EXECUTIVE SUMMARY

Sun feast is one of the major and popular brand of biscuit which is launched by ITC in 2003, The growth of Sunfeast Biscuits has been tremendous and has acquired a significant amount of market share in short period of time by overcoming big players in the market.ITC is professionally managed focused on meeting the customer requirements for a large component of their spend across fashion, food, home and lifestyle segments. The objective of the project is to know the consumers preferences for Sunfeast Biscuits, to study the Market Potential of Sunfeast Biscuit and the report contains a brief introduction of Sunfeast. The company Sunfeast has interests in various sectors and they provide consistent quality products to meet the customer requirements. Satisfying our customers is an essential element to staying in business in this modern world of global competition. We must satisfy and even delight our customers with the value of our products and services to gain their loyalty and repeat business. Customer satisfaction is therefore a primary goal of process improvement programs. So how satisfied are our customers? One of the best ways to find out is to ask them using Customer Satisfaction Surveys. These surveys can provide management with the information they need to determine their customer's level of satisfaction with their products and with the services associated with those products. Employees and the management of the store can use the survey information to identify opportunities for improving the existing product variants and to introduce new products. This project includes details on designing your own customer satisfaction questionnaire, tracking survey results and turn survey data into useful information. This report clearly mentions objective of the study and the research methodology utilized. Both primary data and secondary data are used for the study. The data collection method used is structured non disguised questionnaire in which the types of questions used are of multiple choice. The report contains a detailed view of the tasks, which have been undertaken to analyze the market of Sunfeast. Various sets of questionnaire have been prepared to know the preferences of consumers about the Sunfeast Biscuits. The research areas are Bangalore. To increase its consumption, more schemes like Seasonal Schemes and other schemes can be given to the consumers. A detailed survey of the consumers was carried to find out their

preferences for Sun feast Biscuits. The details of the methodology are stated below. Area is Bangalore research design: Exploratory and descriptive. Sources of information are primary and secondary data. Data collection method structured non designed questionnaire. Types of questions used open ended, multiple choice and close ended. Sampling method is random sampling. In this study I found that most of the consumers prefer Britannia as their 1st preference and then Sunfeast. It is a research on Consumer Preference towards Sun feast Biscuits (ITC). For this a questionnaire consisting of 23 questions was prepared (a sample has been enclosed in the annexure) and survey was conducted with convenient sampling technique being adopted and the sample size was restricted to 100. Based on the responses, the data is graphically represented, analyzed and interpreted and based on these, the findings, recommendations and conclusions are stated.

INTRODUCTION
BACKGROUND OF THE STUDY:
Consumer preference is the way in which consumers in a free market choose to divide their expenditure in purchasing goods and services. Using a number of assumptions, an individuals preference can be built up into a utility. The idea that customers prefer one product or one service over another is not new. The ability to identify and measure the elements of such preference decisions with any accuracy and reliability has only recently become available. Research into this area of consumer behavior has brought understanding to some of the major issues with standard customer satisfaction research. Most importantly, we have come to realize that high customer satisfaction does not assure continued customer preference. Satisfaction research over the past fifteen years demonstrates that high satisfaction scores, while a measure of corporate performance on a set of important criteria, do not adequately explain the composition of preference formation and therefore often serve as insufficient predictors of sustained preference or what is normally referred to as customer loyalty.

Loyalty as a concept has also shown itself to be difficult to define. Like beauty, loyalty is truly in the eye of the beholder. We understand there are different types and degrees of loyalty and some of these are not appropriate in describing the relationship between a consumer and a company. However, preference (defined as The power or ability to choose one thing over another with the anticipation that the choice will result in greater satisfaction, greater capability or improved performance) has demonstrated the ability to be effectively measured and to provide meaningful insight into the choices consumers make when selecting one provider over another and when determining to continue a relationship over time.

INDUSTRY PROFILE: BISCUIT INDUSTRY

India Biscuits Industry is the largest among all the food industries. India is known to be the second largest manufacturer of biscuits, the first being USA. It is classified under two sectors: organized and unorganized. The size of the biscuit industry is estimated to be about 1.95 million tonnes valued at Rs. 68.6 billion of which organized sector produces about 57% of branded biscuits in volume terms and 64% in value terms. It has a turnover of around Rs.3000 crores. In biscuit category we have three very large players Parle, Britannia and Sunfeast. Besides, there are about 50 medium players and about 2500 small scale units. In the unorganized sectors we have over 30000 small, very small and tiny units spread all over the country. Our bakery industry thus is quite big in that sense. Biscuit industry was also reserved for small scale earlier. It was de-reserved in 1997-98. Since then the industry is growing at a rate of over 10 per cent. Post de-reservation many local and regional players have started producing for Parle or Britannia as franchised units. Glucose and Marie are two varieties of biscuits which represent the largest segments. India Biscuits Industry came into limelight and started gaining a sound status in the bakery industry in the later part of 20th century when the urbanized society called for ready made food products at a tenable cost. Biscuits were assumed as sick-man's diet in earlier days. Now, it has become one of the most loved fast food product for every age group. Biscuits are easy to carry, tasty to eat, cholesterol free and reasonable at cost. States that have the larger intake of biscuits are Maharashtra, West Bengal, Andhra Pradesh, Karnataka, and Uttar Pradesh. Maharashtra and West Bengal, the most industrially developed states, hold the maximum amount of consumption of biscuits. Even, the rural sector consumes around 55 percent of the biscuits in the bakery products. The production capacity of wafer biscuits is 60 MT and the cost is Rs.56,78,400 with a motive power of 25 K.W. Indian biscuit industry has occupied around 55-60 percent of the entire bakery production. Few years back, large scale bakery manufacturers like Cadbury, Nestle, and Brooke bond tried to trade in the biscuit industry but couldn't hit the market because of the local companies that produced only biscuits.

The Federation of Biscuit Manufacturers of India (FBMI) has confirmed a bright future of India Biscuits Industry. According to FBMI, a steady growth of 15 percent per annum in the next 10 years will be achieved by the biscuit industry of India. Besides, the export of biscuits will also surpass the target and hit the global market successfully. Biscuit consumption per capita in India has grown to 2.1kg per capita in comparison to 10kg per capita consumption in USA , UK and Europe . GCC has consumption upto 6 kg per capita. According to IBMA, the biscuit industry in India witnessed annual growth as 15% in 2003-04, 14% in 2004-05 and 2005-06, 13% in 2006-07, 15% in 2007-08 and 17% in 2008-09. While the growth rate has been stagnating during last 4 years, it has picked up momentum during the 2007-08 and the first quarter of 2008-09 mainly on account of exemption from Central Excise Duty on biscuits with MRP up to INR 100 per kg, as per Union Budget for 2007-08. The organized biscuit manufacturing industrys annual production were around 1.1 million tons in 2003-04, 1.25 million tons in 2004-05, 1.4 million tons in 2005-06, 1.6 million tons in 2006-07 and 1.7 tons in 2007-08. Rural -Urban market penetration for biscuits has been 75%/85% for urban market and 55% /65% for rural market. Branded /Organised to

Unbranded/Unorganised market share of biscuit has been 60% for organised sector and 40% for unorganised sector. Biscuit consumption pattern in the country are Northern India 25%, Western India 23%, Southern India 24% and Eastern India 28%. Export share is around 15% of total production.

Major types of biscuit popular in Indian market are Glucose, Marie, Cream, Crackers, Digestive, Cookies and Milk. Major manufacturers are Britannia, Parle, ITC, Priyagold, Anmol, Biskfarm, Dukes, Cremica, Priya, Veeramani, Bonn, Bhagwati, Champion, Sobisco, Madhabi, Nezone, Windsor, Cookieman, Ankit, Shangrila, Nalanda, Unibic, Cookie Man, RajaBiscuit Apart from major players such as Britannia, Parle, ITC there are around 150 medium to small biscuit factory in India. These Industries are now facing problem from increase of raw material price.

The following diagram indicates the market share of each company in terms of revenue. Britannia occupies the major portion followed by Parle and Sunfeast. More than 75 % of the market share is occupied by these three companies. The remaining is occupied by small and medium companies.

COMPANY PROFILE
ITC was incorporated on August 24, 1910 under the name Imperial Tobacco Company of India Limited. As the Company's ownership progressively Indianised, the name of the Company was changed from Imperial Tobacco Company of India Limited to India Tobacco Company Limited in 1970 and then to I.T.C. Limited in 1974. In recognition of the Company's multi-business portfolio encompassing a wide range of businesses - Cigarettes & Tobacco, Hotels, Information Technology, Packaging, Paperboards & Specialty Papers, Agri-business, Foods, Lifestyle Retailing, Education & Stationery and Personal Care - the full stops in the Company's name were removed effective September 18, 2001. The Company now stands rechristened 'ITC Limited'. The Companys beginnings were humble. The Company celebrated its 16th birthday on August 24, 1926, by purchasing the plot of land situated at 37, Chowringhee, (now renamed J.L. Nehru Road) Kolkata, for the sum of Rs 310,000. This decision of the Company was historic in more ways than one. It was to mark the beginning of a long and eventful journey into India's future. The Company's headquarter building, 'Virginia House', which came up on that plot of land two years later, would go on to become one of Kolkata's most venerated landmarks. Though the first six decades of the Company's existence were primarily devoted to the growth and consolidation of the Cigarettes and Leaf Tobacco businesses, the Seventies witnessed the beginnings of a corporate transformation that would usher in momentous changes in the life of the Company. ITC's Packaging & Printing Business was set up in 1925 as a strategic backward integration for ITC's Cigarettes business. It is today India's most sophisticated packaging house. In 1975 the Company launched its Hotels business with the acquisition of a hotel in Chennai which was rechristened 'ITC-Welcomgroup Hotel Chola'. The objective of ITC's entry into the hotels business was rooted in the concept of creating value for the nation. ITC chose the hotels business for its potential to earn high levels of foreign

exchange, create tourism infrastructure and generate large scale direct and indirect employment. Since then ITC's Hotels business has grown to occupy a position of leadership, with over 100 owned and managed properties spread across India.

In 1979, ITC entered the Paperboards business by promoting ITC Bhadrachalam Paperboards Limited, which today has become the market leader in India. Bhadrachalam Paperboards amalgamated with the Company effective March 13, 2002 and became a Division of the Company, Bhadrachalam Paperboards Division. In November 2002, this division merged with the Company's Tribeni Tissues Division to form the Paperboards & Specialty Papers Division. ITC's paperboards' technology, productivity, quality and manufacturing processes are comparable to the best in the world. It has also made an immense contribution to the development of Sarapaka, an economically backward area in the state of Andhra Pradesh. It is directly involved in education, environmental protection and community development. In 2004, ITC acquired the paperboard manufacturing facility of BILT Industrial Packaging Co. Ltd (BIPCO), near Coimbatore, Tamil Nadu. The Kovai Unit allows ITC to improve customer service with reduced lead time and a wider product range. In 1985, ITC set up Surya Tobacco Co. in Nepal as an Indo-Nepal and British joint venture. Since inception, its shares have been held by ITC, British American Tobacco and various independent shareholders in Nepal. In August 2002, Surya Tobacco became a subsidiary of ITC Limited and its name was changed to Surya Nepal Private Limited (Surya Nepal). In 1990, ITC acquired Tribeni Tissues Limited, a Specialty paper manufacturing company and a major supplier of tissue paper to the cigarette industry. The merged entity was named the Tribeni Tissues Division (TTD). To harness strategic and operational synergies, TTD was merged with the Bhadrachalam Paperboards Division to form the Paperboards & Specialty Papers Division in November 2002. Also in 1990 leveraging its agri-sourcing competency, ITC set up the Agri Business Division for export of agri-commodities. The Division is today one of India's largest exporters. ITC's unique and now widely acknowledged e-Choupal initiative began in 2000 with soya farmers in Madhya Pradesh. Now it extends to 10 states covering over 4 million farmers. ITC's first rural mall, christened 'Choupal Saagar' was inaugurated in

August 2004 at Sehore. On the rural retail front, 24 'Choupal Saagars' are now operational in the 3 states of Madhya Pradesh, Maharashtra and Uttar Pradesh.

In 2000, ITC forayed into the Greeting, Gifting and Stationery products business with the launch of Expressions range of greeting cards. A line of premium range of notebooks under brand Paperkraft was launched in 2002. To augment its offering and to reach a wider student population, the popular range of notebooks was launched under brand Classmate in 2003. Classmate over the years has grown to become Indias largest notebook brand and has also increased its portfolio to occupy a greater share of the school bag. Years 2007- 2009 saw the launch of Children Books, Slam Books, Geometry Boxes, Pens and Pencils under the Classmate brand. In 2008, ITC repositioned the business as the Education and Stationery Products Business and launched India's first environment friendly premium business paper under the Paperkraft Brand. Paperkraft offers a diverse portfolio in the premium executive stationery and office consumables segment. Paperkraft entered new categories in the office consumable segment with the launch of Textliners, Permanent Ink Markers and White Board Markers in 2009.

GROUP COMPANIES SUBSIDIARIES

JOINT VENTURES

ASSOCIATE COMPANIES

AWARDS AND RECOGNITION 2006 & 2007

'Best Manufacturer of Cigarettes' for the year 2008 & 2007 and Best Exporter of Cigarettes for 2008. Occupational Health and Safety Award 2007 for Excellence in Safety Management. Greentech Gold Award for excellence in Safety Management for the year 2007. Most Admired Fashion Campaign - John Players. ITC Hotel The Maurya received the award for 'Best Luxury Hotel' at the Star Hospitality Awards 2007-08 and the NATIONAL TOURISM AWARD 2007 for 'Best Eco-Friendly Hotel' from Ministry of Tourism.

2008 & 2009 Retailer of the Year Award to Wills Lifestyle in Fashion & Lifestyle category at Asia Retail Congress 2008. Golden Leaf Award in 2009 in the Category "Most Committed to Quality". United Nations Industrial Development Organisation (UNIDO) Award at the international conference on Sharing Innovative Agribusiness Solutions 2008 at Cairo for ITC's exemplary initiatives in agri business through the E-Choupal.

2010 & 2011 "Retailer of the Year (Fashion and Lifestyle)" Award at Reid & Taylor Awards for Retail Excellence in 2011 "Best Retail Marketing Campaign of the Year" Award at Reid & Taylor Awards for Retail Excellence in 2011

Award for Customer and Brand Loyalty in Retail Sector category at the 4th Loyalty Summit, 2011

ITC Hotel Royal Gardenia, Bengaluru is the first Indian Hotel and world's largest, to get the LEED Platinum rating - the highest green building certification globally.

SUNFEAST

EVOLUTION OF SUNFEAST Before entering the segment, ITC dug into market research. Research revealed that the category had gaps which ITC could settle into. Findings revealed that consumers wished to taste new and innovative products. That was precisely what the competition had not done in a big way. The biscuits industry had witnessed little innovation; Glucose was Glucose and Marie was still Marie. The company decided that this could be its biggest point of attack. In 2003, ITC launched Sunfeast with six ranges. But it was a calculated risk. ITC stuck to category favourites like Glucose, Marie and Bourbon cream. Along with that, it also launched innovations such as orange-flavoured Marie, Marie light and butterscotchflavoured cream biscuits. In 2004, Sunfeast followed this up with the launch of Sunfeast Milky Magic. More recently, it also has launched the Sunfeast Snacky and Sunfeast Golden Bakes. Analysts believe that just because Sunfeast was a new brand, helped matters. A consultant says, "The biscuits industry had not witnessed any major product innovation in years. Consumers were just waiting for something new, something fresh, when Sunfeast happened." Even then the competition had not made things better. In August 2003, a month after its launch, the company undertook a major sampling exercise to promote the product. For two years then, the brand did all the usual rounds -- riding behind buses, blocking television spots, booking that corner space in your favourite newspaper and so on. Well differentiated advertisements, some which showed a complete cream world with cream rivers, cream mountains and cream trees, were targeted at kids watching cartoon channels. At the same time, on general entertainment channels, mothers received information on the importance of glucose, the wholeness of wheat and so on. In April 2005, Sunfeast launched its major campaign. It signed on Hindi film actor, Shah Rukh Khan as its brand ambassador. In the same year, as the official sponsor of the WTA tennis championship -- titled the Sunfeast Open -- the company had teenage sensations Sania Mirza and Mahesh Bhupathi campaigning for it. Analysts say that ITC's deep pockets have helped Sunfeast in many ways.

ADVERTISING AND PROMOTION

When Sunfeast biscuits were initially launched, there was an aggressive advertisement campaign that was been done for the Sunfeast biscuits by putting stalls at different places, where maximum number of customers come regularly, like for instance there was a stall of Sunfeast biscuit at an exhibition which was been held on a ground, where there were number of different stalls and at the end when the customers are about to leave the exhibition there are different food stalls and refreshment stalls. Amongst the various different stalls in the exhibition, one stall was that of Sunfeast biscuits and there were sizable number of customers, who were keen and eager to know more about Sunfeast biscuists and some were even purchasing the biscuists. A few days later the same stall was seen at a shopping mall and now the number of customers were more than before. The reason being advertisements of Sunfeast biscuists been shown on TV. Later on Shah Rukh was roped in for the advertisement of Sunfeast biscuists and now Sunfeast is a known to a large number of customers. Thus initially for any brand name it is important to gauge and know the customer's reaction, their opinion and views, and then slowly introducing the product in the market for the customers on a regular basis. ITC relies on three core competencies 1. The depth of distribution 2. Its brand building capabilities. 3. The ability of Quality outsourcing. Sunfeast has been a success because of these three competencies of ITC. Sunfeast was launched in 2003 was one of the diversification forays of ITC which wanted to establish itself as a serious FMCG player from its position of Tobacco products leader. ITC had the advantage of the well entrenched distribution setup which is matched only by HLL. To establish a brand in this tough market was never easy. Sunfeast using heavy promotion and careful brand building have already garnered 10% market share in this market. Sunfeast is positioned as an exciting brand. This platform is supported by a series product launches.

SUNFEAST PRODUCTS: SNACK

FOODS

In July 2003, ITC forayed into the Biscuits market with the Sunfeast range of Glucose, Marie and Cream Biscuits. Sunfeasts brand essence, "Spread the Smile" connotes happiness, contentment, satisfaction and pleasure. The mascot Sunny reinforces the emotional aspects of the brand. In a span of 6 years, Sunfeast has launched many new varieties and has its presence in almost all types of biscuit categories.

Sunfeast Milk Magic

Packed with goodness of milk these deliciously nutritious crisp and crunchy biscuits are a favourite among mothers and kids.Milky
Magic

has the Magic of 2 - A perfect balance of

energy that aids physical strength and mental ability. These biscuits strike the right balance of milk and wheat which helps in an all round development and nurturing of the child. Sunfeast Marie Light

Sunfeast Marie Light Original : This ideal teatime biscuit is made from the finest quality wheat high in fibre and keeps one light and healthy through the day . Sunfeast Marie Light Orange : It has the distinction of being one of the most successful innovative Marie biscuits and is liked by one and all.

Sunfeast Golden Bakery

Sunfeast Golden Bakery is a premium cookie on an innovative and differentiated platform. Launched nationally in March 2008, these cookies are made from the recipes crafted by the master bakers of ITC Hotels and are slowly baked in the traditional way till they are golden brown and develop the crispy broken crust texture. The Sunfeast Golden Bakery cookies are available in three distinct flavours - Butter-Nut, Butterscotch and Choco-Nut cookies. These products are designed to give consumers a rich & truly indulgent experience.

Sunfeast Dark Fantasy

Inspired by the Master Chefs of ITC hotels, it is the richest of chocolate vanilla biscuits. These biscuits are created using carefully chosen premium ingredients for a sensory experience unlike any other. Dark Fantasy is more than a biscuit, its a luxurious mix of aromatic cocoa and vanilla.

Sunfeast Dark Fantasy Choco Fills

Sunfeast Dark Fantasy Choco Fills is the latest and the most premium offering from the portfolio of Sunfeast,An exquisite combination of luscious chocolate filling enrobed within a perfectly baked rich cookie outer. An offer that fully epitomizes the brand promise of "Pure Indulgence".

Sunfeast Glucose

For those light hunger pangs, a wholesome & nutritious choice as these golden brown biscuits are made from the best quality wheat. Sunfeast Glucose biscuits are ideal not just for kids but for adults too.

REVIEW OF LITERATURE
By Stephen Daniells, 07-Oct-2008-journal of ims vol 5 no.1, jan-june 2008

2-Colour and flavour rule consumer preferences: Study

The intensity of colour and the flavour are the key drivers behind consumer acceptance of beverages, says a new study involving DANONE. But packaging and labelling are not as important for winning over consumers, according to findings published in the journal Food Quality and Preference, The study involved consumers at different stages of development and highlights the importance of adopting a sensory marketing approach, said the researchers from Fren ch research organisation Adriant, the University of Rennes 1, DANONE R&D, and Institute Paul Bocuse. Companies need to continuously innovate to maintain market leadership, wrote the researchers. When the market is overloaded the challenge consists in c reating innovative products able to attract and satisfy consumers. This experiment showed the feasibility of the proposed multi -sensory design method based on mixed qualitative and quantitative approaches. The study also demonstrates the importance of flavour and colour selection for new products. The global flavours market was been valued at some US$18bn in 2006 (Business Insights). Meanwhile, the value of the international colourings market was estimated at around $1.15bn in 2007 (731m), up 2.5 per ce nt from $1.07bn (680m) in 2004, according to Leatherhead Food International (LFI). Natural colours now make up 31 per cent of the colourings market, compared with 40 per cent for synthetics, according to LFI.

Bombarding the senses By choosing to formulate a new beverage, the researchers noted that
the new product would need to be differentiated by improving the sensory characteristics. Four factors were identified for the formulation: four colour intensities), three flavourings, two label types (soft versus hard), and two pack sizes (standard versus oversize). By using both quantitative (hedonic testing) and qualitative (focus groups) approaches, the researchers found that the main factors which drive consumer preference for this concept are colour inten sity and flavouring. Indeed, colour intensity accounted for 43 per cent and flavour 32 per cent of the consumers overall liking. Pack size and label type are taken into account by the consumer to a lesser extent, they added. This methodology of a qualitative screening associated to a conjoint analysis on relevant sensory attributes has shown good performances to fit consumers expectation: it has now to be reproduced, as every brand, concept and product is a unique combination designed for a specific consumer group, concluded the researchers.

Source: Food Quality and Preference Volume 19, Issue 8, Pages 719-726 John McKean, in an excellent book, Customers are People The Human Touch thinks of the organization-customer interaction as a series of cascading touch points. Those touch points comprise the customer environment and it is through interacting with that environment that customer preference is formed. The ICR PFM process is an excellent analytical tool for discovering the nature of these touch points, their essentiality for preference formation and the combination and sequence of such touch points that result in a customer environment that maximizes corporate ability to construct sustained customer preference.

OBJECTIVES OF THE STUDY

To determine the Brand preference of Sunfeast Biscuits over its competitors. To identify the factors influencing the Brand preference of Sunfeast Biscuits. To identify consumer perception about various features of Sunfeast Biscuits. To study whether branding plays a vital role in purchase of Sunfeast biscuits

RESEARCH METHODOLOGY
3.1 STATEMENT OF PROBLEM We have conducted this research to understand Why consumers prefer Sunfeast Biscuits over other brands and if the Branding plays a vital role in the purchase decision

NEED OF THE STUDY Customers are viewed as a group whose satisfaction with the enterprise must be incorporated in strategic planning efforts. Evidence is mounting that placing a high priority on Consumer preference is critical to improved organizational performance in a global marketplace. With better understanding of customers' perceptions, companies can determine the actions required to meet the customers' needs. They can identify their own strengths and weaknesses, where they stand in comparison to their competitors, chart out path future progress and improvement. Consumer preference measurement helps to promote an increased focus on customer outcomes and stimulate improvements in the work practices and processes used within the company. Consumer preference is quite a complex issue and there is a lot of debate and confusion about what exactly is required and how to go about it. This report is an attempt to review the necessary requirements, and discuss the steps that need to be taken in order to measure and track consumer preference.

IMPORTANCE OF THE STUDY A consumer preference survey is a very important tool that can provide benefits for businesses of every size. Surveys can assist business decision-makers in developing strategies to achieve the all-important goal of gaining and retaining customers. Results can play a key role in identifying areas of the business that require corrective action and improvement. Surveys can also identify areas that can be leveraged to achieve business growth and expansion. The study of Consumer preference helps an organization optimize the understanding of customer changing trends and to gain acceptance. Utilizing a professionally designed and administered customer feedback survey can: Measure consumer preference levels.

Improve customer retention. Gauge interest in new products and service offerings. Pinpoint areas for process improvement. Get actionable feedback at an affordable price

SCOPE OF THE STUDY The scope is limited to the extent of the place, time, organization and their information collected during the research. It is done as a part of academic study. The scope of the study limited to information collected with the help of primary data given by the respondent during survey. The information collected is limited to the academic knowledge gained during the study of the course. The study is confined to selected locations at Bangalore.

LIMITATIONS OF THE STUDY The Research is restricted to parents and Adults only. The number of people surveyed is minimal. Time frame used for the survey is minimal. It is restricted to Bangalore city only. The research is subject to personal biasness. Therefore generalization made may not be accurate. The research heavily depends upon the responses given by the sample size.
Sampling technique: Qualitative Research involves Non-Probability sampling. Thus here the technique used is nonprobability sampling- where a little attempt is made to generate a representative sample. In nonprobability sampling, the probability of selecting population elements is unknown. We used this type of sampling procedure because it satisfactorily meets the sampling objectives. Also it involves less time and cost. Carefully controlled non-probability sampling often seems to give acceptable results.

Sampling method: The method used is convenience sampling. This is the easiest and cheapest method to conduct hence, the convenience.

Sample Size: The study covered of 100 respondents belonging to the city of Ludhiana in the age group 16-25. The respondents were chosen from few locations in the Ludhiana who were selected irrespective of the brand they purchased.

Instrumentation Techniques: The technique that is used for data collection is questionnaire. A questionnaire is a research instrument consisting of a series of questions and other prompts for the purpose of gathering information from respondents. Although they are often designed for statistical analysis of the responses, this is not always the case.

3.3-DATA COLLECTION: Primary Data Primary Data is collected using methods such as interviews and questionnaires asked to the employees Secondary Data All methods of data collection can supply quantitative data or qualitative data. Quantitative data may often be presented in tabular or graphical form. Secondary data is data that has already been collected by someone else for a different purpose like paper-based sources, Electronic sources, Official etc.

3.4-HYPOTHESIS TESTING

Tools used for hypothesis: The chi-square test is used to identify the positive effect of diversity on the organisation. A chi-square test is any statistical hypothesis test in which the test statistic has a chi-square distribution when the null hypothesis is true, or any in which the probability distribution of the test statistic (assuming the null hypothesis is true) can be made to approximate a chi-square distribution as closely as desired by making the sample size large enough. Pearsons chi-square test: Pearson's chi-square (2) test is the best-known of several chi-square tests statistical procedures whose results are evaluated by reference to the chi-square distribution. Its properties were first investigated by Karl Pearson. It tests a null hypothesis that the frequency distribution of certain events observed in a sample is consistent with a particular theoretical

distribution. The events considered must be mutually exclusive and have total probability 1. A common case for this is where the events each cover an outcome of a categorical variable. A simple example is the hypothesis that an ordinary six-sided die is "fair", i.e., all six outcomes are equally likely to occur. Pearson's chi-square is the original and most widely-used chi-square test. The first step in the chi-square test is to calculate the chi-square statistic. The chi-square statistic is calculated by finding the difference between each observed and theoretical frequency for each possible outcome, squaring them, dividing each by the theoretical frequency, and taking the sum of the results.

Where Oi = an observed frequency; Ei = an expected (theoretical) frequency, asserted by the null hypothesis; n = the number of possible outcomes of each event.

The chi-square statistic can then be used to calculate a p-value by comparing the value of the statistic to a chi-square distribution. The number of degrees of freedom is equal to the number of possible outcomes, minus 1. Pearson's chi-square is used to assess two types of comparison: Tests of goodness of fit and Tests of independence.

A test of goodness of fit establishes whether or not an observed frequency distribution differs from a theoretical distribution. A test of independence assesses whether paired observations on two variables, expressed in a contingency table, are independent of each other for example, whether people from different regions differ in the frequency with which they report that they support a political candidate. A chi-square probability of 0.05 or less is commonly interpreted by applied workers as justification for rejecting the null hypothesis that the row variable is unrelated (that is, only randomly related) to the column variable. The alternate hypothesis is not rejected when the variables have an associated relationship. A chi-square test may be applied on a contingency table for testing a null hypothesis of independence of rows and columns. The observed values are present in the table. The expected values are calculated using the formula: E = Row total x Column Total Grand Total

Then the (O-E) values are calculated. Then (O-E) 2 / E is calculated. The value obtained is the Chisquare value. The null and alternate hypothesis values are calculated. If the alternate hypothesis is less than the null hypothesis then accept the null hypothesis. If the alternate hypothesis is greater than the null hypothesis then reject the null hypothesis.

3.5-LIMITATIONS OF THE STUDY: There were some limitations for completing this project successfully. Some of them are mentioned as under. 1. The study was conducted in a construction company in Bangalore. 2. The study was conducted with certain assumptions that the respondents had provided the true information. 3. Due to limited number of respondents, the authenticity of the conclusions drawn based on the observations made cannot be ensured.

HYPOTHESIS
1. Brand Awareness
H0 : Brand awareness amongst consumer is low. H1 : Brand awareness amongst consumer is high.

2. Factors (Price, Quality, Brand Power, Taste)

H0 : The Factors are equally important. H1 : The Factors are not equally important.

CHI-SQUARE TEST
Since the Chi- Square test is a one of the simplest and most widely used non parametrical tests in statistical work. It describes the magnitude of discrepancy between theory and observation that is with the help of chi- square test we can know whether a given discrepancy between theory and observation can be attributed to changes or whether it results from the inadequacy of the theory to fit the observed facts. One of the most frequent uses of chisquare is for testing the null hypothesis that two criteria of classification are independent. They are independent if the distribution of one criteria is in no way depends on the distribution of other criteria. If they are not independent, there is an association between two criteria. In the test of independence the population and sample are classified according to some attributes. The test will indicate only whether or not any dependency relationship exists between the attributes. It will not indicate the degree of association or the direction of independency.

Brand Awareness
H0 : Brand awareness amongst consumer about biscuits is low. H1 : Brand awareness amongst consumer about biscuits is high.

FINDINGS, RECOMMENDATIONS, CONCLUSION

KEY RESEARCH FINDINGS:

This survey and the analysis of the survey results has reflected the various attributes offered and their relation with the consumer behaviour and buying pattern. It has also predicted the satisfaction level of customers in relation to the product variants provided by Sunfeast. The following are the findings purely based on primary data, which have been classified, tabulated, analyzed and interpreted in the previous chapter. It has been found that majority of the biscuit consumers are youngsters between the age of 16 25years. Working professionals between the age group of 25 35 years also form a major part of biscuit consumers. It has been found that the awareness of all the biscuit variants available in Sunfeast stands next to Britannia and parle. The reason is because Sunfeast is a new brand when compared with Britannia and parle and also Sunfeast launched most of its products at the same time making the consumer loose the product awareness as multiple products of the same brand are launched. It is also found that consumers preference towards consumption of Sunfeast biscuits stands second to Britannia. Most of the consumers purchase biscuits on a weekly basis and also on fortnightly basis and also it is found that family plays an important role in deciding on the brand of biscuit to be consumed. Most of the respondents have rated the variety of biscuits available in Sunfeast to be satisfactory i.e., 57% of the respondents find their variety excellent and 33% of the respondents rated their variety as good. Consumer perception of nutrition value present in Sunfeast biscuit to be above satisfaction. 43% of the respondents gave a high rating and 23% respondents gave very high rating for the nutrition value. Most of the consumers prefer consuming cream variants of Sunfeast biscuit, followed by Marie biscuit. Sunfeast Marie biscuit has got innovation into it by introducing

different flavors in the biscuit which helped Sunfeast to gain greater market share in Marie biscuit category. The attractiveness of Sunfeast biscuit is found to be superior than Britannia and parle biscuits. This is because of Sunfeast separate division of packing and which is highly innovative. It is found that celebrity endorsements has positive influence in purchasing biscuits and Shahrukh khan has influenced the consumers by purchasing and consuming Sunfeast biscuits. Most of the respondents feel that female celebrity cannot endorse the Sunfeast brand as effective as male celebrity and would not like Sunfeast to change its brand ambassador.

RECOMMENDATIONS
Perform a detail demand survey at regular interval to know about the unique needs and requirements of the customer. The company should make hindrance free arrangement for its customers/retailers to make any feedback or suggestions as and when they feel. The company should focus to bring some more flavors and variety of schemes rather then bring second and repeat same old one. It is always better to be first than being better. The company must be aware of and keep at least the latest knowledge of its primary competitors in market and try to make a perfect anticipated efforts to meet the same The company should also use time to time some more and new attractive system of word of mouth advertisement to keep alive the general awareness in the whole market as a whole. The company should be always in a position to receive continuous feedback and suggestions from its customers/ consumers. The company should undertake promotional activities to increase awareness and brand preference and also to gain market share. The customer focus needs the following four stages: Stage 1-Build the shared vision: This stage emphasizes on communicating and promoting the framework. It also defines new business opportunities, set performance goals and drive business expansion. Stage 2-Design to achieve high performance: This stage provides customer focus education for all associates and empower them to promote team work. This set a prominent stage for excellent customer service recovery. Stage 3-Implement change: This stage facilitates executions and actions on customer feedback and use customer driven quality measurements. Innovation in the products and services based on customer needs and improvement in internal process to serve customer needs better is the key aspect. Stage 4-Drive continuous improvement: This stage set a benchmark for competitors and best in class organization. The final objective is to set and achieve higher level performances.

CONCLUSION
From the analysis of the data collected and from the experiences I have reached the following conclusions: That Sunfeast Biscuits has gained acceptance by the customer and has huge potential to expand its market share and become leaders in few of its biscuits category Sunfeast is most popular amongst its users mainly because of its taste, brand name and innovativeness. Mostly consumers remember the advertisement because of the frequency of add and brand ambassadors. Thus it should focus on good taste so that it can capture the major part of the market. But most of the consumers prefer Britannia as their first preference, than Sunfeast. I come to the conclusion that visibility affects the sales of Biscuits in a very special way. And in terms of biscuits variety Sun feast is lacking behind the range of biscuits for health conscious consumers. In todays scenario, customer is the king because he has got various choices around him. If the company is not capable of providing consumers the desired result then the consumer will definitely switch over to the competitor. Therefore to survive in this cut throat competition, the company need to be the best. Customer is no more loyal in todays scenario, so the company needs to be always on their toes. I feel that there is cut throat competition between Sunfeast, Britannia, Parle so to be on top of mind of the customers the company need to do something outstanding every time.

BIBLIOGRAPHY
Beri G.C, Marketing Research, Third Edition, Pg 362 Cooper Donald R. & Shindler Pamela S, Business Research Methods Kotler Philip, Marketing Management. The eleventh edition published by Pearson Education Singapore, Pvt. Ltd, 2009 Schiffman Leon G. & Kaunk Leslie Lazar, Consumer Behavior Pearson Education, Eighth Edition. Services Marketing, C Bhattacharjee, Excel Books Publications, 2008

JOURNALS:
Journal of Marketing, Vol. 73, No. 6, 184-197 (2009) Journal of Marketing Management, Vol. IX, No. 4, 6-28 (2010)

WEBSITES:
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