The document summarizes research conducted on consumer buying behavior for new food products launched by Bikanervala Food Pvt. Ltd. in India. A survey was conducted of over 80 consumers to understand their awareness and preferences of food brands like Bikanervala and Haldirams. The findings showed customers preferred Haldirams over Bikanervala due to taste, and they would switch to other brands if their preferred brand was unavailable. The recommendations included expanding Bikanervala's product range and outlet presence, improving brand awareness through advertising, and enhancing product quality to better compete with established brands like Haldirams.

1. Consumer Buying Behaviour
on New Product Launch
BIKANERVALA FOOD PVT. LTD.
Presented by:-
SANTOSH KUMAR
ROLL NO- 1611670123
SEC-C
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2. Introduction to Project
Consumer buying behaviour
Consumer buying behaviour is the sum total of a
consumer's attitudes, preferences, intentions,
and decisions regarding the consumer's
behaviour in the marketplace when purchasing a
product or service.
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3. Company Introduction
• The company was founded in 1950 from the
famous city of Bikaner .
• It is an Indian sweets and snacks
manufacturer based in Delhi.
• Bikanervala has its outlets and range of
restaurants in Northern India including Delhi.
• Bikanervala products are exported to several
countries worldwide.
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4. Company Profile
• Its a complete Indian Pure Vegetarian food
outlet and Packaged Product sold under the
brand name "Bikano" and include:
• Bakery items (cookies etc.)
• Chips (potato wafers)
• Namkeens (Traditional Indian Salted snacks)
• Papad
• Brands
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5. Brief of Actual task done for the
Company
• Gift Basket Designing
• Promotion of Bhaji boxes
• Complaint Analysis
• Material Dispatch
• New Product Launch
1. Milk Drink
2. Chocolate Box
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6. Research Objectives
• To study the consumer behavior in terms of
new food products Launch.
• To study the awareness of consumer for
brands available in food products.
• To study the purchasing behavior of consumer
for ready food products.
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7. Literature Review
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01 May
2014
A. Jafersadhiq A Study on Buying Behaviour on Instant Food Products
at Coimbatore (Research Scholar, Department of
Management Studies, Anna University, Coimbatore,
India)

8. Research Problem
• Consumers preference of ready foods in
outlet.
• Consumer buying behaviour of ready foods
with respect to Age?
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9. Research Methodology
• Sample size: 80+
• Research Design: Descriptive
• Type of Research Conducted and WHY?
Questionnaires have been used as a basic means
of attaining the information from the customers
for Bikanervala products.
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10. Data Collection
Customers Information reports are collected through Primary
Data and they are as follows:
• Name, Gender, Age, Income status( monthly), Occupation
• Do you purchase packaged food products?
• What are the reasons for purchasing packaged food products?
• Are you aware of following brands?
• How did you get to know about the promotions?
• Factors influencing to prefer a particular brand.
• What are the alternative purchase plan if preferred brand is
not available?
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11. Data Analysis
• Tools
Google Forms
Techniques
Bar Diagrams
Pie Charts
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12. Findings
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17. Contd..,
• As far as the taste is concerned customers are
preferring Haldirams over Bikanervala where
the percentage of Haldirams is 55% to that of
Bikanervala 40%.
• Customers alternative purchase plan also
depends upon their tastes if the preferred
brand is not available then they switch to
other brands.
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18. Recommendations
• Company should increase its product length
• Improve brand awareness by advertising
• Improvement product quality
• Increased their outlet chains to reach large
number of customers
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19. Limitations
• Limited number of stores and mostly
concentrated in North India
• Strong competition from the unorganised
sector also means limited market share
• Non responsiveness of respondent
• Period study was limited
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20. Conclusion
• Customer is mostly influenced by quality and
taste of the product.
• Customer shows a very good loyalty towards
brand of Haldiram’s.
• Customers are well aware of most of the
brands.
• Bikano has less market share in against its
major competitors Haldiram’s
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21. References/Bibliography
• Books:
1. Philip Kotler
• References:
1. Ms. Nisha Singh ( senior marketing manager,
Bikanervala)
2. Ms. Sangeeta Goel (DGM, Marketing,
Bikanervala)
• Websites:
• www.bikanervala.com
• www.wikipedia.com
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22. How did the SIP help in making you
Corporate Ready?
1. It helped in interacting with different dealers
and customers.
2. It helped in understanding the different tools
of marketing.
3. How to manage and make the optimum
utilisation of the resources in the company.
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