A COMPREHENSIVE PROJECT REPORT ON Factors affecting Teenager for purchase of confectionary products Submitted to

NARMADA COLLEGE OF MANAGEMENT Zadeshwar, Bharuch -392001 IN PARTIAL FULFILLMENT OF THE REQUIREMENT OF THE AWARD FOR THE DEGREE OF MASTER OF BUSINESS ASMINISTRATION In Gujarat Technological University UNDER THE GUIDANCE OF Faculty Guide Dr. Nitin Wani Submitted by Manali Jain & Priyanka Surti [Batch: 2010-12, Enrollment No.107370592002:, 107370592023] MBA SEMESTER IV NARMADA COLLEGE OF MANAGEMENT MBA PROGRAMME Affiliated to Gujarat Technological University Ahmedabad March, 2012

Students Declaration We, Manali Jain & Priyanka Surti, hereby declare that the report for Comprehensive Project entitled Factors affecting Teenager for purchase of confectionary products is a result of our own work and our indebtedness to other work publications, references, if any, have been duly acknowledged.

Place : Date :

Manali Jain (Signature)

Priyanka Surti (Signature)

Narmada Education & Scientific Research Societys

NARMADA COLLEGE OF MANAGEMENT

(Approved by AICTE & affiliated to Veer Narmad South Gujarat University)

Phone E-Mail

: (02642) 230595 : ncmbharuch@rediffmail.com

Zadeshwar, Bharuch 392 011.

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(02642) 231930 www.ncmbharuch.org

----------------------------------------------------------------------------Certified that this Comprehensive Project Report Titled Factors affecting Teenager for purchasing confectionary products is the bonafide work of Ms Manali Jain & Priyanka Surti(Enrollment No 107370592002; 107370592023), who carried out the research 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.

Director Dr Trupti Almoula

Faculty Guide Dr Nitin Wani

PREFACE

Life is a long journey, wherein each one of us crosses number of milestones. Every stoppage teaches us a lot. We, being the student of management, learnt a plethora of things and were being bombarded with lots of learning, events, projects, and seminars. The two-year full time program of management course helped in lots of learning. Such has been the presentations and projects which enhanced our learning by adding on to our world of knowledge. And comprehensive project training is one of the part to relate knowledge and techniques learnt in the two years to real business problems and to test out and enrich ones understanding, knowledge and skills. It was a life time experience for which we thank to faculty members, my parents administration of the Narmada College Of Management, affiliated to Gujarat Technical University.

ACKNOWLEDGEMENT Every study requires a guidance of someone who is working in that field. Firstly we would like to thank Director Dr. Trupti Almoula for providing an opportunity of preparing a Grand Project Report and allowing us to use the resources of the institution during this project. We are extremely thankful to our Project Guide, Dr. Nitin Wani of NCM for his precious guidance regarding the preparation of the Project Report. Their guidance has proved to be useful and without them, the preparation of this report might not have been possible. We are also thankful to the other faculty members of NCM for extending their valuable support for this project. We also extend our sincere thanks to the Respondents, who helped us during the course of our project and for their gracious attitude. We would like to take this opportunity to extend our warm thoughts to those who helped us in making this project a wonderful experience. Last but not the least; we would also like to thank our family for their support and encouragement.

LIST OF TABLES 1) TOP 10 COMPANIES IN FMCG SECTOR LIST OF FIGURES 1.1 1.2 3.1 3.2 3.3 3.4 3.5 3.6 3.7 3.8 3.9 3.10 3.11 3.12 3.13(1 ) 3.13(2 ) 3.13(3 ) 3.14 3.15 3.16 3.17 3.18 Swot analysis of FMCG industry FMCG Industry growth Preference for shopping daily products Preference of shopping partner for confectionary products Decision maker of family for purchasing confectionary products Information gatherer of family for purchase of confectionary products Favorite places for shopping of confectionary products Children helping parents in purchasing confectionary products Children nagging while purchase of confectionary products 8 Amount of information provided to children by parents about products Various sources of information about confectionary products The kinds of purchases undertaken Factors affecting while making purchases Factors affecting children Favorite brands among chocolates Favorite brands among biscuits Favorite brands among ice-creams Helps parents in purchasing decision Most affecting factor Affecting past experience Brand is important factor Favorite confectionary products

3.19 3.20 3.21 3.22 3.23 3.24 3.25 3.26 3.27 3.28 3.29 3.30 3.31 3.32 3.33 3.34

Spend time to watch TV Programs to watch on TV Familiar with advertisement Affecting cartoon character & celebrities Tried to purchase products after watching advertisement Affecting friends & parental Affecting promotional offer Which promotional offer Affecting impulse purchase Affecting arrangement of product & placement Affecting packaging Helps parents in purchasing decision Brands is important Tried to products after watching advertisement Affecting promotional offer Affecting impulse purchase

INDEX CHAPTER NAME NO Introduction of FMCG industry 1 - FMCG sector in India - FMCG sector in Gujarat Factor affecting teenager purchasing the confectionary products 2 - Literature review - Background of the study - Research methodology Data analysis & interpretation 3 - Parents - Children 4 5 6 Findings Conclusion Bibliography 29 to 40 41 to 62 63 67 68 8 to 15 PAGE NO

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INTRODUCTION
Diverse is the one word that describes India best. With an area approximately one-third the size of the USA, it is home to over one billion people of considerable economic, ethnic, linguistic, cultural, and religious diversity. Indian consumers spend a significant proportion of their income on food. Also, consistent with the positive reports and forecasts for increasing incomes, consumer expenditure on food is increasing. The confectionery market in India is expected to continue to grow at healthy rates.

The Indian population is young. The US Census Bureau International Database indicates that just over 50% of the population is younger than 25. The younger generation of Indians is more westernized in their eating habits than older generations, particularly those in higher income groups. They consume more packaged, processed foods and give greater importance to quality, time, and convenience Children are becoming consumers at younger ages, and a variety of influences and experiences shapes their consumer habits. This research is undertaken to gain insight into the affecting factors, habits, awareness about brands & their buying behavior for confectionary products.

With the large number of Teens on the cusp of becoming young adults, the behaviors and attitudes they exhibit now are important to marketers in the present and in the years to come. The current Teen market represents the most multicultural population of India. Teens are also a robust part of the economy. They have a significant income of their own to spend and also wield increasing influence on household purchases.

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FMCG Concept and Definition

The term FMCG (fast moving consumer goods), although popular and frequently used does not have a standard definition and is generally used in India to refer to products of everyday use. Conceptually, however, the term refers to relatively fast moving items that are used directly by the consumer. Thus, a significant gap exists between the general use and the conceptual meaning of the term FMCG. Further, difficulties crop up when attempts to devise a definition for FMCG. The problem arises because the concept has a retail orientation and distinguishes between consumer products on the basis of how quickly they move at the retailers shelves. One of the factors on which the turnaround depends is the purchase cycle. However, the purchase cycle for the same product tend to vary across population segments. Many low-income households are forced to buy certain products more frequently because of lack of liquidity and storage space while relatively high-income households buy the same products more infrequently. Similarly, the purchase cycle also tends to vary because of cultural factors. Most Indians, typically, prefer fresh food articles and therefore to buy relatively small quantities more frequently. This is in sharp contrast with what happens in most western countries, where the practice of buying and socking foods for relatively longer period is more prevalent. Products which have a quick turnover, and relatively low cost are known as Fast Moving Consumer Goods (FMCG). FMCG products are those that get replaced within a year. Examples of FMCG generally include a wide range of frequently purchased consumer products such as toiletries, soap, cosmetics, tooth cleaning products, shaving products and detergents, as well as other non-durables such as glassware, bulbs, batteries, paper products, and plastic goods. FMCG may also include pharmaceuticals, consumer electronics, packaged food products, soft drinks, tissue paper, and chocolate bars. The total FMCG market is in excess of Rs. 85,000 Cores. It iscurrently growing at double digit growth rate and is expected to maintain a high growth rate. FMCG Industry is characterized by a well established distribution network, low
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penetration levels, low operating cost, lower per capita consumption and intense competition between the organized and unorganized segments. Characteristics of FMCG Products: Individual items are of small value. But all FMCG products put together

account for a significant part of the consumer's budget. The consumer keeps limited inventory of these products and prefers to

purchase them frequently, as and when required. Many of these products are perishable. The consumer spends little time on the purchase decision. Rarely does

he/she look for technical specifications (in contrast to industrial goods). Brand loyalties or recommendations of reliable retailer/dealer drive purchase decisions. Trial of a new product i.e. brand switching is often induced by heavy

advertisement, recommendation of the retailer or neighbors/friends.

Strengths Low operational costs Presence of established distribution networks in both urban and rural areas

Presence of well-known brands in FMCG sector

Threats Removal of import restrictions resulting in replacing of domestic brands Slowdown in rural demand Tax and regulatory structure

SWOT analysis of FMCG industr y

Opportunities Untapped rural market Rising income levels, i.e. increase in purchasing power of consumers Large domestic market Export potential High consumer goods spending

Weaknesses Lower scope of investing in technology & achieving economies of scale, especially in small sectors Low exports levels .

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Indias FMCG sector is the fourth largest sector in the economy and creates employment for more than three million people in downstream activities. Its principal constituents are Household Care, Personal Care and Food & Beverages. The Rs 85,000-crore Indian FMCG industry is expected to register a healthy growth in the third quarter of 2008-09 despite the economic downturn. The industry is expected to register a 15% growth in 2008-09 as compared to the corresponding period last year. Unlike other sectors, the FMCG industry did not slow down since 2008. The industry is doing pretty well, bucking the trend. As it is meeting the every-day demands of consumers, it will continue to grow. Well-established distribution networks, as well as intense competition between the organized and unorganized segments are the characteristics of this sector. FMCG in India has a strong and competitive MNC presence across the entire value chain. It has been predicted that the FMCG market will reach to US$ 33.4 billion in 2015 from US $ billion 11.6 in 2003. The middle class and the rural segments of the Indian population are the most promising market for FMCG, and give brand makers the opportunity to convert them to branded products. Most of the product categories like jams, toothpaste, skin care, shampoos, etc, in India, have low per capita consumption as well as low penetration level, but the potential for growth is huge. The Indian economy is surging ahead by leaps and bounds, keeping pace with rapid urbanization, increased literacy levels, and rising per capita income. The big firms are growing bigger and small-time companies are catching up as well. According to the study conducted by AC Nielsen, 62 of the top 100 brands are owned by MNCs, and the balance by Indian companies. Fifteen companies own these 62 brands, and 27 of these are owned by Hindustan Lever. Pepsi is at number three followed by Thums Up. Britannia takes the fifth place, followed by Colgate (6), Nirma (7), Coca-Cola (8) and Parle (9). These are figures the soft drink and cigarette companies have always shied away from revealing. Personal care, cigarettes, and soft drinks are the three biggest categories in FMCG. Between them, they account for 35 of the top 100 brands.

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The personal care category has the largest number of brands, i.e., 21, inclusive of Lux, Lifebuoy, Fair and Lovely, Vicks, and Ponds. There are 11 HLL brands in the 21, aggregating Rs. 3,799 crore or 54% of the personal care category. Cigarettes account for 17% of the top 100 FMCG sales, and just below the personal care category. ITC alone accounts for 60% volume market share and 70% by value of all filter cigarettes in India. The foods category in FMCG is gaining popularity with a swing of launches by HLL, ITC, Godrej, and others. This category has 18 major brands, aggregating Rs. 4,637 crore. Nestle and Amul slug it out in the powders segment. The food category has also seen innovations like softies in ice creams, chapattis by HLL, ready to eat rice by HLL and pizzas by both GCMMF and Godrej Pillsbury. This category seems to have faster development than the stagnating personal care category. Amul, India's largest foods company has a good presence in the food category with its ice-creams, curd, milk, butter, cheese, and so on. Britannia also ranks in the top 100 FMCG brands, dominates the biscuits category and has launched a series of products at various prices. In the household care category (like mosquito repellents), Godrej and Reckitt are two players. Goodnight from Godrej is worth above Rs 217 crore, followed by Reckitt's Mortein at Rs 149 crore. In the shampoo category, HLL's Clinic and Sunsilk make it to the top 100, although P&G's Head and Shoulders and Pantene are also trying hard to be positioned on top. Clinic is nearly double the size of Sunsilk. Dabur is among the top five FMCG companies in India and is a herbal specialist. With a turnover of Rs. 19 billion (approx. US$ 420 million) in 2005-2006, Dabur has brands like Dabur Amla, Dabur Chyawanprash, Vatika, Hajmola and Real. Asian Paints is enjoying a formidable presence in the Indian sub-continent, Southeast Asia, Far East, Middle East, South Pacific, Caribbean, Africa and Europe. Asian Paints is India's largest paint company, with a turnover of Rs.22.6 billion (around USD 513 million). Forbes Global magazine, USA, ranked Asian Paints among the 200 Best Small Companies in the World

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Cadbury India is the market leader in the chocolate confectionery market with a 70% market share and is ranked number two in the total food drinks market. Its popular brands include Cadbury's Dairy Milk, 5 Star, Eclairs, and Gems. The Rs.15.6 billion (USD 380 Million) Marico is a leading Indian group in consumer products and services in the Global Beauty and Wellness space. Indian fast moving consumer goods (FMCG) companies are expected to report a slight reversal in trend during the June 2011 quarter, with moderation in sales growth and stable margins, thanks to price hikes.Sales of 13 major companies in the sector, at Rs 24,163 crore, are expected to see a strong 17% year-on-year growth in the June 2011 quarter (Q1FY12), though the growth rate would be lower compared to earlier quarters as price hikes (a wide range of 5-35%) affect the volume growth of companies such as Marico (coconut oil) and Godrej Consumer Products (soaps). Sales Growth The top five players (by expected sales in Q1FY12), including ITC, Hindustan Unilever (HUL), Asian Paints, Nestle India and Titan Industries that constitute nearly 70% of total revenues, are expected to report a sales growth of 15.4%.ITC is expected to report a recovery in cigarettes volume growth (5-8%) in the absence of a price hike as excise duties were left unchanged in the Union Budget 2011-2012, strong traction in non-cigarettes FMCG business and a rebound in hotels business. HULs soaps and detergents will benefit from price hikes, while strong traction will continue in its personal care and foods business.

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Figure1.2 THE TOP 10 COMPANIES IN FMCG SECTOR S. NO. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. Table 1.1 The companies mentioned in above table, are the leaders in their respective sectors. The personal care category has the largest number of brands, i.e., 21, inclusive of Lux, Lifebuoy, Fair and Lovely, Vicks, and Ponds. There are 11 HLL brands in the 21, aggregating Rs. 3,799 crore or 54% of the personal care category. Cigarettes account for 17% of the top 100 FMCG sales, and just below the personal care category. ITC alone accounts for 60% volume market share and 70% by value of all filter cigarettes in India. Companies Hindustan Unilever Ltd. ITC (Indian Tobacco Company) Nestl India GCMMF (AMUL) Dabur India Asian Paints (India) Cadbury India Britannia Industries Procter & Gamble Hygiene and Health Care Marico Industries

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The foods category in FMCG is gaining popularity with a swing of launches by HLL, ITC, Godrej, and others. This category has 18 major brands, aggregating Rs. 4,637 crore. Nestle and Amul slug it out in the powders segment. The food category has also seen innovations like softies in ice creams, chapattis by HLL, ready to eat rice by HLL and pizzas by both GCMMF and Godrej Pillsbury. This category seems to have faster development than the stagnating personal care category. Amul, India's largest foods company, has a good presence in the food category with its ice-creams, curd, milk, butter, cheese, and so on. Britannia also ranks in the top 100 FMCG brands, dominates the biscuits category and has launched a series of products at various prices. In the household care category (like mosquito repellents), Godrej and Reckitt are two players. Goodknight from Godrej, is worth above Rs 217 crore, followed by Reckitt's Mortein at Rs 149 crore. In the shampoo category, HLL's Clinic and Sunsilk make it to the top 100, although P&G's Head and Shoulders and Pantene are also trying hard to be positioned on top. Clinic is nearly double the size of Sunsilk. Dabur is among the top five FMCG companies in India and is a herbal specialist. With a turnover of Rs. 19 billion (approx. US$ 420 million) in 2005-2006, Dabur has brands like Dabur Amla, Dabur Chyawanprash, Vatika, Hajmola and Real. Asian Paints is enjoying a formidable presence in the Indian sub-continent, Southeast Asia, Far East, Middle East, South Pacific, Caribbean, Africa and Europe. Asian Paints is India's largest paint company, with a turnover of Rs.22.6 billion (around USD 513 million). Forbes Global magazine, USA, ranked Asian Paints among the 200 Best Small Companies in the World Cadbury India is the market leader in the chocolate confectionery market with a 70% market share and is ranked number two in the total food drinks market. Its popular brands include Cadbury's Dairy Milk, 5 Star, Eclairs, and Gems. The Rs.15.6 billion (USD 380 Million) Marico is a leading Indian group in consumer products and services in the Global Beauty and Wellness space.

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FMCG Market in Gujarat-overview

FMCG Market in Gujarat is important for the state. Gujarat is one of the most industrially developed states in India. The state of Gujarat is famous for its traditional and organized business class. The state has a rich history of successful business men in India and it has one of the highest per capita income in India. Due to the process of industrialization, there is a general rise income and consumers are spending more on FMCG based goods. Cities like Gandhinagar, Ahmedabad, Vadodara, etc are some of the most important cities in the state of Gujarat. These urbanized cities have facilitated the rise of FMCG consumerism in Gujarat. FMCG products in Gujarat are offered through organized retailing and through small time retail shops. Gujarat Co- operative Milk Marketing Federation Ltd (GCMMF), Hindustan Unilever Limited (HUL), Dabur India, Nestl India and Indian Tobacco Company (ITC) Limited are the oldest FMCG companies in India. FMCG Market in Gujarat - Major FMCG companies (Food and Beverage companies):

Uni Lever Dabur Cadbury India Britannia Nestle Kellogg's PepsiCo

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Coca Cola Parle Heinz Priya Foods ITC MTR Mother Dairy Amul India Gits Food Products Pvt. Ltd

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Literature Review
Galst, J. & White, M. (1976). The reinforcing value of television and childrens purchase influence. Child development, 47, pp. 1089-1096. Marketing to teenager is a way of life in the United States. Teenager has both their own disposable income and influence over what their parents buy, and marketers attempt to determine how those dollars are spent. Television now reaps most of the advertising dollars, but newer technologies are providing new ways for marketers to reach teenager. Marketing practices such as repetition, branded environments, and free prizes are effective in attracting teenagers attention, making products stay in their memory, and influencing their purchasing choices. Immature cognitive development, however, limits the ability of teenager younger than eight to understand the persuasive intent of commercials. Thus, public policy regulates how advertisers can interact with teenager via television. Online environments are now and probably always will be less heavily regulated than more traditional media. Although marketing and advertising fuel the U.S. economy, the cost of that economic success requires considerable scrutiny. Isler, L., Popper, H.T., and Ward, S. 1987. Teenagers purchase requests and parental Responses: Results from a diary study. Journal of Advertising Research 27(5):28-39. The age group of 13 t0 17 were considered to be highly brand conscious. They were aware of brand names in all commodities and also the brand leaders in all categories. They would never use an unbranded product and it was a matter of pride to admit among peer the use of a branded product. Most food advertising on children's TV shows is for fast foods, soft drinks, candy, bubble gums and pre-sweetened cereals. Fast food chains spend more than 3 billion dollars a year on advertising, much of it aimed at teenager. To directly target teenager, the fast food industry uses different modes like giving away of free gift or a cartoon character or game or extra quantity. The prime motive of any advertisement is to convince the viewer about the quality of the product and instill that urge in him/her to purchase the same. Today, advertising plays an important role in the
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society, as it tends to influence young minds in particular. Advertising can also have a negative influence over young minds if parents are not really careful and do not teach their teenagers about the importance of money. Packaging has a strong impact on teenagers product preferences. Packaging can have an effect on their teenagers requests and also that mothers often succumb to these requests in order to avoid a conflict situation. The Influence of Commercialism on the Food Purchasing Behavior of Children and Teenage Youth Vivica Kraak & David L. Pelletier, Division of Nutritional Sciences, Cornell University, 1998 Vol. 11 No. 3 21 This paper reviews the marketing literature to gain insight into the purchasing power, habits, and purchase influence of children and teenage youth and also to examine the influence of commercialism on their food purchasing behavior. The purpose of this paper is to review the general purchasing power, purchase influence, and habits of children, ages 4-11, and teenage youth, ages 12-19. A variety of socio cultural, economic and demographic factors has had a significant influence on the growing economic power, control, and independence exerted by children and teenage youth and also influences their dietary choices and eating patterns. Given the pervasive influence of commercialism in the lives of young consumers and their increasing purchasing power, purchase influence, and habits, special efforts are required to help them make informed choices and purchases in the marketplace. Consumer information processing theory can be a helpful framework for future research and practice. Building childrens and teenage youths consumer information-processing skills is one strategy, when combined with parental guidance and environmental support (including government and industry partnerships), that can help young consumers make healthful dietary choices before undesirable dietary behaviors have developed.

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PEDIATRICS Vol.118 No.4 October1, 2006; Food-Related Advertising on school Television: Building Brand Recognition in Young Viewers, Susan M. Connor, PhD OBJECTIVES. This study used content analysis to explore how much and what type of advertising is present in television programming aimed at school-aged children and what methods of persuasion are being used to sell products and to promote brands to the youngest viewers. CONCLUSIONS. The majority of child-oriented food advertisements viewed seemed to take a branding approach, focusing on creating lifelong customers rather than generating immediate sales. Promotional spots on advertisement-supported (Nickelodeon) and sponsor-supported (Public Broadcasting Service and Disney) networks took similar approaches and used similar appeals, seeming to promote the equation that food equals fun and happiness. Effects of Television Advertising on Children (12-19): With Special Reference to Pakistani Urban Children Zain Ul Abideen and Dr. Rashid M. Salaria04. December 2009 The focus of the study was to determine the effects of television advertising on children. Television advertising on children could influence determinants such as unnecessary purchasing, low nutritional food, and materialism. In todays media oriented society, almost every children is bombarded continuously with mass media messages including over hundreds advertisements every day, from television, radio, movies, video/computer games, Internet, music CDs, billboards, newspapers, magazines, clothing, packaging and other marketing materials. Daily exposure to many forms of the mass media has a tremendous impact upon thinking, values, purchases, food intake, attitude, and actions of children. Research evidence tends to suggest that television advertising results in obesity, created by taking food that is unhealthy, low in nutrition, and high in SSF.

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Television advertising aimed at children increases Consumption Preference for energy-dense, low-nutrient foods and beverages Change in attitude and behavior that is aggressive and violent in nature. Extent and nature of television food promotion were found as: Food dominates advertising to children. Five product categories dominate this advertising (soft drinks, presugared cereals, confectionary, snacks and fast food restaurants). the advertised diet contrasts dramatically with the recommended diet for children. Children engage with and enjoy this "unhealthy" advertising. Food promotion influences childrens nutritional knowledge, food preferences, purchasing and purchase-related behavior, consumption, and diet and health status. Food promotion affects both total category sales and brand switching due to television advertising in children. How Teens Use Media A Nielsen report on the myths and realities of teen media trends; June 2009.

Teens are NOT abandoning TV for new media: In fact, they watch more TV than ever, up 6% over the past five years in the U.S. Teens love the Internetbut spend far less time browsing than adults: Teens spend 11 hours and 32 minutes per month onlinefar below the average of 29 hours and 15 minutes.

Teens watch less online video than most adults, but the ads are highly engaging to them: Teens spend 35% less time watching online video than adults 2534, but recall ads better when watching TV shows online than they do on television.

Teens read newspapers, listen to the radio and even like advertising more than most: Teens who recall TV ads are 44% more likely to say they liked the ad

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Teens play video games, but are as excited about play-along music games and car-racing games as they are about violent ones: Just two of their top five most-anticipated games since 2005 are rated Mature.

Teens favorite TV shows, top websites and genre preferences across media are mostly the same as those of their parents: For U.S. teens, American Idol was the top show in 2008, Google the top website and general dramas are a preferred TV genre for teens around the world.

Sharma, Rajesh Impulse buying (Demographic aspects), Target marketing (Research), Teenage consumers (Behavior), and Teenage consumers (Purchasing), Marketing research Pub Date: 01/01/2011.Publication:Abhigyan;Foundation for Organizational Research & Education; Academic; Magazine/Journal

Impulse buying has been considered a pervasive and distinctive phenomenon and has been receiving increasing attention from consumer researchers and theorists (Rook 1987; Rook and Fisher 1995). Impulse buying was redefined as occurring when a consumer experiences a sudden, often powerful and persistent urge to buying something immediately. The impulse to buy is hedonically complex and may stimulate emotional conflict. Stern (1962) described factors that might influence impulse purchasing, which he described as a decision to buy a product while they are in the store: Price , Marginal need for product or brand, Mass distribution, Self service, Advertising, Prominent store display, Short product life, Small size, Ease of storage. Impulse buying is influenced by person-related variables. Wood (1998) found a relationship between impulse buying and educational experience, and a non-linear relationship between impulse and age. Linand Lin (2005) indicated that personal characteristics such as gender, age and pocket money available, were associated with adolescents' impulsive buying tendency. Rook and Gardner (1993) suggested that certain mood states (e.g., the combination of pleasure, excitement, and power) might elicit impulse purchase behavior. This personal trait is more emotional than rational.
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BACKGROUND OF THE STUDY

Confectionery Market in India The organized confectionery segment in India segment is pretty much dominated by the multinational companies; however, domestic players are gradually increasing their foothold in the market.The domestic confectionery industry is benefitting from the countrys economic boom and growth in consumer spending. With the nations economy growing at around 10 per cent, Indian Consumers are expected to consume more chocolates. While the consumers are becoming more and more health conscious, a wide range of sugar-free products in gums, chocolates and candies have already been introduced. Theres a huge demand for the dark chocolate with a high cocoa content as well.The organised market for confectionery in India is valued at Rs 2,000 crore. The contribution from rural India is estimated at 48 per cent and the balance 52 per cent from urban India. With demand for high-end confectionery going up, India is becoming an attractive place for foreign investments with large multinational companies entering the Indian chocolate & confectionery market. These foreign brands are entering the industry either through direct imports or by acquisitions of existing confectionery companies. This will indirectly help in opening up new avenues in market and also help in exploring possibilities to bring up new products in this country. Ice Cream Industry in India Though India has a low per capita ice cream consumption of 300 ml per annum, the trend is slowly changing due to a number of reasons.The global market of ice creams was pegged at $61.6 billion in terms of retail value or 15 billion liters in terms of volume. Of this, the Asia-Pacific ice cream market was worth $13 billion in terms of retail value and 5,128 million liters in terms of volume.

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Industry at a glance The ice cream industry in India is worth Rs. 2,000 crores The industry can be divided into the branded market and the unbranded market. The branded market at present is 100 million liters per annum valued at Rs. 800 crores The per capita consumption of ice cream in India is approximately 300 ml, as against the world average of 2.3 liters per annum Vanilla, Strawberry and Chocolate together constitute approximately 60% of the market.

The per capita consumption of ice creams in India is just 300 ml per annum, compared to 22 liters in the US, 18 liters in Australia, 14 liters in Sweden. India is a way too far behind even in terms of the world average per capita ice cream consumption of 2.3 liters per annum. AMUL

Market share (2008-09)

Chocolate Market in India Chocolate market is estimated to be around 1500 crores (ACNielson) growing at 18-20% per annum. The per capita consumption of chocolate in India is 300 gram
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compared with 1.9 kilograms in developed markets such as the United Kingdom. Over 70 per cent of the consumption takes place in the urban markets. Margins in the chocolate industry range between 10 and 20 per cent, depending on the price point at which the product is placed. Chocolate sales have risen by 15% in 2007 to reach 36000 tonnes according to one estimate. Another estimate puts the figure at 25000 tonnes. The chocolate wafer market (Ulta Perk etc) is around 35 % of the total chocolate market and has been growing at around 13% annually. Entire Celebrations range market share is 6.5%.The global chocolate market is worth $75 billion annually. CADBURY Cadbury is the market leader with 72% market share. The chocolate market in India has only three big players, Cadbury, Nestle and Amul. The largest target segment for Cadbury is youth. Dairy Milk is the market leader.5 Star (heritage brand which came to India in 1969) has a market share of over 14%.Cadbury initial communication for Celebrations was concentrated on occasions like Diwali and Rakshabandhan. Over the last seven to eight years, the brand emerged as a good gift proposition for occasions and enabled people to come closer. Research done by Cadbury suggested that they should extend the plank of occasion-based gifting to social gifting i.e. all-year-round gifting options. Biscuits industry in india India Biscuits Industry is the largest among all the food industries and has a turn over of around Rs.4350 crores. India is known to be the second largest manufacturer of biscuits, the first being USA. It is classified under two sectors: organized and unorganized. Bread and biscuits are the major part of the bakery industry and covers around 80 percent of the total bakery products in India. Biscuits stand at a higher value and production level than bread. This belongs to the unorganized sector of the bakery Industry and covers over 70% of the total production. Even, the rural sector consumes around 55 percent of the biscuits in the bakery products.
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Biscuits contributes to over 33 percent of the total production of bakery and above 79 percent of the biscuits are manufactured by the small scale sector of bakery industry comprising both factory and non-factory units. The unorganized sector is estimated to have approximately 30,000 small &tiny bakeries across the country. PARLE Parle products have been Indias largest manufacturer of biscuits & confectionary, for almost 80 years. Parley biscuits & sweets are available to consumers, even in the most remote places & in the smallest of villages with a population of just 500. Parle has nearly 1500 wholesalers, cateringto 4, 25,000 retail outlets directly or indirectly. Many of the Parle products biscuits or confectioneries, are market leaders in their category & have won acclaim at the Monde selection, since 1971. With a 40% share of the total biscuit market & a 15% share of the total confectionary market in India. Parle has grown to become a multi-million dollar company. VARIOUS FECTORS AFFECTING ON TEENAGER PACKAGING Marketers were identified as using the concept of entertainment to target teenager through advertising and packaging of their products by sending messages of fantasy and fun, thus ignoring the preferences of parents and their assumed preference for health and nutrition. Packaging as one of the techniques no longer simply serves a functional purpose; it has become an important element of branding, positioning and related communication as part of an integrated marketing communications campaign. Rettie and Brewer (2000) described packaging as a vehicle for communication and branding & packaging as the silent salesman. In a Henley Centre study (Frontiers 1996 cited in Rettie and Brewer, 2000), found that 73 percent of purchase decisions
28

are made at point of sale with packaging as a key indicator or influencer on peoples choice ADVERTISEMNET Advertising is the most influencing tool in the hands of Marketer. Marketers are using AIDAS Model to target & generate more customers. Advertising first catch the attention of the teenager, then create interest in the mind of teenager about the product seen through the advertisement, then develop a desire to have that product, then teenager acquire the product by buying it or forcing their parents to buy it & then get satisfied after using the product. Advertising has both immediate and cumulative effects. While immediate effects are relatively easy to demonstrate, long term exposure is the more likely agent that increases consumption as a consequence of marketing to youth. Advertising not only sells specific brands in specific product categories, it also creates general view points, values, and conceptions about how one should behave under a variety of conditions. SALES PROMOTION Promotions are a commonly used marketing method for reaching teenager and Include cross-selling, tie-ins, premiums, and sweepstakes prizes. Cross-selling and tie-in combine promotional efforts to sell a product. Premiums and sweepstakes prizes have increased recently and are often used to appeal to teenagers tastes and desires. Premiums provide something free with a purchase, whereas sweepstakes and contests promise opportunities to win free products. Premiums can increase short-term sales since teenager may desire the item over the food, but they also can help elevate the image of that brand in teenager's minds.

IMPULSE PURCHASE

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An impulse purchase is often made quickly and spontaneously, by just grabbing a product instead of thinking about it (Rook, 1987). Impulse buying occurs when a consumer experiences a sudden, often powerful and persistent urge to buy something immediately. Rook defines impulse buying as a consumer's tendency to buy spontaneously, unreflectively, immediately, and kinetically (Rook and Fisher, 1995). Impact of impulsive buying on the consumer

Disturbs the overall financial budget Often gives product dissatisfaction and less alternatives are considered People who go for impulsive buying often have post purchase regret Irrational decision making being more emotional

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RESEARCH METHODOLOGY
Statement of the Problem Through this report we want to find out how teenager are influenced by the factors like Peer and parental influences,advertisements,point of purchase(impulse purchase) ,packaging & promotional offers especially of confectionary products. So the statement of this project would be Factors affecting Teenager for purchase of confectionary products The research process goes within the following confectionary products: 1. Biscuits Brand (ParleG) 2. Chocolates Brand (Cadbury Dairymilk) 3. Ice-cream Brand (Amul) Objectives To know the teenager's awareness about confectionary Products & their brands. To study the impact of various factors affecting on teenager in purchase of confectionary Products. Need of the study
To know the teenager's awareness about confectionary Products To know the teenager's awareness about brands which they use. To know how the various factors affecting on teenager in purchase of

confectionary Products.
To know which is the most influencing factor on teenager in purchase of

confectionary Products. RESEARCH DESIGN There are three types of research design that is Exploratory
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 Descriptive
Causal research.

We have used the Descriptive Research Design to conduct a detail study. This descriptive type of research utilizes observations in the study. The purpose of employing this method is to describe the nature of a situation, as it exists at the time of the study and to explore the cause/s of particular phenomena. We opted to use this kind of research considering our desire to obtain first hand data from the respondents so as to formulate rational and sound conclusions and recommendations for the study. SOURCES OF DATA Basically there are two sources of data Primary sources Secondary sources

Primary research data will be obtained through the research study by administering a well structured Questionnaire survey. On the other hand, the secondary research data will be obtained from previous studies on the same topic. Sampling Plan Sample Unit: -Children with age of 8-15 and their parents. Sample Size: - 400 (200 children and 200 parents) Sampling Methods: -Qualitative Research Non-probability Purposive Small sample

We have used non probability sampling (convenient Sampling) method

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Instrument: - The instrument selected for the primary data was structured questionnaire.

33

DATA ANALYSIS OF PARENTS

Q 1 Do you regularly go for shopping day to day products?

YES NO

85 115

Figure3.1

34

Interpretation: Majority of mothers dont prefer to shop daily for day to day products. Q 2 With whom do you go for shopping of confectionary (biscuit, chocolate & ice-cream) products generally? with husband with children with friends 67 52 19 with relative with all family members with neighbors dont go 8 33 12 11

Figure3.2 Preference of shopping partner for confectionary products

Interpretation: Most of the women like to go for shopping with their husband & childrens for purchasing confectionary products like chocolate ice cream & biscuits. While some women also prefers to go with their friends & neighbors. Q 3 Who is decision maker in your family about purchasing confectionary products? Yourself with husband your children with husband children you &your children someone else 52 39 18 & 46 45 7
35

Figure3.3 Decision maker of family for purchasing confectionary products

Interpretation: Mothers generally prefer to be a decision maker by themselves for purchase of such products. Also many of them like to make such decision with their husband & childrens. Thus they are more influential than their husbands in making decision about confectionary products Q 4 who is information gatherer in your family about purchasing confectionary products? your Yourself your husband your children 56 51 46 husband & 57 43 13

children you &your children someone else

Figure3.4 Information gatherer of family for purchase of confectionary products

Interpretation: As per the distribution in this chart mother ,father & children all are almost equally gathering information on confectionary products .So all are having some or the other information, ,knowledge, experience & choice to be shared on such products ,hence all are somehow interested in such products.

36

Q 5 Which are your favorite places for shopping of confectionary products, from where you purchase them regularly? Figure3.5 Favorite places for shopping of

a retail shop a shopping mall your society shop a paanwala shop hawkers/feriwalas parlors a department store

124 30 57 22 23 21 117

confectionary products

Interpretation: A retail shop & a department store are among the most favorite places, from where mothers like to do shopping of confectionary products. Even the society shop is liked by many of them

Q 6 Do your children help you while purchasing confectionary products?

Yes No sometimes

128 18 54

Figure3.6 Children helping parents in purchasing confectionary products

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Interpretation: In almost more than 64% cases childrens help their mothers while shopping confectionary products, hence it can be said that children are very much interested in what their parents buy for their consumption.

Q 7 While purchasing them, do your children start nagging (harassing) for it?

Figure3.7 Children nagging while purchase of confectionary products Yes 8 yes

sometimes 2 always 38 no 80 Interpretation: According to almost 60% mothers, whenever they go for shopping with their children, they start nagging for purchasing confectionary products. While 40% mothers say that it is not so& their children dont behave like this.

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Q 8 Do you provide enough information to your children while purchasing confectionary products, like there brand, quality, price, etc yes sometimes 90 yes but only of some factors No about all factors 45 30 35

Figure3.8 Amount of information provided to children by parents about products Interpretation: Less than half of parents provide enough information to their children about the confectionary products which parents buy & that too not always, this means that most of parents dont concentrate on giving information to their children about what they are consuming. Q9 From which source do you get information about these products & its brands? Figure3.9 Various sources of information about confectionary products

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From shopping TV Magazine Friends Husband Shopowner 134 41 60 34 31 place children relatives Postures Newspaper s 35 73 37 29 48

Interpretation: known source of

TV,

friends for

&

childrens are the most important & getting information confectionary

products & there brands. Thus TV is really very good medium for all confectionary products companies

to promote their brands. Q 10 What kind of purchase you undertake? plan & purchase them instant purchase by advise of any person due to recall of any add 107 53 33 16

Interpretation: Around 50% of mothers like to do planning before going for shopping & purchasing confectionary products .While almost 25% of mothers may even prefer to purchase such products instantly.

Figure3.10 The kinds of purchases undertaken

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Q 11 What from given factors affects you while making these purchases?

Figure3.11 Interpretation: Quality was the most important factor amongst all other factors which affects mothers while purchasing these products Another important factors are price & there advertisements.

Advertisements 64 promotional offer 42 Point of purchase 43 Price 62 Quality 137 Your childrens influence 54

Q 12 What according to you affects your children while asking for a confectionary product? AD 77 Presentation in reck 40 Price 52 Friends influence 60 Look & appeal 60 promotional offer 30 Interpretation: Mothers perceive that their Parents influence 45 children are mostly influenced by Dont know 8 advertisements, look & appeal of such products & their friends. Also price, Figure3.12 parents influence & presentation in rack of such products do affect their childrens choice but to a lesser extent. Q 13 which brands your child likes from the given ones?
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Figure3.13 (1) Favorite brands among chocolates Dairy CADBURY milk Perk Munch Five ster Milky bar 174 134 143 92 91

Interpretation: According to mothers the brands which their children like to have are dairy milk , perk & munch .Dairy milk is the most favorite among all Cadburys which is chosen by 87% mothers..Five star & milky bar is also liked by almost 45% mothers.

BISCUIT: - Coconut biscuits are the most favorite amongst all biscuits followed by sunfeast. While Monaco, marigold, krackjack & parleG are also liked by many of them. Figure3.13 (2)

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Parle G Marigold sunfeast coconut Bis Krack jack monaco Cream Bis something else

91 109 126 158 104 111 79 68

ICE CREAM ;Figure3.13 (3) Favorite brands among chocolates Interpretation: Amul is the most favorite amongst all brands .while vadilal & walls are also much preferred one. Thus amul is leader in ice cream segment which is liked by almost every child as per their mothers. Amul vaadilal Gokul Havmor Walls baskino robins 181 154 95 90 136 70

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DATA ANALYSIS OF TEENAGER

Do you help your parents in taking the decision while purchasing the confectionary products (biscuit-parle G, chocolate-cadbury & ice-creamamul)?
AGE 13 14 15 16 17 Grand Total % YES 12 52 39 41 32 176 88 BISCUIT 8 30 20 17 8 83 47.16 CHOCALATE 7 28 24 21 18 98 55.68 ICE CREAM 5 23 20 16 15 79 44.89

YES 176

NO 24

Helps parents in purchasing decision- 3.14 INTERPRETATION: 176 Respondents help their parents in taking the decision while purchasing the Amul ice cream, Cadbury chocolates & Parle biscuits. Out of 176respondents 98 respondents helps in taking the decision about purchasing chocolates. In this decision mostly 28 teenagers helps their parents in purchasing chocolates while 30 respondents helps their parents in purchasing biscuits & 23 respondents helps their parents in purchasing ice cream which are age of 14 year. So, after

44

data collection, 14 & 15 years old teenagers are mostly helps their parents in taking decision while purchasing the confectionary products.

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Which factor affects you most during purchasing the confectionary products (biscuit-parle G, chocolate-cadbury & ice-cream-amul)?

AGE 13 14 15 16 17 Grand Total %

PACKAGING 3 12 4 13 11 43 21

IMPULSE PURCHASE 1 15 9 4 3 32 16

ADVERTISEMENT 8 22 25 19 16 90 45

FRIENDS & PARENTS 3 11 6 9 6 35 18

Most affecting factor 3.15 INTERPRETATION: 90 respondents believe that advertisement is the most effective factor during purchasing the confectionary products. Out of these 90 respondents, 25 respondents are 15 years old teenagers while 22 respondents are 14 years old & 19 respondents are 16 years old while 16 respondents are 17 years old which believe that advertisement is most effective factor during purchasing the confectionary products. According to survey, remaining 43 respondents believe that packaging is effective while 35 believe that friends & parents is effective

46

factor & 32 believe that impulse purchase is effective factor during confectionary products. Does your past experience play any role in purchasing the confectionary products (biscuit-parle G, chocolate-cadbury & ice-cream-amul)?
AGE 13 14 15 16 17 Grand Total % YES 13 44 36 33 22 148 74 NO 2 16 8 12 14 52 26

Affecting past experience 3.16 INTERPRETATION: According to survey, 148 respondents says that past experience play important role in purchasing the Amul ice cream, Cadbury chocolates & Parle biscuits while 52 respondents says that past experience does not play any role in purchasing the confectionary products. Out of these 148 respondents 44 teenagers are age of 14 years old while 36 teenagers are age of 15 years old & 33 respondents are age of 16 years old while 22 teenagers are 17 years old & remaining 13 respondents are 13 years old. There is a less difference between
47

15 & 16 years old teenagers which believe that past experience play any role in purchasing confectionary products while huge difference between 14 years teenagers & remaining 13, 15, 16, 17 years old teenagers. According amul)?
AGE 13 14 15 16 17 Grand Total % YES 11 48 37 38 27 161 80.5 NO 4 12 7 7 9 39 19.5 AGE 13 14 15 16 17 Grand Total % ENGLISH 3 30 21 33 20 107 66.46 GUJ 8 18 16 5 7 54 33.54 Grand Total 11 48 37 38 27 161 100

to

you,

brand

is

important

factor

in

purchasing

the

confectionary products (biscuit-parle G, chocolate-cadbury & ice-cream-

Brand is important factor 3.17 INTERPRETATION: On the basis of this survey, 161 respondents believe that brands is important in purchasing the confectionary products while 39 respondents believe that brands is not important in purchasing the confectionary products. Out of these 161 respondents, 107 teenagers are from English medium & 54 respondents are from Guajarati medium which believe that brand is important in purchasing the confectionary products. There is a huge difference between data of English medium & Guajarati medium teenagers. So, we can say that English medium respondents are more brand conscious than Guajarati medium respondents&
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mostly 14 years old teenagers are more brand conscious during purchasing the confectionary products. From the following confectionary products which is your favorite product/s?

AGE 13 14 15 16 17 Grand Total %

BISCUIT 8 30 20 17 8 83 41.5

CHOCOLATES 7 28 24 21 18 98 49

ICE CREAM 5 23 20 16 15 79 39.5

Favorite confectionary products 3.18

49

INTERPRETATION: According to survey, 83 respondents says that Parle biscuit is their favorite product while 98 respondents says that Cadbury chocolate is their favorite product & 79 respondents says that Amul ice cream is their favorite product.

How many hours a day do you watch TV?

ENGLISH MEDIUM 1-2Hr 2-3Hr 1 2 10 5 9 13 6 39 31 2 6 6 21 18 GUJRATI MEDIUM 1-2Hr 2-3Hr 3 5 5 10 5 4 2 19 28 11 3 5 34 53

AGE 13 14 15 16 17 Grand Total %

< 1Hr 1 10 7 9 7 34 27

>3Hr 2 8 6 8 6 30 24

< 1Hr 3 2 3 3 2 13 7

>3Hr 2 4 1 1 2 10 12

Spend time to watch TV 3.19

INTERPRETATION: Out of 200 respondents, mostly 39 respondents from English medium watch TV for 1-2 hr while in Gujarati medium teenagers; there are only 19 respondents watch TV for 1-2 hr. In Gujarati medium, mostly 34 respondents watch TV for 2-3
50

hr while only 21 respondents from English medium watch TV for 2-3 hr. So, we can say that Gujarati medium teenager spend more time to watch TV than English medium teenager.

What do you like to watch on TV?

AGE 13 14 15 16 17 Grand Total % Cartoon 3 12 9 6 8 38 19 Movie 4 25 25 17 11 82 41 song based programs 3 21 17 19 15 75 37.5 Realty shows 2 13 10 15 12 52 26 serials 3 14 9 16 6 48 24 others 5 12 9 6 7 39 19.5

Programs to watch on TV 3.20

INTERPRETATION: According to survey, 82 respondents watch movie on TV while 75 respondents watch song based program on TV & 52 respondents watch reality show on TV
51

while 48 respondents watch serials & 38 respondent watch cartoon on TV. Out of 82 respondents which watch movie on TV, 25 respondents are age of 14 year & 25 respondents are age of 15 year. So, 14 &15 years old respondents are familiar with advertisement & promotional offer through watching movie on TV. Are you familiar with advertisements of which of the following

confectionary products?

AGE 13 14 15 16 17 Grand Total %

ICE CREAM 5 24 13 29 22 93 46.5

CHOCOLATES 8 35 20 35 28 126 63

BISCUITS 3 17 11 23 19 73 36.5

Familiar with advertisement 3.21

INTERPRETATION: On the basis of data collection 126 respondents are familiar with chocolates of Cadbury while 93 respondents are familiar with ice cream of Amul & 73

52

respondents are familiar with biscuits of Parle. Mostly respondents are familiar with all three confectionary products.

53

Does any celebrity & cartoon character which comes in advertisement affect you during purchase of the confectionary products (biscuit-Parle G, chocolate-Cadbury & ice-cream-Amul)?

AGE 13 14 15 16 17 Grand Total %

YES 6 29 20 23 19 97 48.5

NO 9 31 24 22 17 103 51.5

Affecting cartoon character & celebrities 3.22 INTERPRETATION: According to survey, 103 respondents believe that any celebrity & cartoon character which comes in advertisement is not affecting them during purchase of the confectionary products (biscuit-Parle G, chocolate-Cadbury & ice-creamAmul) while 97 respondents believe that any celebrity & cartoon character which comes in advertisement is affecting them during purchase of the confectionary products (biscuit-Parle G, chocolate-Cadbury & ice-cream-Amul). There is a less difference between any cartoon character & celebrity affects them or not. Out of 103 respondents, 31 respondents which believe that celebrity is not affect them are age of 14 year.
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After watching ad of any confectionary products (biscuit-Parle G, chocolate-Cadbury & ice-cream-Amul), have you ever tried to purchase that product?

AGE 13 14 15 16 17 Grand Total %

YES 11 37 30 31 26 135 67.5

NO 4 23 14 14 10 65 32.5

AGE 13 14 15 16 17 Grand Total %

YES 11 37 30 31 26 135 100

BISCUIT 3 14 12 6 8 43 31.85

ICE CREAM 6 11 13 13 12 55 40.74

CHOCOLATES 2 12 5 12 6 37 27.41

Tried to purchase products after watching advertisement 3.23 INTERPRETATION: Out of 200 respondents, 135 respondents have tried to purchase any confectionary products after watching the advertisement. Out of these 135 respondents 55 respondents are tried to purchase ice cream of Amul while 43 respondents are tried to purchase biscuit of Parle & 37 respondents are tried to purchase chocolate of Cadbury. Out of 55 respondents 13 respondents are age of 15 year & 13 respondents are age of 16 year. So, we can say that after

55

watching advertisement 15 & 16 year old teenagers mostly purchase ice cream of Amul. Which reference affects you in friends and parental factor?
AGE 13 14 15 16 17 Grand Total % SCHOOL FRIENDS 10 30 16 17 11 84 42 FAMILY MEMBERS 2 17 14 16 13 62 31 SOCIETY FRIENDS 1 3 7 6 5 22 11 OTHERS 3 17 10 7 10 47 23.5

Affecting friends & parental 3.24 INTERPRETATION: On the basis of data collection, 82 respondents believe that school friends affect them for purchasing the confectionary products. Out of these 82 respondents 30 respondents are age of 14 year which believe that school friends are affect them in purchasing the confectionary products. While remaining 62 respondents believe that family members are affect them & 47 respondents believe that others are affect them like teachers while 22 respondents believe that society
56

friends are affect them in purchasing the confectionary product. So, we can say that majority of teenagers get knowledge & information from school friends. During purchasing confectionary products (biscuit-parle G, chocolatecadbury & ice-cream-amul) does any promotional offer affect you?
YES AGE 13 14 15 16 17 Grand Total 030000 4 12 10 16 9 51 3000060000 2 15 8 10 8 43 6000090000 5 6 9 7 7 34 > 90000 1 3 1 2 1 8 030000 1 13 5 4 4 27 3000060000 3 3 2 3 11 NO 6000090000 2 4 8 4 2 20 > 90000 4 12 36 28 35 25 136 3 24 16 10 11 64 TOTAL YES NO

2 6

Affecting promotional offer 3.25

Income 0 - 30000 30000 - 60000 60000 - 90000 > 90000 Grand Total No. of Respondents 78 54 54 14 200 Promotion al Offer Y 51 43 34 8 136 % 65 80 63 57 68

INTERPRETATION: 136 respondents say that promotional offer affect them & out of this 136 respondents 51 respondents fall in range of 0-30,000. But total number of
57

respondents in range of 0-30,000 is 78& out of 78 respondents 51 respondents affected by promotional offer. So percentage is 65% which is lower than 80%. The total nu of respondents in range of 30,000-60,000 is 54 & out of 54 respondents 43 respondents affected by promotional offer.we can say that 43 respondents which fall in 30,000-60,000 are more influence by promotional offer. If yes than which promotional offer affects you most?
AGE YES FREE GIFT FREE OF OTHER 13 14 15 16 17 Grand Total % 12 36 28 35 25 136 100 5 18 9 8 13 53 38.97 PRODUCT 1 10 8 16 7 42 30.88 3 7 5 8 4 27 19.85 3 1 6 3 1 14 10.29 EXTRA QUANTITY OTHERS

Which promotional offer 3.26 INTERPRETATION: Out of 200 respondents 136 respondents believe that promotional offer affect them most. Out of these 136 respondents 53 respondents believe that free gift is most effective while 42 respondents believe that free of other product is more effective & 27 respondents believe that extra quantity is more effective while 14 respondents believe that other factors are more effective in promotional offer while they purchasing the confectionary products.

58

According to you do impulse purchase affects you most in purchasing the confectionary products (biscuit-Parle G, chocolate-Cadbury & ice-creamAmul)?

AGE 13 14 15 16 17 Grand Total %

YES 10 33 22 34 21 120 60

NO 5 27 22 11 15 80 40

Affecting impulse purchase 3.27

INTERPRETATION: According to survey 120 respondents believe that impulse purchase effect them most in purchasing the confectionary products. Out of 120 respondents 34 respondents which believe that impulse purchase affect them are age of 16 year. While 33 respondents believe that impulse purchase affectthem are age of 14 year. While remaining 80 respondents believe that impulse purchase is not affective in purchasing the confectionary products.
59

In impulse purchasing arrangement of product & placement of product affect you in purchasing the products?
AGE 13 14 15 16 17 Grand Total % YES 10 36 21 29 19 115 57.5 NO 5 24 23 16 17 85 42.5

Affecting arrangement of product & placement 3.28

INTERPRETATION: Out of 200 respondents 115 respondents believe that yes, in impulse purchasing arrangement of product & placement affect them. While remaining 85 respondents believe that in impulse purchasing arrangement of product & placement is not affect them. Out of 115 respondents 36 respondents are age of 14 year which believe that arrangement of product & placement affect them in purchasing the confectionary products.

In packaging which factor affect you most?

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ATTRACTIVENESS AGE 13 14 15 16 17 Grand Total ENG 1 13 11 10 10 45 GUJ 1 5 3 1 2 12

LABEL INFORMATION ENGLISH GUJ 2 8 3 12 3 28 3 12 4 2 3

BRAND ENGLISH 2 18 11 15 13 59 GUJ 5 14 13 7 5 44 ATTRACTI VENESS 2 18 14 11 12 57

TOTAL LABEL 6 10 6 12 6 40 BRANDS 7 32 24 22 18 103

Affecting packaging 3.29

61

INTERPRETATION: According to survey, 103 respondents believe that brand is most affecting factor in purchasing the confectionary products. Out of these 103 respondents 59 respondents are from English medium while 44 respondents are from Gujrati medium which believe that brand is most affecting them in purchasing the confectionary products. So, we can say that English medium respondents are more brand conscious than Gujrati medium teenagers. 57 respondents believe that attractiveness of packaging is most affecting factor in purchasing the confectionary products. Out of these 57 respondents 45 respondents are from English medium while 12 respondents are from Gujrati medium which believe that attractiveness of packaging is more affecting factor in purchasing confectionary products. So, we can say that English medium teenagers give more importance to attractiveness of packaging than Gujrati medium teenagers. 40 respondents believe that label information is most affecting factor in purchasing the confectionary products. Out of these 40 respondents 28 respondents are from English medium while 12 respondents are from Gujrati medium which believe that label information is most affecting factor in purchasing the confectionary products. So, we can say that English medium teenagers give more importance to label information than Gujrati medium teenagers.

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Comparison with gender Do you help your parents in taking the decision while purchasing the confectionary Products (biscuit-Parle G, chocolate-Cadbury & ice-creamAmul)?

Male YES NO 73 14

Female 103 17

Total 176 24

If yes biscuit chocolates ice cream

Male 25 50 65

Female 40 65 45

Helps parents in purchasing decision -3.30 Interpretation: Out of 200 respondents 176 respondents believe that they help their parents in taking the decision while purchasing the confectionary products. Out of these 176 respondents 73 respondents are male & 103 respondents are female. Out of 73 male respondents 25 helps in biscuits, 50 helps in purchasing chocolates & 65 helps in purchasing ice cream while out of 103 female respondents 40 helps
63

in biscuits, 65 helps in purchasing chocolates & 45 helps in purchasing ice cream while purchasing the confectionary products.

64

Brand is important factor in purchasing the confectionary products (biscuit-Parle G, chocolate-Cadbury & ice-cream-Amul)
MALE YES NO 60 20 FEMALE 101 19 Total 161 39

Brands is important 3.31

INTERPRETATION According to survey 161 believe that brand is important factor in purchasing the confectionary products while 39 believe that brand is not important factor in purchasing the confectionary products. Out of 161 respondents 60 respondents are male while 101 respondents are female. So, we can say that female respondents give more important to brand while purchasing the confectionary products.

65

After watching ad of any confectionary products (biscuit-Parle G, chocolate-Cadbury & ice-cream-Amul), have you ever tried to purchase that product?
If yes biscuit chocolates ice cream Male 12 25 20 Female 30 40 38

MALE YES NO 57 23

FEMALE 78 42

Total 135 65

Tried to products after watching advertisement 3.32 INTERPRETATION: 135 respondents are tried to purchase the confectionary products after watching advertisement of that product while 65 respondents are not tried to that products.

66

Out of these 135 respondents 57 respondents are male while 78 respondents are female. During purchasing confectionary products (biscuit-parle G, chocolatecadbury & ice-cream-amul) does any promotional offer affect you?

YES NO

MALE 52 28

FEMALE 84 36

TOTAL 136 64

IF YES free gift free of other product extra quantity others

MALE 14 21 9 8

FEMALE 33 20 21 10

Affecting promotional offer 3.33

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INTERPRETATION: Out of 200 respondents 136 respondents says that promotional offer is affect them during purchasing the confectionary products. While 64 respondents says that promotional offer is not affect them during purchasing the confectionary products. Out of these 136 respondents 52 respondents are male while 84 respondents are female. While 14 male respondents says that free gift affect them & 21 male respondents affected by free of other product while 9 male respondents are affected by extra quantity & 8 respondents are affected by others schemes.

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According to you do impulse purchase affects you most in purchasing the confectionary products (biscuit-Parle G, chocolate-Cadbury & ice-creamAmul)?
MALE 51 29 FEMALE 69 51 TOTAL 120 80

YES NO

Affecting impulse purchase 3.34

INTERPRETATION: 120 respondents believe that impulse purchase affect them while 80 respondents believe that impulse purchase does not affect them. Out of these 120 respondents 69 respondents are female while 51 respondents are male.

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FINDINGS
PARENTS Most of the women like to go for shopping with their husband & childrens for purchasing confectionary products like chocolate ice cream & biscuits. Most of the women like to go for shopping with their husband (67) & children (52) for purchasing confectionary products like chocolate ice cream & biscuits rather than with friends or relatives. 52 women out of 200 are decision makers by themselves for purchasing confectionary products, while 42 said that their children & husband are decision makers. Like mothers (57) father (51) & children(46) all are almost equally gathering information on confectionary products .So all are having some or the other information, ,knowledge, experience & choice to be shared on such products ,hence all are somehow interested in such products. A retail shop (124) & a department store (117) are among the most favorite places, from where mothers like to do shopping of confectionary products. Even the society shop is liked by many of them. In almost more than 64% cases childrens help their mothers while shopping confectionary products, hence it can be said that children are very much interested in what their parents buy for their consumption. According to almost 60% mothers, whenever they go for shopping with their children, they start nagging for purchasing confectionary products. While 40% mothers say that it is not so& their children dont behave like this. Hence NAGGING is an issue of concern for parents but at same time its very good for companies making confectionary products. Less than half of parents (90) provide enough information to their children about the confectionary products which parents buy & that too not always, this means that most of parents dont concentrate on giving information to
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their children about what they are consuming. From 200 parents only 35 provide information about all factors while (45) provide information of only some factors. TV (134), friends (60) & children (73) are the most important & known source for getting information of confectionary products & there brands. Thus TV is really very good medium for all confectionary products companies to promote their brands. Around 50% (107) of mothers like to do planning before going for shopping & purchasing confectionary products .While almost 25% of mothers may even prefer to purchase such products instantly. Quality (137) was the most important factor amongst all other factors which affects mothers while purchasing these products Another important factors are price & there advertisements. Mothers (77) perceive that their children are mostly influenced by advertisements, look & appeal of such products & their friends. Also price, parents influence & presentation in rack of such products do affect their childrens choice but to a lesser extent.

CADBURY: According to mothers the brands which their children like to

have are dairy milk, perk & munch .Dairy milk is the most favorite among all Cadburys which is chosen by 87% mothers..Five star & milky bar is also liked by almost 45% mothers.

BISCUIT: - Coconut biscuits are the most favorite amongst all biscuits

followed by sunfeast. While Monaco, marigold, krackjack & parleG are also liked by many of them.

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 ICE CREAM:- Amul is the most favorite amongst all brands .while vadilal

& walls are also much preferred one. Thus amul is leader in ice cream segment which is liked by almost every child as per their mothers.

Teenager
According to survey, 176 Respondents help their parents in taking the decision while purchasing the Amul ice cream, Cadbury chocolates & Parle biscuits. Out of 176 respondents 98 respondents helps their parents in taking the decision of purchasing chocolates. According to survey, 90 respondents believe that advertisement is the most effective factor during purchasing the confectionary products. Out of these 90 respondents, 25 respondents are 15 year old teenagers. 148 respondents says that past experience play important role in purchasing the Amul ice cream, Cadbury chocolates & Parle biscuits while 52 respondents says that past experience does not play any role in purchasing the confectionary products. Out of these 148 respondents 36 teenagers are age of 15 year old & 33 respondents are age of 16 year old. On the basis of this survey, 161 respondents believe that brand is important in purchasing the confectionary products. Out of these 161 respondents, 107 teenagers are from English medium & 54 respondents are from Gajrati medium. So, English medium respondents are more brand conscious than Gajrati medium respondents & mostly 14 years old teenagers are more brand conscious during purchasing the confectionary products.
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 According to survey, 83 respondents says that Parle biscuit is their favorite product while 98 respondents says that Cadbury chocolate is their favorite product & 79 respondents says that Amul ice cream is their favorite product. Out of 200 respondents, mostly 39 respondents from English medium watch TV for 1-2 hr while in Gajrati medium, mostly 34 respondents watch TV for 2-3 hr. So, we can say that Gajrati medium teenager spend more time to watch TV than English medium teenager. According to survey, 82 respondents watch movie on TV. Out of 82 respondents which watch movie on TV, 25 respondents are age of 14 year & 25 respondents are age of 15 year. 126 respondents are familiar with chocolates of Cadbury while 93 respondents are familiar with ice cream of Amul & 73 respondents are familiar with biscuits of Parle. Out of 200 respondents, 135 respondents have tried to purchase any confectionary products after watching the advertisement. Out of these 135 respondents 55 respondents are tried to purchase ice cream of Amul while 43 respondents are tried to purchase biscuit of Parle & 37 respondents are tried to purchase chocolate of Cadbury. On the basis of data collection, 82 respondents believe that school friends affect them for purchasing the confectionary products. Out of these 82 respondents 30 respondents are age of 14 year. So, majority of teenagers get knowledge & information from school friends.
On the basis of data collection, 136 respondents believe that promotional

offer affect them in purchasing the confectionary products. But 43 respondents out of 54 respondents which fall in 30,000-60,000 are more influence by promotional offer. Out of these 136 respondents 53 respondents believe that free gift is most effective in purchasing the confectionary products.

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 According to survey 120 respondents believe that impulse purchase effect them most in purchasing the confectionary products while 115 respondents believe that in impulse purchasing arrangement of product & placement affect them in purchasing the confectionary products. According to survey, 103 respondents believe that brand is most affecting factor & out of these 103 respondents 59 respondents are from English medium. English medium teenagers are giving more importance to brand on packaging than Gajrati medium teenagers.

RECOMMENDATIONS

From Marketers Perspective TV is the most important factor for giving information to childrens about confectionary products ,therefore its very important to concentrate on promotions done by means of TV. Companies should concentrate on using this option very effectively to increase their presence in minds of childrens.

Approximately 81% childrens are considering brand as a very important factor in purchasing confectionary product, hence companies should focus on brand building also.

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 Almost 25% of mothers may even prefer to purchase such products instantly as per findings, therefore the way in which products are presented & arranged in shelf or rack is very important, they should be made more appealing.

From societal perspective Most of the mother agreed that there children are very much influenced by TV, they ask for products which they watch on TV therefore, its necessary for parents to think upon this.

Many mothers agreed that their children starts nagging whenever they go for shopping, hence this is a very serious issue which should be considered by parents, and they should provide enough information to children before purchasing confectionary products.

CONCLUSION

We would like to conclude that majority of teenager are influence by advertisement factor during purchasing the confectionary products & even their parents also perceive it to be true. All parents are not decision maker or information gatherer, because maximum times it the role which is played by their children. Teenagers are more brand conscious during purchasing the confectionary products & they get this information from school friends. So, peer & parental factor is also affecting them. English medium teenagers are more brand conscious than Guajarati medium teenagers. Teenagers are spending more time to watch TV. So, they are familiar with Parle biscuit, Cadbury chocolate & Amul ice cream & also various factors such as advertisement, packaging, impulse purchase which affect them in purchasing the confectionary
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products. In impulse purchase arrangement of products & placement & Packaging of product also affects them in purchasing the confectionary products.

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BIBLIOGRAPHY

BOOKS

DONALD. R. COOPER Business research and methods

TATA Mc grew hill, 9th edition, Published at New Delhi. WEBSITES mpra.ub.uni-muenchen.de www.webindia.com/fantasie www.expressfoods.net

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QUESTIONNAIRE

Dear Sir/Madam, We are MBA student of Narmada college of Management Bharuch. We are doing one Grand Project on Factors affecting teenager for purchase of confectionary products. For that we want your support by filling up this questionnaire for us. There are two parts in our questionnaire, one is to be filled up by children and other is to be filled up by his/her parents. We assure you that information will not be misused and well use information just for our project purpose. Thanking You. PERSONAL DETAILS Father Name : _________________________________________________________ Mother Name : _________________________________________________________ Occupation:Family income private service 0-30,000 60,000-90,000 government service own business

30,000-60,000 above 90,000

PART A (To be filled by Parents)

1. Do you regularly go for shopping day to day products? Yes No

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2. With whom do you go for shopping of confectionary (biscuit-Parle G, chocolate-Cadbury & ice-cream- Amul) products generally? With wife/husband With friends With all family members Dont go 3. Who is decision maker in your family about purchasing confectionary products (biscuit -Parle G, chocolate - Cadbury & ice-cream - Amul)? Yourself Your children You & your children with wife/husband yourwife/husband & children someone else with children with relative with neighbors

4. Who is information gatherer in your family about purchasing confectionary products (biscuit-Parle G, chocolate-Cadbury & ice-cream-Amul)? (tick mark to one or more) Yourself Your children You & your children with wife/husband your wife/husband & children someone else

5. Which is your favorite place for shopping of confectionary products (biscuit-Parle G, chocolate-Cadbury & ice-cream-Amul), from where you purchase them regularly? (tick mark to one or more) A retail shop Your society shop Hawkers/ feriwalas shopping mall paanwala shop Parlors

A department store e.g. big bazaar

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6. Do your children help you while purchasing confectionary products (biscuit-Parle G, chocolate-Cadbury & ice-cream-Amul)? Yes Sometimes 7. While purchasing them, do your children start nagging (harassing) for it? Yes sometimes Yes always No No

8. Do you provide enough information to your children while purchasing confectionary products (biscuit-Parle G, chocolate-Cadbury & ice-creamAmul), like there brand, quality, price, etc?

Yes sometimes No

Yes but only of some factors About all factors

9. From which source do you get information about these products & there brands? (tick mark to one or more)

TV Magazines Friends Wife/husband Shop owner 10. What kind of purchase you undertake?

Newspaper Posters Relatives From children From shopping place

Plan & purchase them By advice of any person

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Instant purchase Due to recall of any add

11. What from given factors affects you while making these purchases? (tick mark to one or more) Advertisements Promotional offer Quality Point of purchase Price Your childrens influence

What according to you affects your children while asking for confectionary products (biscuit-Parle G, chocolate-Cadbury & ice-cream-Amul)? Its ad Its presentation in rack Its price Friends influence Its look & appeal Its promotional offer Parents influence Dont know

12. Which brands your child likes the most from the given? (TICK ONE OR MORE)) CADBURY:Dairy milk Perk Five star BISCUIT Parleg Marrigold Sunfeast Coconut biscuits ICE CREAM Amul Vaadilal Gokul
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Munch Milky bar

Krackjack Monaco Cream biscuits Something else Havmor Walls Baaskino robins

PART B (To be filled by teenager)

1.

Do you help your parents in taking the decision while purchasing

the confectionary products (biscuit-Parle G, chocolate-Cadbury & icecream-Amul)? Yes If yes then which product/s? Biscuit Chocolates Ice-cream No

2. Which factor affects you most during purchasing the confectionary products (biscuit-Parle G, chocolate-Cadbury & ice-cream-Amul)?

Packaging Impulse purchase 3.

Advertisement friends and parents

Does your past experience play any role in purchasing the

confectionary products (biscuit-Parle G, chocolate-Cadbury & icecream-Amul)?

Yes

No

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4.

According to you, brand is important factor in purchasing the

confectionary products (biscuit-Parle G, chocolate-Cadbury & icecream-Amul)?

Yes

No

5.

From the following confectionary products which is your favorite

product/s? Biscuits Parle G Ice-cream Amul Chocolates - Cadbury

6.

How many hours a day do you watch a TV? Less than 1 hour 2 3 hours 1 2 hours More than 3 hours

7.

What do you like to watch on TV? Cartoons Movies Song based programs Reality shows TV s serials Others

8.

Are you familiar with advertisements of which of the following

confectionary products?

Ice-cream Amul

chocolate- Cadbury
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biscuit-Parle

9.

Does any celebrity & cartoon character which comes in

advertisement affect you during purchase of the confectionary products (biscuit-Parle G, chocolate-Cadbury & ice-cream-Amul)? Yes No

10. After watching ad of any confectionary products (biscuit-Parle G, chocolate-Cadbury & ice-cream-Amul), have you ever tried to purchase that product? Yes No

If yes then which confectionary product you have tried to purchase? Biscuit Parle G Ice cream - Amul 11. Which reference affects you in friends and parental factor? School friend group Family member Society friend group others Chocolate - Cadbury

12. During you?

purchasing

confectionary

products

(biscuit-parle

G,

chocolate-cadbury & ice-cream-amul) does any promotional offer affect

Yes

No

If yes then which promotional offer affects you most? Free gift (toys) Extra quantity

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Free of other product

others

13. According to you do impulse purchase affects you most in purchasing the confectionary products (biscuit-Parle G, chocolateCadbury & ice-cream-Amul)?

Yes

No

14. In impulse purchasing arrangement of product & placement of product affect you in purchasing the products? Yes No

15. In packaging which factor affect you most? Attractiveness Label information Brand

Name

:-

---------------------------------------------------------------------------------------------Age Std. : - ________ :7th 8th 9th 10th 11th 12th

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School

-__________________________________________________________ Medium :- English Gujarati

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