`

SUMMER TRAINING REPORT ON

ANALYZING CONSUMER BEHAVIOUR

IN CONTEXT OF NEW PRODUCT LAUNCH
FOR

BY
BHARAT SRIVASTAVA
A-13
In Partial Fulfillment for the award of the degree
Post Graduate Diploma In Business Management
2012-2014

NEW DELHI INSTITUTION OF MANAGEMENT

F-13, Okhla Phase-1, New Delhi, Pin: 110020
E-mail: info@ndimedu.com Website: www.ndimedy.com

SUMMER TRAINING REPORT ON

Analyzing consumer behavior

In context of new product launch
FOR

Under the supervision of

Ms. SANGEETA GOEL

Mr. NAGESH MISHRA

Submitted by-

Submitted to-

Bharat Srivastava

Prof.Abha Grover

A-13

ACKNOWLEDGEMENT
For any successful work, it owes its thanks to many
Hardwork, knowledge, dedication, and positive attitude all are necessary
to do any task successfully but one ingredient which is also very
important than others and at a time more important than others in cooperation and guidance of experts and experienced person.
I am very grateful to Prof. Abha Grover (Marketing) who was my
guide during the development of this project and it was her guidance and
assistance which help me in completing my project and I am thankful for
her support and friendly guidance.
I would also like to express my heartful regards to my parents, my
friends and company mentor & staff of Bikanervala Food Pvt Ltd and
others who directly or indirectly help me a lot for the successful
completion of my project report.
So now where my training has been completed and my heart is full of
gratification, so I cannot forgot to thanks the Almighty God. His
blessings help me everywhere in my life. Thanks God
(Bharat Srivastava)

DECLARATION
I Bharat Srivastava student of New Delhi Institution of Management
Batch(July2012-14) declare that every part of the Project Report
Analyzing Consumer Behaviour in context of New Product Launch that I have
submitted is my original work.
I was in regular contact with the nominated faculty guide and contacted Prof. Abha
Grover several times for discussing the project.
Date of project submission:______________

(Bharat Srivastava)

Facultys Comments :
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
_______

(Prof. Abha Grover)

Serial no.

Particulars

Page
no.

ACKNOWLEDGEMENT

04

DECLARATION

05

EXECUTIVE SUMMARY

07

INTRODUCTION & COMPANIES PROFILE

08

OBJECTIVE OF THE RESEARCH

18

LITERATURE REVIEW

19

RESEARCH METHODOLOGY

21

10

OBSERVATIONS AND ANALYSIS

24

11

CONCLUSION

34

12

LIMITATIONS

36

13

SUGGESTIONS

37

14

BIBLIOGRAPHY

38

15

ANNEXURE

39

TABLE OF CONTENTS

EXECUTIVE SUMMARY

This research has been carried out for the achievement of the given aim to analyze
consumer behavior in context of new product launch. For this a descriptive
research has been carried out in delhi and NCR. A sample size of 50+ was selected
through random sampling has at the Bikanervala outlet at Noida Sector-18. The
primary data was collected to find out the solution to the problem and a suggestion
has been withdrawn at the end of this project.
The sample of 50+ consumers had been taken to fill the questionnaire. This survey
had measured the analysis of consumer behavior towards packaged product at the
company outlet.
In this project customers gone through various sensory evaluation test organized by
Bikanervala for consumers. The project also has the sensory evaluation of
consumers for various brands as well as their average feedback score to the
questionnaire in which they participated.

INTRODUCTION & COMPANY PROFILE

BIKANERVALA

Bikanervala is one of India's most prominent families in the business of traditional

hospitality products like Sweets
and Namkeens. Our forefathers devoted their lifetime in developing exclusive
recipes which are now our proud family secrets. To this wealth of inherited
knowledge our new generation has now added another dimension - Modern
Technology.
Today,
BIKANERVALA FOODS PVT. LTD. is an
ISO 9001:2000, HACCP and SQF
2000cm certified company with four modern
manufacturing units in the National Capital
Region and a chain of 101 outlets in India and
abroad, serving vegetarian North Indian, South

Indian, Continental, Chinese cuisine and Fast food

along with a vast variety of traditional Indian sweets and snacks.

The traditional Indian sweet shop cum restaurant is an experience in itself. Here
you can find the pleasure & warmth of traditional Indian Sweets, Namkeens, Chaat
& Snacks and 100% pure Vegetarian multi cuisine restaurant which is served &
delivered with passion and celebration.

Bikanervalas concept always has been to innovate and yet maintain the original
flavour of traditional Indian food with primary focus on quality, hygiene and
affordability.

Customer satisfaction is like a religion at Bikanervala and that is why we have

been able to keep our century old tradition alive. Bikanervala showrooms are
located in India, Nepal, UAE & New Zealand.

BIKANO
Bikano is our international brand of packaged Sweets, Namkeens, Papad and
Sherbets, manufactured to the world standards of hygiene and quality. Bikanos
packaged products have always been a big hit with customers in both India and
abroad.
Their food products like namkeens, cookies and syrups have made it the most
preferred in between meal snack all over the world.
Bikanos concept of constant innovation through the use of modern technology for
packaging retains its original flavour for maximum time period. With this vast
variety of finest packaged products one can always ready to celebrate a sweet
moment , any time , any where. Bikano products are available in Bikanervala &
Bikano Chat Cafe showrooms and in leading super markets and retail stores in
India & abroad.

BIKANO CHAT CAF

10

Bikano Chat Caf is a new age concept of Bikanervala aimed at establishing a

strong network in the corporate and the retail segment.
It is a chain of fast food restaurants and Tuck Shops serving traditional Indian
Chat, Combo Meals, Burger, Pizza and Snacks in a modern hygienic
enviornment.Their main focus has been to provide exquisitely packaged traditional
food at an affordable price to wherever their customer groups are located, be it
corporate houses, malls or even exhibition stalls.
Their innovative menu and state-of-the-art manufacturing and delivery systems
ensures original flavour from base-kitchen-to-customer.

VISION
To savour and share the century old culinary
heritage of Bikanervala with ultimate taste and
relishing

freshness

and

ensuring

superior

customer experience by providing highest standards of product quality & service.

11

MANUFACTURING

PRODUCTION

PACKAGING

QUALITY CONTROL

PRODUCTION
Bikano prides itself in successfully integrating ultra modern technology to
manufacture its traditional food products in their 5 factories across India.
Their products are quite well known for being healthier than the oily snacks
that are found outside since they are fried in machines which are
programmed by Programmable Logic Controllers (PLC).
12

They have always been in the forefront in pioneering new technology for
modifying traditional sweet recipes of Kaju Burfi, Khoya Burfi, Patisa, Soan
Papdi etc. to having a longer shelf life and exporting them abroad.
They are specially packed under ambient conditions through an application
called MAP (Modified Atmosphere Packaging).
The canned food products are very popular amongst Indians abroad, and
utmost care is taken to ensure that each of the products undergoes stringent
quality test.

PACKAGING
Bikano has always been in the forefront in adopting new technology for its
products. Their state of the art canning and packaging technology ensures
that the products have a longer shelf life without losing their freshness.
The 3-ply laminate packaging extends the shelf life up to a year. It has
successfully adopted the system of Baby Carton and Master Carton to
facilitate the sale of items in Departmental Stores and Shopping Malls,
which are very popular in the Western Countries.
Even the highly perishable sweets are packaged in such a way that they have
a longer shelf life without losing their traditional taste.

QUALITY CONTROL
Every product that comes out of Bikanos factory is passesthrough stringent
quality checks before it reaches the customers.
13

Their state of the art manufacturing process has been awarded ISO 9000:
2008 by UL India Ltd and they are also an HACCP and SQF 2000 CM
certified organisation by SGS India Ltd.
The Quality Assurance Department has world class testing facilities for
Colorimetric, Chromatographic, Chemical, Bacteriological and Physical
analyses thereby ensuring quality of raw material, packaging material,
packing material and finished goods.
The quality standards are at par with the requirements of FDA, and
Australian and New Zealand regulations. The demand for their products are
a testament to the quality standard held by Bikanervala.

14

PRODUCTS

15

NAMKEEN

SNACKS

SWEETS

BAKERY

SYRUPS

16

Business Network

National Business
Bikano has always been a name to reckon with for its traditional Indian snacks like
namkeens, sweets, cookies and sherbets. With the advent of modern technology of
packaging, its products reached far and wide across India and became an instantly
popular. There is a stringent control on quality of each and every product that goes
out of its factory, which is why it has been awarded ISO 9001: 2000 by UL India
Ltd.

Also, it is one of the very first packaged food export house registered with the
government of India and it is one of the largest in its sector.

The snacks and savouries are packed in convenient sizes and can be brought at
affordable rates. Moreover, there are special gift packs, with assorted range of
sweets and namkeens for festivals and occasions that makes Bikano a perfect gift
item.

Its large distributor network across India ensures that the products reach every
nook and corner.
17

International Business
Traditionally, Bikano has always been well known for its exquisite Indian snacks
the world over. And it has been growing at an amazing 200% since past 2 years
which is a testament of its demand in the foreign countries. USA, Canada , UK ,
Germany , Australia , Singapore and Middle-East are few countries where their
products are in high demand.

Highest standards of quality are employed both during the production of their
snacks and savories. It is because of this reason, they have been awarded ISO
9001: 2000 by UL India Ltd. Bikano is also a HACCP and SQF 2000 CM certified
organization by SGS India Ltd. The quality standards are in line with the
requirements of FDA according to Australian and New Zealand regulations.
Bikano also has a large distributor network across the world, which ensures its
products get a wide reach.

18

OBJECTIVE OF THE RESEARCH

As per the requirement of the project questionnaires established direct contact with
the respondents for the purpose of my study, where the respondents were
customers.
Following are the objectives of the research: To study various consumer behavior in the market of packaged food
products.
To study the sensory evaluation of consumer for packaged food product.
To check prime expectation from consumers by the manufacturing company.
To check why does consumer buy any product on the basis of following
constraints and rate them priority wise Brand name, taste and quality, price
etc.
To study the awareness of consumer for brands available in packaged food
product.
To check the demand frequency of consumers.
To study the purchasing behavior of consumer for packaged food.

LITERATURE REVIEW
19

After China, India is the second largest food producer in the world with the
potential of being the number one in the future. The recent surprising rise in the
packaged and processed foods demands noted mainly in the metropolises, are due
to a variety of reasons. The metropolises are the biggest consumer of packaged
food. This can be attributed to the drastic change in the lifestyle of the consumers
of packaged food in the metros. Prevalence of nuclear families, working parents,
bachelors refusing to eat out in the, who are mostly engaged in time pressured jobs
hardly have the time and expertise needed to cook a conventional meal, which has
affected their food habits in a major way. Packaged food is a smart solution which
saves both the time and rigors of cooking a conventional meal. Increasing health
awareness amongst the consumers also makes packaged food a ready preference
since packaged food contains ingredients such as herbs, vitamins, minerals, probiotic and other essential nutrients.
Analyzing consumer behavior in context of new product launch for the packaged
food industry itself is a very important subject. The topic itself describes the
behavior of consumer at the time of selection of product variants from the huge
rack of product mix by different brands and segments. This is also related to the
purchasing behavior of the consumer.
Consumer decision-making can be defined as a mental orientation characterizing a
consumers approach to making choice. Intention to purchase depends on the
degree to which consumers expect the product to satisfy them, when they consume
it.

20

In this project we are considered to find out the consumer behavior towards the
brand of Bikano. By analyzing the consumer behavior towards brand, preference to
packaged product through questionnaire asking for the awareness towards brands,
loyalty to the brand, major influencers, and also about the ease of purchase.

RESEARCH METHODOLOGY
21

This section indicates what is to be researched and also shows which method is to be
adopted for the research methodology.
Problem Statement
To study the consumer behavior in context of new product launch
Introduction to Research:The following methodology will be used to state and justify the reason for using
the different methods selected for the research of the project. In order to achieve
the aims and objective of the study, it is very important that researcher should use
sound research tools and techniques and know how best to analyze the results.
Here, the combination of research methods has been utilized in gaining an insight
to a complex and changing area.
As in the research, the theory is already available about the consumer behavior for
the purchase decision by consumer by taking into consideration the price, quality
and the brand preference. Hence, the researcher has to find out the behavior of
consumer in context of new product launch by knowing the preference of the
consumer in the packaged food product market by comparing the prospect market
of the available competitors.

Research Design:22

This section carries out the topics such as research sector, research population and
instruments used for the research.
Research Sector
Researcher is going to carry out the research on the prospects of the packaged food
products because the research is aimed at the consumer behavior in context of new
product launch.
Research Population
Research population comprises of each and every person come under the terms
consumer and customer. They may be working persons, housewives, students and
impulsive buyers.
Research Instruments
Research instruments used to find out the solution of the research problem are:
1. Questionnaire
2. Sensory Evaluation form
Sampling Techniques
Random sampling method is used so each population can get equal and fair chance
of being selected.
Sample Size
Sample size taken for the study is 50+

Source of Data
As the project title itself describes the future aimed problem as the research is
conducted problem related to new product launch. Here in the survey primary
23

data is collected with the help of questionnaire method to get the main theme of
the project.
Method of Analysis
The raw data is not fruitful if it is not analyzed properly. There are various tools
available in the statistical field. Some statistical tools used for analyzing the data
are as follows:
Tabulation method
Graphical method

Data analysis
Q1. Do you purchase packaged food products?

24

Percentage

Yes
No

Analysis :-

It was found out from the survey that most of the

customers i.e. 88% of them are buyers of packaged food products. There
were also few customers about 12% who had not purchase packaged food
products. It shows us about percentage of prospects of packaged food in
overall market of food products.
Q2. What are the reasons for purchasing packaged food products?

25

Save time for preparation

Satisfaction
Convenient to use for snacks
Easily available in the shops
Influence of friends and relatives
Liked by family members
Taste
Ready Available
0%

Analysis :-

5%

10%

15%

20%

25%

It was found out from survey that even though most of the

people are purchasing packaged food products because of this reason that the
products are easily available in the nearby shops, save time for preparation ,
Convenient to used for snacks ,ready available and some of the people purchasing
packaged food products for their satisfaction and for taste. Influence of friends and
relatives and family member preference has importance for very less people.

Q3. Are you aware of following brands?

26

Bhagat's
Parle
Fritolays
Pepsico
Haldiram's
Bikano
0%

5%

10%

15%

20%

25%

30%

Analysis:- It was found out from the survey that people were very much aware
of Bikano, Haldirams, Pepsico and Parle where as they were not so much aware of
Bhagats and Fritolays.

Q4. Source of information for brand awareness

27

Television
Radio
Newspapers/Magazine
s
Friends/Relatives
Shopkeeper/Retailer
Window Display

Analysis:- From the survey it was found out that 61% people are aware of
product because of television which is maximum among all other sources. So
marketing people in industry should knew about all aspects tools for television
advertising.

Q5. Frequency of purchase

28

Daily
Twice in a week
Once in a week
Fortnightly
Whenever needed

Analysis:-

From the survey it was found that people mostly like to buy

packaged products twice in a week or whenever needed. They are followed by the
people who buy the product once in a week followed by daily buyers. People dont
like to buy the packaged products fortnightly.

Q6. Nature of purchase decisions

29

Impulsive by planned
purchase
Unplanned purchase

Analysis:-

In the survey it was found out that people purchase namkeens

from whatever they saw displayed outside the shops . So the company should pay
special attention to supply chain management of namkeens. In case of sweets and
syrups it was generally a planed activity. But overall it is unplanned purchase
because of the lower price structure.

Q7. Place of Purchase

30

Super Markets

Departmental Stores

Retail Outlets

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

Analysis:
It was found that in the survey that lot of people likes to buy packaged food
product from its retail outlet rather than any super market or departmental store.
So for grabbing maximum number of customers a company should have lots of its
owned retail outlets.

Q8. Which brand do you prefer most?

31

Percentage

Bikano
Haldiram's
Pepsico
Fritolays
Parle
Bhagat's

Analysis:
It was found that in the survey most of people give their preference to Haldirams
followed by Pepsico and Bikano. Fritolays, Parle and Bhagats are less preferred
by the customers. So Bikano is already giving a good competition to major brands
like Haldirams and Pepsico and also has a lot of scope in the market.

Q9. Factors influencing to prefer a particular brand

32

Long shelf life of product

Brand Image
Quantity
Quality
Taste
Price
0%

5%

10% 15% 20% 25% 30% 35%

Analysis:
It was found that any product most preferred because of its quality and taste
followed by its brand image. It may be possible that because of good income level
of people price do not have any effect on the product preference. Though brand
image has more effect rather than price but have not a good percentage to become
a common cause.

33

Q10. What are the alternative purchase plan if prefer brand is not available?

Percentage

Go to other shop
Postpone the purchase
Buy other brand
Place order to get required
brand

Analysis:
It was found that large portion of the market will go for buying the product from
other shop if the prefers brand is not available on the shop. This shows the loyalty
of the customer towards the Bikano products.

34

CONCLUSION
Findings:
After analyzing the primary data which is collected from the sample with the help
of questionnaire and sensory evaluation form conclusion formed at this ground
that:
Customer purchasing decision is mostly influenced by quality and taste of
the product in the area of study.
Customer shows a very good loyalty towards brand of Bikano.
Bikano has a very good scope in the future for becoming rank one brand in
the market of packaged food product.
Customers are well aware of most of the brands.
Bikano has less market share in against its major competitors Haldirams
and Pepsico.

Analysis of objective of study:

This section is prepared to know about the achievement of the primary
objectives which are carved before the execution of the study.
After the successful completion of the study it can be say that our all primary
objectives are fulfilled. The analysis of the questionnaire gives the following
answer to the primary objectives.

35

 This study tells that the consumer behavior at the market place as planned or
unplanned purchasing decision.
The prime expectation of customer is to have quality and tasty products.
Price does not matter to a consumer in the area of study. They are affected
by quality, taste and brand of the product.
Consumers are well aware of the available brands into the market.
Demand for packaged products are not too high neither too low in the area
of study.

Future Scope of Study:

This study tells the current situation of market and consumer behavior towards our
brand. Company can use this study for knowing its area of scope to grab prospects
customers who are consumers for other companies as well as customers who are
not using packaged products.
This project can also be used as to know the consumer expectation and will be used
for the improvement in the available products.

36

Limitations & Constraints

In the completion of the research work there are several limitations which are
bound the study work to some parameters.
The Data regarding the study was not readily available in a concise manner;
therefore several approximations were required to be made.

The recommendations made for future scope of study in the project are on
the basis of Analysis of Present Trends that may not become suitable on
implementation after few years.

Experience of the Researcher will be lagging in the study that might have
made the study more analytical in nature.

Time availability will be a major constraint since the study is required to be

prepared in time bound manner.

37

Suggestions
On the basis of findings from the research made there are some points on which the
company should take care of:
Company should increase its product length in packaged food product.
They should work on the improvement in the product quality and their unique
selling proposition.
They should have increased their outlet chains to reach large number of
customers as the maximum buyers like to buy directly from the retail outlets.

38

Bibliography
Books:
Philip Kotler
References:
Ms. Sangeeta Goel (Manager, Marketing, Bikanervala)
Mr. Nagesh Mishra(Manager, Marketing, Bikanerwala)
Mr. Akash Singh Rajput(Trainee Manager, Bikanervala)
Websites:
www.bikanervala.com
www.businessline.com

39

Annexure
Questionnaire
Q1. Do you purchase packaged food products?

Yes/No

Q2. What are the reasons for purchasing packaged food products?
Ready available

Taste
Liked by family
members
Influence of friends
and relatives
Easily available in the
shops
Convenient to used
for snacks
Satisfaction
Saved time for
preparation

Q3. Are you aware of following brands?

Bikano

Haldiram
Pepsico
Fritolays
Parle
Bhagats

40

Q4. Source of information for brand awareness

Television
Radios
News Papers/ Magazines
Friends/ Relatives
Shop keeper/ Retailer
Window Display

Q5. Frequency of purchase

Frequency
Daily
Twice in a week
Once in a week
Fortnightly
Whenever needed

Q6. Nature of purchase decisions

Impulsive by planned
purchase

Place of purchase

Q7. Place of purchase.

Retail Outlets
Departmental Stores
Super Markets

41

Q8. Which brands do you prefer most?

Brands
Bikano

Haldiram
Pepsico
Fritolays
Parle
Bhagats

Q9. Factors influencing to prefer a particular brand

Factors
Price
Taste
Quality
Quantity
Brand Image
Long shelf life of Product

Q10. What are the alternative purchase plane if prefer brand is not available?
Alternative Purchase plans
Go to other shop
Postpone the purchase
Buy other brand
Place order to get required brand
Any other

Ranks

NAME:
CONTACT:

42

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