INTRODUCTION

Indian marketing is largely described as sellers market. Demand is invariably greater than supply.
Purchasing power of mass is limited. More than 30% of our population has income below the poverty line. Bulk
of our population resides in villages and markets have got to capitalize rural marketing opportunity. The
consumers are ignorant, illiterate, unorganized and hence they have weak bargaining power. Most of our
business enterprises are still having selling concepts, which is product, oriented marketing approach. Bigger
business houses having national market are adopting integrated corporate planning sound market planning as
well as strategic marketing planning have very limited scope of present. A change is taking place is the marketing
environment at a reasonable speed and money. Consumer oriented marketing company are beginning to realize
the pressure of competition and buyer market.

Marketing are called upon to anticipate changes in the marketing environment involving opportunities,
risks and uncertainties. They are required to forecast the direction and intensity of these future changes in the
environment and secure favorable relationship with the changing environment. To do this intelligent planning
marketers need information. Accurate sales forecasting involves collection and reliable sales forecast, marketing
plans and programmes through organised information system, we would have profitable marketing activities
minimum risks and uncertainties.

The essence of modern marketing concepts is that all elements of business should be geared towards
the satisfaction of consumers. This requires a through understanding of consumer behaviours and buying
motives without such insights marketers will fail to segment market effectively and design strategy for an
effective penetration into the defined market segments.
NEED OF THE STUDY:

The need of the retailers’ perception and satisfaction measurement arises along with the need to satisfy
the ITC product retailers and customers so that to keep them with the company. Ensuring their satisfaction is
vital to the ITC product distributors for long term business survival and profitability.

We need to understand and evaluate satisfaction levels of the sunfeast biscuits customers in
comparison with the Britannia biscuits. Perception surveys answer many tough questions, which help in the
growth of the confectionary sector. A well-designed satisfaction survey can give answer to the most critical
questions which are otherwise impossible to get solved and may get complicated upon course of time and may
increase the levels of the risks attached with the functioning of the enterprise in its regular course of business.

The need for conducting this study was to measure retailers’ preferences, perceptions and choices
towards the biscuits of Sunfeast and Britannia and to know the factors affecting them.
OBJECTIVES OF THE STUDY:

 To study growth and performances of the confectionary industry.

 To study retailer choices regarding biscuits of Sunfeast and Britannia.
 To study preference regarding the Sunfeast biscuits.
 To find out influencing factor for retailers preference to particular brand.
 To find out what is the position of Sunfeast biscuits in comparison with Britannia biscuits.

SCOPE OF THE STUDY:

The scope of the study is broader than mere gauging retailers’ perception regarding Sunfeast biscuits in
comparison with the Britannia biscuits. It makes an effort to build and strengthen relationships with the
customers. It makes competition analysis as well as helps to knowing the expectation of the retailers.

The study will help the wholesale distributors of Sunfeast biscuits to identify, which section need to
improve so that it can provide retailers and customers, the enhanced satisfaction. The study will also help the
management to decide which strategies are to be used to improve the satisfaction level among the customers.
The study was limited to Shimoga city within the constraints, time and sample size.
LIMITATIONS OF THE STUDY:

All the possible key is the taken from the original source and makes the project has authentic as
possible. However, it is subject to the certain limitations. They are as under,

1. The information given by the respondents may or may not be true. Because in some cases respondents may
be casual they don’t give correct opinion while answering the questionnaire.

2. The views of the respondents cannot be taken as general view of general public to conclude and prepare the
project.

3. Due to limitations of the time, sample size is restricted to 100 respondents.

4. Retailers preferences change as per circumstances, where the information used in the project will become
invalid.

5. Market can bring about abrupt changes, which may lead to deterioration in the authenticity of the surveyed
project.

6. The qualitative research may have its own basis which again limits for broader undertakings.
RESEARCH DESIGN:

To analyze the retailers perception for Sunfeast biscuits in comparison with the Britannia biscuits. By
simple random sampling method, 100 retailers are selected from different places of Shimoga city to put forth
their views and to fill the questionnaires.

The questionnaire is drafted to find out various motives, preferences and choices of retailers on their
Sunfeast and Britannia biscuits providers. The questionnaire covers demographic profiles of the consumers and
various attributes.

The questionnaire is collected after respondents fill them and simple percentage calculation is drawn to
findings and results.

SAMPLING METHOD:

1. Sampling design:

Research is designed for two sampling plans. It consists of three divisions.

i.e., sampling unit, sampling size and sampling procedure.

2 Sampling procedure:

Empirical field studies required collection of first hand information of data pertaining to the study from
the field. These units of study include geographic area of Shimoga city. The aggregate of the all the units
pertaining the study is called the population or the universe. Population is the largest group to be studied. It is
the total collection of elements about which we wish to make inferences. A member of population is an
element. It is Subject on which measurement is taken. It is the unit of study, a part of population is known as a
sample. The process of drawing a sample from a larger population is called sampling.
 The list of sampling units from which a sample is taken is called the sampling frame. For the present
study purpose, simple random sampling has been selected. Simple random sample is used because every
elementary unit has got equal chance to be included in the sample.

3 Sample units:

This particular survey was directed at only those who are selling biscuits in Shimoga city.

4 Sampling plan:

Sampling techniques may be classified as non-probability and probability techniques. Non-probability

sampling techniques relay on the research judgments. Consequently, they do not permit an objective evaluation
of the precision of the sample results and estimates obtain are not statistically project able to the population.
The Commonly used non-probability sampling techniques include convenience sampling, judgment of sampling
quota sampling and snowball sampling.

In probability sampling techniques, sampling units are selected by chance. Each sampling unit has a
non-zero chance of being selected and the researcher can specify every potential sample of the given size that
could be drawn from the population, as well as the probability of selection each sample. It is also possible to
determine the precession of sample estimates inferences make projections to the target population.

Probability sampling techniques include simple random sampling, systematic sampling, stratified
sampling, cluster sampling, sequential sampling and double sampling.

The choice between probability and non-probability sampling should be based on the nature of the
research, degree of error tolerance, relative magnitude of sampling non-sampling errors, variability in the
population and statistical, operational considerations.
5 Sample size:

The sample size is of 100 respondents consisting of retailers selling biscuits in Shimoga city.

SOURCES OF DATA:

Data are facts, figures and other relevant materials, past and present, serving as basic study and
analysis.

The data serves as the bases for analysis. Without an analysis of actual data on specific inferences can
be drawn on the question under study. Inferences based on imagination or guess work cannot provide correct
answers to research questions. The relevance, adequacy and reliability of data determine of quality of findings
of a study.

For the purpose of present study data from two sources have been gathered namely primary and
secondary data.

1 Primary data:

Primary data are original data collected for the purpose of a particular study. In the present study
primary data have been collected by personal interview method with the help of questionnaire.

2 Secondary data:

These are the sources containing data, which have already been collected and compiled for other
purpose by other researchers. The secondary sources consist of readily available materials and already compiled
statistical statements and reports whose data may be used by researcher for his / her studies
Secondary data for the present research collected the major sources of secondary data are given below.

 Cygnus reports
 Business line
 Various websites
 Different marketing journals

The primary data are those data collected a fresh and for the first time and thus happen to be original in
character.

The secondary data on the other hand, are those, which have already being collected by someone else
and which have already been passed through the statistical process. The methods of collecting primary and
secondary data differ. Since primary data are to be originally collected, while in case of secondary data in the
nature of data collection work is merely that of compilation. So, primary data has been gathered for the purpose
of the study employing all the above methods. Secondary data has been gathered from various published
sources, the same has been given in detail in Bibliography.

TOOLS AND TECHNIQUES OF DATA COLLECTION:

The researcher has adopted the questionnaire as the data collection tool by means of extensive survey
on selected respondents of adequate sample size. The researcher has taken utmost care to see that the degree
of bias is kept to the minimum by avoiding the ambiguity in the questions and while recording the responses
from the interviewed respondents to come out with a meaningful data collection pattern, which facilitates the
effective analysis and interpretation of the collected data to come out with fruitful and worthwhile conclusions
and to put forward significant conclusion for the company to implement the same in order to have a competitive
edge over the rest of the competitors in the market place.
 COMPANY PROFILE

ITC PROFILE:

ITC is one of India's foremost private sector companies with a market capitalization of nearly US
$ 18 billion and a turnover of over US $ 5.1 Billion. ITC is rated among the World's Best Big Companies,
Asia's 'Feb. 50' and the World's Most Reputable Companies by Forbes magazine, among India's Most
Respected Companies by Business World and among India's Most Valuable Companies by Business
Today. ITC also ranks among India's top 10 `Most Valuable (Company) Brands', in a study conducted by
Brand Finance and published by the Economic Times.

Take an abiding commitment to world-class quality. Add deep market insight; cutting-edge technology; a
pervasive culture of innovation. And you have ITC brands that do India proud across a range of products and
services: Aashirvaad, Sunfeast, Kitchens of India, mint-o, Candyman, Wills Lifestyle, John Players, ITC-Welcome
group, Expressions, Classmate, Paperkraft, Elemental Chlorine-Free Cyber XLPac, Aim, iKno, Mangaldeep. The list
goes on.

Even as its brands delight consumers and enrich their quality of life, ITC continues to be powered by its
aspiration to make a larger contribution to national imperatives like empowering farmers, greening wastelands,
irrigating dry lands, nurturing small scale enterprises, empowering village women and supporting rural
education. Because our people and our country deserve the best.
Business of ITC

During the June, 07 quarter, a 12.5% value added tax was levied on cigarettes, which is expected to
depress the volume . Since ITC is a dominant player, it has the pricing power to compensate for any fall in
volumes. To maintain its dominant position in the tobacco business in the face of the rising competition, ITC has
announced plans to invest around Rs.1000 million in the cigarette business.

However, its non tobacco business is increasing and acquiring greater significance as the company is
betting huge sums on new business. In FY07, the cigarette business accounted for around half of the ITC
consolidated revenues but only 37% of its capital expenditure. Not surprisingly, its non- tobacco business is
growing faster. In FY07, its non cigarette business grew 32% against 14% growth in the tobacco business. Most
importantly, profit before tax from non tobacco business was up 34% against 17% growth of its tobacco
business. This was achieved despite continued losses reported by non tobacco FMCG business. In the June
quarter, revenues from non tobacco business grew 7% mainly, on account of a decline in the profitability of
paper and paper board business.

ITC is using its strength in rural sourcing network and brand building to acquire industry leadership in
branded staples, ready to eat, hospitality and life style apparel segments. In the short run, it has depressed it
consolidated margins and returns on capital, but many of these businesses may now start yielding results. It now
plans to expand its branded packaged food portfolio by launching more products for which it has stepped up
research and development spend.

ITC is also expanding its hotel business and started rebranding exercise to maintain its premium status
as many international chains are planning to foray into India. It is adding around 770 rooms and 100 service
apartments in Bangalore and Chennai. Its paper business provides packaging solutions to its other businesses. It
is also expanding in the paper business to tap Indian paper growing market. It is doubling its pulp capacity and

adding new paperboard machines. This will raise its paper and paper board capacity by around 37% to
4.5 lakh tones.
STRATEGIES OF ITC:

ITC is a board-managed professional company, committed to creating enduring value for the
shareholder and for the nation. It has a rich organizational culture rooted in its core values of respect
for people and belief in empowerment. Its philosophy of all-round value creation is backed by strong
corporate governance policies and systems.

ITC’s corporate strategies are:

 Create multiple drivers of growth by developing a portfolio of world class businesses that best
matches organizational capability with opportunities in domestic and export markets.
 Continue to focus on the chosen portfolio of FMCG, Hotels, Paper, Paperboards & Packaging, Agri
Business and Information Technology.
 Benchmark the health of each business comprehensively across the criteria of Market Standing,
Profitability and Internal Vitality.
 Ensure that each of its businesses is world class and internationally competitive.
 Enhance the competitive power of the portfolio through synergies derived by blending the
diverse skills and capabilities residing in ITC are various businesses.
 Create distributed leadership within the organization by nurturing talented and focused top
management teams for each of the businesses.

 Continuously strengthen and refine Corporate Governance processes and systems to catalyses the
entrepreneurial energies of management by striking the golden balance between executive freedom and the
need for effective control and accountability.
FUTURE PROSPECTS OF ITC:

It is estimated that the company’s sales will grow at the rate of 14% in JAS08 and it is estimated to grow at
the rate of 18% and 31% in terms of sales in next two years.

MARKETING PROBLEMS FACED BY THE ITC & DEALER:

The main problems faced by the company & the dealer while marketing are as follows;

 The ITC products are facing a tough competition from other Indian & Foreign Companies.
 The tax levied by the govt. is high.
 As there are number of different companies products available in market, consumer
will not stick to particular brand.

 If there is no proper channel of distribution, the sales may come down.

 If there is shortage of supply, consumers may opt other company products.
 The lack of sales promotion affects the market share.
 The major problem for the decrease in sales is that of smuggling.
 INDUSTRY PROFILE

In Indian Fast moving consumer goods (FMCG) sector is the fourth largest in the economy and has a
market size in excess of US$16.1billion. At present, Urban India account for 66% of total FMCG consumption,
and rural India accounts for the remaining 34%. However, rural India account for more than 40% of the
consumption

In personal care, fabric care and hot beverages. Around 70% of the total house holds is expected to rise
in 135m in 2001-02 to 153m in 2009-10. This presents the largest potential market in the world.

FDI flow in the FMCG sector can create more revenue for the sector. It has been predicted that the
FMCG market will reach to US$33.4billion in 2015.The middle class and the rural segments of he Indian
population are the most promising market for FMCG, and give brand market the opportunity to convert them to
branded products. Most of the product categories like jams, toothpaste, skincare and shampoos, in India, have
low per capita consumption as well as low penetration level, but the potential for growth is huge.

Lower and middle income groups account for over 60% of total FMCG sales. Rural market account for
56% of the total FMCG. Unlike the perception that the FMCG sector is the producer of luxury items targeted at
the elite, in reality, the sector meets the everyday needs of the masses.
SCOPE OF THE SECTOR:

The Indian FMCG sector with a market size of US$13.1 billion is the fourth largest sector in the economy.
A well-established distribution network, intense competition between the organized and unorganized segments
characterizes the sector. FMCG Sector is expected to grow by over 60% by 2010. That will translate into an
annual growth of 10% over a 5-year period. It has been estimated that FMCG sector will rise from around Rs.
56,500 crores in 2005 to Rs.92, 100 crores in 2010. Hair care, household care, male grooming, female hygiene,
and the chocolates and confectionery categories are estimated to be the fastest growing segments, says an
HSBC report. Though the sector witnessed a slower growth in 2002-2004, it has been able to make a fine
recovery since then.

For example, Hindustan Levers Limited (HLL) has shown a healthy growth in the last quarter. An
estimated double-digit growth over the next few years shows that the good times are likely to continue.

GROWTH PROSPECTS:

With the presence of 12.2% of the world population in the villages of India, the Indian rural FMCG
market is something no one can overlook. Increased focus on farm sector will boost rural incomes, hence
providing better growth prospects to the FMCG companies. Better infrastructure facilities will improve their
supply chain. FMCG sector is also likely to benefit from growing demand in the market. Because of the low per
capita consumption for almost all the products in the country, FMCG companies have immense possibilities for
growth. And if the companies are able to change the mindset of the consumers, i.e. if they are able to take the
consumers to branded products and offer new generation products, they would be able to generate higher
growth in the near future.

It is expected that the rural income will rise in 2007, boosting purchasing power in the countryside.
However, the demand in urban areas would be the key growth driver over the long term. Also, increase in the
urban population, along with increase in income levels and the availability of new categories, would help the
urban areas maintain their position in terms of consumption. At present, urban India accounts for 66% of total
FMCG consumption, with rural India accounting for the remaining 34%. However, rural India accounts for more
than 40% consumption in major FMCG categories such as personal care, fabric care, and hot beverages.
 In urban areas, home and personal care category, including skin care, household care and feminine
hygiene, will keep growing at relatively attractive rates. Within the foods segment, it is estimated that processed
foods, bakery, and dairy are long-term growth categories in both rural and urban areas. Indian Competitiveness
and Comparison with the World Markets

THE FOLLOWING FACTORS MAKE INDIA A COMPETITIVE PLAYER IN FMCG SECTOR:

Availability of raw materials Because of the diverse agro-climatic conditions in India, there is a large raw
material base suitable for food processing industries. India is the largest producer of livestock, milk, sugarcane,
coconut, spices and cashew and is the second largest producer of rice, wheat and fruits &vegetables. India also
produces caustic soda and soda ash, which are required for the production of soaps and detergents. The
availability of these raw materials gives India the location advantage.

Low cost labor gives India a competitive advantage. India's labor cost is amongst the lowest in the world,
after China & Indonesia. Low labor costs give the advantage of low cost of production. Many MNC's have
established their plants in India to outsource for domestic and export markets. Presence across value chain
Indian companies have their presence across the value chain of FMCG sector, right from the supply of raw
materials to packaged goods in the food-processing sector. This brings India a more cost competitive advantage.
For example, Amul supplies milk as well as dairy products like cheese, butter, etc.
Top Ten Players in FMCG companies:

S. NO. Companies

1. Hindustan Unilever Ltd.

2. ITC (International Trading Company)

3. Nestlé India

4. GCMMF (AMUL)

5. Daub India

6. Asian Paints (India)

7. Cadbury India

8 Britannia Industries

9. Procter & Gamble Hygiene and Health Care

10. Marico Industries

 CUSTOMER RELATIONSHIP MANAGEMENT

CRM has been defined in a variety of different ways. For some, CRM is a way to identify, acquire, and
retain customers. For others, it is a way of automating the front office functions of sales, marketing, and
customer service. For some vendors, whatever their current product may be, that is CRM.

This diversity of definitions is a result of differences in perspectives. The first is based on a business
perspective of increasing competition that is driving companies to focus on their customers. The second is based
on the relatively new phenomenon of the integration of previously separate applications such as Sales Force
Automation and Customer Service Support into Enterprise Applications. The third is a result of software vendors
re-positioning their information technology product and services under the CRM umbrella, to take advantage of
the fast growth of the CRM market. For the purposes of this paper, we propose the following definition: CRM is
a technology-enabled business strategy whereby companies leverage increased customer knowledge to build
profitable relationships based on optimising value delivered to and realised from their customers.

The proposed framework is closely aligned with this definition and clearly emphasizes the links between
customer knowledge and increased profits. The definition also makes it clear that CRM is in fact about crating
value for customers. CRM itself is a not a technology, even though technology is required to enable CRM.
Technology makes it possible to integrate the large volumes of customer information that are required for CRM,
and to efficiently transform this information into useful knowledge. Technology also enables a company to
interest with its customer, as well as makes it easier for the customer to do business with them.

However, leveraging this customer knowledge to make better business decisions and to be responsive
to customers, remains the responsibility of individual managers and workers at all levels within the company.
The most obvious question for most companies is why they have to use CRM. The bottom line is to optimise
profitability. In addition to this, there are other long-term objectives that a company should constantly try to
achieve.
The importance of CRM

CRM is important because of the changes occurring in the competitive environment. Globalization and the
Internet mean that competition can now come as easily from around the world as from around the corner.
Power and choice are moving to the customer as never before and leading to the commoditization of products
and services in most situations.

In this environment, product quality and features are a given, and in many industries are now so
undifferentiated as to provide no significant competitive advantage. As a company, you must choose\whether to
compete on the basis of price in a cut-throat commodity market or on the basis of customer relationships
created through a superior value proposition. This second approach is what CRM is all about. It helps you to
sense ever more precisely the needs of your customers, and to respond to those needs with highly targeted
offering and marketing messages.
BUSINESS OBJECTIVES OF CRM

The business objectives of CRM can be stated as:

1) Increasing revenues, optimizing profitability and sustaining a high rate of returns of investment.
2) Increasing market share and customer base.
3) Establishing competitive advantage and differentiation.
4) Long-term retention of existing customers.
5) Proper identification of new customers.
6) Ensuring high levels of customer satisfaction.

The decision to whether or not to go for CRM systems shall primarily depend on the cost-benefit analysis.
However, carrying out a cost-benefit analysis in this case is not going to be an easy task. Also, there is no direct
method to calculate the cost-benefit analysis of implementing a CRM system. The role of technology is
extremely pivotal in maintaining a relationship with the customer. Today, the customer interacts with the
company in a number of ways. Common customer touch points include:

 Sales.
 Marketing and advertising.
 Internet/www/email.
 Field services.
 Customer call centers and supports.
 QUESTIONNARE

(FOR CUSTOMER ONLY)

NAME :

AGE :

SEX :

ADDRESS :

Q1 How much importance do you give to a brand name when asking for biscuit?

a) Very much b) moderate c) low

Q2 Which of the following influences you most when asking the biscuit?

a) TV. commercial b) press advertisement

c) in-store promotion d) gift scheme

Q3 If you don’t get your favourite brand what will you do?

a) Take what the seller gives

b) Ask your next preference
c) Leave the shop

Q4 Do you any have any idea about SUNFEAST biscuit? What type of quality and taste
this biscuit have?

a) Yes b) no c) could not say

Q5 Do you use sunfeast biscuit? If yes how frequently you use sunfeast biscuit (packets)

a) Less than 5 b) between 5-7 c) above 7

10
Q6 Which brand of biscuit do you use and why (give reason)?

…………………………………………………………..

…………………………………………………………………….

Q7 Are you satisfied with the product quality of the biscuits?

a) Yes b) no

Q8 Let’s say the price of the sunfeast biscuit goes up while the price of the other biscuit
brand remain same what will you do?

A) Change the brand b) remain the customer of the sunfeast c) Go for

economic one

Q9 Distribute 10 points among the following 6 attributes based on the importance they have
in your purchasing decision?

5-avialibility
Attribute 6-quality

(Brand name)

SUNFEST

1-Price

2-packging

3-promotion schemes

4-advetrtising
Points

Q10 Who suggests you to buy Sunfeast biscuits?

a) Family member b) friends c) relatives
d) retailer/dealers

Q 11 For whom you buy Sunfeast biscuit?

a) For own b) for family c) for guests

Q12 What is the amount paid by you in a month on the SUNFEAST biscuits?

a) Less than 50 b) between 50-100 c) above 100-150

Q13 How many person in your family use Sunfeast biscuit?

a) 1 b) 2 c) 3 d) 4 and above

Q14 What is your next preference brand biscuit if Sunfeast is not available?

A) Parle-g

B) Britania
C) Priya gold

Q15 Which brand biscuit do you think has the highest sales revenue?

A) PARLE-G

11
B) BRITANIA CREAM TREAT

C) PRIYA GOLD
D) SUNFEAST

Q16 If any suggestion you want to give to the company (most welcome)?

………………………………………………………………………..

…………………………………………………………………………..

Q1 How much importance do you give to the brand when asking for biscuit?

a) Very much b) Moderate c) Low

CLASSIFICATION, TABULATION, ANALYSIS & INTERPRETATION OF PRIMARY
DATA

IMPORTANCE OF BRAND NAME

35 30

30
25
25
20

20

Series1

15

10

VERY MUCH MODERATE LO

INTERPRETATION: From the chart we could say that people generally give
highest importance to the brand name. But there are people who do not go on
a brand name but it can easily perceive that most of the time people are brand
conscious, they do not tend to compromise on the brand they purchase.
1
.

Q2 Which of the following influences you most when purchasing the biscuit?

a) TV commercial b) Press advertisement

c) In –store promotion d) Gift scheme

T.V.
Factor affecting purchase COMMERCIAL

PRESS
12, 18%
ADVERTISEMEN
T
8, 12% 32, 50%
IN-STORE
PROMOTION
13, 20%

GIFT SCHEME
13
INTERPRETATION: We could easily say that the T.V. commercial influences
the customers most. Out of 75 respondent 32 said they are influenced by T.V.
commercial. The other important factor is press advertisement; as soon as
awareness is generated they get influenced by information medium.

Q3 If you do not get your favourite brand what will you do?

a) Take what the seller gives

b) Ask your next preference

c) Leave the shop
 CUSTOMER REACTION

80

70 10
LEAVE THE

60
SHOP
50
42 ASK YOUR NEXT

40
PREFERENCE

30
TAKE WHAT THE

20
SELLER GIVES

10 23
0
1 2 3
INTER PRETATION: Out of 75 respondent 23 said that they will take what the
seller gives to them, other 42 said that they will ask for their next preference.
As consumer behavior is to not come back without having the item to which
he/she gone for so they generally asked for next preference.

Q4 Do you have any idea about SUNFEAST biscuit? What type of quality and
taste this biscuit have?

a) Yes b) No c) Could not say

15
 AWARENESS ABOUT SUNFEST

BISCUIT

11, 15%

36, 48%

28, 37%

YES NO COULD NOT SAY

INTERPRETATION: Most of the people to whom I visited were satisfied with

the quality of the SUNFEAST biscuit. It seemed that there is a good image of
the quality the SUNFEAST biscuit. While some of the respondents find that
there are some draw backs in the quality of the SUNFEAST biscuit.
Q5 Do you use Sunfeast biscuit? If yes how frequently you use
this SUNFEAST band in a month?

a) Less than 5

b) Between 5-7
c) Above 7

16
 CONSUMPTION OF BISCUITS IN

PACKS
LESS THAN 3
12
18

BETWEEN 5-7

45 ABOVE 7

INTERPRETATION: The chart shows that maximum consumption is of 7

packs in a month by 45 people. 18 people said that they consume 5-7 packs
of biscuit. The consumer have find that the quality of the biscuit is alright that
is why out of 75 respondent consuming 7 packs of 100 gm in a month.
Q6 Are you satisfied with the product quality of the biscuit?

a) Yes

b) No

17
 QUALITY SATISFACTION LABLE

NO, 28,
37% YES
YES , 47, NO
63%

INTERPRETATION: Out of 75 respondent 47 that they are satisfied with the

product quality. It shows that these persons are feeling deep involvement in
the SUNFEAST biscuit. The quality satisfaction level is really very high.
Q7 Lets say the price of your favourite brand goes up while the price of the
other biscuit brand remains same what will you do?

a) Shift the brand

b) Be brand loyal

18
c) Go for the economic one

Customer reaction

26, 27,

35% 37%
SHIFT THE

BRAND

BE BRAND

LOYAL
21,
GO TO THE
28%
ECONOMIC ONE
INTERPRETATION: We could interpret in the case of price change most
of the customer will shift the brand as it is the human tendency that
generally people wants the commodity at reasonable price.

Q9 Distribute10 points among the following attributes based on

the importance they have in your purchasing decision?

ATTTRIBUTE POINTS

SUNFEAST
1-price
2-packaing

3-avalibility

19
4-promotion schemes

5-advertising

6-quality

ATTRIBUTES &POINTS GIVEN

50

40

30 POINTS

20 PERSON
M
O

G
R

N
A
V

Y
P

V
E

S
T

T
L

L
I

10

0
PACKAING

QUALITY
PRICE
INTERPRETAION: We could interpret that the most important factor effecting
consumer behaviour are advertising and price of the biscuit. These are the
two aspects which really influences the customers. Availability of the product
on the right time is quiet necessary. These are the features which people like
in a brand.

Q10 Who suggests you to buy SUNFEAST brand?

A) Family member

B) Friends

C) Relatives

D) Retailer/ dealers

20
 Effecting factor

FAMILY

100
MEMBER
80

60 East
West
40
North
20

0
1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

2, 3%
FRIENDS
10, 13%

18, 24% 45, 60% RELATIVES

RETAILER/DEAL
ERS
INTERPRETATION: Family member and the friends generally affect most of
the persons buying behaviour. Some time relatives suggests them they should
buy such and such brand.

Q11For what purpose you use the biscuit?

A)for own

B)for family

21
c)others

PERSON WHO CONSUME BISCUIT

50 43

40
28
30
Series1

20
4
10

0
FOR OWN FOR FAMILY OTHERS
INTERPRETATION: Generally people buy the biscuit for their family
members And for own consumption out of 75 respondent 43 said they buys
SUNFEAST biscuit for their family. It represents that SUNFEST positioned it
self as a family biscuit pack.

Q12 What is the average amount spent by you in a month?

A) less than 50

B) between 50-100

22
C) above 100-150

MONTHLY EXPENDITURE

ABVOVE 100-150 21

BETWEEN 50 -100 33 Series1

LESS THAN 50 21

0 10 20 30 40
INTERPRETATION: Out of the sample of 75 majority of people spend around
100-150 Rs in a month. It represents that SUNFEAST has positioned itself as
a good brand.

Q13 How many people use SUNFEAST biscuit in your family?

a) 1

b) 2
c) 3
d) 4 and above

23
 NO.OF CONSUMER

9, 12% 16, 21% 1

2
3
27, 36%
23, 31% 4 and abve

INTERPRETATION: In maximum families 3 people eat Sunfeast biscuit. It

shows that it has positioned itself as a family biscuit. It is being considered as
a good quality biscuit to the person to whom I visited.
Q14 What is your next preference brand biscuit name (if any)? And why

A)Parle-g

B)Britania

C)Priya gold

24
 OTHER BRAND PREFERED BY

CUSTOMER

PRIYA GOLD 17

BRITANIA 23 Series1

PARLE-G 35

0 10 20 30 40
INTERPRETATION: Out of the total 75 respondent maximum people said
their next preference is PARLE-G. Other 23 respondent said that they will
purchase BRITANNIA biscuit in case on unavaibility of their favourite brand.

Q15 Which biscuit brand you think will have the highest sales figure in
the city?

a)PARLE-G

b)BRITANIA CREAM TREAT

c)PRIYA GOLD

d)SUNFEAST

25
 MAXIMUM SALES REVENUE

40
35

35

30

23

25

20

15 12

10
5

PARLE-G BRITANIA CREAM TREAT

PRIYA GOLD SUNFEAST

54
INTERPRETATION: From the survey of 75 people and retailers the
sale of the PARLE –G is highest where as SUNFEAST stands on the
second position and BRITANIA and PRIYA GOLD are 3rd & 4th in
terms of sales revenue.

55