Executive Summary:

GROUP NO-5

There is a recent trend in the retail sector of bundling the products offered to customers. Companies have two option of pure bundling (where the products or services are available only in bundle form) and mixed bundling (where the consumer has an option to purchase the products or services individually or as a bundle). Retail stores combine a pack of two or three similar products with discounts. For such products the retailers mostly do not provide single packs. Thus the customers attitude towards such products is a matter of study. Background: The Indian retail industry is the fifth largest in the world. Comprising of organized and unorganized sectors, India retail industry is one of the fastest growing industries in India. The increasing competition in this sector has prompted retailers to provide various promotional offers and discounts. Retailers are in a race for selling more quantity to gain more profit. In order to increase the volumes retailers provide bundled products to the consumer. Problem statement The proposed study is to understand the behavior of consumers towards the concept of Pure Bundling of biscuits by retailers in urban market and analyze the demand for the product. Research Objectives: Estimate the success of bundling for retailers. The consumer which the retailers are targeting Reasons for providing bundled products. To study the feasibility on the concept To analyse the pricing methodology adopted by the retailers

Research Design A descriptive study to identify the factors influencing customer behavior towards bundling. This will help in finding the effect of bundling on the customers. Stage 1: The research would involve collection of data from primary sources which would be collected by Questioners Personal Interviews The sample size of which we will be taking response will 50-60 individuals. Stage 2: Understanding the practices of the pricing of the products and consumer behavior.

QUESTIONNAIRE Hi..We are from Amrita School of Business, Kochi doing a project on Consumer Behaviour towards bundling of biscuits. Please spend some time to fill in this survey. The survey is voluntary and will help us to gather more information for our project. 1.How often do you buy biscuit in a month? Never 1-2 time 3-4 time 5-6 times 6 or more

2.What kind of biscuits do you prefer?(give preference order as 1,2,3,4) Cookies Sweet and Salty Cream Choco chip Marie Glucose biscuit Salty

3.From where do you prefer to buy biscuits? Unorganized store Organized retail market (Like Reliance fresh, spencers, Big Baazar, etc.) Bakeries 4.How many packets of biscuit do you buy in a single purchase? One Two Three More than three 5.How much do you spent on biscuit per purchase? Rs. 0-20 Rs. 21-40 Rs. 41-60 Rs. >60 6.Which all factors do you consider while buying biscuits? Brand Quantity Price Taste

7.Which brand of biscuits do you mostly prefer? Parle Britannia Sunfeast PriyaGold Others 8. Which kind of biscuit would you mostly prefer to be bundled? (please choose your combinations from Q.2 ) 1) 2) 3) 9.Which bundling options would you prefer? Biscuit packets of same brand Biscuit packets of different brand 10. While buying a biscuit packet Would you prefer to buy: One for Rs.22 Two for Rs. 40 Three for Rs.60 12.Do bundling of goods reduces your purchasing choices? Yes No Neutral

11.In general do you think bundling of product is beneficial? Yes No Neutral

13. Other than biscuits what all eateries do you prefer to buy in bundle? . 14. Any opinion:

Name: Age: Gender: Male Occupation: THANK YOU Female