This document summarizes a study on consumer behavior towards biscuit and bakery products in rural Choutuppal, India. It provides an introduction to Choutuppal, describing its population size and demographics. It then discusses the biscuit industry in India, noting rural-urban penetration rates and per capita consumption comparisons. The products available in rural Choutuppal are identified as local brand Twistee biscuits and bakery products. Consumer preferences in Choutuppal are examined. Finally, strengths like rising rural incomes, opportunities like growing demand for healthier options, and threats like increased raw material costs facing the biscuit industry are outlined.

1. A Study on Consumer Behaviour towards Biscuit & Bakery products in Rural Prepared By Dewasish Ghoshal PGDM (Agriculture) NAARM, Hyderabad

3. Research Methodology

4. A Brief introduction of Choutuppal

5. Introduction of Biscuit Industry

6. Products available in Rural

7. Consumer Preferences

8. SWOT

10. Methodology

12. District- Nalgonda

13. State- Andhra Pradesh

14. Villages- 28

15. As of 2001India census, population of 14,710. Males constitute 50% of the population and females 50%.

16. Literacy rate of 65%, higher than the national average of 59.5%

17. Male literacy is 73% and, female literacy is 58%.

18. In Choutuppal, 15% of the population is under 6 years of age.Source: http://en.wikipedia.org/wiki/Choutuppal

20. Rural Market : 50% to 65%

21. Per capita consumption of Biscuits : INDIA 1.8 kg,

22. South East Asian Countries 2.5 kg to 5.5kg

24. Consumer Preferences (Findings)

25. Strength Weakness Opportunity Threat (1) Annual Growth of 6% in rural and 24% Urban (2) Changing consumer preferences (3) Increasing demand for sugar free biscuits (4) Increasing purchasing power among rural folks (5) Low per capita consumption (6) Increasing education and awareness about brands (7) Improved infrastructure in rural area (1) Hike in cost of production resulting hike in raw material cost (2) Increasing distribution cost (3) Growing competitive products (local Bakery) (4) Spurious product in rural area (5) Regional products replacing biscuit

26. Suggestion/ Recommendation