EXECUTIVE SUMMARY

In today’s competitive world while entering in the market it is very necessary to

have good knowledge of the potential of a particular market. The information
regarding the activities of competitor’s existence in the market is very important so
that the company can plan each activity according to that. It is also necessary to
retain the existing customers apart from attracting the new customers. The Project
is concerned with finding the factors that affect consumption of biscuits.

Satisfying customers is an essential element to staying in business in this modern

world of global competition and it is not different for the Biscuit Industry. Hence,
they are expected to satisfy and even delight their customers with the value of the
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 the customers and what are the factors that
influence the most in their ‘consumption of biscuits’ behavior? One of the best
ways to find out is to ask them using Consumption Behavior Surveys. These
surveys can provide management with the information they need to determine their
customer's consumption behavior associated with their products. Employees and
the management of the various Biscuit manufacturing companies 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 our own questionnaire on Consumption Behavior, 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 choices. The report contains a
detailed view of the tasks, which have been undertaken to analyze the factors
affecting consumption of biscuits.

A detailed survey of the consumers was carried to find out the factors
affecting consumption of biscuits. In this study we have analyzed and discussed
various things such as brand preference, preferred price range, preferred flavoure
of biscuits, etc.
The details of the methodology are stated below:

 The research design used is Descriptive research.

 Sources of information are: primary and secondary data.
 Data collection method: structured non designed questionnaire.
 Types of questions used are: open ended, multiple choice and close ended.
Sampling method used is random sampling.

It is a research on “Factors affecting consumption of biscuits”. For this a

questionnaire consisting of 24 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.