This study evaluated customer satisfaction towards Britannia biscuits in Tenali, India. The objectives were to study consumption behavior patterns, measure customer satisfaction levels, and identify factors in the purchase decision process. A survey was conducted with 104 respondents. The findings showed that quality was the main motivator for purchase. 58% were satisfied with product quality and 68% satisfied with price. Availability satisfaction levels were independent of location. Suggestions included improving taste, offering combo packs, ensuring hygiene of ingredients, and increasing advertisement frequency and supply. The conclusion was that understanding customer needs is important for consumer satisfaction, which is necessary for company growth.

1. A STUDY ON CUSTOMER
SATISFACTION TOWARDS
BRITANNIA BISCUITS, TENALI.
NAME :DASARI AVINASH
H.NO:1982263105
Under the supervision of
Prof. M. SRINIVASA REDDY

2. CONTENTS:-
Introduction
Company profile
Industry profile
Scope of the study
Need for the study
Objectives of the study
Research methodology
Findings
Suggestions
Conclusion

3. Introduction:
• Customer satisfaction, a term frequently used in marketing, is a measure of how products
and services supplied by a company meet or surpass customer expectation.
• Customer satisfaction is defined as "the number of customers, or percentage of total
customers, whose reported experience with a firm, its products, or its services (ratings)
exceeds specified satisfaction goals.

4. Company profile:
 Britannia Industries Limited is a leading Indian company that manufactures and markets biscuits, bread, cakes, and
dairy products.
 The company was founded in 1892 and is headquartered in Bangalore, India.
 Britannia has a strong presence in India and exports its products to more than 60 countries worldwide.
 The company has a wide range of products, including popular brands like Good Day, Tiger, Bourbon, Marie Gold,
and Milk Bikis.
 Britannia has a state-of-the-art research and development center that focuses on developing new products and
improving existing ones.
 The company has a strong distribution network with over 4,000 distributors and 1.5 million retail outlets across India.

5. Industry profile:
 FMCG products are typically low-cost, high-volume items that are sold quickly and consumed frequently, such
as food and beverages, personal care items, and household cleaning products.
 The FMCG industry is highly competitive, with many established players and new entrants constantly vying for
market share.
 Consumer preferences and trends are constantly changing, which makes innovation and speed to market
important for FMCG companies.
 The FMCG industry is often characterized by thin profit margins, which means that companies must focus on
cost optimization and efficiency to maintain profitability.
 The FMCG industry is a major contributor to the global economy, generating significant employment and
revenue across the world.

6. Scope of the study:
 This Study evaluates the extent to which the retail outlet is covering the target market area, including
the number of locations, the distance between outlets, and the density of coverage.
 This study analyses the types of customers that the retail outlet is attracting, including their
demographic characteristics, buying behavior, and satisfaction with the store's offerings.
 This study involves evaluating the retail outlet's performance relative to its competitors, including
market share, pricing strategy, and promotional activity.

7. Need for the study:-
 To identify gaps in the coverage and expand into new areas, maximizing the sales potential.
 To identify areas where their customers are located and how best to reach them, ensuring that
customers can easily find and purchase their products or services.
 To recognise locations where they are underserved and expand into those areas, gaining a
competitive advantage.
 To ensure that the customers are satisfied with the availability and accessibility of their
products or services.

8. Objectives:
To study the factors forming consumption behaviour pattern in choice of Britannia Biscuits.
To measure the level of customer satisfaction associated with Britannia Biscuits.
To identify the factors contributing in the purchase Decision Making Process of Britannia Biscuits.

9. Research methodology
The information required for this study obtained was basically through two sources.
Primary Data:
The primary data has been collected through questionnaire from the customers.
Secondary Data:
Secondary Data comprises of information obtained from annual reports, brochures, manuals websites etc.
Research design : Descriptive research
Research approach : Direct approach
Research instrument : Questionnaire
Sample size : 104
Sample technique : Convenience sampling technique
Sample area : Tenali (Rural and urban)

10. DATAANALYSIS & INTERPRETATION

11. Source of awareness on Britannia biscuits
S.No Options No.of respondents Percentage (%)
1 Friends & relatives 46 44.2
2 Advertisements 14 13.46
3 Dealers 32 30.76
4 Others 12 11.5
Total 104 100
Interpretation:
From the above table it is inferred that 44% of the respondents are aware of Britannia biscuits
through friends and relatives.
0
5
10
15
20
25
30
35
40
45
50
Friends &
Relatives
Advertisements Dealers Others
percentage
percentage

12. Features that motivate customer to purchase this product
S.No Options
No of
Respondents
Percentage (%)
1 Quality 64 61.54
2 Brand image 17 16.35
3 Cost 13 12.5
4 Random Choice 10 9.61
Total 104 100
Interpretation:
From the above table it is inferred that 61% of the respondents are motivated by Quality while
purchasing this biscuits.
0
10
20
30
40
50
60
70
Quality Brand Image Cost Random choice
Percentage
Percentage

13. Satisfaction of customer on the quality of Britannia biscuits.
S.No Options
No. of
respondents
Percentage
(%)
1 Highly satisfied 22 21.15
2 Satisfied 38 36.53
3 Neutral 13 12.5
4 Dissatisfied 21 20.2
5 Highly
dissatisfied
10 9.62
Total 104 100
Interpretation:
From the above table it is clear that 58% of the respondents are satisfied with product quality.
0
5
10
15
20
25
30
35
40
Percentage
Percentage

14. Satisfaction with Price compared to other brand prices
S. No Options
No. of
respondents
Percentage
(%)
1 Highly satisfied 26 25
2 Satisfied 45 43.26
3 Neutral 11 10.58
4 Dissatisfied 12 11.54
5 Highly dissatisfied 10 9.62
Total 104 100
Interpretation:
From the above table it is clear that 68% of the respondents are satisfied with price
0
10
20
30
40
50
Highly
Satisfied
Satisfied Neutral Dissatisfied Highly
Dissatisfied
Percentage
Percentage

15. S.No Availability Urban Rural Total
1 Satisfied 35 32 67
2 Dissatisfied 18 19 37
Total 53 51 104
Satisfaction with the availability of Britannia biscuits by location
Interpretation:
From the above table it is clear that 64% of the respondents are satisfied
irrespective of location (urban/rural)

16. CHI-SQUARE ANALYSIS ON Availability
Location
S.No Availabulity urban rural total
1 Satisfied 35 32 67
2 Dissatisfied 18 19 37
Total 53 51 104

17. NULL HYPOTHESIS
The overall satisfaction towards Britannia biscuits is independent of location
(urban/rural).
O E O-E (O-E)^2 (O-E)^2/E
35 34.14 0.86 0.7396 0.022
18 18.85 -0.85 0.7225 0.038
32 32.85 -0.85 0.7225 0.022
19 18.14 0.86 0.7396 0.041
0.123

18. CALCULATED CHI SQUARE VALUE = 0.123
DEGREES OF FREEDOM = (R-1)*(C-1)
= (2-1)*(2-1)
= (1)*(1)
= 1
CRITICAL VALUE = 3.841
INFERENCE :
The calculated Chi-Square value (0.123) is less than the Critical Value (3.841) at 5% level of
significance and at 1 Degree of Freedom.
Hence, we accept the Null Hypothesis.
Also, we can conclude that the satisfaction levels of customers
is independent of location (urban/rural).

19. Findings:-
This study shows that the many of the respondents of 40% comes under the category of below 25 years of
age.
Britannia shows 60% is as male respondents and 40% is as female respondents out of 104 respondents.
This study shows that the majority of the respondents of 38% comes under the category of college level.
This study shows that the majority of the respondents of 25% comes under the category of student.
This study shows that the majority of the respondents of 31% comes under the category of monthly
income Rs. 5000-10,000.
This study shows that the majority of the respondents of 29% comes under the category of more than 15
years of using the Britannia biscuits.
This study shows that the majority of the respondents of 18% comes under the category of convenient
about availability of Britannia Biscuits.
This study shows that the majority of the respondents of 59% comes under the category of satisfied.

20. Suggestions:
The company has to improve their taste as in the beginning of the stage for the customer
satisfaction. Most of the customer are happy about the price, package, quantity of the Britannia
biscuits and they consumer it.
Some respondents are wanting a combo pack in the Britannia biscuits as a gift pack. If a
company introduces a new sub brand in Britannia biscuit means and they can use a sample or
free methods as a technique.
The respondents want that ingredients used in Britannia biscuits should be more hygiene for
the health of kids.
The frequency of advertisement in the mass media like radio, newspapers is not up to
satisfaction. Many people in the rural areas are unaware of various biscuits of Britannia brand.
The company has to introduction new brand to increase its share in the market.
Usage margin among the customer is very high. So, the company has to increase the quantity
and quantity of the biscuit.
The supply of the biscuit should be frequent

21. Conclusion :-
Marketing plays a pivotal role in the growth and development of country. The development of marketing
has always kept pace with the economic growth of the country. Now the modern making face the high
competition in their activities. Competition is the order of the day. Businessmen have started realizing it.
Earning profit is possible only through consumer's satisfaction. To satisfy a customer, his needs have be
known. This is possible only when information are collected from the consumer. That's why our modern
marketing is a consumer-oriented marketing. It begins with consumer and ends with customer.
The main purpose of this study is to collect information about the Britannia biscuits users followed
among the different groups of members in Tenali City. The research has under taken this study customer
satisfaction of Britannia biscuits users with framing of the objectives and for the study about customer
satisfaction key factor is quality, taste and brand preference, and etc. The customer satisfaction is
necessary for the company’s growth.

22. Thank you