Summer Internship Project MBA at Britannia Industry Limited

Oakbrook Business School, Gujarat Britannia Industry Limited, Ahmedabad
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Summer Internship Project
On
“A study on managing FMCG product from marketer point
of view with special reference to Britannia biscuit.”
At
Britannia Industry Limited
Submitted To
Institute Code: 832
Oakbrook Business School
Jamiyatpura, Gandhinagar
Under the guidance of
Dr. Ankita Srivastava
In partial Fulfilment of the Requirement of the award of the degree
of
Master of Business Administration (MBA)
Offered By
Gujarat Technological University
Ahmedabad
Prepared by
Dalpat kumar
Enrollment Number: 178320592013
MBA (Semester - III)
Month & Year: June - July 2018

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OAKBROOK BUSINESS SCHOOL
Plot No. 225, Opp. Maharaja Hotel Lane, Jamiyatpura Road,
Sarkhej Gandhinagar Highway PO: Jamiyatpura, Gandhinagar-
382423
Gujarat-, INDIA
Student’s Declaration
I hereby declare that the Summer Internship Project Report titled “A study on
managing FMCG product from marketer point of view with special reference to
Britannia biscuit” in Britannia industry limited is a result of my own work and my
indebtedness to other work publications, references, if any, have been duly
acknowledged. If I am found guilty of copying from any other report or published
information and showing as my original work, or extending plagiarism limit, I understand
that I shall be liable and punishable by the university, which may include ‘Fail’ in
examination or any other punishment that university may decide.
Place: Ahmedabad Date: 18/07/2018
Name of Student Enrolment Number Signature
Dalpat kumar 178320592013

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OAKBROOK BUSINESS SCHOOL
Plot No. 225, Opp. Maharaja Hotel Lane, Jamiyatpura Road,
Sarkhej Gandhinagar Highway PO: Jamiyatpura, Gandhinagar-
382423
Gujarat-, INDIA
Date: 18/07/2018
Institute Certificate
“This is to certify that this Summer Internship Project Report Titled “A study on
managing FMCG product from marketer point of view with special reference to Britannia
biscuit.” is the bonafide work of Dalpat kumar (Enrolment No. 178320592013), who
has carried out his / her project under my supervision. I also certify further, that to the
best of my knowledge the work reported herein does not form part of any other project
report or dissertation on the basis of which a degree or award was conferred on an earlier
occasion on this or any other candidate. I have also checked the plagiarism extent of
this report, which is 12 %, and it is below the prescribed limit of 30%. The separate
plagiarism report in the form of html /pdf file is enclosed with this.”
Rating of Project Report [A/B/C/D/E]: ______
(A=Excellent; B=Good; C=Average; D=Poor; E=Worst)
The Faculty Guide/s
Dr. Ankita Srivastava
Signature
Designation : Assistance Professor
Director
Dr. Sourabhi Chaturvedi
Signature with Stamp of Institute

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Plagiarism Report

5

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PREFACE
Comprehensive Project is an integral part of the MBA program at OAKBROOK
BUSINESS SCHOOL. An exercise like this helps us to have a first-hand experience as to
what an academic Research project entails. It exposes us to the process of identifying,
systematizing and exploring specific problems or issues. This process fosters creation of
new knowledge and expansion of existing framework of knowledge. To be acquainted
with the theoretical aspects of management and the practical implications of theory is
greatly valuable for us.
Our Research Topic is “A study on managing FMCG product from marketer point of
view with special reference to Britannia biscuit” The research includes working hours,
motivation factors, sharing household expenses, factors affects you work life and family
commitments etc.

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ACKNOWLEDGEMENT
It is not possible to complete research work without the help of others. A number of
individuals have helped me in this endeavour. I shall be failing in my duty if I do not
express my heartiest thanks and deep sense of gratitude to all those persons who have
helped me in carrying out this research work.
The path to success is never so smooth and simple to achieve. However, our learning‘s
and motivation by our close ones and our mentors helps us to reach beyond our potential.
Our Project would remain partial without acknowledging people who encouraged us to
achieve a milestone. We privileged to pay our sincere gratitude towards Dr. Ankita
Shrivastava or our mentor Mr. Ronak Desai sir or over supervisor Mr. Naresh
Desai for providing their valuable guidance and encouragement throughout the Project
for keeping our morale up and making it possible to complete and submit this report in
time. We are equally grateful to all our other teachers for their complete support.
It would be unfair on our part if we do not thank our colleges for their continuous help
without which this work could never have accomplished. We are grateful to our parents
for supporting and thankful to God for our inspiration. We are grateful to all of them
standing with us and supporting us in this project.
I am also thankful to all the respondents for their kind cooperation during the study.
Moreover, their support in making me available the desired information cannot be forget.
Date - 18/07/ 2018 (Dalpat kumar)
Place- Ahmedabad

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Executive summary
The project, which I got, that was “A study on managing FMCG product from marketer
point of view with special reference to Britannia biscuit”.I working under Mr. Ronak
Desai (executive manager) and Naresh sir he is supervise of Britannia. I started project by
visiting big bazar Himalaya mall (manager). Where I meet Mr. Hitesh sir, he is promoter
of Britannia at big bazar.
As a Task of Supervisor, which given by Mr. Naresh Desai, I earned what are Share of
Self, Clearance Stock, Stock Keeping Unit, Paid Visibility, Unpaid Visibility and
Focus of Company. In addition, I learned how to solve the Problems of our Promoters
and how to handle our Promoters. Under the Guidance of Mr. Naresh Desai and as a Task
of Supervisor I visited a Different malls as like Reliance smart (Iscon, Drive-in), Big
Bazar (Himalaya, Acropolis), D’mart (Bopal, Ranip), Star Bazar (Tesco), National
Handloom (Nava Vadaj), Osia Narol or Maninager.
At Reliance Smart (Drive-in) as a task of Customer Analysis, I learned in which
Products Companies gave the Offers that Products are mostly Purchase by Customers.
Customers are more interested in Buy 1 Get 1 Offers and Combo offers. Also I
Observed many Customers are Mindset They believe in Particular brands and only
purchase the Products of their brands.
He gives me information of the categories of product and help to understand an article
and line of Britannia that was available in Different malls. Also he was telling me that
Britannia has 57 Stock Keeping Unit and I also understood the product supply chain
management.
In addition, I learned for Promotion of New Product required the some Activities like
Trolley Activity, Sampling test, Gaming Activity etc. Those all Activities done by my
Group members and me.
I also did my research on the consumption pattern in hypermarket (malls) of the
customer. I observed and got some data that I include in the report.

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SUMMER INTERNSHIP PROGRAM 2018-19
Sr. No. Particular Page no.
1 Introduction
 FMCG
 Categories in FMCG
1 - 3
2 Industry Overview
 The Biscuit King
 Growth & Profitability
 Introduction of Industries
 Contribution & GDP
 Global Status & Indian Status
 Major Players in Biscuit Industries
4 - 7
3 Company Overview
 History
 Moto
 Vision & Mission
 Products
 About Company
 SWOT Analysis
 Marketing Mix (4 P’s)
 Product Mix


8-17
4 Literature Review 18 - 21
5 Problem Statement 21
6 Introduction of the topic 22
7 Research Objectives 22
8 Research Methodology 22 -23
9 Data Analysis
 Objective analysis by Observation
 Porter’s 5 Forces model
 BCG (Boston Consulting Group) Matrix
 Paid or Unpaid visibility

 Learning Outcomes
23 - 43
10 Suggestions/Recommendation and learning or finding 43 -44
11 Conclusion 45- 46
12 Bibliography and citation 47 - 49

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Introduction
In today’s competitive environment where the customer has tremendous choice for
selecting brands, it is a very challenging task for a marketer to attract new and retain the
old customer. To accomplish this objective the marketer uses different types of marketing
strategies to position their product in the mind framework of the customer and establish
their brand image in the market.
Fast moving consumer goods are the products, which are used by the consumer
frequently and have a small shelf life and are purchased at a fast rate thus marketer must
focus on strategies to make their customers satisfied which ultimately helps a marketer to
bring in new customers. FMCG are known as low involvement products as consumer
spends less time and energy in buying these goods.
The word ‘Retail’ is derived from the French word ‘Retailer’ meaning to cut a piece off
or to break bulk and involves direct interface with the Customer. Retailing involves all
activities directly related to the sale of goods and services to the final Consumer for
personal and non-business use. Retailer is a person, agent, Company or organisation
engaged in reaching goods or services to the end-user or ultimate Consumer.
Retail trade may be defined as “A trade, which constitutes of selling goods to ultimate
consumers of a variety of products in small lots, distribution and he satisfies recurrent
needs of consumers. The retailer operates near residential area and he sells directly to
consumers. He is the relating link between the company and the consumer. Retailers have
personal contacts with the consumers and can provide valuable information about
changes in consumer wants and preferences to the distributors and manufacturers.
FMCG
Fast Moving Consumer Goods (FMCG) are also well-known as consumer packaged
goods (CPG) are products that are sold rapidly and usually consumed at a habitual basis,
as divergent to durable goods such as kitchen appliances that are replaced less frequently.

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The FMCG industry mainly includes the production, distribution and marketing
operations of consumer packaged goods.
1. Staples Goods - Goods that consumer purchases on a regular basis. For example
toilet soap, detergent, sauce, toothpaste, biscuits etc.
2. Impulse Goods- Goods, which are purchase with any planning or searching.
These good are usually purchase due to external stimulus. For example, soft
drink, potato chips that are displaces in the stores because shoppers may not have
thought of buying until spotting them.
3. Emergency Goods- Emergency Goods are those goods, which are purchase when
the need for that particular product arises. For example, the requirement of
seasonal products such as umbrella required at the time of monsoon or sweaters in
winters.
Categories in FMCG:
Categories in
FMCG
Food &
Beverages
Cigarets
Home &
Personal Care
Alcohol
FMCG
Staples
Impulse
Goods
Emergency
Goods

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Subcategories:
Food & Beverages
Food Beverages
Confectionary Dairy
Products
Rice
Soft
Drinks
Tea Health
Beverages
Sugar Vegetables Chocolate
Processed
Foods
Bakery
Products
Ice-Creams
Juices Coffee Bottle water
Cereals Snack Foods
Home & Personal Care:
Home Personal Care
Fabric Wash
Skin Care Talcum Deodorants
Shoe Care Paper
Products
Oral Care
Household Cleaners
Hair Care Cosmetics Toiletries
Perfume

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Industry Overview
There is a significant market of biscuit in India. The industry has flourished in India
immensely over the years and is still growing remarkably. The 12,000 crores biscuit
industry provides an enormous opportunity for growth in India.
The biscuit industry has emerged in later parts of the 20th century and now it has become
the most loved snack enjoyed by every age group. The variations in the biscuits like
cholesterol free, healthy, tasty and easiness to carry at a reasonable cost has attracted
many people making the industry grow at a larger pace.
Consumers even prefer higher value products and low-cost branded products to
unbranded items as their disposable income has become high. In addition, keeping all this
points in view, the manufactures are providing the best products at lower costs.
Source: Business today
Britannia have more than 33% market share in the biscuit industry. The regulation of
Biscuit industry in India is done by FBMI (Federation of biscuit Manufacture of India)
which is the apex body for the industry. IBMA (Indian Biscuits Manufacturer
Association) is also a body regulating and promoting biscuit industry in India. Their main

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objective is to protect the interests and development with a systematic and hygienic
Biscuit manufacturing Industry in India.
If monsoon rains do not pick up soon the rural spending would be much on the items like
biscuits and so the demand may still fall. In addition, if the inflation grows not keeping
up the pace with the income of the marginal consumer, it will again slow down the
demand. However, if the environment and the economic factors remain stable the biscuit
industry will show potential growth in the future years. The Indian market is still largely
un-penetrated and so there is a scope for growth. It will gear up aggressively in the future
years.
Top 10 biscuit company (Industry in India)
1. Parle Products Pvt. Ltd
Parle Products Pvt. Ltd founded In 1929 as a small company in British dominated India.
They started with sweets and candies and then upgraded to manufacture biscuits as well.
At present Parle Products has over 33,00,000-distribution outlets. Company have 10
manufacturing units for biscuits and 75 manufacturing units for confectioneries on
contract. They offer various Biscuit, Sweets (orange bite, melody, mango bite, poppins
etc) and snacks (Mexitos, fulltoss, namkeen etc).
2. Britannia Industries Ltd
Britannia Industries Ltd started in a small house in central Calcutta (now Kolkata), 123
years ago. They have made a batch of delicious, golden brown biscuits. This was
initially for officers of the British Raj and their families. The company serves people
with nutritious and flavour-rich products. Britannia is one of the leading food company in
India. They delivering products in over 5 categories through 3.5 million retail outlets.
They also offer breads (white sandwich breads, whole wheat breads and bread
assortment), dairy (cheese, fresh dairy and accompaniments) cakes (bar cakes, chunk
cake, nut & raisin romance, muffills, rusk, premium bake and maska rusk)

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3. Sunfeast Biscuits
ITC is one of India’s foremost multi-business enterprise with a market capitalization of
US $ 40 billion. In July 2003, ITC joined the biscuits market by launching the Sunfeast
range of biscuits. Sunfeast offering innovative and wholesome biscuits. Sunfeast product
range includes Health bites, Light n fun, Cream Delight and cookies.
5. Anmol Biscuits
Anmol Biscuits is one of the prominent Biscuit Manufacturing Company of India. This
company formed in 1994 and operates with an all-India sales network of 600,000 retailers
and 3,000 distribution channel. They also offer cakes and the production of cakes started
in the year 2004-05. They are manufacturing more than thirty varieties in
products. Anmol Biscuits offers biscuits (Sweet/semi sweet/cream/health/snacks), cakes
(tiffin/Bar/Cup), Cookies, Rusk and other export Range cakes.
6. Horlicks Biscuits
Horlicks Biscuits comes with the tagline” with the power of calcium”. Company
launched this in 1992 with the aim of extending the benefits of Horlicks to solid
nourishment. Company claim each pack comes with power of calcium, which
offers 100% RDA of calcium. These biscuits available in two flavors – standard and
elaichi.
7. Dukes Biscuits
Dukes Biscuits comes with the tagline ‘Energy Unlimited’. Dukes started the
journey under the banner Ravi Foods Pvt. Ltd. They have over 12 plants in two locations
in India and their range of products is well-known both within and outside the country.
All their products are listed under categories like The Biscuits Junction, Waffy
Delights, The Chocolate Zone, The Confectionaries’ Stop, Gift Packs and Newbies.

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8. Nezone Biscuits
Nezone Biscuits manufacturing facility located at the town of Tezpur. This is the largest
biscuit manufacturer in Assam. The name stands for North East Zone. The
company Owned and operated by a Marwari family and produces more than 35 varieties
of biscuits. Nezone makes biscuits under its own brand name and also for major brands
such as Britannia.
9. Bisk farm
From the year of 2000, Bisk farm offers delectable biscuits, cookies, cakes and
rusks. The brand is well- known in India, which is owned and marketed by SAJ Food
Products (P) Ltd, a part of the Aparna Group of Companies. Bisk farm range of products
are available throughout Eastern and North Eastern India, and parts of South, Central and
North India. They offers best quality freshly baked Savouries, Danishes, Special Cakes,
Pastries, Breads and other Confectionery items. Choose from Biscuits
(Sweet/Countlines/Semi Sweet/Creams/Crackers), Rusk, Cookies, Cakes and Filled
Wafer etc.
10. Rose Biscuits
Veeramani Biscuit Industries Limited Popularly known as “VBIL” offers quality Cookies
in the Name “Rose”. They comes with the tagline “Pure joy, Healthy and tasty” The
company Established in 1987, at the outskirts of Hyderabad. Rose Biscuits available
as Cream Biscuits, Marie Biscuits, Salt Biscuits, Glucose Biscuits, Salt & Sweet
Biscuits, Coconut Biscuits, Confectionery and Wafers.
https://www.wlivenews.com/top-10-best-biscuit-making-companies-and-leading-brands-
in-india.html

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Britannia Industry Limited
Company Overview
Logo
Type Public
Traded as BSE: 500825
NSE: BRITANNIA
Industry Food processing
Founded 1892; 126 years ago in Kolkata, India
Headquarters Kolkata, West Bengal, India
Area served India
Key people Mr.Nusli N Wadia
(Chairman) and Sir Kapil Chowhan
Products Bakery products, including biscuits, bread, cakes and rusk,
and dairy products, including milk, butter, cheese, ghee and
dahi.
Number of employees 3,206 (as on 31st March 2017)

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Parent Wadia Group
Website www.britannia.co.in
Vision:
To dominate the Food and Beverage Market in India with a distinctive range of “Tasty
yet Healthy” Britannia Brand.
Mission:
To dominate the Food and Beverage Market in India with a distinctive range of “Tasty
yet Healthy” Products by making every Indian a Britannia Consumer “We want to be part
of our Consumer-at home, out of home, a natural part of his Life”.
Company History
Britannia Industries Limited is an Indian food-products corporation headquartered
in Bengaluru, Karnataka. It sells its Britannia and Tiger brands of biscuit throughout
India. Britannia has an estimated market share of 33%.
The company's principal activity is the manufacture and sale of biscuits, bread, rusk,
cakes and dairy products.
The company was established in 1892, with an investment of ₹ 265. Initially, biscuits
were manufactured in a small house in central Kolkata. Later, the enterprise was acquired
by the Gupta brothers mainly Nalin Chandra Gupta, an attorney, and operated under V.K
Brothers." In 1918, C.H. Holmes, an English businessperson in Kolkata, was taken on as
a partner and The Britannia Biscuit Company Limited (BBCL) was launched. The
Mumbai factory was set up in 1924 and Peek Freans UK, acquired a controlling interest
in BBCo. Biscuits were in high demand during World War II, which gave a boost to the
company’s sales. The company name was change to the current "Britannia Industries
Limited" in 1979. In 1982 the American company Nabisco Brands, Inc. acquired the
parent of Peek Freans and became a major foreign shareholder.

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The 'Biscuit King'
BRITANNIA INDUSTRIES LTD. (BRITANNIA) - COMPANY HISTORY
Britannia Industries Limited (BIL) is one of India's leading food companies. Britannia's
product portfolio includes Biscuits Bread Cakes Rusk and Dairy products including
Cheese Beverages Milk and Yoghurt. Its brand portfolio includes Tiger Marie Gold Good
Day 50:50 Treat NutriChoice and Milk Bikis. BIL has a presence in more than 60
countries across the globe. BIL's international footprint includes presence in Middle East
through local manufacturing in UAE and Oman. The company is also the market leader
in Nepal. The Company was born in 21 March of the year 1918 as a public limited
company. The Company's plants are situated in Kolkata Delhi Chennai Mumbai and
Uttarakhand. In 1921, it became the first company east of the Suez Canal to use imported
gas ovens. Britannia's business was flourishing. However, more importantly Britannia
was acquiring a reputation for quality and value.
The core emphasis across portfolios is on healthy, fresh and delicious food.
Brand Britannia is listed amongst the most trusted, valuable and popular brands in
various surveys conducted by prestigious organizations like Millward Brown, IMRB,
WPP Group and Havas Media Group to name a few.

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Our relentless focus on quality and freshness have won us prestigious accolades including
the Golden Peacock National Quality Award and the Ramakrishna Bajaj National Quality
Award.
Products:
Sub Products:
a. Biscuits
Good Day Nutri Choice Tiger Bourbon Pure Magic
Crackers Marie Gold Milk Bikis Little Hearts Nice time
cookies
Jim Jam Treat Wonderful Choco Chips Chunkies

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Product mix
https://en.wikipedia.org/wiki/Britannia_Industries
Biscuit Treat Good Day Wonderful Marie
Flavored /type Orange ,vanilla
,chocolate,
pineapple,
strawberry
Cashew, pista,
butter
Nuts &barry,
cookies
Gold, vita
New product
Good Day
Choco chips,
chunkies

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Marketing mix (4 P’s)
Britannia Industries Limited offer a wide variety of edible goods. Bakeries set up in the
1960s at various locations around India ensured a constant supply of fresh bread, and as
the company began distributing biscuits from other smaller companies it had taken over,
they started to manufacture and release their own biscuits. 90% of their revenue,
however, comes from biscuit manufacturing.

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Their main products include bread, biscuits, cakes, Rusk and dairy products. They
have continued to release a steady flow of products over the years, for example, fruit
bread, or the dairy product half/half.
Their combined factory capacity is some 433,000 tons per year. In 2006, the Tiger
brand part of the company achieved total sales of $150 million. BILs present annual
revenue is around Rs 22 billion, nine tenths of which is generated through biscuit sales.
Product:
 Consumable Goods
 Different Size and Shapes
 Good for Health, Testy, Attractive Packaging
 Good Quality and number of variant
 Brand Image of Fun, Test and Health
Price:
 Market- Penetration Pricing for Products like Tiger
 Product Quality Leadership for Product likes Good day and Treat
 Special Event Pricing in Festive Season
Promotion:
Under the market strategy, promotional idea is very important. Organization provides
some schemes or rebates to retailers or consumers. They make advertisement according
to convenient of the people and the feature of the product. So on the basis of marketing
strategy an organization runs in the market. It is several types of which makes helpful to
increase sales and turnover of the organization.

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Tools of promotion
 T.V. advertisement
 News pepper advertisement
 In store activity for customer awareness
 Gaming activity for customer attraction
 FSU
Place:
 Factories at- Kolkata, Delhi, Mumbai, Uttrakhand, Bihar and Orissa
 All Products can be found in all the place
Available in Small Stores to Retail Outlets
Source of data
www.britannia.ac.in
www.indiainfoline.com
SWOT analysis of Britannia biscuit industry
Strengths
A firm's strengths are its resources and capabilities that can be use as a basis for
developing a competitive advantage. Examples of such strengths include:
 Strong brand names.
 Good reputation among customers.

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 Cost advantages from proprietary.
 Exclusive access to high-grade natural resources.
 Favorable access to distribution networks.
Weaknesses
The absence of certain strengths may be view as a weakness. For example, each of the
following may be consider weaknesses:
 Lack of patent protection
 A weak brand name
 Poor reputation among customers
 High cost structure
 Lack of access to the best natural resources
 Lack of access to key distribution channels
In some cases, a weakness may be the other side of a strength. Take the case in which a
firm has a large amount of manufacturing capacity. While this capacity may be
considered a strength that competitors do not share, it also may be a considered a
weakness if the large investment in manufacturing capacity prevents the firm from
reacting quickly to changes in the strategic environment.
Opportunities
The external environmental analysis may reveal certain new opportunities for profit and
growth. Some examples of such opportunities include:
 An unfulfilled customer need
 Arrival of new technologies
 Loosening of regulations

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 Removal of international trade barriers
Threats
Changes in the external environmental also may present threats to the firm. Some
examples of such threats include:
 Shifts in consumer tastes away from the firm's products
 Emergence of substitute products
 New regulations
 Increased trade barriers
Literature review
1. IBEF report (2017)
The report on FMCG published in July 2017 give glimpse of the industry and different
sectors. The report also giving alone. FMCG companies are trying to influence
consumers with intelligent deals Firms like ITC offers combo deals to the consumers. For
example, in the case of soaps and cosmetics soap cases are offered at the price of selling
the range of deodorants for men and women at a discounted price.

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2. Srivastava and Kumar (2013)
“A Study on awareness among consumers about branded products” Analysed that FMCG
sector is a vital contributor to India‘s Gross Domestic Product. It has been contributing to
the demand of lower and middle-income groups in India. Over 73% of FMCG, products
are sold to middle class households in which over 52% is in rural India. Rural marketing
has become the hottest marketing arena for most of the FMCG companies. The rural
India market is huge and the opportunities are unlimited.
3. Aggarwal (2014)
“A study on purchasing behaviour of consumers” that is help and suggested that
Consumer behaviour research is the scientific study of the processes consumers use to
select, secure, use and dispose of products and services that satisfy their needs. Firms can
satisfy those needs only to the extent they understand their customers. The main objective
of this paper is to study the demographic differences in consumers‘buying behaviour of
persons living in Madhya Pradesh and when they buy FMCG products. To attain this
objective a survey was developed and administered across some part of Madhya Pradesh.
The findings confirm the factors influencing consumer buying behaviour for tooth paste
brands available in the market.
4. Banumathy and Hemameena (2006)
“A study on the product brand preference” the study will help and analysis exhibited on
brand preference of soft drinks in rural Tamil Nadu by using Garrets ranking technique,
to rank factors influencing the soft drinks preferred by rural consumers. They found that,
the product quality was ranked as first, followed by retail price. Good quality and
availability were the main factors, which influenced the rural consumers for a particular
brand of a product.
5. Muneeswaran and Vethirajan (2013)
“A market analysis on factors influencing brand preference” the study will analysis and
suggest Consumer behaviour assumes much importance in the present consumer oriented

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marketing system with particular 50 reference to 'gender attention'. The FMCG sector
consists of four product categories such as Household Care; Personal Care; Food and
Beverages; and Tobacco each with its own hosts of products that have relatively quick
turnover and low costs. Every consumer is purchasing a particular product due to the
influence of many factors. The influencing factors differ from one consumer to another
and from product to product also. Similarly, the brands, which hitherto occupied a place
in the minds of the consumers, have started to disappear due to various sales promotion
techniques and the quality brands from FMCG have slowly started to attract the rural
consumers.
6. Singh and Singh (1981)
“Conducted a study of brand loyalty in India”. It was found that among the reasons for
their brand loyalty, quality of product‘, habit of use‘, ready and regular availability‘of the
products are the factors that influence and strengthen their loyalty to their brands.
Commercial advertisements released through radio, television and press media are among
the major sources of information used by consumers. Retailer continues to have an
influence over the brand choice and loyalty behaviour of the consumers as store loyalty
has contributed in a big way to brand loyalty in the case of a large majority of the
consumers.
7. f.mohamed sabura; dr.t.vijayakumar; abdul hameed (2012)
Retailer’s attitude towards Britannia biscuits “a study with special reference to rural areas
of tirunelveli)”. After a careful investigation, using appropriate methodology with regard
to Britannia, the following conclusions are drawn from the study. The conclusion drawn
from the retailer’s point of view is that, the distribution system of Britannia is not
effective in Soundara pandiyapuram & Solaseri. They get the product from wholesale
agencies. Britannia can do their best to the retailers, if they adopt direct distributions.
Thus Britannia can increase their market share through sales promotion activities,
intensive distribution and attractive schemes to retailers. More concentration should be
given to the supply chain of the bakery, pan shop and medical shop and marketing mix of
the grocery shops, as the retailers felt less satisfied with the above area. It is evident that

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most of the retailer’s attitude is committed toward Britannia than Sun Feast in the study
area. In order to increase the market share, company should put forward certain measures
in the initial stage to retain and develop the market share. As per Indian researchers view,
the attitude of consumers is “ready to bare high speed capital and never have the attitude
of spending high working capital”.
8. “A Study of Branding Strategies of Indian Brand In Personal Care FMCG
with special Reference to Maharashtra.”(2015)
One of the most important aspects of changing India will be unlocking the
potential of its rural population. Several daunting roadblocks wait, however.
Variations in rural population density make uniform logistical planning difficult.
Because of the high illiteracy rate, many rural consumers are unable to identify
brands, making them susceptible to counterfeits. Low income usually limits large,
one-time investments.
9. Dr. V. Kannan, Vol- IV, Special Issue-3, November 2017
“Customers preference and attitude towards Britannia products a study with
special reference to thein district – tamilnadu”
The modern marketing and business are fully consumer and customer oriented.
These ideas should be kept in mind with all the manufacturers. Otherwise, they
have to lose the existing customers.
All the companies should try to satisfy the desires and needs of the customers in
all possible ways. As there are heavy competitions in the confectionary items, the
Britannia industry should be very careful with regard to customer satisfaction. The
Company new products contribute considerable market share in the total market.
Britannia products are most popular among its users mainly because of its taste
and preferences, low price and much more availability. Customers ask for specific
biscuits of Britannia in retail shop because of their advertisement. If the particular
brand were not available, they would not recommend any other brand.
https://www.wlivenews.com/top-10-best-biscuit-making-companies-and-leading-brands-
in-india.html
Problem statement
In order to survive the present market, to increase sales and to build and retain customer
satisfaction, companies need information about its overall performance when compared
with the activities of the competitors. For this, a shed was need to analyse the company's
position and market trend.

31
Shelf Life of biscuit Products in FMCG is less and Nature of FMCG Products is
Perishable. So because of the perishable nature it is very important that the consumption
and production of the product should be at the right time otherwise the marketer has to
bear loss of expiry goods and the customers may develop the negative image about the
company’s product. This study is conduct by keeping this objective in mind that how the
company like Britannia manages their products so that they can compete in the market
well in comparison to its competitors and the customers have a positive mind for their
products. The modern retail stores are flooded with variety of products, which make the
customers confused in choosing a particular product. The customer sometimes consider
price, sometime brand name, sometimes offers on available product and also often get
influenced by the sales personnel. So it’s very important to manage the products
according to the target customers.
Topic Introduction
The present study titled “A study on managing FMCG product from marketer’s point
of view with special brand reference to Britannia biscuit.” is an effort to understand
consumer decision-making through observations and various strategies starting from

32
supply chain to promotion of the product conducted by Britannia in order to successfully
managing their biscuit products.
FMCG brand awareness in the store like big bazar, smart, D mart, national Handloom of
Britannia product.
Parle Dukes Sunfist Mecvities Priya gold
Testy treat
(private label)
Loote Cadbury Unibics Kabhib
Research Objectives
1. To understand consumer buying behaviour toward buying Britannia biscuit.
2. To understand consumer preference between Britannia biscuit and other
competitor biscuit.
3. To understand problem facing by Britannia product in distribution channel.
4. To understand SPT of Britannia biscuit.
Research Methodology
This study based on data from primary and secondary sources. Primary data is collect
through an observation. Secondary data were collect from the earlier research studies on
retailing from different authors, books, journals and internet.
The research is based on FMCG Brand as a marketer point of view, identify the consumer
behaviour towards a Britannia biscuit, and help to decision-making process of the
company.
Design (Res. Approach, Type of Res.)
Research Types is qualitative data analysis.
Method, which we use that is observation.

33
Sample Design (Sample Unit, size, Technique) & Data Collection
Simple random sampling
300 customer those are come in the mall.
Data collection by the observation method.
Sample size 300 customer (Biscuit section)
Sample universe Ahmedabad (Gujarat)
Sample store Big Bazar, Reliance Smart, National
Handlooms, D mart, Osia mall
Types of Data Primary or secondary data
Data collection tools Structured observations
Data collection method Observation method
Sample techniques Simple random sampling
Analysis
1. To Understand the Consumer Buying Behaviour.
Buying Behaviour of Consumers is not same different consumer having a different
Behaviour for purchase the products. I observed many consumers are very loyal for
particular brand. Many Consumers are showing the offers before purchase the products in
which brand gave the more offers then purchase that product. Many Consumers are
showing the test of product this type of consumer not showing the price of product but

34
test of product is required to excellent. Also I observed many consumers are showing the
price before purchase the product and then which brand of product’s price is lowers than
the others that product is purchase.
Consumer Buying Behavior analysis through observation and following are the
observation was note,
I observed that in the mall
Offer base customer
Once I walk, in the mall biscuit section then I show that one customer take a Britannia
biscuit Marie and after then put back and see the competitor biscuit Parle Marie and that
will purchase. This types of incident are happen with me more than 4 time. I observed
and find that the customer are see the offer if we gave them offer then they are defiantly
purchase our product. And, if our competitor gave them a good offer then they purchase
that product. That types of customer is not brand loyal.
Brand loyal customer
Also but in some case the product will also purchase by a loyal customer like an example
one day in Himalaya mall customer come are ask for 170 pice. Britannia bourbon small
pack but we have only 70 pic. But customer are willing to purchase other mall to same
biscuit but he cannot purchase other brand biscuit that a resign I was saying that some
people are brand loyal they purchase only Britannia biscuit.
Purchasing Behaviour with clearance stock (Nearby expired)
In the mall I observed that when the mall want to clear our near expired stock then the
high salary holder are purchase but a less salary holder are not willing to purchase.
Because they fill that if they purchase this product and if we are late to eat then it was
gone expired. And high salary holder are not to think about it.
Purchasing behaviour
In the mall, I observed that, 5 out of 3 people come in biscuit section for purchasing. And
out 3 the 1 person who buy Britannia biscuit.

35
I observed a 7 day the people behaviour toward a Britannia biscuit then I found that the
people mostly pick Britannia biscuit but in a case of offer base customer are see on the
pack and purchase but in the case of brand loyal people a mostly purchase a Britannia or
Parle biscuit.
Products Offers Test Flavors
Glucose
Tiger

Cream
Treat
Pure magic
Jim jam
  
Digestive
Nutri choice or
5 green
 
Sweet & Salty
50-50
Mathry masti
 
Bourbon  
Nice  
Marie
Gold
 

36
2. To understand consumer preference between Britannia biscuit and other
competitor biscuit.
Category ITC Cadbary Britannia Parle
Glucose Sunfeast Tiger Parle G
Marie Formlite
or marie
light
Marie gold Parle marie
Salty snacks 50-50 Krack jack
Choco chips Moms
Magic
Good day Hide & seek
Milki Milk bikis Milk sakti
Bourbon Bourbon Bourbon Hide & seek
Bourbon
Nice Nice Nice
Multi grain Nutri choice
Cream Bounce Oreo Cream treat Kreams
Cookies Sunfeast Good day 20-20
Choco fills Dark
fantasy
Pure megic
Digestive Formlite Nutri choice Digestive
Good market
Poor market
Analysis by observation
Glucose
Tiger
Tiger is glucose biscuit that we are usually use for poor people child, dogs and cow
eating that a resign the Britannia will not more focus on this category.
Marie

37
The Britannia will focus and it have a good market share from other brand like parle or
sunfeast. I observe and see that more customer would like to purchase Britannia biscuit
and then second preference give to Parle.
Salty and snakes
Britannia focuses on it but some customer are like to purchase biscuit. Not more than
parle.
Choco chips
Good day Choco chips and chankies.
This is new product of Britannia and it will make for compete a Parle Hide & sheek.
I observed that Britannia will sale more but Parle Hide & sheek will sale more.
Milk
Britannia make a Milk Bikies that is top sale biscuit.
I observed that Britannia will have more self-share and it milk biscuit and competitor will
product that is a milk sakti it is Parle product.
Bourbon
Britannia have good market share in bourbon section. and I observed that Britannia will
first choice of customer.
Sugar fills
Nice
I observed that Britannia nice is a sugar fill biscuit. and it have more market share with
their competitor. Like Parle or Sunfeast.
Multi green
Britannia five Green is a digestive biscuit and it will better for health conscious people.
I observed that Britannia 5 green and Digestive will more purchase by woman who will
Do work.
Creams
Cadbary Oreo that is a cream biscuit that is good market share and that a resign britannia
will compete them they will launch a new range treat have in six flavoured. It same but
not as it is Oreo.
Cookies

38
Britannia are grate market in cookies that we are known as a good Day. In this segment I
observed that good day when we see that when customer want to purchase a cookies then
they only purchase Britannia biscuit.
Chocofills
I observed that in a chocofills segment that sunfeast will have a good share and that will
not compete by brtiannia.
Digestive
In this segment, Britannia is king but in case of packaging, I observed that sunfeast is
good packing of biscuit.
3. To understand problem facing by Britannia product in distribution channel.
In the business perspective the channel of product distribution are good. But when we go
for purchasing Britannia biscuit specially for particular product (like a 50 -50 mathary
masti) then some time it will unavailable in the mall.
 Sometime, PO not release at the time when the minimum sale of biscuit are
not cross the order cost of any order.
In the mall the self of Britannia biscuit are empty then I ask to promoter (why it
happen) then he say that this the rules of the mall and on they take a decision of
order. Like an example.
Like if mall purchase 5 lack Rs. Biscuit of sunfeast then the minimum sale of the
all biscuit section are not cross to the 5 lack then and then next order are publish
in the other brand or same brand also.
 Unavailability of stock in the mall and Shortage of sock.
In the mall, there is many time stock problem customer demand but the product
are not available in the mall that a why customer are go back without purchase
anything.
 Unable to fulfil the demand of mall by Depo or Distributer.
When I personally call to our supervisor for stock then they say that there is some
Depo problem that there is not have stock. That is resign we are unable to fulfil
the demand.

39
 Poor relationship with mall management.
I observed that when we go for any activity (trolley and sampling) regarding to
promote a Britannia biscuit in the mall then they would not give permission to do
activity. And at end I ask why you don’t give me permission than they say that we
are not support to Britannia because they will not help to clearance of stock and
not give to mall a full time promoter that a resign.
4. To understand SPT of Britannia biscuit.
S – Segmentation
T – Targeting
P – Positioning
Segmentation
It is mass production, mass distribution and mass promotion of tiger, Good Day for all
buyers.
Consumed by people staying in urban, semi urban and rural areas.
Demographic
Age and social class
Occasion
Benefit and sought
Targeting & positioning
Britannia as a whole inculcates selective market specialization strategy.
1. Tiger
Targeted on kids
Positioning done by modern mother

40
Little hearts
Targeting on youth
Positioning is to be a snake
2. Good Day
Target all age group
Positioning as every day biscuit, which bring happiness in everyone, lives.
3. Marie Gold
Targeting health conscious people and especially working woman.
Positioning as a tea time biscuit with proteins.
4. Chocolate biscuit
Target children and youth generation.
Positioning as a fun of chocolate joy. Alternatively, joy of chocolate.
5. Nutri choice
Targeting working person and health conscious people.
Positioning as eat healthy live healthy.
Supply chain of Britannia in the mall
Britannia is a leading brand in the market that a resign they need to make a strong supply
chain and that a resign they will make a different supply chain for hypermarket or retailer
market.
PO ( purchase order release from zonal office in mall
Gave appointment to distributer for PO (valid)
Order stock come

41
Update a system of big bazar ( stock entry)
Offer tag put on the category at daily bases (offer tag)
Customer purchase
On the base of ( quality, quantity, brand, loyalty ,offer, taste, flavoured)
In most of all mall the Method, which follow to maintain stock is FIFO.
Supply Chain
Dump
stock
If a Stock, come from DC It
is loss for a hyper marketer.
If stock come by a vender
then that loss not beard by
hyper marketer.
Supply Chain of
Britannia
Row Material
Processing
Cash or Bank

42
BCG Matrix analysis of Britannia (Boston consultancy group Matrix)
BCG Matrix of Britannia biscuit
Market share
High
Low
Finish goods
Depo
Wholesaler
Mall

43
Milk treat,50-50, Littile hearts, Good day
butter, vita Marie, good day kaju. Treat,
tiger crunch.
Star
Good Day Choco chips, Good Day chankies,
Good Day Choco almonds, 5 green.
Questions Mark
Marie gold, Treat, milk bikies, nice,
Bourbon, Good Day pista, Jim jam, Pure
magic
Cash Cow
Tiger, , Time pass.
Dog
Question mark:
 High Market Growth rate
 Low Market Share
 Low Cash Generation than Cash Consumption
Star:
 High Market Growth Rate
 High Market Share
M
a
r
k
e
t
g
r
o
w
t
h
Low

44
 Cash Generation
 Hug Cash Consumption
 Huge Investment in Growing Market
Cash Cow:
 Low Market Growth Rate
 High Market Share
 Leader in Mature Market
 Huge Cash Generation than Consumption
 Low Prospects for Future Growth so no New Investment in this Category
Dog
 Low Market Growth Rate
 Low Market Share
 Neither Large Cash Generation nor Consumption
 Also Known as CASH TRAP
Force framework on the base of porter model analysis
Porter’s 5 Forces Model
Industry Rivalry:
Glucose Segment: Parle-g,
Sunfeast, Local Brand
Others: Marie, Bourbon
Threats of new Entrance:
High end Biscuits Varies,
Traditional Indian Snacks, Breads,
Package Snacks, Bakery Products

45
In order to look for the company profits and prospects, one must consider the competitors
of it. So therefore, things that must be consider in order making a company prosper and
flourish, Michael Porter established five forces that are necessary to consider in the
strategic plan of a firm. These includes.
1) Competitive (Industry) Rivalry
2) Bargaining Power of Suppliers
3) Bargaining Power of Customers
4) Threats of New Entrants
5) Threats of Substitutes
Competitor Rivalry
Bargaining Power of Suppliers:
The person who supply row material
Wheat, Sugar, Maida, Other
Commodities Increasing Price
Bargaining Power of Customer:
Other low Price Biscuits, Same cost
Bakery Items, Homemade Snacks
Threat of Substitutes:
Snacks: Road Side Chart shops
Confectionary: Local Bakery
Cookies, Parle (Rusk)

46
BIL possesses approximately 38% of the market share. Moreover, the growth rate of
Britannia is 27%. Britannia has large number of competitors including Parle and ITC
majorly due to the same nature of the products both are creating. The core earning of
Britannia is from the biscuits they produced and Parle and ITC had known for their
biscuits products.
Britannia competitor
Biscuits
Parle Dukes Sunfeast Mecvities Priya gold
Testy treat
(private label)
Lotte Cadbary Unibic Kabhib
Threats of New Entrants
When we talk about the biscuit industry and the disorganized baking sector, the new
comers are not easy to come in market. But on the other side of the picture when it comes
to the dairy industry at a larger scale and a well-organized baking sector, the new entrant
requires a massive amount of capital to start up the business. Moreover, to earn a place in
the market, the new comer has to face an intense competitive environment. It also has to
take measures to possess the distribution channels.
In the biscuit segment, Britannia will not scare to the new entrant in the market but in
other segment like a dairy product and bakery product, they will scare to making
decision.
Threats of Substitutes
Threats of substitutes are the threats and risks that are expected to occur from the
companies that are producing similar products and goods and have more attractive

47
services to offer to the customers. Hence there exists a chance of the audience to turn
their faces to those firms.
In the market there is many substitute in the market that is some brand like,
Single product Marie Gold
Parle
Marie
Dukes Sunfeast
Marie
Mecvities
Mecvities
Digestive
Priya gold
Marie
Testy treat (private
label)
Marie
Lotte Cadbary Unibic Kabhib
Powers of Buyers/Customers
This force is specifically focusing on the ability of the customer to bargain about the
prices and let them down. It is effected by the magnitude of the customers, audience or
buyers that how important the presence of the customer is for the organization and how
much the reduction of the cost or earning of the firm will occur when he will switch from
one company to the other company.
There is many customer how will purchase a Britannia or other brand biscuit on the base
of offer that is one resign the power will go in the hand of customer (consumer).
Power of Suppliers
This particular force address the question that how easily the prices of the supplies
provided by suppliers can have an influence on the increase rates of the products. It is
chiefly affected by the number of factors, which includes number of suppliers for a

48
product, uniqueness of the supplies and the cost of switching from one supplier to the
other. If the company has less number of suppliers, the impact of them will be more.
In the Britannia, there is less power full supply chain. That is one of the resign they will
some time unable to fulfil the consumer demand. In addition, unable to provide a right
time goods facility.
Paid visibility
A product visibility are doing on the paid place or a stale arrange where we laible to pay
the area cost that call paid visibility cost.
Unpaid visibility
In this case the product are seen by consumer but the area where it is installing that it free
if cost that call unpaid visibility.
The difference between SEO and SEM is simply that Search Engine Optimization is part
of Search engine marketing or Search marketing as it is widely known. Both processes
aim in increasing visibility in search engines. It involves other methods that can get you
more search engine visitors like PPC advertising.
Paid visibility

49
Unpaid visibility
FSU = joy of chocolate festival.
Free Standing Units – FSU Fabrication
If you require an effective in-store display solution to help drive sales and realise more
profits, our FSUs could be the answer.
India is the leading specialist in the field of custom FSU (Free Standing Units) and
FSDUs (Freestanding display units)

50
We have over 25 years of knowledge and technology investment for FSU prototyping
and production. From design conception, full size samples to the full “roll out”, India can
take care of all your freestanding display unit requirements.
Importantly, all stages of FSU production had kept in-house. This maintains total control
over your project and minimizes costs.
This activity doing for extra visibility of the product and Britannia will do effective and
efficient manner.
Unpaid visibility

51
Activity
Trolley activity

52
Game Activity:
Sampling Test:

53
Feedback & review

54
Connivance people to buy Britannia biscuit
Team member
Project scope
The project will covered all Ahmedabad hypermarket at where Britannia biscuits are
selling.
Major focus on the product awareness in the market. In addition, selling Britannia biscuit
understanding supply chain, promotion and FSU setting and different promotional
activity.

55
Gain the market again
 Link with hypermarket.
 Deciding profit margin.
 Tracking purchasing order.
 Placing and tracking the order.
 Delivery.
 After sales support.
Suggestion & Recommendation
 Focus on chocolate segment.
 I will suggest as a customer to start a producing a wafer biscuit.
 The company to retain its market leadership must concentrate in sales promotion
activities, which would enhance the sales of Britannia products. The promotion
should be cyclic.
 Point of purchases display for Britannia should be increase. I found to be prefer
by majority of the customers Britannia biscuit.
 Associate with various government initiatives as mid-day meal like (a sarva
shiksha abhiyaan), (national rural health missions).
 Bring promotional schemes like free extra grams.
 Give more margin to retailers and wholesaler.
 Open dedicated Britannia stores and outlets.
Learning
Learning Outcomes
As a Task of Supervisor, I learned how to handle our Promoters and how to solve the
Problems of Promoters. Also I Learned,

56
In addition, as an observer I observe that the consumer preference toward a Britannia
biscuit.
SOS (Share of Shelf): Shelf space noun (U) the Total amount of Space available in a
store to display goods for sale, or the amount of space for particular goods.
Clearance Stock: Stock clearance is an activity by a company where ownership of
products and materials move on to another legal entity. These and materials in stock
clearance will not form the basis of a company's key activities. As such, they are often
end of line stock, surplus stock, returned stock or bankrupt stock.
 Distributer strategy of modern trade.
 Calculation of share of shelf.
 Understand a three treads (modern treads, general or ACD treads)
 How to maintain FIFO.
 Understand the margin of the distributer.
 Also, learn a Britannia employee attendance and store details felling.
Free Standing Units – FSU Fabrication: If you require an effective in-store display
solution to help drive sales and realise more profits, our FSUs could be the answer.
India is the leading specialist in the field of custom FSU (Free Standing Units) and
FSDUs (Freestanding display units)
Utility/Contribution of project &Limitations of Study
Limitation
 Less time to project work.
 Less money and less authority to do work whole mall.
 Fewer resources.
 Time consuming process to collect data and observed the customer.
 I thing if I do also a retailer (shop to shop) market then I can collect also good
information.

57
 Customer willing ness to answer the question.
 As I marketer there is problem to convene to the store manager.
Conclusion
I had observed more than 300 customer who come in the mall and purchase the biscuit
from biscuit section. I was work as a marketer and collect some useful information that
consumption pattern of consumer. In excel format (that was I send to over mentor) they
purchase more like a Britannia good day (butter and cashew and a pita buster) customer
are also like to purchase the new launches biscuit like Chaco chips and chco alomands),
Marie Gold, nutria choice Digestive, also like to purchase a sugar free, treat in this they
like to purchase a chocolate and vanilla or strawberry flavored are more like and purchase
by consumer. In tosate they would more and more like to purchase a Britannia rusk 600g
packing and also like 200g pack. However, some time there is unavailability of stock
customer are purchase other brand small packet and wait for Britannia rusk.
In the mall, sometime customer, are who is a loyal and they come for purchase a biscuit
then they only purchase a Britannia biscuit.
 Some customer are see offer and go to purchase.
 Some customer are only see a product quality.
 Fewer customer are like and focus on quantity product which brand give them
more quantity they will purchase that biscuit.
 Some customer are purchase biscuit at clearance stock time.
I observed that in the mall when the clearance sale stock allocated then the high salary
earn person they purchase this product but the person how earn less they will not
purchase those product from clearance sale stock.

58
Bibliography
Agarwal, S. K. (1, Jan. 2014.). A Study of Consumer Behaviour of FMCG Products in Madhya
Pradesh. Madhya Pradesh: International Journal of Business and Management Research.
Anandan, C. P. (2007, 3 ). A Study on Brand Preferences of Washing Soaps in Rural Areas. ndian
Journal of Marketing. , pp. Vol. 37 pp. 30-38.
broucher, b. (2016). report . karnataka: britannia industry ltd.
C., A. M. (2007). “A study of the effect of sales promotion onconsumption of fast moving
consumer goods in Kerala” . kerala: University of Calicut.
F.MOHAMED SABURA, D. A. (2012, may 5). RETAILERS ATTITUDE TOWARDS BRITANNIA BISCUITS
(A STUDY WITH SPECIAL REFERENCE TO RURAL AREAS OF TIRUNELVELI). Vol.2 Issues
,page 52-87 TIRUNELVELI: ZENITH International Journal of Business Economics &
Management Research.
IBEF. (2017). FMCG . india: www.ibef.com.
Joshi, M. A. (2011). MARKETING STRATEGIES IN CREATING BRAND IMAGE OF FMCG IN INDIA
WITH SPECIAL REFERENCE TO STORE PROMOTION. indore: A Thesis Submitted to Devi
Ahilya Vishwavidyalaya, Indore.
Kannan, D. V. (Vol- IV, Special Issue-3, November 2017). CUSTOMERS PREFERENCE AND
ATTITUDE TOWARDS BRITANNIA PRODUCTS. International Journal of Management
Studies, 85-97.
Rashmi, H. D. (2016). An Overview of Retailer Brand Equity and Agenda for Future Research in
Indian Context. pp. 12(1) 67–84.
singh, s. a. (1981). “conducted a study of brand loyalty in India”.
Mariri Tendai and Chipunza Crispen, ―In-store shopping environment and impulsive
buying‖, African Journal of Marketing Management Vol. 1(4) pp. 102-108 July,
2009.
Angel f. Villarejo-ramos and Manuel j. Sa´vnchez-franco, ―The impact of marketing
communication and price promotion on brand equity, henry stewart publications
1350- 231x brand management vol. 12, no. 6, 431–444 august 2005.

59
Priya Jha-Dang and Abraham Koshy, ―Empirical View of the Different Types of
Consumer Promotions in India, 2004-05.
Mariri Tendai and Chipunza Crispen, ―In-store shopping environment and impulsive
buying‖, African Journal of Marketing Management Vol. 1(4) pp. 102-108 July,
2009.
Angel f. Villarejo-ramos and Manuel j. Sa´vnchez-franco, ―The impact of marketing
communication and price promotion on brand equity, henry stewart publications
1350- 231x brand management vol. 12, no. 6, 431–444 august 2005.
Priya Jha-Dang and Abraham Koshy, ―An Empirical View of the Different Types of
Consumer Promotions in India, 2004-05.
Citation
(Agarwal, 1, Jan. 2014.) (Anandan, 2007) (C., 2007) (IBEF, 2017) (Kannan, Vol- IV,
Special Issue-3, November 2017) (Joshi, 2011) (Kannan, Vol- IV, Special Issue-3,
November 2017) (Rashmi, 2016) (broucher, 2016) (singh, 1981)

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