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.