A market research on-field study on knowing the consumer behavvior and attitudes of product and competitior analysis

1. On-Field Market
Research Study
Internship at Bisk
Farm
An on-field market research was conducted
collecting data for the new product development.
This research was about observing the reactions,
behaviors, attitudes and testing the market
competitor and product knowledge of two
control groups
APURBA LAHIRI
1/1/2018

2. GROUP 1 : STUDENTS & WORKING YOUNG PEOPLE ( Different Biscuit
users )
FAMILY MEALS : DINNER ONLY WITH FAMILY
SNACKS ( MORNING TO EVENING ) : Tea , coffee , biscuits , puchka ,
chocolate , chips , chowmein , roll , cakes , oats , magi , pasta , salty items .
WHEN EAT BISCUITS ?
 With tea & coffee mostly throughout the day
 Just a light snack to fulfill stomach
CATEGORIZATION OF BISCUITS :
CHOCOLATE : Happy Happy , Bourbon , Tiger , Hide & Seek
OTHER THAN CHOCOLATE : Bisk Farm Top , Anmol Marie
BUTTER & CASHEW : Good Day & Mom’s Magic
WHO USE BUTTER BISCUITS ?
Kids , teenagers , middle –age and people with sweet personality eat sweet biscuits
.
HOW MUCH BISCUITS AMOUNT PURCHASE ?
Small packs more while in college , travelling to tuitions , in office .
WHAT IS A COOKIE ?
 Filled with choco chips, cashew nuts , pista
 An additional topping with biscuit
WHAT TYPE OF BISCUITS CAN BE COOKIES ( PERCEPTION)
1. Good Day
2. Mom’s Magic
3. Tiger

3. 4. Hide & Seek
5. Dark Fantasy
MOSTLY PURCHASED BISCUITS ?
 GOOD DAY
 PARLE HAPPY HAPPY
 HIDE & SEEK
 MARIE
 CREAM CRACKER
 CHOCO BISCUITS
 RUSKIT
 MOM’S MAGIC
 DARK FANTASY
HOW OTHER BISCUITS ARE BETTER THAN GOOD DAY ?
 Mom’s Magic is much rich in butter than good day
 Happy Happy costs less & is much crunchier than good day
 Bourbon has more cream filled with chocolate than good day
WHAT IS NECESSARY IN BISCUITS ?
 CRUNCHINESS to remain hard after in tea
 SMELL & FLAVOUR
 PACKAGE
ATTRIBUTES AWARDED TO BISCUITS :
Fulfilling stomach- Good Day
Package- Dark Fantasy
Availability- Mom’s Magic
HOW YOU BUY BISCUITS ?
 ATTRACTION

4.  AD CONTENT
FEEDBACK ABOUT BISKFARM :
Bisk Farm doesn’t make biscuits for carrying with friends also with a price point
higher .
REPSONSE TO HELLO BISCUIT PACKAGE PRINTS :
 Color & package should be a little different
 Resembles good day & top biscuit
 Biscuit shape should be little different
 Butter shape looks like cashew in print outlet
RESPONSE TO HELLO NAME :
 Bite into Hello & you will find people like you who you can connect
 An introduction to the biscuit market
 Hunger for stomach , hunger for heart
 Good name
RESPONSE TO HELLO PRINT ADS :
BUTTER AD CASHEW AD
 Both of the people are not happy
in life
 Different personalities want to
connect over a biscuit
 Both are losers in life
 Both are depressed . Thus
depression leads to hunger , &
hunger leads to connection.
 Name not going with ad
 Resembles Mom’s Magic
 Quite common
 Looks like the biscuit is for
children , not for adults or
teenagers
PERSONALITY WITH BISCUITS :

5. Good Day – Deepika
Mom’s Magic- Juhi Chawla , Kajol
Bisk Farm – Shah Rukh Khan
Anmol Dream Lite – Alia Bhatt
GROUP 2 : STUDENTS & WORKING YOUNG PEOPLE ( Good DAY
Biscuit users )
BISCUIT EATING TIME :
 Study time
 Tea-time
 Snacks
 Travelling to college & home
PREFERENCE OF BISCUIT OTHER THAN GOOD DAY :
 Sunfeast Mom’s Magic
 Oreo
 Hide & Seek
CATEGORIZATION OF BISCUITS :
Normal , old & less price – PARLE 50-50 , Mom’s Magic , Parle-G
Chocolate & costly-Hide & Seek , Dark Fantasy
All time , good taste – Good Day Cashew , Butter
CATEGORIZATION OF BISCUITS BASED ON TIME :
DAY –Good day Butter , Parle-G , Parle 50-50
EVENING-Good day Cashew , Hide & Seek , Bourbon

6. WHY GOOD DAY ?
 All can eat
 Butter & cashew rich
 Healthy to eat
 Mostly used on travelling , snacks , tea-time
 More tasty
 More thickness
WHAT IS COOKIE ?
 Warm biscuits
 Hot serving
 Costly
 Filled with choco chips
WHAT YOU PURCHASE MORE ?
Good Day Butter > Cashew ( mostly small packet buyers )
REPSONSE TO HELLO BISCUIT PACKAGE PRINTS :
 Color & package should be a little different
 Resembles good day
 Biscuit shape should be little different
 Looks like toffee
 Too deep colors
RESPONSE TO HELLO NAME :
 Not so Good name
 Should be a little different
 Sounds absurd
RESPONSE TO HELLO PRINT ADS :

7. BUTTER AD CASHEW AD
 Very confusing
 Joker can’t be sad like this
 Unmatched personalities with
different professions
 Not relatable with biscuit.
 Resembles Mom’s Magic
 Better than butter
 Same like other biscuit ads
 Relatable with biscuit
PERSONALITY WITH BISCUITS :
Good Day – Varun Dhawan , Deepika
Mom’s Magic- Aishwariya
Anmol Dream Lite – Prosenjit & Arpita