PROJECT REPORT ON

CONSUMER PERCEPTION ABOUT

HALDIRAM’S AND BIKANERVALA
PRODUCTS

SUBMITTED IN PARTIAL FULFILLMENT OF THE

REQUIREMENTS FOR THE

MASTER’S DEGREE IN BUSINESS

ADMINISTRATION
OF
UTTARAKHAND TECHNICAL UNIVERSITY,
DEHRADUN

SUBMITTED TO SUBMITTED BY
PROF.SANDEEP GUPTA
DBS DEHRADUN YATIN LODHI RAJPUT
COURSE :- MBA
ERP ID :- 0191MBA192
 ACKNOWLEDGEMENT

The joy of ingenuity!!! This is undoubtedly what this project is about. I would like
to add a heartfelt word “It is not possible to prepare a project report without the
assistance & encouragement of other people. This one is certainly no exception.”
On the very outset of this report, I would like to extend my sincere & heartfelt
obligation towards all the personages who have helped me in this endeavor.
Without their active guidance, help, cooperation & encouragement, I would not
have made headway in the project.

Respected guide Sandeep Gupta, Doon Business School, Dehradun For his
guidance for the completion of the project.

I also thank my friends and well wishers, who have helped me and provided their
whole hearted support to me in this work. I believe that this endeavor has prepared
me for taking up new challenging opportunities in future.
 CERTIFICATE

I have the pleasure in certifying that Mr. Yatin Lodhi Rajput is a bonafide student
of IInd Semester of the Master’s Degree in Business Administration Batch 2019-
21, of Doon Business School, Dehradun under Uttarakhand Technical University,
Enrollment No
190360500226 .

He has completed his project work entitled CONSUMER PERCEPTION

TOWARD HALDIRAM’S PRODUCTS AND BIKNERVALA PRODUCTS

I certify that this is his original effort & has not been copied from any other
source. This project has also not been submitted in any other Institute /
University for the purpose of award of any Degree.

This project fulfils the requirement of the curriculum prescribed by this Institute
for the said course. I recommend this project work for evaluation &
consideration for the award of Degree to the student.

Signature : ……………………………………
Name of the Guide : Sandeep Gupta
Designation : Professor
Date : 20/07/2020

3
 TABLE OF CONTENTS

CHAPTER 1 OBJECTIVES

CHAPTER 2 COMPANY PROFILE

CHAPTER 3 LITERATURE REVIEW

CHAPTER 4 RESEARCH
METHODOLODY
CHAPTER 5 DATA ANALYSIS AND
INTERPRETATION
CHAPTER 6 FINDINGS

CHAPTER 7 SUGGESTIONS

CHAPTER 8 CONCLUSION

CHAPTER 9 BIBLIOGRAPHY

ANNEXURE
EXECUTIVE SUMMARY
4
Marketing
Marketing is "the activity, set of institutions, and processes for creating,
communicating, delivering, and exchanging offerings that have value for
customers, clients, partners, and society at large”. Marketing is the science of
choosing target markets through market analysis and market segmentation, as well
as understanding consumer behavior and providing superior customer value.

Consumer Behavior
Consumer behavior, also called as consumer psychology, is a branch of applied
psychology, marketing and organizational behavior. It examines consumers'
decision making processes and ways in which they gather and analyze information
from the environment. See the consumer behavior article for an overview.
Consumer behavior is a multidisciplinary field which is integral to industrial
psychology and aspects of household economy studied in microeconomics.
Consumer behavior also means the actions shown by consumers while making
decision to select household and consumer items
With reference to this context, this project has been prepared to put a light on
customer perception about Haldirams vs Bikanerwala products .
This project is completely based on market research of Haldirams and Bikanerwala
products. Under this research, we have taken sample size of 80. On the basis of
that we have assessed the level of Customer Perception of Haldirams vs
Bikanerwala products. Then after we have formulated Conclusion and
recommendations.

CHAPTER 1 OBJECTIVES
5
1. To know customer perception of service quality .

2. To investigate customer perception of product quality about

haldirams and bikanervala products

3. To find out customer perception of their value

satisfaction about their brand value satisfaction about the
brand.

4. To understand major points of difference between 2 Brands

in context of products & services.

5. To draw conclusions and results.

6
 CHAPTER 2 INTRODUCTION

INDIAN SNACK INDUSTRY

Food in India holds a value beyond a mere survival necessity. It holds the fort of
sentiments, culture, heritage, innovation and way of living for millions of Indians.
Over the course of time, India has travelled miles to come to the current state of
food and consumption patterns witnessed today. As a testimony to this, from
freshly-made snacks, we now see solid traction for packed, instant and ready-to-
cook snacking food items.

The Indian snacking food industry is a promising and a booming arm of the FMCG
category, thanks to the evolving consumer consumption patterns. The shift in
demographics is fueling changes, as the fixed'three meals a day' model seems to no
longer be relevant. With the rise in busy lifestyles, millennials and Gen Zs have
adopted snacking attitudes and are making different snack choices based on health,
convenience, brand and trust. Consumers are intentionally looking for snacks to
indulge in, to satisfy a craving or to hold themselves up until their next meal.

The consumption frequency has increased and as a testament to this, the market for
snack food segment is on the rise. The revenue in the snack food segment amounts
to over $5000 million in 2019 and the market is expected to grow annually by
7.5% (CAGR 2019-2023). Brands are capitalizing on this opportunity through their
product offerings, bringing the goodness of healthy food items to Indian consumers
in different formats suited to their lifestyle, taste and convenience.

7
Identifying trends that are showing a surge and anticipating customer needs can
illuminate FMCG brands to help them stay ahead of the competition. Below are
some of the trends anticipated to rule the Indian snacking market in 2020:

1) Evolving consumer habits – A step towards healthier food

options:
Consumers demand a range of natural products that deliver health benefits in
convenient formats. They are more attuned to healthy eating habits and what goes
into their food. The definition of food that falls in the snacking category is
changing, with the rising consciousness to nutritious ingredients. Brands are
responding to this demand by focusing efforts on developing snacks that contain
healthy ingredients, satisfying cravings throughout the country. This growing
innovation has led to rapid shifts in the category and brand portfolios. The
increasing urbanization, the soaring need for an on-the-go snack for people with
hectic lifestyles coupled with the increasing consumer spending power is
propelling the market growth.

8
2) Businesses extending their SKUs with new launches:
The advent of healthy and convenient snacking is bringing a whole new dimension,
and therefore opportunity, to the industry within the food and adjacent
categories. The significant changes in what people choose to eat and drink and the
tastes they prefer are redefining snacking, leading to interesting innovations across
this spectrum. Brands are starting to integrate superfoods into snacks in order to
give busy consumers a quick health fix. Moreover, the diverse taste palette of the
modern consumer is a great opportunity for brands to integrate traditional flavours
and cuisine ideas from across the country into their offerings. The increase in the
variety of snacks is allowing the mindful consumer to indulge in guilt-free
snacking.

3) Increasing consumer consciousness around sustainability:

With the changing food categories, broader shifts in how consumers shop for
packaged food is also on the rise. Today consumers are making purchase decisions
with a level of mindfulness towards themselves, society and the planet. They are
growing increasingly loyal, willing to repeat purchases of brands which they know
align with their morals.

Consumers believe the choice of their consumption is an expression of who they

are and what they stand for. Brands are contributing and focusing efforts in
exploring and developing different packaging methods to create a zero-waste
future. They are working to innovate new collecting, sorting and recycling
schemes. Reflecting on the single-use plastic issue, they are turning into the
reusable packaging and innovative business models designed for the betterment of
the society.
9
4) Consumers seeking organic options for kids:
In a kid's world, any time is snack time. The mounting need to have on-the-go
snacks, high on nutrients, for children has worked in favor of the global healthy
snacking market. Adequate nutrition ensures they grow to their full potential.
Parents want their children to consume healthy snacks that help them improve
memory and concentration, as well as maintain their energy levels throughout the
day and circumvent lethargy. These snacks further help to control hunger between
meals and to avoid overeating at mealtimes.

5) Snacks touting nutritious grains:

With an explosion of healthy alternatives being introduced, there has been a radical
shift in the types of snacks consumers are looking for. They are actively looking at
snacks as a way to boost nutrition. Products that tout an added benefit like
including grain or high protein, low sugar content are experiencing an upswing due
to the various benefits they offer. More manufacturers are launching products
owing to these trends to deliver better-for-you items.

10
 COMPANY PROFILE

Haldiram’s is a household name in India, selling everything from savory snacks,

known as namkeens, to traditional sweets, potato chips and more recently,
complete frozen Indian meals. Its branded goods are sold in stores, including its
own, across the country.
The company is over 60 years old.

The story of the brand dates back to 1937 to a town called Bikaner in Rajasthan
where Haldiram’s was a small snack shop owned by Gangabisanji Agarwal, known
as Haldiram Agarwal.

11
In 1982, the business began expanding and set up its first shop in Delhi.  A decade
later, the company started to export to the U.S.

Globally, Haldiram’s products are now available in over 50 countries and occupy
“considerable shelf space” in supermarkets like, Tesco, Somerfield, Spinneys and
Carrefour, according to the company’s website.

In India, Haldiram’s also runs restaurants serving Indian street food specialties. On
average, according to the company, the restaurants use up 3.8 billion liters of milk,
80 million kilograms of butter, 62 million kg of potato and 60 million kg of pure
ghee each year.

Among its 30 varieties of namkeen, perhaps the most popular is its “Aloo Bhujia,”
spicy potato noodles made using gram flour and spices originating the home of
Haldiram’s: Bikaner.

Haldiram's has over 400 products. Its product range includes traditional namkeens,
western snacks, Indian sweets, cookies, sherbets, papads and pickles. The company
also produces ready-to-eat food products. In the 1990s, the production of potato-
based foods was enabled by the importation of machinery from United States
designed for these purposes.
Haldiram's products are marketed at various retail locations such as bakeries and
confectionery stores, among others, and also on various commercial
websites. The pricing of the company's products is typically inexpensive
compared to similar products made by other companies. Prior and up to August
2003 in United States market, the company's products were limited to potato
chips. The company's products are carried by some Indian supermarkets in
U.S. In U.S., Haldiram's products are popular with the Indian Diversification.

12
 PRODUCTS

HALKA FULKA
ALL IN ONE BOMBAY CHANA CHANA DAL MIXTURE

BOMBAY CHANA JOR

ALOO BHUJIA MIXTURE GARAM HARA CHIDWA

BOONDI BHUJIA
BANANA CHIPS MIXTURE CHIDWA PLAIN KABLI CHANA

BANANA CHIPS CORN FLAKE

MASALA BOONDI MASALA MIXTURE KAJU DAL BIJI

BANANA CHIPS
SALTED BOONDI PLAIN DAL BIJI KAJU MASALA

BANANA CHIPS BOONDI RAITA GHATIA KAJU MIXTURE

TANGY

13
 TOMATO

FALAHARI
BHELPURI CHAIPURI MIXTURE KAJU SALTED

FALAHARI KANPURI
BHUJIA CHAKOLI WAFFER MIXTURE

GUJRATI KARANCHI
BHUJIA PLAIN CHANA CRACKER MIXTURE MIXTURE

KASHMIRI
SAMOSA OM PURI NAVRATTAN MIXTURE

KAKHARA
SEM BEEJ PANI PURI NIMBU MASALA CORIANDER

KAKHARA
SAHI MIXTURE PUNJABI TADKA NUT MIX JEERA

MOONG DAL KAKHARA

MASALA METHI SEV LONG SEV MASALA

MOONG DAL MINI BHAKAR MADARASI KAKHARA

MAST MASALA BADI MIXTURE METHI

MOONG DAL
CHATAK KAKHARA
MASALA MOODI MIXTURE MASALA TWIST PLAIN

14
 KHATTA
MEETHA MOONG DAL MATHRI  

VISION, MISSION , GOAL

VISION:- Be the trend setter in the field of helathy and tasty eating to achieve a
sustainable growth. This will bring an overall upliftment of the organization , its
people and the society.

MISSION:- Review , recreate , and rediscover the trend of healthy eating and
innovate and invent fresh new methods to nourish and delight everyone we serve.

GOAL:- To provide our customers perfect taste and quality in best of packaging

BCG MATRIX

15
 STARS QUESTION MARKS
 NAMKEENS  CHAATS

CASH COWS DOGS

 SWEETS
 CHINESE CUISINES

SWOT ANALYSIS OF HALDIRAMS

16
ABOUT THE COMPETITOR

17
  In the market of snacks, namkeens, etc. Haldirams has many competitors
like- Pepsi, Frito Lay, etc. Because of so many market players offering same
kind of product Haldirams decides its strategies very carefully. Haldirams
main competitor is Bikanervala which has restaurants and sweet shops like
Haldirams and offers almost same type of product. The prices of products of
Bikanervala are generally influenced by Haldirams.

 Bikanervala offers almost same variety of dishes etc. and the

difference between the prices of these two is very less and at most of
the places where Haldirams is having an outlet Bikanervala has also
established its outlets there.

ABOUT THE COMPANY BIKANERVALA

18
Bikanervala is one of India’s most prominent families in the business of
traditional hospitality products like sweets and nankeens. Our forefathers
devoted their lifetime in developing exclusive recipes which are now proud
family secrets. To this wealth of inherited knowledge our new generation
has now added another dimension- modern technology.

Today, BIKANERVALA FOODS PVT.LTD. is an ISO 9001:2000, HACCP and

SQF2000cm certified company with four modern manufacturing units in the
national
capital Region and the chain of 88 outlets in India abroad, serving vegetarian north
India, south India, continental, Chinese cuisine and fast food along with a vast
variety of traditional Indian sweets and snacks

PRODUCTS

19
 NAMKEEN

PAPAD MAIDA ITEMS

BIKANO
PRODUCTS

SYRUP SNACKS

SWEETS

CHAPTER 3 LITERATURE REVIEW

20
 According to Hawkins, Mothersbaugh and Best, (2007)in the book
„Consumer Behaviour, Building Marketing Strategy‟ states that consumer
behaviour is also the study of processes and consumers used to select,
dispose and consume services and products. All decisions of marketing are
concerned on consumer behaviour‟s knowledge and assumptions.
Researching consumer behaviour is a critical process, but understanding
consumer behaviour is difficult to marketers and the marketers can use it to:
1) target customers effectively; 2) offers customer satisfaction and value; 3)
expand base of the knowledge in the marketing field; 4) create competitive
benefit; 5) develop services and products; 6) develops company‟s value; 7)
applies strategies of marketing towards positive effect on society i.e.
motivate people to support charities, lower down usage of drugs, enhance
healthy habits, etc.; and 8) understand how customers look their rivalries
products versus their products.

 Lake (2009) in his paper „Consumer Behaviour for Dummies‟ noted that
consumer behaviour describes the study of individuals and the tasks that
exists to satisfy their identified requirements. That satisfaction exists from
the processes used in choosing, protecting and using services or products
when the advantages acquired from those processes meet or exceed
customer‟s expectations. In other words when an individual identifies that
he has a requirement the psychological process initiates the decision process
of customers. Through this process the individual sets out to predict ways to
fulfill the requirement he has recognized. That process consists of the
individual‟s feelings, behaviour and thoughts. When the process is finished
the customer is faced with the activity of analyzing and digesting entire
information which decides the actions he will take to fulfill the requirement.

 Customer decision-making can be defined as a mental orientation

21
characterizing a customer’s approach to making choice. Intention to

purchase depends on the degree to which customers expect the product to

satisfy them, when they consume it. In this project we are considered to find

out the customer behaviour towards the brand of Haldirams and Bikano.

By analyzing the customer behaviour towards brand, preference to

packaged product through questionnaire asking for the awareness

towards brands, loyalty to the brand, major influencers, and also about the

ease of purchase.

CHAPTER 4
RESEARCH MEHTODOLOGY
22
This section indicates what to be researched and analysed. It also shows

which method is to be adopted for the research methodology.

Problem Statement

“To study the effect of sales promotion on customer buying behaviour and to

analyze the customer buying behaviour”

Introduction to Research:-

The following methodology will be used to state and justify the reason for using

the different methods selected for the research of the project. In order to achieve

the aims and objective of the study, it is very important that researcher should use

sound research tools and techniques and know how best to analyze the results.

Here, the combination of research methods has been utilized in gaining an insight

to a complex and changing area.

As in the research, the theory is already available about the customer behaviour

for the purchase decision by taking into consideration the price, quality and

the brand preference. Hence, the researcher has to analyze the effect of sales
23
promotion on customer buying behaviour and customer buying behaviour by

knowing the preference of the customer in the Bikano and haldiram food product

market by comparing the prospect market.

Research
Design:-

This section carries out the topics such as research sector, research population

and instruments used for the research.

Research Sector:-

Researcher is going to carry out the research on the prospects of the Haldiram and
bikano food products becausethe research aim is the study on customer
perception.

Research Population:-

24
Research population comprises of each and every person come under the

terms customer and consumer. They may be working persons, housewives,

students and impulsive buyers.

Research Instruments:-

Research instruments used to find out the solution of the research problem are:

 Questionnaire designed

Sampling Techniques:-

Random sampling method is used so each population can get equal and fair
chance of being selected.

Sample Size:-

Sample size taken for the study is 80

Source of Data:-
25
As the project title itself describes the future aimed problem as the research is

conducted related to sales promotion and customer buying behaviour. Here in the

survey primary data is collected with the help of questionnaire method and is

conducted to analyze effect of sales promotion on customer perception to get the

main theme of the project

Method of
Analysis:-

The raw data is not fruitful if it is not analyzed properly. There are various tools

available in the statistical field. Some statistical tools used for analyzing the data

are as follows:

Tabulation method

Graphical method

CHAPTER 5
DATA ANALYSIS AND
INTERPRETATION
26
Q-1 Which brands are you familiar with ?

survey

10%
Haldirams
Bikanervala
nathu's
50%
40%

ANALYSIS:- out of the 80 respondents 50% responds for haldirams’s , 40 %

familiar with bikanervala and 10% of people familiar with nathu’s.

Q-2 . Haldirams is a level brand?

27
 level

5%
national
25% international
regional

70%

Analysis :- From the 80 responses 70% respond on haldiram is a national level

brand , 25% people responds on international level and 5% of people responds on
regional level .

Q-3 According to you, haldirams is a maker of ?

28
 Column1

7%
9% Namkeens
sweets
snacks
papads
52%
32%

Analysis :- Out of 80 respondents 52% people responds haldirams is a maker of

namkeens , 32% people responds haldirams is a maker of sweets , 9% people on
snacks and rest 7% of people perception is papads.

Q-4 Which one do you prefer for snacks and fast food?
29
 preference

Haldirams
Bikanervala

47%
53%

ANALYSIS:- out of 80 respondents most of the people 53% prefer haldirams for
snacks and 47% prefer bikanervala for snacks

30
Q-5 Do you consume haldirams and Bikano products?

consumption

14%

yes
no

86%

Analysis :- out of 80 people 86% of people responds they consume bikano and
haldirams products and 14% of people responds not consume the products

Q-6 Whose product quality you find better?

31
 quality

haldirams
bikanervala
42%

58%

Analysis :- According to the survey conducted maximum people 58% feel that
Haldirams product quality is better. Amongst the population surveyed majority of
the people feel Haldirams product quality is better and very few people 42% feel
Bikanervala offers better product quality.

Q-7 Where are you from?

32
 Sales

9%
Metro
Non- Metro
Rural
45%

46%

Analysis:- out of 80 respondents 45% of people are from metro city , 46% are
from non-metro city and 9% of people are from rural areas.

Q-8 . Place of purchase of Haldirams and bikano products?

33
 purchasing

23% Retail outlets

local shops
departmental stores
45%

32%

Analysis :- out of 80 respondents 45% of people purchase haldirams and bikano

products from retail outlets , 23% of people purchase products from departmental
stores and 32% of people purchase from local shops

Q-9 How did you get to know of Bikano and haldirams products?

34
 get to know

16%
retail shops
tv advertisement
40% internet
19% street banner

25%

Analysis:- out of 80 respondents 40% get to know about haldirams and bikano
products from retail shops , 16% get to know form street banner , 19% get to know
form internet and 25% of people get to know tv advertisement.

35
 Q-10 Would you recommend brand haldirams or bikano to someone in
future?

recommendation

haldirams
30% bikano

70%

Analysis :- out of 80 repondents 70% people recommend haldirams to someone

and 30% people recommend bikano to someone in future.

CHAPTER 6 FINDINGS

36
 With the help of survey researcher finds out people are aware of haldirams
and bikanervala products.

 Customer prefer namkeens and snacks more of haldirams than Bikano

products.

 Customer purchasing decision mostly influenced by quality and taste of the

product in the area of study.

 Bikano has a very good scope in the future but still a step behind from

haldirams

 Customer get to know about products by tv , internet , street banners.

CHAPTER 7 SUGGESTIONS

37
On the basis of findings from the research made there are some points on which

the company should take care of:

 Company should increase its product length in packaged food product.

 They should work on the improvement in the product quality and their
unique selling proposition.

 They should have increased their outlet chains to reach large number

of customers as the maximum buyers like to buy directly from the retail

outlets.

 Sales promotion should be considered very much through offers, Tv ads,

newspapers, etc.

 Haldirams should continue to maintain its quality standards as people

like them for there high quality products.

38
 Haldirams should keep its prices according to their customers affordability

 It should introduce new products from time to time so that its product
range gets wider than its competitors.

 Haldirams management should keep a strong check on its cleanliness

staff and should see that the hygiene is maintained at the outlets.

 Haldirams should focus more on advertising and promotion so that

the target market gets to know about its latest offerings, seasonal
products, festive offers, etc.

CHAPTER 8
CONCLUSION

39
This section is prepared to know about the achievement of the primary
objectives which are carved before the execution of the study.

After the successful completion of the study it can be say that our all

primary objectives are fulfilled. The analysis of the questionnaire and

hypothetical research gives the following answer to the primary objectives.

 This study tells that the sales promotion is very important tool for

marketing and sales of any products.

 The prime expectation of customer is to have quality and

tasty products.

 Price does not matter to a consumer in the area of study. They are affected

by quality, taste and brand of the product.

 Consumers are well aware of the available brands

into the market.

 Demand for both brand products are not too high neither too low
in the area of study.

CHAPTER 9 BIBLIOGRAPHY

• www.Ha1dirams.com

40
 • www.bikanervala.com
• www.wikipedia.com
• www.google.com
• www.encyclopedia.com

• C.R. KOTHARI,” Research Methodology”, VISHWA

PRAKASHAN Publishing Printed in India, Bangalore,
Year1998.

• PHILIP KOTLER,” Marketing Management, Ninth

Edition”, Prentice Hall, Printed In India, Year 1999.

ANNEXURE

Q-1 Which brands are you familiar with ?

(a) Haldiram’s
41
 (b)Bikanervala

(c) Nathu’s

Q-2 Haldiram’s is a _____ level brand ?

(a) National
(b)International
(c) Regional

Q-3 According to you haldiram’s is a maker of ______ ?

(a) Namkeens
(b)Sweets
(c) Snacks
(d)Papads

Q-4 Which one do you prefer for snacks and fast food ?
(a) Haldirams
(b)Bikanervala

Q-5 Do you consume haldiram’s and bikano products ?

(a) Yes
(b)No

42
Q-6 Whose product quality do you find better ?
(a) Haldiram’s
(b)bikanervala

Q-7 Where are you from ?

(a) metro
(b)non-metro
(c) rural

Q-8 Place of purchase of haldiram’s and bikano products ?

(a) retail outlets
(b)local shops
(c) departmental stores

Q-9 How did you get to know about haldiram’s and bikano products ?
(a) retail shops
(b)tv advertisement
(c) internet
(d)street banner

Q-10 Would you recommend brand haldiram’s or bikano to someone in

future?
(a) Haldiram’s
(b)Bikano

43
44