail players. Currently
retailers are focusing on developing their own brands or private labels to enhance customer
loyalty, to add diversity and for better margins. According to Nielsen, India’s private label
market is expected to grow to USD 500 million. The sale of private labels increased by 22%
during 2012-13. Categories like packaged foods, refined edible oils, breakfast cereals,
ketchups and sauces account for 75% of total sales of private labels. Breakfast cereal market
in India was pegged at USD 157 million in 2013 and expected to have a double digit growth
over next five years. Indian snack market is valued at 2.1 billion USD in 2014. This makes
this segment attractive for private labels to launch their private labels. A pilot study was
conducted among shoppers of Cochin and Mysore to understand their preference for private
labels with respect to Breakfast cereals and snack categories. Categorical Principal
component analysis will be used to look into the extent to which consumer factors, store
factors and price have relationship among themselves and the influence it has on purchase.”
10. Opportunity assessment for gluten free products market in India
This study analyses the major trends in the Indian gluten-free products market. It offers a comparative scenario
of Indian market viz US and European markets. It clearly lists and defines the market drivers and restraints that
are expected to have an impact in the Indian scenario. The study presents a robust picture of competitive and
regulatory scenario, along with pricing and distribution analysis, for Indian and major global markets.
Global Market Scenario
• The global market for gluten-free product was about $3.8 billion in 2012, and this market is projected to
reach $6.2 billion at a CAGR of 8.5% by 2018. North America was the largest market accounting nearly

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59% of the market share in 2012. Europe is expected to show significant growth in the market in the near
future. The United Kingdom was the largest European gluten-free market in 2012. The bakery and
confectionery market is expected to be the fastest growing one in Europe, followed by North America.
Australia in the Asia-Pacific (APAC) region and Brazil in the Rest-of-World (ROW) region are the largest
markets expected to grow further by 2018.
• In the North American and European market, gluten-free products are increasingly being offered at
grocery stores. With the trend of offering exhaustive product variants, supermarkets and mass retailers are
focusing more on the free-from products. This particular phenomena has decreased the sales share
By health and natural food stores for gluten-free products. A number of gluten-free products are available
in the market such as:
o Bakery and confectionery
o Breakfast cereals
o Snacks
o Baking mixes and flour
o Meat and poultry products
o Other foods (sauces, dressings, beverages, dairy products)
Source: Frost & Sullivan
Global Market Scenario
• As opposed to in the United States and Europe, the usage of gluten-free products in India is primarily
after a person is diagnosed with celiac disease. The awareness about celiac disease and importance of
gluten-free products is very low.
• Market is geographically skewed. As the cases of celiac disease is more in the northern part of the
country, the demand for gluten-free products majorly comes from this region as wheat is a prevalent cereal
in North India; rice-based foods contribute for most of the South Indian food consumption.
• Suppliers in the gluten-free products are typically small and medium-sized companies with their overall
product portfolio majorly focused in the gluten-free products and similar health products. Most of these
suppliers have their manufacturing and marketing base in Punjab and Delhi region. Imported products
from Europe and US also have good penetration in the gluten-free segment.
• Bakery and confectionery products are the most prevalent gluten-free products in Indian market.
Staple food and other ready to eat food products are also gaining traction in the market.
• Food giants such as Nestle, Hershey’s, and ITC are yet to introduce gluten-free products in the Indian
market. This is due to low demand, which may not be commercially viable for the big participants.
However, most of the global food giants have gluten-free products in their products offering in the
United States and Europe.
• Gluten-free products are sold majorly through health stores. However, in some cities of Punjab and areas
in Delhi, this product is finding its way through retail stores as well.
Source: Frost & Sullivan
Market Snapshot Top Trends in Gluten-free Market in India

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Research Methodology
We have used a Descriptive study where we have formulated hypothesis related to the topic and from
these hypothesis we have taken some variables.
The hypothesis are:-
1) As there is a change in lifestyle of people, breakfast becomes healthier.
2) If financial capability is high people choose healthier breakfast.
3) Social background of people changes the choice of breakfast.
The variables are:-
Financial capability- Mediating variable
Social background- Moderating variable
Lifestyle- Independent variable
Choice of breakfast- Dependent variable
We designed a theoretical framework to understand the dependency of the variables on the output.
We are opting for a Questionnaire type methodology as the topic is consumer oriented and the best way
to gather data is with the help of asking questions to the people.
The respondents we have selected are from the age group of 20-25 and consists of students, part-time
workers and full-time employees of different backgrounds. The questions for the survey have been
prepared by the team members related to the topic based on understanding from research papers with
similar research objectives.
Lifestyle Financial capability Choice Moderating Variable
of breakfast
Social
background
Independent Variable
Moderating Variable
Mediating Variable Dependent Variable
Moderating Variable

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The questionnaire was:-
1) Male or Female?
2) Do you regularly eat breakfast?
a. Yes
b. No
3) What do you usually eat for breakfast? Do you ever skip breakfast?
a. Cereals
b. Traditional Breakfast
c. Oatmeal Products
d. Ready to eat / other packaged food
4) Are you concerned about your daily calories intake when choosing something to eat?
a. Yes
b. No
5) Do you prefer breakfast cereals to other breakfast foods?
a. Yes
b. No
6) What is your own preferred breakfast cereal?
7) Which brand do you prefer?
a. Kellogs
b. Britannia
c. Marico
d. Gitz
e. Mohan Mekin
f. Hindustan Unilever
g. Amway
8) For college/office do you have heavy breakfast and skip lunch?
a. Yes

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b. No
9) Do you prepare your own breakfast?
a. Yes
b. No
10) Do you prefer your cereal with warm or cold milk?
a. Cold
b. Warm
11) Do you add sweetener or sugar to your cereal?
a. Yes
b. No
12) Do you pay attention to making healthy food choices when you eat?
a. Yes
b. No
13) Are you allergic to nuts, oats, milk, corn, etc.?
a. Yes
b. No
14) Do you enjoy breakfast cereals that contain nuts, oats, etc.?
a. Yes
b. No
15) Which of the following breakfast cereals would be the one you would most likely enjoy eating
regularly and why?
a. Ready mate mixes
b. Traditional breakfast (parantha, idli, dosa, poha)
c. Cereals
d. Liquids(Milk, juice)
e. Oats
16) Would you buy a cereal purely because it's recommended by health experts?
a. Yes
b. No

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17) On a scale of 1-5, rate the pricing of healthier breakfast products in India like cereals, oats etc.
with 1 being too expensive and 5 being affordable.
18) How much does the image of retailer come into consideration while purchases?
a. Never
b. It matters sometimes
c. It holds a lot of importance
d. I won’t buy any product without considering the image of the retailer
19) Does shelf space allocation and visual merchandising factor in purchase of any product? Rate on
a scale of 1 to 5, with 1 meaning it doesn’t matter at all and 5 meaning it holds high importance.
20) Does the purchase depend on which product has ongoing offers or sale on the products?
a. Yes
b. No
21) Does social background act as a factor in consumption of the type of breakfast?
a. Yes
b. No
22) Does increasing urbanization become a factor for switching to breakfast cereals from traditional
breakfast foods?
a. Yes
b. No
23) How much does the availability of different flavours of a product factor as a buying option over
other type of products? Rate on a scale of 1-5, 1 meaning no effect and 5 meaning holds high
importance in buying decision.
24) Does prices of different types of breakfast products such as Oats, cornflakes or RTE mixes
attract attention?
a. Yes
b. No
25) Does societal influence factor as a consideration while purchasing type of products?
a. Yes
b. No
Hypothesis testing is done through data analysis techniques like regression and frequency analysis with
the help of SPSS.

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Analysis and Results
Data analysis of responses:-
1) Age
2) Male or Female?
0
5
10
15
20
25
30
0 10 20 30 40 50 60
0
5
10
15
20
25
30
Female Male

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3) Do you regularly eat breakfast?
4) What do you usually eat for breakfast?
0
5
10
15
20
25
30
35
No Yes
0 5 10 15 20 25 30 35
Cereals
Oatmeal Products
Ready to eat / other packaged food
Traditional Breakfast

22. 22
5) Are you concerned about your daily calories intake when choosing something to eat?
6) Do you prefer breakfast cereals to other breakfast foods?
24.4
24.6
24.8
25
25.2
25.4
25.6
25.8
26
26.2
No Yes
0
5
10
15
20
25
30
35
No Yes

23. 23
7) Which brand do you prefer over others?
8) For college/office do you have heavy breakfast and skip lunch?
0 5 10 15 20 25 30 35 40 45
Amway
Britannia
Hindustan Unilever
Kellogs
Marico
0
5
10
15
20
25
30
35
40
No Yes

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9) Do you prepare your own breakfast?
10) Do you prefer your cereal with warm or cold milk?
0
5
10
15
20
25
30
35
No Yes
0 5 10 15 20 25 30
Cold
Don't eat cereal.
Warm

25. 25
11) Do you add sweetener or sugar to your cereal?
12) Do you pay attention to making healthy food choices when you eat?
0 5 10 15 20 25
Don't eat cereal.
No
Yes
0
5
10
15
20
25
30
35
No Yes

26. 26
13) Are you allergic to nuts, oats, milk, corn, wheat, or any other common food item?
14) Do you enjoy breakfast cereals that contain nuts, oats, etc.?
0
10
20
30
40
50
60
No Yes
0
5
10
15
20
25
30
35
No Yes

27. 27
15) Which of the following breakfast would be the one you would most likely enjoy eating regularly?
16) Would you buy a cereal purely because it's recommended by health experts?
0 5 10 15 20 25 30 35 40
Liquids (Milk, juice)
Oats/ Cereals
Traditional Indian Breakfast (Paratha, Idli,
Poha, etc.)
0
5
10
15
20
25
30
35
40
No Yes

28. 28
17) On a scale of 1-5, rate the pricing of healthier breakfast products in India like cereals, oats etc.
18) How much does the image of retailer come into consideration while purchases?
0
1
2
3
4
5
6
0 10 20 30 40 50 60
0 5 10 15 20 25 30
I won’t buy any product without considering
the image of the retailer.
It holds a lot of importance.
It matters sometimes.
Never

29. 29
19) Does shelf space allocation and visual merchandising factor in purchase of any product?
20) Does the purchase depend on which product has ongoing offers or sale on the products?
0
1
2
3
4
5
6
0 10 20 30 40 50 60
0
5
10
15
20
25
30
35
No Yes

30. 30
21) Does social background act as a factor in consumption of the type of breakfast?
22) Does increasing urbanization become a factor for switching to breakfast cereals from traditional
breakfast foods?
22.5
23
23.5
24
24.5
25
25.5
26
26.5
27
27.5
No Yes
0
5
10
15
20
25
30
35
No Yes

31. 31
23) How much does the availability of different flavours of a product factor as a buying option over other
type of products?
24) Does prices of different types of breakfast products such as Oats, cornflakes or RTE mixes attract
attention?
0
1
2
3
4
5
6
0 10 20 30 40 50 60
0
5
10
15
20
25
30
35
No Yes

32. 32
25) Does societal influence factor as a consideration while purchasing type of products?
0
5
10
15
20
25
30
35
No Yes

33. 33
Frequency analysis using SPSS:-
N Minimum Maximum Mean
Std.
Deviation
Gender 51 1 2 1.451 0.50254
Regularity 51 1 2 1.4118 0.49705
Preference 51 1 4 1.4706 0.73083
Consciousness 51 1 2 1.4902 0.50488
Alternatives_Breakfast 51 1 2 1.5686 0.5002
Alternative_Brand 51 1 6 1.5098 1.1895
Heavy_Breakfast 51 1 2 1.7059 0.46018
Own_Breakfast 51 1 2 1.6275 0.48829
Cold_or_Hot_Milk 51 1 3 1.8627 0.89487
Sugar 51 1 3 2.0196 0.78715
Healthy_Choice 51 1 2 1.3529 0.48264
Allergic 51 1 2 1.9412 0.23764
Cereals_With_Nuts 51 1 2 1.3922 0.49309
Favorite_Breakfast 51 1 3 1.6275 0.93725
Recommended use 51 1 2 1.6863 0.46862
Rating 51 1 5 2.9412 0.92546
Retailer_Image_Concern 51 1 4 1.9804 0.78715
SSA_VM 51 1 5 3.098 1.02479
Offers 51 1 2 1.3725 0.48829
Social_Background 51 1 2 1.4706 0.5041
Urbanization 51 1 2 1.3725 0.48829
Variety_Availability 51 1 5 3.6863 0.98975
DIfferent_Prices 51 1 2 1.4314 0.5002
Social_Influence 51 1 2 1.5686 0.5002

34. 34
0
0.5
1
1.5
2
2.5
3
3.5
4
0 5 10 15 20 25 30
Mean
0
0.2
0.4
0.6
0.8
1
1.2
1.4
0 5 10 15 20 25 30
Std. Deviation

35. 35
Linear Regression Analysis Using SPSS :-
Variables Entered/Removedb
Model Variables Entered Variables Removed Method
1 Different Prices, Gender,
Alternative Breakfast,
Consciousness, Own
Breakfast, Favorite Breakfast,
Healthy Choice
. Enter
a. All requested variables entered.
b. Dependent Variable: Regularity
 Model – Tells us about the number of the model being reported.
 Variables Entered - Variables are entered into regression in blocks, and it allows stepwise
regression. Hence, we need to know which variables were entered into the current
regression. Since we did not block the independent variable or use stepwise regression, this
column lists all of the independent variables that we specified.
 Variables Removed - This column listed the variables that were removed from the current
regression. This column is empty as we did not do a stepwise regression.
 Method - This column tells about the method that SPSS used to run the regression. "Enter"
means that each independent variable was entered in usual fashion
Model Summaryb
Model R R Square Adjusted R Square
Std. Error of the
Estimate
1 .281a
.079 -.071 .51434
a. Predictors: (Constant), Different Prices, Gender, Alternative Breakfast, Consciousness, Own
Breakfast, Favorite Breakfast, Healthy Choice
b. Dependent Variable: Regularity

36. 36
 R - R is the square root of R-Squared and is the correlation between the observed and predicted
values of dependent variable.
 R-Square - This is the proportion of variance in the dependent variable (Regularity) which can
be explained by the independent variables (Gender, Consciousness, Fav. Breakfast, etc. ). This
is an overall measure of the strength of association and does not reflect the extent to which any
particular independent variable is associated with the dependent variable.
 Adjusted R-square - This is an adjustment of the R-squared that penalizes the addition of
extraneous predictors to the model.
 Std. Error of the Estimate - This is also referred to as the root mean squared error. It is the
standard deviation of the error term and the square root of the Mean Square for the Residuals in
the ANOVA table.
ANOVAb
Model Sum of Squares df Mean Square F Sig.
1 Regression .978 7 .140 .528 .808a
Residual 11.375 43 .265
Total 12.353 50
a. Predictors: (Constant), DIfferent_Prices, Gender, Alternative Breakfast, Consciousness, Own
Breakfast,
b. Dependent Variable: Regularity
 Regression, Residual, Total - Looking at the breakdown of variance in the outcome variable,
these are the categories we examined: Regression, Residual, and Total. The Total variance is
partitioned into the variance which can be explained by the independent variables (Model) and the
variance which is not explained by the independent variables (Error).
 Sum of Squares - These are the Sum of Squares associated with the three sources of variance,
Total, Model and Residual. The Total variance is partitioned into the variance which can be
explained by the independent variables (Regression) and the variance which is not explained by
the independent variables (Residual).
 df - These are the degrees of freedom associated with the sources of variance. The total variance
has N-1 degrees of freedom. The Regression degrees of freedom corresponds to the number of
coefficients estimated minus 1. Including the intercept, there are 7 coefficients, so the model has
7-1=6 degrees of freedom. The Error degrees of freedom is the DF total minus the DF model, 50
- 7 = 43.
 Mean Square - These are the Mean Squares, the Sum of Squares divided by their respective DF.

37. 37
 F and Sig. - This is the F-statistic the p-value associated with it. The F-statistic is the Mean Square
(Regression) divided by the Mean Square (Residual): .140/.265 = .528. The p-value is compared
to some alpha level in testing the null hypothesis that all of the model coefficients are 0.
The independent variables are said to be useful in predicting the dependent variable when the level of
significance (P-value labelled with Sig. on the Output) is below 0.05.
So, clearly in our case the value of p=.808 which is >0.05 so we can say that the independent variables
are not so useful in predicting dependant variable
Coefficientsa
Model
Unstandardized
Coefficients
Standardized
Coefficients
t Sig.B Std. Error Beta
1 (Constant) .741 .548 1.353 .183
Gender .260 .162 .263 1.606 .116
Conciousness -.050 .187 -.050 -.265 .792
Alternatives_Breakf
ast
-.004 .165 -.004 -.025 .980
Own_Breakfast -.034 .160 -.033 -.210 .835
Healthy_Choice .202 .212 .196 .953 .346
Favorite_Breakfast .071 .090 .134 .795 .431
DIfferent_Prices .028 .155 .028 .178 .859
a. Dependent Variable: Regularity
.
 Constant -This column shows the predictor variables (Gender, Consciousness, Alt. Breakfast,
Own breakfast, healthy choice, Fav. Breakfast. Diff Prices). The first variable (constant)
represents the constant, also referred as the Y intercept, the height of the regression line when it
crosses the Y axis. In other words, this is the predicted value of Regularity when all other
variables are 0.
 B - These are the values for the regression equation for predicting the dependent variable from the
independent variable.
 Gender - The coefficient for Gender is .260. So for every unit increase in Gender, a 0.260 unit
increase in Regularity is predicted, holding all other variables constant.

38. 38
 Consciousness - For every unit increase in Consciousness, we expect a -.050 unit decrease in
the Regularity score, holding all other variables constant.
 Alternative Breakfast - For every unit increase in Alternative Breakfast, we expect a -.004 unit
decrease in the Regularity score, holding all other variables constant.
 Own Breakfast - For every unit increase in Own Breakfast, we expect a -.034 unit decrease in
the Regularity score, holding all other variables constant.
 Healthy Choice - The coefficient for Healthy Choice is .202. So for every unit increase
in Healthy Choice we expect an approximately .202 point increase in the Regularity score,
holding all other variables constant.
 Favorite Breakfast - The coefficient for Favorite Breakfast is .071. So for every unit increase
in Favorite Breakfast, we expect a .071 point increase in the Regularity score.
 Different Prices - The coefficient for Different Prices is .028. So for every unit increase
in Different Prices, we expect a .028 point increase in the Regularity score.
 Std. Error - These are the standard errors associated with the coefficients.
 Beta - These are the standardized coefficients. These are the coefficients that we have obtained
by standardizing all of the variables in the regression, including the dependent and all of the
independent variables, and ran the regression. By standardizing the variables before running the
regression, we have put all of the variables on the same scale, and we compared the magnitude of
the coefficients to see which one has more of an effect. We also noticed that the larger betas are
associated with the larger t-values and lower p-values.
 t and Sig. - These are the t-statistics and their associated 2-tailed p-values used in testing whether
a given coefficient is significantly different from zero. Using an alpha of 0.05:
The coefficient for Gender (0.260) is significantly different from 0 because its p-value is 0.116,
which is greater than 0.05.
The coefficient for Conciousness (-.050) is significantly different from 0 because its p-value is -
0.792, which is greater than 0.05.
The coefficient for Fav Breakfast (0.071) is not statistically significantly different from 0
because its p-value is definitely larger than 0.05.
Reliability Statistics
Cronbach's Alpha N of Items
.241 7

39. 39
Interpretation of Alpha Value :
In statistics, Cronbach's (alpha) is used as a (lower bound) estimate of the reliability of a psychometric
test. It has been proposed that can be viewed as the expected correlation of two tests that measure the same
construct.
The Alpha value observed by us is 0.241 , hence the data observed is unacceptable.

40. 40

41. 41
Summary and Conclusion
a) Restatement of Problem: - To establish a relationship between the mentioned variables and to
understand how they affect the breakfast market of India.
b) Description of Procedures:-
 We conducted the research on survey based methodology.
 We analyzed the response data using SPSS software.
 Analysis Done :- Descriptive analysis, Frequency analysis, Linear regression
 Interpretation of data
 Conclusion
c) Major Findings :-
 Age was not that important factor.
 Men tend to eat breakfast regularly and women skip the most.
 Regular eaters of breakfast were around 60%.
 More people preferred traditional breakfast 64.28% and 23.5% preferred cereals.
 Only 51% people were conscious about what they have for breakfast and calories in it.
 Kellogg’s is the most preferred brand -74.5% and next is Britannia-23.5%
 Only 29.36% people preferred heavy breakfast than having lunch
 People who eat cereals around 71.23% prefer warm milk with it.
 Urbanization plays an important role and is a factor that people are switching from
traditional breakfast to cereals.
d) Conclusion and implications :-
 Variables such as Urbanization and Financial capability plays an important factor in
consumption of the type of breakfast in India.
 Companies with high brand value such as Kellogg’s and Britannia have a larger foot hold
in the market due to brand presence.
 About 51% of population is concerned with the calorie intake in diet and choose healthier
breakfast items which proves that the market of breakfast cereals has potential to increase.
 Lifestyles of the population is a major factor in choice of breakfast and 68% of population
being rural or semi-urban still prefer traditional breakfast over cereals.
e) Recommendation :-
 More participants from different states countries should be approached.
 SPSS trial version was used for analysis. Paid analysis version can be more reliable or any
other better analysis software should be used.
f) Limitations of the study :-
 Sample size was quite small and participants were friends and Relatives.
 Financial constraints were there & only Trial version of SPSS was used.
 The people who took our survey may not truly be a random sample of the population.
 Results are limited by the reliability of the tests done in SPSS.
 Limited amount of time given.

42. 42
g) Scope of future research :-
 Since importance of breakfast is increasing and it has also proven in increasing metabolism,
enhancing memory, building immunity etc. People are now focusing on breakfast and
there is also growth in cereal market of India.
 Cereal popularity is increasing in the metros so analysis should be done considering the
urban as well as rural India.
 A study showed that breakfast is the most skipped meal (27%) so there is a need to
understand this and improve this statistics.

43. 43
References
Manish Sharma, Shweta Garg. Functional Foods: Marketing ‘Health’ To Modern India
Euromonitor International, March 2012. Nikhil Prasad Ojha, Rohithari Rajan, Sandeep Lodha.
'Packaged Food in India'
Nielsen India Website
Reetesh Shukla, Vidul Sharma. “The Breakfast Cereals Market in India”
Simi Simona, Dr. B. Murali Manohar. Consumer risk perceptions in RTE (ready-to-eat) breakfast
cereal market.
Jayakrishnan.S ,Prof Rekha,D. Chikhalkar ,Dr. Ranjan Chaudhuri. Understanding Private Label
purchase in Breakfast cereals and Snacks.
Frost and Sullivan Database
www.technopak.com
https://wikibizpedia.com/Breakfast_Cereals_Market_In_India
http://www.foodnavigator.com/Market-Trends/Health-conscious-Indians-seek-innovative-food-
and-drink