A primary research done by students to find the consumer buying behaviour of consumers of Lay's chips

1. RESEARCH
METHODOLOGY IN
BUSINESS
Group Members
1. Harshala Joshi– 68
2. Rudra Khanna – 85
3. Jasvinder Notra- 115
4. Karan Oshan – 116
5. Hemika Parekh - 119

2. INTRODUCTION
• A potato chip (American English) or crisp (British English) is a thin
slice of potato that is deep fried or baked until crunchy
• Potato chips are commonly served as an appetizer, side dish, or
snack
• The basic chips are cooked and salted; additional varieties are
manufactured using various flavorings and ingredients
including seasonings, herbs, spices, cheeses, and artificial additives.

3. INDIAN CHIPS TREND :
• The potato chips market in India increased at a compound annual
growth rate of 17.8% between 2004 and 2009
• The leading player in potato chips market in India is PepsiCo, Inc.
• Other players include:
Bingo
Pringles
Haldiram’s
Parle
Diamond
Balaji
Uncle Chips

5. OBJECTIVES OF STUDY
• To find out what percentage of population likes to eat snacks.
• To find out which flavor of Lay’s is most preferred.
• To analyze the reason for the popularity of the most preferred
snack.
• To know the satisfaction level of people who eat Lay’s.
• To find out how much people spend on snacks weekly.
• To find out the preferences of people for different brands.

6. SCOPE OF STUDY
• To Identify And Measure Changes In Consumer
Attitudes, Expectations.
• To Understand The Target Audience And The Market
Trends Better
• To Help Companies In Decision Making And Forecasting.

7. • Business Problem:
To understand the competition of Lay’s in the market.
To understand if Baked chips are considered as healthy
alternative.
To understand the consumer’s preference with regards to
Brand , Quality, Quantity and Packaging.
• Research problem:
To identify the factors that influences an individual while
buying Potato chips- Lay’s.
To identify if Baked Chips by Lay’s is considered as an
healthy alternative by consumers
Research Methodology

8. • Hypothesis:
Ho: Lay’s baked chips is an healthy
alternative in potato Chips
H1: Lay’s Baked Chips is not an healthy
alternative in Potato Chips

9. • Methods of collection of Data:
Primary data has been collected by getting the
reviews by filling a form online on
FB, Whatsapp, email etc.
Sampling method used is convenience Sampling

10. • Sampling plan:
We have taken a sample of 100 respondents for carrying out the
study
Preferred age group is all age groups
• Research limitation:
Research is limited to urban areas.
Research is restricted to Mumbai.
Study is limited to feedback of 100 respondents.
Since it is convenience sampling, we got response mostly from
the youths

11. DEMOGRAPHICS
Male
58%
Female
42%
GENDER

12. DEMOGRAPHICS
11-19
4%
20-30
90%
31-45
5%
5-10
1%
11-19 20-30 31-45 5-10

13. DO YOU PREFER CHIPS?
Yes
89%
No
11%
Yes No

14. WHICH OF THE FOLLOWING CHIPS
BRANDS HAVE YOU TRIED
Bingo
13%
Lays
22%
Parle
9%
Pringles
10%
Haldirams
10%
Uncle Chips
14%
Balaji
17%
Diamond
5%
Bingo Lays Parle Pringles Haldirams Uncle Chips Balaji Diamond

15. WHEN DO YOU PREFER EATING
SNACKS DURING THE DAY?
Morning
4%
Evening
65%
Afternoon
17%
Night
14%
Morning Evening Afternoon Night

16. WHICH SNACKS DO YOU
PREFER?
Haldiriam
wafers
15%
Uncle Chips
19%
Lays chips
48%
Bingo
13%
Pringles
4%
Balaji
1%
Haldiriam wafers Uncle Chips Lays chips Bingo Pringles Balaji

17. DO YOU SEE LAY'S BAKED CHIPS
AS AN HEALTHY ALTERNATIVE?
Yes
49%
No
51%
Yes No

18. WHICH FLAVOUR DO YOU LIKE
MOST IN LAY'S?
American Style
Cream & Onion
39%
Classic
Salted
9%
India’s
Lime‘n’
Masala Masti
Flavour
12%
West Indies’ Hot ‘n’
Sweet Chilli
5%
India’s Magic Masala
20%
Spanish
Tomato Tango
12%
French Salt &
Cracked Pepper
2%
Chile Limon Flavour
1%

19. WHICH BAKED FLAVOUR DO
YOU LIKE THE MOST?
Lays Baked
Cream,Herb &
Onion Flavour
59%
Lays Baked
Original Salted
27%
Lays Baked
Sunkissed Tomato
Flavour
14%
Lays Baked Cream,Herb & Onion
Flavour
Lays Baked Original Salted
Lays Baked Sunkissed Tomato
Flavour

20. AT WHICH PLACES DO YOU
CONSUME MAXIMUM SNACKS?
In colleges
26%
Railway station
22%
Bus stop
5%
Public places
18%
Home
27%
office
2%

21. WHAT COMPELS YOU TO CONSUME
A PARTICULAR BRAND
Brand name
18%
Quality
38%
Variants
14%
Price
12%
Quantity
18%
Celebrity endorsing
the product
0%
Chart Title

22. HOW WOULD YOU RATE LAY'S
AS A PRODUCT ?
1 of 5
4%
2 of 5
7%
3 of 5
38%
4 of 5
40%
5 of 5
11%

23. WHAT PACKAGE SIZE DO YOU
PREFER THE MOST ?
Rs 5
5%
Rs10
70%
Rs 20
23%
Rs30
2%

24. WHO ALL IN YOUR FAMILY
PREFER LAY'S
children
52%
Parents
12%
Grandparents
0%
All
36%

25. DO YOU THINK LAY'S HAS
ACQUIRED A GOOD BRAND NAME IN
THE MARKET?
87%
2% 11%
yes no cant say

26. WOULD YOU SUGGEST OTHERS
TO BUY LAY'S CHIPS?
55%
18%
27%
Yes No can’t say

27. ARE YOU SATISFIED WITH THE
NUMBER OF FLAVOURS IT HAS
PROVIDED BY LAY'S
87%
13%
Yes No

28. DO YOU THINK IT IS HEALTHY
TO CONSUME LAYS?
19%
81%
yes no

29. FINDINGS
• People prefer quality over quantity and celebrities endorsing the
brand.
• People who prefer quality also prefer chips in their diet.
• 86% People think Lay’s has a good brand image.
• 86% people are satisfied with the flavors available. The additional
flavor most of them suggested is cheese.
• 61% people who think Lay’s is healthy are Punjabi.
• People who have rated Lay’s chips as 5,do not find it healthy to
consume.
• People who do not prefer chips, are the ones who prefer baked
chips , and all of them are females