SUMMER INTERNSHIP PROJECT REPORT

ON DUKES

DISTRIBUTION CHANNEL AND CONSUMER BUYING BEHAVIOUR IN

CONFECTIONARY PRODUCT WITH RESPECTIVE DUKES BISCUITS

SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE

TWO YEARS FULL TIME POST GRADUATE DIPLOMA IN MANAGEMENT.

BY: UNDER THE GUIDANCE OF:

ARIJIT MAITY. PROF. SURENDRA TIWARI.

I.T.S MOHAN NAGAR. AND

ENROLLMENT NO- KARAN KUMAR

(INDUSTRY MENTOR)

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 CERTIFICATE OF ORIGINALITY
I hereby declare that this Summer Internship Project is my own work and that, to the best of
my knowledge and belief, it reproduce no material previously published or written that has
been accepted for the award of any other degree of diploma, except where due
acknowledgement has been made in the text.

Arijit Maity

Enrolment No-

Date-

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3
 Date: ………….

TO WHOMSOEVER IT MAY CONCERN

This is to certify that Mr. /Ms…………………….is student of Institute of Technology and

Science, PGDM Batch (2018-20) has successfully completed his/ her summer internship
under the guidance of Mr./ Ms………………………(Industry Mentor’s Name) for a duration
of …………………..weeks, from…….to…………, 2019.

During his/her tenure with us, we found him/her ………………………..

We wish him/ her all the very best for future endeavours.

Signature
Name
Designation
Organization seal

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 CERTIFICATE

This is to certify that Mr. / Ms. ……………………….. PGDM (2018-20 Batch) a student of
Institute of Technology and Science has undertaken the project on “Project Title”. The
project has been carried out by the student in partial fulfilment of the requirements for the
award of PGDM, under my guidance and supervision.

I am satisfied with the work of Mr. /Ms. …………………………..

Date:

Faculty Mentor’s Name: ……………..

(Signature)

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 ACKNOWLEDGEMENT

This project has been an honest dedicated attempt to make the analysis on marketing
materials as authentic as it could. And I earnestly hope that it provide useful and workable
information and knowledge to any person reading it.

During this period, I had the pleasure of working closely with accomplished organization
people who shared with me their experience and helped me in completion of my research.

I express sincere thanks to my industry mentor Mr. Karan Kumar and my institute faculty Mr.
Surendar Tiwari for guiding me.

Lastly I am grateful to my parents who have been my mentors and motivation. I am also
thankful to all my batch mates who have been directly or indirectly involved in successful
completion of the project.

Signature of the student

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 EXECUTIVE SUMMARY
The project which I got was the study of customer buying behaviour in confectionary product
with respective Dukes biscuits in modern trade in West Bengal. I started this project on 6th of
May 2019. I worked under Mr. Karan Kumar (industrial mentor), Mr. Pradeep Kumar Jana
(TSI). They gave me all the information of the categories of product Dukes sold like biscuits,
chocolates, rusk, cakes, and wafer. They gave me the information about the SKU of the
products where in biscuit categories had 57 SKU. Each company sold their biscuit in a
category wise like Cookies, Cream biscuit, Plain biscuit, Digestive biscuit, Sweet and salty
Biscuits.

Then I also learn what is share of shelf and how we calculate it. Share of shelf is the front
portion of the shelf where Dukes products are set up with competitor brand. We calculated it
by counting all the front facing products of Dukes on the shelf except top row and lowest row
and divide them to total number of front facing product of other brand and multiply them by
hundred. We get the Dukes share of Shelf.

I calculated it and found that Dukes had 63.43% share of shelf in which Bourbon
contributed most SOS.

I also interacted with more than 100 customers in which we understood the purchasing
behaviours of the customers.

As they assigned me six beats and each beat have minimum 40 retail outlets. I frequently
visited all the stores and understood how to take order and also get to know Margin of all the
channels like (Distributer Margin, Wholesaler Margin and Hypermarket Margin).

Distributor Margin= 7%

Super Stockist = 6%

Retailer = 14%

And I also came to know from TSI as what are the return policies like if any SKU is
damaged, a purchase manager made a debit note of that SKU and send that to distributor than
at a time of next delivery a sales person came to delivery and also collect that damage SKU
and dispose them on AW point and in case of expiry product also this process is applic able.
He also told me how to maintain all SKU in FIFO order. In every stock that came first in the
warehouse will move first on the floor for sell.

Also learnt about the work of AW point which is also known as distributor point where
distributor keep the stock, take the order from different hyper markets and sent the stock
according to the purchase order.

Prabir Sir (TSI) also gave me training on software of DUKES which is known as BIZOM. On
that software we will do many task like making the entry of the order, checking the offers,
checking the focus product, making the credit note for particular order, taking order and

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making the entry of that order, making bills of different hyper markets and also used to see
the sales and other tasks also.

I also did different promotional activities to enhance the sale of biscuits like trolley
promotion and tried to sell combo biscuits.

I also did my research on the buying behaviour of the customers where I prepared a
questionnaire and I get it filled by the different customers who came to visit hyper market
store.

After going thick on the things, now time is to make a complete picture. While making a
product SKU (Stock Keeping Unit) of the shop retailers think about the Gross Margin Return
on Investment and they promote the brand which provides them highest. They expect return
in form of profit margin, company scheme, window display and reference of the shop.
Among this company scheme make the difference and are the highest source of motivation
after profit margin. Retailing demands a constant push from the company.

Marketers need to use advertising and brand building strategies to address the discerning
buyers and retail push to in different buyers. The manufacturer should understand consumer
behaviour because retailers can’t help quality and price. It is only up to manufacturers to
deliver what consumer wants.

There is a greater need to understand the retailer behaviour. Considering them as a team,
working for the company may help them to be attached to the company. There should be a
feeling of belonging to the company in inner of the retailers. This can be done by setting
values club for retailers so that they may exchange views with the company and help in
understanding consumer behaviour.

Understanding the buying behaviour of the target market is the essential task of marketing
management under marketing concept. The consumer market consists of all the individuals
and the households who buy or acquire goods and services for personal consumption. The
buying behaviour tries to find out the answer for the questions, who buys? How do they buy?
Where do they buy? Do they buy?

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 List of Contents:-
CONTENTS PAGE NO.

About the Sector…………………………………………………………10

About Biscuit Industry……………………………………………….......13

About the Company……………………………………………………...15

Organizational Structure………………………………………………....17

Product Line…………………………………………………………......17

Analysis of 3 C’s………………………………………………………...22

Analysis of 4 P’s……………………………………………………...…23

Swot Analysis…………………………………………………………...24

Swot Analysis of Competitor…………………………………………....25

Literature Review……………………………………………………….28

Factors affecting Consumer Buying Behaviour…………………………30

Objective of the project…………………………………………………32

Research Methodology………………………………………………….36

Data Analysis and Interpretation………………………………………..40

Findings…………………………………………………………………55

Recommendation………………………………………………………..56

Conclusion………………………………………………………………57

References………………………………………………………………58

Questionnaire…………………………………………………………...59

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 ABOUT THE SECTOR
Fast Moving Consumer Goods (FMCG) or Consumer Packaged Goods (CPG) segment is the
fourth largest sector in the Indian economy. The market size of FMCG in India is estimated
to grow from US$ 30billion in 2011 to US$ 74billion in 2018.

Food products are the leading segment, accounting for 43% of the overall market. Personal
care (22%) and fabric care (12%) come next in term of market share.

Growing awareness, easier access, and changing lifestyle have been the key growth drivers
for the sector.

Rural- set to rise

Rural area expected to be the major driver for FMCG, as growth continues to be high in the
regions. Rural area saw a 16% as against 12% rise in urban area. Most companies rushed to
capitalize on this, as they quickly went about increasing direct distribution and proving better
infrastructure. Companies are also working towards creating specific products specially
targeted for the rural market.

The Government of India has also been supporting the rural population with higher minimum
support prices (MSPs), loan waivers and disbursement through the National Rural
Employment Guarantee Act (NREGA) programme. These measures have helped in reducing
poverty in rural India and given a boost to rural purchasing power.

Hence rural demand is set to rise with rising income and greater awareness of brand.

Urban trends
With rise in disposable income, mid and high income consumers in urban areas have shifted
their purchasing trend from essential to premium products. In response firms have started
enhancing their premium product portfolio. Indian and multinational FMCG players are
leveraging India as a strategic sourcing hub for cost-competitive product development and
manufacturing to carter to international markets.

Top Companies
According to the study conducted by A.C Nielson, 62 of the top 100 brands are owned by
MNCs and the balance by Indian companies. Fifteen companies own these 62 brands and 27
of these are owned by Hindustan Unilever.

The top ten Indian brands are:-

1. HUL
2. ITC
3. Nestle India
4. GCMMF (AMUL)
5. Dabur India

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 6. Cadbury
7. Britannia Industry
8. Procter and Gamble Hygiene and Health Care
9. Marico Industry

Road Ahead
FMCG brands should focus on R&D and innovation as a mean of growth. Companies that
continue to do well would be the ones of that have a culture that promotes using customer
insights to create either the next generation of products or in some case, new product
categories.

One arear that we see global and local FMCG brands investing more in is health and
wellness. Health and wellness is a mega trend shaping consumer preferences and shopping
habits and FMCG brand are listening. Leading global and Indian food and beverage brands
have embraced this trend and are focused on creating new emerging brands in health and
wellness.

According to the PWC-FICCI report Wind of change, 2013, the wellness consumer, nutrition
foods, beverage and supplements comprises as INR 45 billion to 159 billion market in India,
is growing at a CAGR of 10 to 12%.

Major Players
1. ITC Limited- is one of the leading FMCG Company of India and has been in the
industry for the last 100 years. Company has been involve in manufacturing Tobacco
products and has head office in Kolkata. Company is listed in the stock market and
26000 employees are associated with the company. ITC has excellent distribution
network and its products sold in remote village of India.
2. NESTLE India- is a trusted FMCG companies of India and has eight factories in
India that are equipped with modern machines and follow global production standards
to maintain high quality in product manufacturing. Nestle has over 140 years of
experience and has been awarded from prestigious awards for their contribution.
3. Parle Agro- is India’s largest FMCG Company and has been selling products at PAN
India network. Over the year company has launched popular brands like Frooti
(Mango drink), Appy (Apple drink) and café Cuba (coffee soft drink) etc. and has
won the heart of millions of Indians. Top Bollywood stars are associated with the
company and promoting products on Indian television. Company has been selling
products in 50 countries and their manufacturing units are equipped with world class
facilities.
4. Britannia- is a popular FMCG company of India and has a glorious history of 123
years. Company has been manufacturing fresh, nutritious and flavour rich products.
Company is selling products at 4.2 million retail outlets. Most of the products
Britannia manufactures are enriched with micro nutrients. In the year 1997, Britannia
has started selling dairy products and has captured huge market share of dairy product

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 industry. Because of the excellent work company has won Golden Peacock National
Quality Award and Ramakrishna Bajaj National Quality Award.
5. Marico- is a popular FMCG company of India and been manufacturing Healthy and
Beauty based products. Company has head office in Mumbai and has annual turnover
of 6000crores. Company has 8 manufacturing units located across PAN India. Marico
has 26 years of FMCG industry experience and has 3000 employees working in
different segment of company.

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 ABOUT BISCUIT INDUSTRY
Biscuits are categorized as impulse buying product in the market. Biscuits are being
consumed by all sectors of the society across the urban and rural markets in almost all parts
of the country. In India, biscuits are being manufactured both in organized and unorganized
sectors. India is the world‟s second largest biscuit manufacturing country – more
thanRs.3000crore biscuit industries. China is the global market leader in biscuit industry and
makes 1.2 million tonne of biscuits per annum. But what makes India a delicious proposition
is that, despite these huge volumes, the per capita consumption of biscuits in India is about
1.2 kg, compared to more than 12 kg in developed countries. In just last few years, the biscuit
business has expanded dramatically with the entry of several multinational players. Measured
by the number of companies, there should be a significant decline in industry concentration
perhaps more than half, however just as it was before the entry of the multinational players.
Parle and Britannia still hold over Indians branded biscuits business segment

“The organized sector may soon overtake the unorganized sector in volumes”. The recent
studies on biscuit industry tells us the organized sector produces 5lakhs tonnes per annum,
while the unorganized sector accounts for another 7lakhs tones . In last few years PROTECH
has conducted studies on biscuit industry, and as per the studies the organized sector is
growing at 14% annually, whereas the unorganized sectors growth has slowed down at
8%.form Britannia, Parle, Dukes, nutrine, Roseetc, are the major players in biscuit industry in
Hyderabad. Britannia is the market leader with high market share followed by Parle and
Dukes. Dukes with its wide range of products and with strict quality control, it is
continuously improving in India for last few years. Competition form unorganized sectors is
totally uncontrollable. There is a fierce competition in this industry. Major players in the
biscuit industry have established their brands with a definite market share. On average, the
industry spends 5 to 10 percent on advertisements in the media, sponsoring sports and games
participation in exhibitions as part of their volume/brand building exercise. The biscuit
industry is providing employment to thousands of people directly and lakhs indirectly and
contributing their share to the government in the form of taxes.

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 LATEST DEVELOPMENT

Indian biscuit market is 1.1 million tonnes per annum at Rs 50 billion. About 90% of
Indians buy and eat biscuits.

According to estimates the bakery industry in India is worth Rs 69 billion. Out of which
bread and biscuits hold about 82% of the share. The bread market has a business volume of
1.5 million tonnes. The major factors for growth in this segment are: Brand loyalty, volumes
and strong distribution networks.

Growth in the over 40-year-old Indian biscuit industry has remained slow. The analyst's
calculations will show that per capita consumption is less than Rs 3 per month on biscuits or
less than Rs 15 per household per month.

Back in 2003, nobody thought Sun feast would have consumers eating out of its hands.

According to the AC Nielsen retail sales audit in March 2006, both Britannia and Parle
have lost volumes. Britannia's shares have dropped from 35.8 % in 2004-05 to 30.5 % in May
2006 (volumes). Parle's shares have also dropped from 42.2 to 38.4 % in the same period.

Even Priya Gold has seen a minor dip from 6.4 % to 5 %. ITC's Sunfeast has been a big
gainer with its share increasing from 2.7 to 6.7 %.

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 ABOUT THE COMPANY

RAVI FOOD PVT. LTD was started in a modest way in the year 1995 in Hyderabad. Today
it is multi product conglomerate with a turnover in excess of Rs35 crores.

RAVI FOOD PVT. LTD is literally cracking with energy as it is manufacturing a wide
variety of biscuits, wafers and confectionary under the brand name “DUKES”. It is an ISO
9001, Hyderabad based company.

Currently it manufactures 5100 tonnes of biscuits, 900 tonnes of confectionary, 300 tonnes of
cream filled wafer and tonnes of Choco based products every year. The company is equipped
with the latest and sophisticated imported machineries that minimise the human handling thus
ensure quality maintenance of the products at ever state of production and packaging. One of
its kind and most modern cream filled wafers manufacturing plant has been imported from
Germany and installed for high quality production.

LOCATION ADVANTAGE
The factory is located on the national highway-7 on Bangalore route in Hyderabad. The
transportation of raw materials and finished goods is very convenient through different
modes.

VISSION OF RAVI FOODS

It is our endeavour to bring you rich, nutritious and quality products by enhancing and
upgrading the technology constantly. We firmly believe that doing our job earnestly is the
best service we can render our nation.

GROWTH AND PERFORMANCE

Any great journey starts with a small step. This has been the case with Ravi Foods. It is
started off in a modest way ten years ago; gradually it has grown to international stature.
Expansion is a sign of growth, the company set up other concern units at various locations to
cater to the every growing demand at a competitive price.

The company is equipped with the latest and sophisticated imported machineries that
minimise the human handling, thus ensuring quality maintenance of the products, at every

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state of production and packaging. Furthermore the R&D lab, warehousing and storing
facility met the international standards. One of its kind and most modern cream filled wafers
manufacturing plant has been imported from Germany and installed here for high quality
production. With this the company image is growing day by day in biscuits and confectionary
industry. “DUKES” becomes mark of quality to the customers.

Ravi Food understand the importance of maintaining the ecological balance. So, Ravi Food
functions in the reasonable limits of anti-pollution norms.

PRODUCTION TEAM
A team of highly experienced and technically qualified professionals run the plant. The
production team lead by skilled and experienced bakery technologist who had worked with
renowned food processing houses of international repute. They are responsible for the highly
motivated and quality conscious team of production and R&D unit.

MARKETING TEAM
The distribution and marketing network is equally strong and complements the production
team. The credit for the popularity and availability of DUKES even in interior towns goes to
the enterprising marketing team of the company.

More than 50 varieties of biscuits, wafers and confectionary make the DUKE product mix
and marketing strength. Being an ISO 9001 certified company DUKES has always stood to
meet the customers changing needs with a special emphasis on quality choice and cost
benefit.

DISTRIBUTION
Ravi Food pvt. Ltd has a nation-wide market with its three level of distribution network. The
distribution channel of Ravi Food private limited is:

Manufacturer

Sales depots

Distributors

Retailers

Customers

In West Bengal 26 distributors are there.

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ORGANIZATION STRUCTURE
The marketing department of DUKES is strong and complement to the production team. The
credit for the popularity of DUKES even in the interior cities goes to the enterprising
marketing team of the company. The marketing department structure is:

Board of Directors

Zonal Sales Manager

Area Sales Manager

Senior Officers

Sales Representatives

Field Officers

PRODUCTS PORTFOLLIO
DUKES

WAFERS CHOCOLATES BISCUITS CONFECTIONARIES

Masti Chocolate Big Bites Merry Milk

Masti Orange Meltz Marie Break Soft Boiled Hard Boiled

Masti Strawbery Sweet Heart Nice Saltx (Toffees) (Toffees)

Masti Chaco Mix Crack Crispy Merry Milk Mero lacto

Masti Pineapple Cream Masti Coffee Gold Jadoo

Masti Vanila Butter Munch Chaco Bar Coconutties

Cream Magic Coffee Maza

Bourbon Orange Candy

Kaju Munch

Glucose

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TOP SELLING PRODUCTS
CHOCOLATE, ORANGE AND STRAWBERY WAFERS

Crispy and crunchy wafers for moments of lightness and laughter. Take pleasure in between
the thin layers of cream. Maximise the magic with Waffy’s flavourful range of chocolate,
orange, vanilla, strawberry, pineapple, mango, butter and cheese.

WAFFY ROLL

Wafery crunch and velvety texture rolled into a striped wonder of creamy delicacy. Rock
your taste buds with Waffy Roll’s two flavourful variants – chocolate and strawberry. Open
up and let the world swirl along.

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CHOCOLATES
BITES

Chocolatey soft and wafery crisp, it’s the quickest way to ring in some good time. Devour
into the indulgence of a Bite and there’s no stopping. Take a Bite and zoom across the day
with gusto.

MELTZ CHOCO BAR

Make a vanishing act with Meltz. Surprisingly smooth and tantalizingly magical, tease your
taste buds with the elusive taste of rich combination of milk and chocolate. Bite into a bar of
Meltz and let the world melt away at the very twinkle in your eyes.

MELTZ DOUBLE

Two are always better than one. And what’s more fun than chocolate balls that come two at a
time. Super rounded and loaded with rich chocolate, Meltz Doubles does as it sounds. It just
melts. Double up the fun but don’t do it alone.

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BISCUITS
BOURBON

Richly mysterious taste of dark chocolate brought alive as a creamy delight between two
biscuits. Bite into the obsessive taste of a Bourbon and revel in the pure joy of taste. Bourbon
makes everyone go bonkers.

BUZZ

Fun times are always in-between times. What’s more fun than that comes with a generous
layer of cream sandwiched between crumbly biscuits. Feel the fun dancing on your taste buds
even as you dig your teeth in. Relish varying moments with different flavours of Orange,
Milk & Chocolate.

CREAM 4 FUN

Fun times are always in-between times. What’s more fun than that comes with a generous
layer of cream sandwiched between crumbly biscuits. Feel the fun dancing on your taste buds
even as you dig your teeth in. Relish varying moments with different flavours of pineapple,
strawberry, orange, vanilla, milk, chocolate, and elaichi.

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MARIE BREAK

Take a break and lighten up with crisp Marie Break. A perfect accompaniment for tea times
or for those long drawing room conversations. Make time for a Marie Break, every day.

CONFECTIONERY
ECLAIRS

Flash of lightning is what éclairs holds inside. It’s the world’s most celebrated tastes among
chocolates and why shouldn’t you. It’s creamy flavour and rich chocolate casts a magic spell
of energy into everyone. Go on. Celebrate this moment with an éclairs.

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 ANALYSIS OF 3’C OF DUKES
1. COMPANY- Ravi Foods Pvt Ltd. is a Private incorporated on 28 November 1988. It is
classified as Non Government Company and is registered at Registrar of Companies,
Hyderabad. Its authorized share capital is Rs. 60,000,000 and its paid up capital is Rs.
44,200,000. Ravi Foods Pvt. Ltd. (RFPL) has been a dominant player in the baked items and
confectionary industry with products ranging from biscuits, cookies, wafers to chocolates,
candies and confectionery. It owns 15 state of the art manufacturing facilities under 3
flagship brands - DUKES, TREFF and DYNAS.

2. COMPETITORS- Dukes (Ravi Food PVT Ltd) have many competitors in the world.
Dukes (Ravi Food PVT Ltd) is one of biscuits leading manufacturing company in India
facing lots of competition in the market across the country in urban and rural area. Britannia
and Parle is top leading biscuits company in India along with Fisk Farm. The Indian biscuit
industry gained prominence in the national bakery scene during the latter part of the 20th
century. This was the time when the urban population was looking for ready-made food at a
convenient cost. These company produced good quality of product for customer at very low
cost and their product are more in demand by the customer that why Duke huge competition
in the market. Duke competitors are:

 Britannia
 Parle
 Bisk Farm
 Priya
 Anmol
 ITC
 Horlicks

3. CUSTOMER- Duke (Ravi Food PVT LTD) focus on a particular market. They target their
customer in rural market to achieve the sell target. It has large number of customer in West
Bengal. More customers are focus on Duke cream biscuits. In 2018 consumption of biscuits
of Dukes Company around 56lakh. They more focus in hyper and super market. After crème
biscuits wafer are more demand by the customer.

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 MARKETING MIX (4Ps)
Marketing Mix of Dukes analyses the brand which cover 4Ps (Product, Price, Place,
Promotion) and explain the Dukes marketing mix strategy.

 PRODUCT- Dukes (Ravi Food Pvt Ltd) manufactures wide variety of biscuits and
confectionary products. Duke’s product strategy in its marketing mix width primarily consists
of biscuits, bread, wafer, chocolate and candy. Dukes’ manufactures biscuits for various
segments of consumers, types include sugar free biscuits, cream biscuits and salt biscuits.
Some of its popular brands are crème 4 fun, butter cookies, bourbon, merry milk, salt kiss,
and nice time. Crème 4 fun biscuits is the most famous of all products. Crème 4 Fun captures
wide market and also caters to the international markets like Australia, Europe and Indonesia.
Its products are primarily intended for middle class people India, which forms the bulk of the
population.

 PRICE- Dukes is one of the leading food industries in India. The food manufacturing
industry is very competitive. The base of Dukes marketing mix pricing strategy is
competition. Also the primary segment for being middle class people, who are highly price
sensitive, forces Dukes to play price war with its competitors. Dukes tries to bundle its
products, which in turn reduces the price of their products, especially this can be seen in their
products which are designed for the family packs. Their strategy of discrimination of prices
helps them to earn larger profits from consumers who are willing to pay for healthier
products and greater benefits. The price of Dukes products is very much comparable with its
competitors, especially with that of Bisk farm and Parle products. Dukes offer lesser price to
consumer so that consumer will to pay more product of Dukes compare to other brands.

 PLACE- Dukes distributes its products primarily via retail chain. The online segment, which
contributes to less purchases, has been possible by having tie ups with large ecommerce
organizations. Duke‟s products can be purchased from online portals like big basket. With
extensive and strong distribution network Dukes products, can be found in all large and small
urban areas across India. But the rural distribution network is not as good as that of the urban
market. As a large FMCG player in India, Dukes primarily depends on distributors who then
decide on dealers and retailers for distribution.

 PROMOTION- Since the brand, Dukes for 30+ years, (Ravi Foods Pvt. Ltd.) has been a
dominant player in the baked items and confectionary industry with products ranging from
biscuits, cookies, wafers to chocolates, candies and confectionery. Print media and billboards
are few of the many techniques used by Dukes in their promotional marketing mix.

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 SWOT ANALYSIS
STRENGTH

 Brand building capabilities.

 Diversified product range.
 The depth of distribution.
 Low and mid-price range of products.
 Industry catering to masses.

WEAKNESS

 Dependency on retailers and grocery stores.

 Lack of technology upgradation.
OPORTUNITIES

 Indian Biscuits Manufacturers’ Association (IBMA) estimates annual growth of

around 20% in next couple of year.
 Growing demand of sugar free cream crackers and diet biscuits.
 A package of fiscal incentives provided by various state governments.
THREATS

 Fluctuation in prices of raw materials, transportation costs and distribution.

 Entry of ITC (having very good distribution channels) into biscuits industry.
 Emerging local bakery products.

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 SWOT ANALYSIS OF COMPETITORS

ITC
STRENGTH
 It has well established brand in its bucket like Sunfeast.
 It also has strong new arrivals like Dark Fantasy.
 It has a well-established distribution network.

WEAKNESS
 It has very less number of brands in biscuit segment.
 It does not have attractive packaging.

OPPORTUNITY
 As it has a very strong base so it can launch a diversified group of products for each
segment without having fear of losses.
 There is great opportunity to enhance its biscuit market taking the benefit of its brand
name i.e. ITC.

THREATS
 It has threat from Dukes and other competitor.
 It has threat from local sellers as they have better coverage in their own area

25
 PARLE
STRENGTHS
 Parle has strong brands like Monaco, Parle-G and Krackjack.
 It also has well penetrated distribution network.
 It has very good distribution channels even in rural areas also.

WEAKNESSES
 There is less number of brands under its umbrella than its competitors.
 It lacks strong & tight packaging resulting in the damages.
 It does not focus on advertising and promotion strategies of its new brands.

OPPORTUNITIES
 The Glucose brand that enjoyed a monopoly in the market for decades surpassed the
expectations of its makers, in popularity; it may look for markets abroad.
 Increase the number of brands under the same Umbrella.

THREATS
 Emerging substitutes like wafers, snacks of Dukes, Bisk Farm.
 Margin war among the major brands like Dukes, Bisk Farm and ITC.

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 PROBLEM STATEMENT
In order to survive the present market, to increase sales and to build and retain customer
satisfaction, companies need information about it overall performance when compared with
the activities of the competitors. For this, a shed was needed to analyse the company position
and market trend.

Shelf life of the biscuit product in FMCG is less and nature of FMCG product is perishable.
So because of the perishable nature it is very important that the consumption and production
of the product should be at the right time otherwise the market has to bear loss of expiry
goods and consumers may develop the negative image about the company product. This
study is conducted by keeping this objective in mind that how the company like DUKES
manages their products so that they can compete in the market well in comparison with the
competitors and the consumer have a positive image for their products. The modern retail
stores are flooded with variety of products, which make the customers confused in choosing a
particular product. The customer sometimes consider price, sometimes brand name,
sometimes offer on available products and also often get influenced by sales personnel. So it
is very important to manage the products according to the target customers.

27
 LITERATURE REVIEW
CONSUMER BUING BEHAVIOUR
Consumer buying behaviour is the sum total of a consumer’s attitudes, preferences and
decisions regarding the consumer’s behaviour in the market place when purchasing a
product or services. The study of consumer behaviour draws upon social science disciplines
of anthropology, psychology, sociology and economics.

STANDARD BEHAVIORAL MODEL

The Standard Behavioural Model of consumer behaviour consists of a methodical and
structured process. Let’s take a brief of each step.

1. Problem recognition- the first step is problem recognition. During this step the
consumer realizes that he/she has unfulfilled need or want. Let’s use the example of
a consumer who has just informed by his/her mechanic that fixing car will cost
more than its worth. Our consumer realizes that he/she has a transportation problem
and wants to fulfil that need with purchase of a car.
2. Information search- the next step is to gather information relevant to what you
need to solve the problem. In our example, our consumer may engage in research
on the interest to determine the type of vehicles available and their respective
features.
3. Evaluation- after information is gathered, it is evaluated against a consumer
needs, wants, preferences and financial resources available for purchase. In our
example, our consumer has decided to narrow his choices down to three car based
upon price, comfort, and fuel efficiency.
4. Purchase- at this stage, the consumer will make a purchasing decision. The
ultimate decision may be based on factors such as price or availability. For
example, our consumer has decided to purchase a particular model of car because
its price was the best he could negotiate and the car was available immediately.

E. Larid (1974) classified the relative importance of self and ideal self-image to the purchase
intensions of consumers. He concludes that self-image and ideal self-image tend to be
positively correlated in overall subjects, the purchase of some product tend to be more
correlated with self-image than with ideal self-image where as in some other produce the
purchase intension trend to be more correlated with ideal self-image.

Sengupta explains the brand image as the totality of the impressions about the brand which
includes physical, functional and psychological aspect of the brand (1990).

Merry Paule of brand image and cells ‘Brand thoughts and it constitute the image of the
brand’. But not all consumers look at these aspects.

28
Sarangpani, A. and Mamatha,T. “Rural Consumer Behaviour with Regards to Selected
FMCGs Consumption Pattern and Brand Usage. A study”. The ICFAI Journal of Brand
Management, vol., V, No 3, Sep 2008, p 22-61- There are two distinct segment of consumers
in the rural market. Sarangpani et al (16) studied that one of the rural consumers is less
educated or even illiterate. They cannot read, write or understand with ease. They do not buy
branded products. They have their own method of identification of products and
communication with the retailers. For instance, they ask for Erra Sabbu (for Lifebuoy), Pacha
Sabbu (for Nirma), Neli Sabbu (for Rin), etc. Rarely do they purchase branded packaged
goods and values associated with them. On the contrary there is a different segments of
consumer. They are brand conscious. They ask for brands of their choice. Their brand usage
and recall rate is comparable to their counter parts in the urban areas.

Roopa, DB. “Consumer Expectation And Perception: A study of retail sector of Haryana
states”, the ICFAI University Journal of Consumer Behaviour, Vol III, No 3, Sep 2008, p 47-
54- Modern looking equipment’s and fixtures, physical facilities, the ambience and store
layout are required up to the market by the 57 retail stores. Roopa Devi (20) analysed the
consumer behaviour, their expectation and the services actually provided by retail stores of
Haryana. If the retailers of Haryana provided high quality merchandise according to the needs
and wants of the consumer, then they would be able to satisfy and retain the customers.

Seung-Eun, L.Kim, KPJ and Sherri, GA. “Small town consumers’ Disconfirmation of
Expectation and Satisfaction with Local Independent Retailers”, International Journal of
Retail and Distribution Management, Emerald Group Publishing Ltd, Vol 36, Isuse 2, 2008, p
143-157-Most of the strategies performed by small town independent retailers did not meet
their local consumers’ expectation. Specially merchandise assortment and availability, such
as offering a unique and large selection of products, showed the largest discrepancy between
respondents’ expectation and retailers’ performance, indicating that independent retailers are
not meeting their consumers’ needs in these areas. Seung-Eun et al (23) that the participants
who were satisfied with their independent retailers, shopped locally, where strongly attached
with their communities and were willing to support their local independent retailers.

29
 FACTORS AFFECTING CONSUMER BEHAVIOUR
In India it is habit of having biscuits along with tea. Understanding consumer behaviour is
tough. The study of consumer behaviour includes the knowledge about the consumer, their
buying motive and their buying habit. Keeping all this in mind, the factors influencing the
buying behaviour of consumers are:

DUKES being a consumable product are not influenced by factors like cultural factor. As
shown above social factor are sub divided into three parts namely reference groups, family
and social role and status.

1. REFERENCE GROUP- people, especially kids are always influenced by the people
around them. They are influenced by friends, relatives, family members especially elder
siblings, etc. so if they see anyone around them having DUKES biscuits, they too want to eat
it.
2. FAMILY- in this case also, if it is a usual habit of the family members to have
DUKES biscuits with tea or coffee, the kid in the growing stage or any new member
joining the family for tea will form a similar habit or the later will be offered the same
biscuit.

PERSONAL FACTOR
The factors whose intension differs from person to person are together termed as personal
factors. They are as follows:

1. AGE- DUKES is consumed maximum by kids. Who have formed the habit of having
DUKES in their early stage of life continue this practise even after growing up. They
continue their consumption of DUKES even after they grow up
2. OCCUPATION- the buying behaviour of consumer is influenced also by occupation
he or she belongs to. In case of DUKES, the purpose of buying the product varies
from a person with a high post in a M.N.C to a poor labour. For the executive
employee, he may or may not buy the product. He may buy a more expensive or an
imported biscuit brand because he can afford it. Also he may buy it only to be one of
the main snacks available to him. On the other hand, a poor labour would buy a
packet of DUKES to satisfy his hunger. For him, it is not a matter of choice or luxury,
but a necessity because it is the easiest and cheapest he can get.
3. INCOME- income of a person decides its core expenditure segment. If a labour earns
a fixed amount & if a biscuits like DUKES which for sure ensure high level of
glucose content & immediate energy regained, he would definitely opt to buy DUKES
biscuits packet and not spend even that minimal amount of Rs5 on anything else. But
since DUKES is a low priced, value for money product, a person income does not
really play a role in influencing the purchase of the product. Consumers of all income
groups do buy the product.

30
PSYCHOLOGICAL FACTOR
1. MOTIVATION- for DUKES the main and the basic motivation which pull
consumers towards buying it is simply hunger. This is what pulls the consumers
towards the purchase of DUKES. Also since biscuits are perceived as snacks, when
consumer is drinking tea or coffee he or she is motivated to buy DUKES at that time.
2. PERCEPTION- consumer believes DUKES to be a good quality product which is
cheap too. They also perceive it to be a great snack with tea.

SOCIAL FACTORS
1. STATUS- DUKES also have some high priced product. So consumer in the higher
income group will prefer to buy those products over other brands since it would be a
matter of higher status.

31
 OBJECTIVES
This project primarily support two phases namely,

1. Study and analyse the customer preference about Dukes

2. To know distribution strategy of Dukes.
3. Consumer perception about the quality of DUKES biscuit.
4. To study the awareness level and preference for various biscuits segments among
retailers and customers.
5. Studying the consumer buying behaviour with respect to Dukes biscuits in modern
trade.

This project is under the modern trade department of the company and focuses on increasing
sales of Dukes in the modern trade. The primary goal of the project is to increase awareness
amongst consumers for the products as well as expectation of the consumers from the
company while buying the products. The market needs to be penetrated completely by
knowing the competitors and evaluating their business model.

PROJECT SCOPE
1. The project cover West Bengal region with focus on developing modern trade for
Dukes India.
2. Major focus is on pitching customers to know their buying behaviour, selling Dukes
products, understand the supply chain strategy, promotional strategy working on the
Dukes software Bizom and perform different promotional activities.

32
 METHODOLOGY
In order to comply with the objectives and to achieve them, certain steps have to be followed.
So the methodology will include the steps or methods used or which we will be using during
the course of the project to achieve the objectives. So I am discussing the steps taken for
achieving each objective.

 To understand the industry and the market- before beginning of any

project regarding any industry, it is very essential that we have a proper known-how
about the industry and the industry in which the company is enjoying. So for
accomplishing this a thorough research about:
 The cookies and journal industry: Gamers and Market Potential
 Dukes India and its business in the industry.
 Products, Excellent, Costs, Submission Program, Transaction Program, Current
Customers.
 Competitors and their industry stocks, Excellent, Costs, Submission, Programme,
Transaction Programme, current customers.
 Modern trade for Dukes Products- modern trades are hyper markets that
retail Fast Moving Consumer Goods (FMCG) goods. Also known as organised retail.
This retail format started in India in the early 1990’s. There are some hypermarkets
like big bazar, D-Mart, etc. through which Dukes sold their goods. This trade is also
known as modern trade. To manage the products of Dukes promoter was appointed
for each store to maintain the stock, sell the products and to check the offers on
products. This is the modern way of selling the goods.
 To interact with customers and understand their buying
behaviours/pattern and expectation- during the process of selling the
products in store, it was very important that we know what are customer want, need
is, his purchase actions. For this, a small study had been performed by making them
complete a set of questions while interacting with them and selling goods to them.
Certain customers were product devoted towards their particular brand and they don’t
want to switch to other brand, but many willing to change owing to the low costs that
Dukes was providing. People recommended purchasing from such meals bazar rather
than suppliers. Certain customers desired a longer credit times which Duke can’t
offer, so we had to get rid of such useful customers. Various other styles in customer
purchasing actions were found and from that we could comprehend the client
objectives and try to persuade him in the way that he would be willing to change. So
this is how we could comprehend the individual purchasing actions.
 Understanding the distribution channel of Dukes and its competitors-
distribution channel plays a very important role for any organization. If the
distribution is not proper, no company can make profits. Hence in order to do sales,
you need to know the company’s distribution channel and work accordingly. In
modern and general trade use a two level distribution systems from supplier to

33
 Distributor to wholesaler/hyper market and finally to customer.

Super WHOLE
DUKE SELLER/
stocki CUSTO DUKES
S HYPERM
st MERS DEPO
DEPO ARKET

CHANNEL DESIGN
So once the distribution channel is understood it is very important to understand the channel
design which is followed. The diagram bellow given us an idea about the channel design.

1 • Analyse Customer Need

• Setting Channel Objective

2

• Identifies Major Alternatives

3

• Evaluation Of Alternatives
4

Analyse Customer Needs

It is very essential to understand the type of requirement of customers and their needs. For
this consumer buying behaviour also has to understood. Based on the needs the further
process of targeting the customers and all can be accomplished.

Setting Channel Objectives

The channel objective is to be set for what the channel been used for. Like the Modern Trade
channel has been used for targeting hyper market like Big Bazar, Star Bazar and to increase
the profit margin by increasing the sales through this distribution network.

Identifies Major Alternatives

Alternatives in this case can be of three types:

 Intensive

34
  Selective
 Extensive

Evaluation of alternatives
Finally we check if there are any alternatives and select the best alternative for the same.

Sales and Distribution Strategy

Sales

General Trade Modern trade Alternative channels

1. Kirana 1. Big retail 1. Railways

2. Kiosk chain outlets 2. Airport
3. Govt Organization
4. Multiplex

35
 RESEARCH METHODOLOGY
Research methodology is considered as the nerve of the project. Without proper well
organised research plan, it is impossible to complete the project and reach to the conclusion.
The project was based on the survey plan. The main objective of survey was to collect
appropriate data, which work as a base for drawing conclusion and getting result.

Therefore research methodology is the way to systematically solve the research problem.
Research methodology not only talks of the methods but also logic behind the methods used
in the context of a research study and it explains why a particular method has been used in the
preference of the other methods.

RESEARCH DESIGN
Research design is important primarily because of the increased complexity in the market as
well as marketing approaches available to the researchers. In fact, it is the key to the
evolution of successful marketing strategies and programmers. It is an important tool to study
buyer’s behaviour, consumption pattern, brand loyalty and focus market changes. A research
design specific the methods and procedure for conducting a particular study. According to
Kerlinger, “Research Design is a plan, conceptual structure, and strategy of investigation
conceived as to obtain answers to research questions and to control variance.

TYPES OF RESEARCH ARE:

DESCRIPTIVE RESEARCH
The type of research adopted for study is descriptive research. Descriptive studies are
undertaken in many circumstances when the researcher is interested to know the
characteristic of certain group such as age, sex, education level, occupation or income. A
descriptive study may be necessary in cases when a researcher is interested in knowing the
portion of people in a given pollution who have in particular manner, making projections of a
certain things, or determining the relationship between two or more variables. The objectives
of such study is to answer the “who, what, when, where and how” of the subject under
investigation. There is a general feeling that descriptive studies are factual and very simple.
This is not necessarily true. Descriptive study can be complex, demanding a high degree of
scientific skill on part of the researcher.

Descriptive studies are well structured. An exploratory study needs to be flexible in its
approach, but a descriptive study in contrast tends to be rigid and its approach cannot be
changed every now and then. It is therefore necessary, the researcher give sufficient thought
to framing research.

QUESTION AND DECIDING THE TYPES of data to be collected and the

procedure to be used in this purpose. Descriptive study can be divided into two broad
categories: Cross Sectional and Longitudinal Sectional. A cross sectional study is concerned
with a sample of elements from a given population. Thus it may deal with household, dealers,

36
retail stores or other entities. Data on a number of characteristics from sample elements are
collected and analysed. Cross sectional study is of two types: Field study and Survey.
Although the distinction between them is not clear-cut, there are some practical differences,
which need different techniques and skills. Field studies are ex-post-factor scientific inquiries
that aim at finding the relations and interrelations among variables in a real setting. Such
studies are done in live situations like communities, schools, factories and organizations.

Another type of cross sectional study in survey result, which has been taken by me. A major
strength of survey research is its wide scope. Detail information can be obtained from a
sample of large population. Besides, it is economical as more information can be collected
per unit cost. In addition, it is obvious that a sample survey needs less time than a census
inquiry. Descriptive research includes survey and fact finding enquiries of different kinds of
the major purpose. Descriptive research is description of the state of affairs, as it exists at
present. The main characteristics of this method are that the researcher has no control over
the variables. He can only report what has happened or what is happening. The methods of
research utilized in descriptive research are survey methods of all kinds including
comparative and co-relation methods. The reason for using such needs to be flexible in its
approach, but a descriptive study in contrast tends to be rigid and its approach cannot be
changed every now and then.

DATA COLLECTION METHOD

Data can be obtained from primary and secondary sources. Primary data refer to information
obtained by the researcher on the variable of interest for specific purpose of the study.
Secondary data refers to information gathered from sources already existing, while discussing
literature survey. Some of the example of secondary data is company records or archives,
government publication, industry analysis offered by media, websites, and internet and so on.
In some cases, the environment or particular settings and events may themselves be source of
data, as for example, studying the layout of a plant. Considering the research problem and
research methods defined, only secondary data was collected in this research.

Secondary data are indispensable for most organizational research. Secondary data refer to
information gathered by someone other than the researcher conducting the current study.
Such data can be internal or external to the organization and accessed through the internet or
perusal of recorded or published information. Secondary data can be used, among other
things, for forecasting sales by constructing models based on past sales figures and through
extrapolation. There are several sources of secondary data, including books and periodicals,
government publications of economic indicators, census data, statistical abstracts and data
base the media, annual reports of companies etc. Case study and other archival records
sources of secondary data provide a lot of information for research and problem solving.
Such data are, as we have seen, mostly qualitative in nature. Also included in secondary
sources are schedules maintained for or by key personnel in organization, the desk calendar
or executive and speeches delivered by them. Much of such internal data though could be
proprietary and not accessible to all.

37
The advantage of seeking secondary data sources is saving in time and costs of acquiring
information. However secondary data as the sole source of information as the drawback of
becoming obsolete and not meeting the specific needs of a particular situation or setting.
Hence it is important to refer to sources that offer current and up to date information.
Secondary data in this research was collected through various forms, company’s profile,
websites and various literature studies.

PROJECT METHODOLOGY
PRO’s of the DUKES biscuits in modern trade.

“Study of consumer buying behaviour in confectionary product with respective DUKES

biscuits in modern trade at Kolkata, West Bengal”.

SRO’s of DUKES biscuits in modern trade

 SRO1: To determine how the hyper market footfall size affect the purchase of
DUKES product.
 SRO2: To determine how the price offered by the distributor affect the purchase the
DUKES biscuits.
 SRO3: To determine how the offer prepared for customers affect the purchase of
DUKES biscuits.
 SRO4: To determine how the quality offered by DUKES affect the purchase of
DUKES biscuits.
 SRO5: To determine how many output points are required in the DUKES product.

DATA COLLECTION INSTRUMENT

The survey method was used for the researcher, the personal interview were conducted with
the help of a structured questionnaire.

STATISTICAL TOOLS USED FOR ANALYSING THE DATA

Percentage method.

Graphical representation using figures and bar diagram.

SAMPLING TECHNIQUE
Non-profitable sampling was adopted to conduct the survey. Customers are selected on the
basis of ease to access. So convenience sampling was carried out for collecting primary data.

In this method a desired number of sample unit is selected deliberately or purposely

depending upon the object of the enquiry, so that only the important items representing the
true characteristics of the population are included in the sample.

38
SAMPLE SIZE
A sample size of 100 respondents was interviewed through the interactive methodology. The
interaction was limited to 5-10 minutes wherein discussion happened about the customer
behaviour towards DUKES biscuits or DUKES product. Also question related to various
brand presences and their purchase intention was posed.

Sampling Research Design: Descriptive

Sample Area: West Bengal, West Midnapore (Kharagpur, Ghatal, Basudevpur)

Sample Unit: Individual (both male & female)

Sample Size: 100

No. of Respondent: 92 Respondents

39
 DATA ANALYSIS

Which brand biscuits you like to consume?

It was in inferred from the above question that ITC rank first, Britannia rank second and
DUKES rank third and Anmol rank forth in consuming biscuits according to consumer. ITC
rank first as it has a strong brand presence in the mind of the consumer, Britannia rank second
because of taste and brand presence and DUKES rank third because of price and taste.

40
Why you prefer eating Dukes biscuits?

It was inferred from the above question that 34.4% like to consume for time pass, 31.1% like
to consume as a snacks and 29.5% like to consume when they are hungry.

41
How many times a day you consume biscuits?

It was inferred from the above question that 49.2% people like to consume twice in a day,
31.1% like to consume once in a day and 19.7% like to consume thrice in a day.

42
Who all from your family eat Dukes biscuits?

It was inferred from the above question that 62.3% families like to consume DUKES biscuits,
23% children like to consume DUKES biscuits and 6.6% mother like to consume DUKES
biscuits and 1.6% father like to consume DUKES biscuits.

43
Which factor you prefer most when you buy Dukes biscuit?

Above figure depicts that price and taste are the two main important factors considered
among the five factors. Consumers have the tendency to consume biscuits because their prior
preference is the taste.

44
Who are the primary influencers in purchasing Dukes biscuit?

For the consumers friends and children and media are the three influencers of this biscuit
brand. If we consider children as an influencer the main reason is that DUKES waffy is very
well known to the children and they are much aware about the products of DUKES which
influence them to buy DUKES biscuits.

45
What do you like more in Dukes biscuits?

Among several parameters mentioned above taste and brand name and price sounds good for
brand. If we consider taste DUKES as a brand stands far from the Britannia though if brand
name is considered consumers are much more aware about the brand Britannia.

46
Which Dukes biscuits packet you prefer to buy most?

Chart shows that people prefer to buy Rs5 packet that the other price packet. It shows that
people do not want to invest more in this biscuit brand. Though the taste is good but due to
lack of awareness of the product people does not want to invest more in their product.

47
Are you satisfied with the price of the biscuits?

From the data collected we can say that most of the peoples consuming DUKES feel that the
price is affordable by them. If we compare the price of DUKES with other brands than the
price of DUKES is same with other brand but the quantity offered at that price is more in case
of DUKES.

48
I like Dukes biscuits because?

As the price is affordable by the consumers they like to consume DUKES biscuits as it taste
good, satisfy their hunger and have a wide variety. DUKES also have a large portfolio in their
biscuit categories product which also attract customer to consume DUKES biscuits.

49
If Dukes biscuits are not available in the shop which brand will you prefer?

The above given data says that if DUKES is not available in the shop consumer will prefer
Britannia, Parle-G and Anmol as it substitute. This shows those consumers are ready to
switch the brand with it substitute brand.

50
If your retailer will give you substitute instead of Dukes will you buy?

From the data collected we find that 42% will buy another brand and 39.3% may buy another
brand which shows that the brand loyalty among the consumers is very low.

51
How do you come to know about the new offers and products of Dukes?

The consumers have come to know about the product through word of mouth and by window
shopping. The consumer came to know about the offer through their friends or by someone
else and they also came to know about the offer when the visit the store to purchase the
product. If offer attract the consumers they buy the product.

52
Do you get the Dukes biscuits pack in your nearby retail outlet?

As we can see that people consuming DUKES biscuits get it at their nearby retail outlet. This
shows that the availability of the biscuits is good which is one of the reasons for buying
DUKES biscuits as the consumers get it very easily.

53
How would you rate the quality of the biscuits?

As most of the respondent responds that the DUKES biscuit is of good quality. There is no
issue with the quality of the biscuit. They like to consume DUKES biscuit because of the
quality. Compare with the other brand regarding price, biscuit is of good quality.

54
FINDINGS
1. We can see that price and taste are the two most important factors considered among
the five factors considered. Consumers have the tendency to consume biscuits because
their prior preference is the taste.
2. Consumers prefer to buy Rs5 biscuits packets compared to the other range biscuits
packet. Sales of Rs5 biscuits packet is also high compared to the other range biscuits
packet.
3. For consumers friends and children are the two influencers of this biscuit brand. If we
consider the children as an influencer DUKES is most favourable as children are
much aware about the DUKES wafer which influence them to buy DUKES biscuits.
4. From the survey conducted we can see that people purchasing DUKES and Britannia
are most of all equal in percentage. We can say that DUKES is a good competitor of
Britannia. People purchased DUKES biscuits by gathering information through word
of mouth.
5. Among the several parameters mentioned above taste and price sound good for the
brand. Although peoples are much more aware about the brand Britannia but they
purchase DUKES for the taste and price of the products.
6. From the survey conducted we can see that availability of the biscuits is one of the
prime factors of buying the DUKES biscuit. Most of all respond that the availability
of the DUKES biscuit is good in retail stores. Beside price and taste they prefer to buy
the DUKES biscuit because of the essay availability of the products in the stores.
7. The consumers are aware about the DUKES biscuits through word of mouth and
some of them through shops. This shows that DUKES in not investing much on
advertisement. As the brand is much more known for the waffy product they are not
investing more in the advertisement of their biscuit products.
8. From the survey it is seen that when the consumer consume biscuits for time pass they
don’t give much importance in brand name of the company but when they consume
biscuits in snacks or to satisfy their hunger they give much importance to brand name
with taste and price.
9. From the survey conducted we can see that consumers are ready to switch to the other
brand. They are ready to buy other brand biscuits in place of DUKES which shows
that consumers don’t have brand loyalty regarding the brand DUKES.
10.From survey people don’t like about Dukes product is packaging. People think that
packaging is not goods as compared to other brand product. 41.1% people think that
packaging is not good

55
 RECOMMENDATION
1. Children play the part of major influence in purchases decision of biscuits. For
attracting them, advertisement should be focused on the want, needs and pleasure of
children.
2. Introduction of combo packs with discounts may help the brands. Offering gifts like
pen, pencil, rubber, geometry box etc., for children regularly may keep the sales
constant. Introduction of hygienic and attractive packaging without increasing the
price may attract more consumers.
3. Company should start a program for the loyal retailers and wholesalers to reduce their
complaints by providing timely supply replacement. This will help in increasing their
sales.
4. Company should adopt innovative packaging techniques, as they have their own
packaging unit as consumers are highly attracted towards new packaging.
5. DUKES as to improve the quality as to show a difference with the other brands.
6. Samples and price off are the best promotional tool which must be utilize by DUKES
to grab the market.
7. The company must promote its new launched products properly. The offers about the
products should properly communicate to the customers. They should advertise their
product as they more depend on word of mouth and window shopping for their sales.
8. The company should take proper measures that the schemes and offers are not gulped
by the middleman, and that it benefits the retailers and customers.

56
 CONCLUSION
After going thick on the thing, now time is to make a complete picture. While making a
product a SKU (Stock Keeping Unit) of the shop retailers think about the GMROI (Gross
Margin Return on Investment) and they promote the brand which provides them highest.
They expect return in form of profit margin, company schemes, window display and
references of the shop. Among this company scheme make the differences and are the highest
source of motivation after profit margin. Retailers demand a constant push from the
company.

Marketer need to advertising and brand building strategies to address the discerning buyers
and retail push in different buyers. The company should understand consumer behaviour
because retailers can’t help quality and price. It is only up to dealers said it is demanded they
sell DUKES.

DUKES have created a sensation in the market in the segment of biscuits. As it is a budding
company compare to Britannia and ITC. It is striving hard in gaining the customers through
its brand name. The brand DUKES have a good image in the mind of the customers and there
is a need to penetrate into the rural segment and make it available as many as retail outlet.

Consumers like to consume DUKES biscuits because of it taste, brand name and price. Price
of the DUKES biscuit is affordable by the consumers. Consumer also like to consume
DUKES biscuit as it have a wide variety in biscuit segment which give consumer large option
to choose. From the survey it is seen that child buyer are more loyal towards the DUKES
brand compare to the adult buyer. As DUKES has a very strong image in the mind of the
child buyer but in case of adult buyer much more awareness is needed about the product.

I want to conclude my project by saying that the company is having a good position in the
market, despite facing intense competition from local and global players. It is enjoying
leadership in crème Biscuit segment as well as wafer segment because company is well
known for wafer. As the market penetration of Dukes is really wide, it has to cover all the
hurdles which come across.

According to the analysis, Dukes is the most preferable company in case of biscuits
especially crème. The wide range of brands in biscuits and the introduction of premium
biscuits in good quality would increase the sales in the long term.

Buying behaviour of consumers is not same. Different consumer having different behaviour
for purchase the product. It observed that many consumers are very loyal for particular brand,
many consumers seeing the offer before purchase the products in which brand gave the more
offer then purchase that product. Many consumers show the taste of the product. These types
of consumer do not show the price of the product but taste of the product is required to be
excellent. It is observed that many consumers are seeing the price before purchase the
product and then which brand of product price is lower than the others that product is
purchased.

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 REFERENCES
WEBSITES
 https://dukesindia.com/about-ravi-foods/
 https://dukesindia.com/
 https://dukesindia.com/products/biscuits/Merry%20Milk
 http://www.treffbiscuits.in/
 https://www.thehindubusinessline.com/companies/ravi-foods-to-invest-250-cr-
inexpansion/article24135735.ece
 http://www.socialresearchfoundation.com/upoadreserchpapers/5/234/1901170
656251st%20nilanjan%20roy.pdf

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 QUESTIONAIRE
SURVEY ON CUSTOMER BUYING BEHAVIOUR

Name- ________________________________________

Gender- ______________

How old are you- _________

Profession- ________________________________

Income- _______________

1. Why you prefer eating Dukes biscuits?

☐Time pass
☐Snacks
☐When hungry
☐Any other _________________________
2. Which brand biscuits you like to consume?
☐Britannia
☐Dukes
☐Parle
☐ITC
3. How many times a day you eat Dukes biscuits?
☐Once
☐Twice
☐Thrice
☐more than thrice
4. Who all from your family eat Dukes biscuits?
☐All
☐Father
☐Mother
☐Children
5. Which factor is most important when you buy Dukes biscuits?
☐Price
☐Brand name
☐Taste
☐Availability
☐Calories

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6. Who are the primary influencers in purchasing Dukes biscuits?
☐Spouse
☐Friends
☐Children
☐Relatives
☐Media
7. What do you prefer most in Dukes biscuits?
☐Taste
☐Brand name
☐Packaging
☐Price
8. Which Dukes biscuits packet you prefer to buy most?
☐Rs5
☐Rs10
☐Rs20
9. Are you satisfied with the price of the product?
☐Yes
☐No
10. I like Dukes biscuits because
☐It taste good
☐Satisfies my hunger
☐It has wide variety
☐It makes me feel energetic.
11. If Dukes is not available in the shop which brand will you prefer?
☐Britannia
☐Parle-G
☐Bisk farm
☐Oreo
☐Horlicks
☐Raja
☐Priya
☐Anmol
☐Patanjali
12. If the retailer give substitute instead of Dukes will you buy?
☐Yes
☐No
13. How do you come to know about the new offers and Products of Dukes?
☐Word of mouth
☐Window shopping
☐Magazines

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14. Do you get the Dukes biscuits pack in your nearby retail outlet?
☐Yes
☐No
15. How would you rate the quality of the biscuits?
☐Excellent Quality
☐Good Quality
☐Average Quality
☐Low Quality
☐Very Low Quality

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