09SKCMA017

Consumer Behaviour Towards Parle Products.
A Study On CONSUMER BEHAVIOUR TOWARDS Parle PRODUCTS Submitted in Partial Fulfillment of the Requirements of Bangalore University for the Award of the Degree of
MASTER OF BUSINESS ADMINISTRATION
By
DANIEL JOHN WESLEY Reg. No: 09SKCMA017

Under the Guidance of
Prof. Ramesh.M
ACHARYA INSTITUTE OF MANAGEMENT & SCIENCES

1st Cross, 1st Stage, Peenya Industrial Area Bangalore 560 058 2009 2011
Acharya Institute of Management & Science
DECLARATION
I, DANIEL JOHN WESLEY, hereby declare that this dissertation titled,
Consumer Behaviour towards Parle Products, conducted by me under the guidance of Prof. Ramesh.M. This has not been submitted earlier for the award of any other degree / diploma by Bangalore University or any other University.
Date: Place:
(DANIEL JOHN WESLEY)
CERTIFICATE FROM THE GUIDE
Certified that this Dissertation titled, Consumer Behaviour Towards Parle Products is based on an original project study conducted by Mr. Daniel John Wesley of IVth Semester under my guidance. This report has not formed the basis for the award of any other degree /diploma by Bangalore University or any other University.
Place: Date:
Prof. Ramesh.M
Certificate of Approval
This dissertation report of Daniel John Wesley titled Consumer Behaviour Towards Parle Products is approved in quality and form an has been found to be fit for the Partial Fulfillment of the Requirements of Bangalore University for the Award of Degree of Master of Business Administration.
Internal Guide Name: Prof. Ramesh. M Signature: Date:
External Examiners 01) Name: Signature: Date:
02) Name: Signature: Date:
Acharya Institute of Management & Sciences

1st cross, 1st stage, Peenya, Bangalore-560058.
COLLEGE CERTIFICATE
Certified that this Dissertation titled, Consumer Behaviour Towards Parle Products is based on the study conducted by Mr. Daniel John Wesley of IV Semester under the guidance of Prof. Ramesh.M. This report is based on the original project study undergone and has not formed on the basis for the award of any other degree by Bangalore University or any other University.
Prof. Ramesh .M Project guide Place: Date:
Prof. Kerron G Reddy Principal AIMS Place: Date:
ACKNOWLEDGEMENT
I would like to convey my deep gratitude to Prof. Ramesh.M, for his valuable guidance imparted, which has enabled me to complete this dissertation in accordance with Bangalore University norms.
I am thankful to Dr. KERRON G REDDY, Principal and CEO of AIMS, who had provided all the required facilities to carry out the report work and nurturing my skills to execute the requirement.
Last but not least, my gratitude goes to my family members and peers, who showered upon me with their best of good wishes and help, towards the successful completion of my dissertation.
(DANIEL JOHN WESLEY)
INDEX
Chapter no. 1 Description INTRODUCTION 1.1. Introduction to Biscuits industry 1.2 Consumer buying behavior Page nos. 1 6
RESEARCH METHODOLOGY
1. Statement of problem 2. Objective of the study 3. Research Methodology
8 8 8 9 9 9 9
4. Sampling technique
5. Planning and analysis
6. Research limitations
7. Scope of study
3 INDUSTRY PROFILE 3.1 Introduction 3.2 Biscuit Industry in India-Status Paper 3.3 Central Excise Duty on Biscuits 3.4 Company profile 3.5 Measures undertaken by government DATA ANALYSIS & INTERPRETATION FINDINGS & SUGGESTIONS CONCLUSION BIBLIOGRAPHY ANNEXURE 10 12 14 15 18 20 41 44 45 46
4 5 6 7 8
LIST OF TABLES
Table No 1 2 3 4 5-8 9 NAME OF THE TABLE Number of respondents. First biscuit brand which comes to mind No of respondents who have tasted glucose biscuit What respondents like in glucose biscuits No of more brands recalled by respondents How many times respondents buy biscuits. Page. No 20 21 22 23 24-27 28
10 11-14 15
Which category of biscuits respondents prefer. Shows responders preference for brands. Responders taste price and brand image preference.
29 30-33 34
16-18 23 24 25
Responders ranking for Taste, Price, and Brand image of Parle products. Responder complaints about a particular biscuit Brand. Responders satisfaction level for Parle products. In which media responders find Parle Ads most
35-47 38 39 40
LIST OF CHARTS
CHART No 1 2 3 4 5-8 9 NAME OF THE CHARTS Number of respondents. First biscuit brand which comes to mind No of respondents who have tasted glucose biscuit What respondents like in glucose biscuits No of more brands recalled by respondents How many times respondents buy biscuits. Page. No 20 21 22 23 24-27 28
10 11-14 15
Which category of biscuits respondents prefer. Shows responders preference for brands. Responders taste price and brand image preference.
29 30-33 34
16-18 23 24 25
Responders ranking for Taste, Price, and Brand image of Parle products. Responder complaints about a particular biscuit Brand. Responders satisfaction level for Parle products. In which media responders find Parle Ads most
35-47 38 39 40
EXECUTIVE SUMMARY
Dissertation titled Consumer Behaviour Towards Parle Products is based on an original study conducted by me (Daniel John Wesley) of 4th semester MBA, student of Acharya Institute of Management & Sciences under the guidance of Prof. Ramesh.M. Parle Products has been India's largest manufacturer of biscuits and confectionery for almost 80 years. Makers of the world's largest selling biscuit, Parle-G, and a host of other very popular brands, the Parle name symbolizes quality, nutrition and great taste. With a reach spanning even to the remotest villages of India, the company has definitely come a very long Way since its inception. Parle-G or Parle Glucose biscuits, manufactured by Parle Products Pvt Ltd, are one of the most popular biscuits in India. Parle-G is one of the oldest brand names as well as the largest selling brand of biscuits in India. For decades, the product was instantly recognized by its iconic white and yellow wax paper wrapper with the depiction of a young girl on the front. Counterfeit companies have attempted to recreate and sell lower quality products of similar names with virtually identical package design. The company's slogan is G means Genius. The name, "Parle-G", is derived from the name of the suburban rail station, Vile Parle which in turn is based on village Parle in olden days Parle-G has been a strong household name across India. The great taste, high nutrition, and the international quality, makes Parle-G a winner. No wonder, it's the undisputed leader in the biscuit category for decades. Parle-G is consumed by people of all ages, from the rich to the poor, living in cities & in villages. While some have it for breakfast, for others it is a complete wholesome meal. For some it's the best accompaniment for chai, while for some it's a way of getting charged whenever they are low on energy. Because of this, Parle-G is the world's largest selling brand of biscuits.
The buying decision of a buyer is influenced by various consumer decisions and expectations. He expects best taste, maximum satisfaction and more utility from a product. The major competitors in the biscuit manufacturing segment are Britannia, ITC Sunfeast, Priya gold, Cadbury Oreo.
1. INTRODUCTION
1.1. Introduction to Biscuits industry
Biscuit industry in India, in the organized sector produces around 60% of the total production, the balance 40% being contributed by the unorganized bakeries. The industry consists of two large scale manufacturers, around 50 medium scale brands and small scale units ranging up to 2500 units in the country, as at 2009-10. The unorganized sector is estimated to have approximately 30,000 small & tiny bakeries across the country. The annual turnover of the organized sector of the biscuit manufacturers (as at 2009-10) is Rs. 4,350 crores. In terms of volume biscuit production by the organized segment in 2010-11 is estimated at 1.30 million tonnes. The major Brands of biscuits are Parle, Britannia, ITC Sunfeast, Priya Gold, besides various regional/State brands. Biscuit industry which was till then reserved in the SSI (Small Scale Industry) Sector, was unreserved in 1997-98, in accordance with the Govt Policy, based on the recommendations of the Abid Hussain Committee. The annual production was around 7.4 Lakh tonnes in 1997-98. In the next five years, biscuit production witnessed an annual growth of 10% to 12%, up to 1999-00. The annual Growth showed a decline of 3.5% in 2000-01, mainly due to 100% hike in Central Excise Duty (from 9% to 16%). Production in the year 2001-02 The Union Budget for 2005-06 granted 50% reduction in the rate of Excise Duty on Biscuit i.e. from 16% to 8%. The Federation's estimate for the current year indicates a growth of approximately 8% to 9%. However the average utilization of installed capacity by biscuit manufacturers in the country has been a dismal 60% over the last decade up to 2009-10.
On the other hand, import of biscuits, especially in the high price segment has started from 2000-01, but however, the quantum of imports has not so far increased alarmingly and has remained at around 3.75% of the consumption of biscuits in the country in the year 2001-02. However, recent imports from china industries cheaper verities of biscuit, needs to be examined with cautions, especially in the context of the price as the low margin based domestic industry, which is operating at 60 % of the total installed capital.
Export of biscuits from India has been to the extent of 5.5% of the total production. Exports are expected to grow only in the year 2006-07 and beyond. Biscuit is a hygienically packaged nutritious snack food available at very competitive prices, volumes and different tastes. According to the NCAER (National Council Of Applied Economic Research) Study, biscuit is predominantly consumed by people from the lower strata of society, particularly children in both rural and urban areas with an average monthly income of Rs. 750.00. Biscuit can he broadly categorized into the following segments: (Based on productions of 2009-10) Glucose Marie Cream Cookies Sweet Sweet & Salty Overview:
The total production of biscuits in India is estimated to be around 30 lakh MT, the organized sector accounts for 65% and the unorganized sector accounts for 35% of the total industry volume. The organized sector is valued at above Rs 8000 crores. The biscuit industry is estimated to grow over 15-17% in the next few years. The per capita consumption of biscuits in India is 2.0 kg. India is ranked 3rd after US and China amongst the global biscuits producers.
The export of biscuits is approximately 17% of the annual production, the export of sweet biscuits for year 2007-08 was Rs 145.93 Cr and for year 2008-09(April-Dec) was Rs 280 Cr, the major exporting regions were Haiti, Angola, USA, Ghana, UAE. The imports are not significant amount as compared to the total consumption. The penetration of biscuits in urban and rural market is 85% and 55% respectively. The Biscuit industry employs almost 3.5 lakh people directly and 30 lakh people indirectly.
The organized biscuit manufacturing industries annual production Year 2003-04 2004-05 2005-06 2006-07 2007-08 2008-09 Annual Production(Lakh MT) 11.00 12.54 14.29 16.14 17.14 19.5
Brands :Major brands The Indian biscuit industry is dominated by major brands like Parle, Britannia, and Sunfeast. Also the category has strong regional brands such as Priya Gold-North and Anmol-East & North. Market Share Breakdown The Indian biscuit industry is dominated by brands like Parle, Britannia and Sunfeast.
Source: www.marketresearchdata.org
Consumption Pattern across Various Regions Consumption of biscuits is even across the regions
Source: - www.marketresearchdata.org 2009 New Prospects in the Indian Biscuit Industry

PepsiCo India Launched biscuit brand Aliva, it will be produced by food division Frito Lay India. United Biscuits (UK), worlds third largest biscuit company, is set to enter India market. Shakti Bhog plans to enter biscuits segment.
Major Players
Britannia Industries Ltd. : Net sales for FY 2008-09 are Rs 3,112.2 Cr. For FY 0708 biscuits recorded sales of Rs. 2,329.9 Cr. Key Products Tiger, Good Day, Bourbon, 50-50, Treat, Milk Bikis, Marie Gold, Nutri Choice, Time pass, Little Hearts
Parle Products Pvt. Ltd : Established In 1929, company has factories in Mumbai, Bangalore, Bahadurgarh in Haryana and Neemrana in Rajasthan, Additionally, Parle Products also has 7 manufacturing units and 51 manufacturing units on contract. Company has about approximate market share of 30-35% of the total biscuit market. Parle-G accounts for the major volume turnover it accounts for approximately 80% of the total biscuit tonnage for the company.
Key Products : Parle - G , Hide and Seek ,Krackjack ,Hide & Seek Milano ,Magix, Digestive Marie ,Monaco ,Parle Marie ,Kreams ,Milk Shakti ,Parle 20-20 Cookies, Golden arcs ,Nimkin ,Kreams Gold ,Chox ,Monaco Jeera.
Surya Food & Agro Ltd : Manufacturing & selling of biscuits under brand Priyagold. Company has three plants located in Greater Noida, Lucknow & Surat. They also outsource some of our requirements to another plant located in Hyderabad. Capacities have reached 1, 50,000 MT p.a. Key Products : Classic Cream , Butter Bite ,Kids Cream ,Bourbon ,Big Boss ,Marie Lite ,Magic Gold ,CNC ,Cheese Cracker ,Snacks Zig Zag ,Don ,Coconut Crunch, Cheez Bit Classic Salt ,Chatpata.
ITC Ltd : In July 2003, ITC forayed into the Biscuits market with the Sunfeast range of Glucose, Marie and Cream Biscuits. Sunfeast with a current market share of ~10% is now clearly established as a credible third brand. Key Products : Sunfeast Milky Magic ,Sunfeast Marie Light ,Sunfeast Golden Bakery ,Sunfeast Dark Fantasy ,Sunfeast Dream Cream ,Sunfeast Snacky ,Sunfeast sweet 'n salt ,Sunfeast Nice ,Sunfeast Benne Vita Flaxseed Biscuits ,Sunfeast Special
Anmol Biscuits Ltd : Anmol is a popular brand of eastern & northern region, having manufacturing facilities in W.B & U.P. Key Products : Lemon Mazaa , Funfill Choco Vanilla , Yummy - Milk Cream , Tip Top Kajoo Kurkure Masala, Coconutty , Thin Arrowroot , Marie,2 in 1, Butter Bake , Cream Cracker , Dil Khush , Dream Lite , E-Time , Funfill Orange , Funfill Rich Chocolate ,Golmol ,Jadoo ,Marie Time , Snackles ,Milk Made.
1.2 CONSUMER BUYING BEHAVIOR

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 households who buy or acquire good and services for personal consumptions. The buying behaviour tries to find out the answers for the questions, who buys? How do they buy? Where do they buy? Do they buy? (A) FACTORS INFLUENCING CONSUMER BUYING BEHAVIOR There are four major factors that influence the buying behaviour such as cultural factors, social factors, personal factors, and psychological factors. CULTURAL FACTORS: Culture is the most fundamental determinant of a person wants and behaviour. Values, perceptions, preferences, and behaviour are the main variable under culture of an individual. Each culture contains sub-culture like nationality, religious group, geographical area, and linguistic divisions etc.
i.
SOCIAL FACTORS: A consumer behaviour is also influenced by social factors such as the consumer reference group family and social roles and status.
ii.
PERSONAL FACTORS: A buyer decision is also influenced by his or personal characteristics, notably the buyers age, lifestyle, occupation, economic circumstances etc.
iii.
PSYCHOLOGICAL FACTORS: a person buying choice is also influenced by four major psychological factors such as motivation, perception, learning belief and attitudes. (B) BUYING DECISION PROCESS It includes buying roles, types of buying and steps in buying process. I. BUYING ROLE The buying role could be classified into four parts. These are initiator, influencer, decider and buyer. II. TYPES OF BUYING BEHAVIOR Consumer decision taking varies with the type of buying decision. There are four types buying behaviour such as Complex buying behaviour, Habitual buying behaviour, Variety seeking buying behaviour. III. STAGES IN BUYING DECISION PROCESS Here are five stages in buying decision process namely problem recognition search, evaluation of alternatives purchase decision and past purchase behaviour. NEED RECOGNITION The buying process starts with the buyers recognition of a problem of need. The buyer senses a difference between his actual state and desired state.
INFORMATION SEARCH There are different sources from where a consumer can gather information like personal sources commercial sources, experimental sources.
EVALUATION OF ALTERNATIVES After gathering information about different products the customer will be in a fuss as to choose which product among the mainly alternatives consumer usually evaluate the alternatives on traditional basis, on the basis of utility function etc, from the many alternative consumers at last choose the best one for him. PURCHASE DECISION A consumer who decides to execute purchase intention will be making up to five purchase decisions. POST PURCHASE BEHAVIOR After purchasing the product and services the consumer will experience some level of satisfaction or dissatisfaction with the product and services that will influence subsequent behaviour. If consumer is satisfied he may show the probability of buying the product the next time, satisfied customer will say good thing about the product, proving the statement that "satisfied customer is the best advertisement. A dis-satisfied customer may take some action against it. They may try to reduce the dissonance by abandoning returning the product. Understanding consumer needs and buying process is the foundation of any company. By understanding how buyers go through problem recognition, information search evaluation of alternatives, the purchase decision and post purchase behaviour marketers can pick up many clues as to how to meet buyers need.
2. RESEARCH METHODOLOGY
8. Statement of problem
Though Parle enjoys good market share, there is room for competition. Britannia seems to be taking a good advantage of that room. Britannias glucose biscuit Britannia Tiger is in direct competition with Parle glucose biscuit (Parle-G). With entry of ITC, market may start becoming dynamic, Never before there was such competition in glucose biscuit market. There is a need to study factors which influence consumers to buy Parle-G and Britannia Tiger. 9. Objective of the study
To study the satisfaction level of the customers who consume glucose biscuit.
To study the effect of various promotional activities on the buying decisions of the customers.
To study the factors affecting the consumption pattern.
To study the competition scenario
10. Research Methodology Research methodology is a way to systematically solve research problems. It may be understood as a science of studying how research is done scientifically. Descriptive research technique was adopted in the research for the above mentioned problem. A structured questionnaire was prepared and their feedback had to obtain from customers
SOURCE OF DATA COLLECTION Primary data The primary data will be collected through a questionnaire because of its simplicity and reliability for gathering data. It content qualitative and quantitative research questions to understand the buyers buying behavior.
Secondary data
Major sources of secondary data will be collected from various magazines, journals, Text books, websites, etc.
11. SAMPLING TECHNIQUES Sampling is one of the major tools from marketing research. It helps in collecting, analyzing and interpreting data. Sample in marketing refers to a particular segment or a part of the market. It involves school childrens from Bangalore, and conducting a survey using a well structure questionnaire from respondents. The population comprises of school childrens as they are the one who consume biscuits, and are unbiased. Sampling Unit Sample Size 150
12. PLANNING AND ANALYSIS The collected information i.e. primary data and secondary data will be put into readable form and the data analysis is presented with the tables, charts and graphs, which makes the readable form .The charts, tables and graphs will be prepared from the information obtained from the respondents.
Research Limitations
This research will be restricted to respondents of Bangalore city only. Time and expenses will be the major constraints. Difficult to find accurate result with the limited sample size. Bias and unwillingness of certain respondents to answer some questions may hinder the study. The information is subjected to change because views of these respondents are not permanent.
Scope of study
As learning is a human activity and is as natural, as breathing. Despite of the fact that learning is all pervasive in our lives, psychologists do not agree on how learning takes place. How individuals learn is a matter of interest to marketers. They want to teach consumers in their roles as their roles as consumers. They want consumers to learn about their products, product attributes, potential consumers benefit, how to use, maintain or even dispose of the product and new ways of behaving that will satisfy -not only the consumers needs, but the marketers objectives. The scope of my study restricts itself to the analysis of consumer preferences, perception and consumption of Parle-G in comparisons with Britannia Tiger. There are many other brands of glucose biscuits available but my study is limited to one major players of glucose biscuits leaving behind the others. The scope of my study is also restricts itself to Bangalore region only.
3. INDUSTRY PROFILE 3.1 Introduction

The word 'Biscuit' is derived from the Latin words 'Bis' (meaning 'twice') and 'Coctus' (meaning cooked or baked). The word 'Biscotti' is also the generic term for cookies in Italian. Back then, biscuits were unleavened, hard and thin wafers which, because of their low water content, were ideal food to store. As people started to explore the globe, biscuits became the ideal travelling food since they stayed fresh for long periods. The seafaring age, thus, witnessed the boom of biscuits when these were sealed in airtight containers to last for months at a time. Hard track biscuits (earliest version of the biscotti and present-day crackers) were part of the staple diet of English and American sailors for many centuries. In fact, the countries which led this seafaring charge, such as those in Western Europe, are the ones where biscuits are most popular even today. Biscotti is said to have been a favourite of Christopher Columbus who discovered America! Making good biscuits is quite an art, and history bears testimony to that. During the 17th and 18th Centuries in Europe, baking was a carefully controlled profession, managed through a series of 'guilds' or professional associations. To become a baker, one had to complete years of apprenticeship - working through the ranks of apprentice, journeyman, and finally master baker. Not only this, the amount and quality of biscuits baked were also carefully monitored. The English, Scotch and Dutch immigrants originally brought the first cookies to the United States and they were called teacakes. They were often flavoured with nothing more than the finest butter, sometimes with the addition of a few drops of rose water. Cookies in America were also called by such names as "jumbles", "plunkets" and "cry babies".
As technology improved during the Industrial Revolution in the 19th century, the price of sugar and flour dropped. Chemical leavening agents, such as baking soda, became available and a profusion of cookie recipes occurred. This led to the development of manufactured cookies. Interestingly, as time has passed and despite more varieties becoming available, the essential ingredients of biscuits haven't changed - like 'soft' wheat flour (which contains less protein than the flour used to bake bread) sugar, and fats, such as butter and oil. Today, though they are known by different names the world over, people agree on one thing - nothing beats the biscuit! Some interesting facts on the origin of other forms of biscuits: The recipe for oval shaped cookies (that are also known as boudoir biscuits, sponge biscuits, sponge fingers, Naples biscuits and Savoy biscuits) has changed little in 900 years and dates back to the house of Savoy in the 11th century France. Peter the Great of Russia seems to have enjoyed an oval-shaped cookie called "lady fingers" when visiting Louis XV of France.
The macaroon - a small round cookie with crisp crust and a soft interior - seems to have originated in an Italian monastery in 1892 during the French Revolution. SPRING-UHRLEE, have been traditional Christmas cookies in Austria and Bavaria for centuries. They are made from a simple egg, flour and sugar dough and are usually rectangular in shape. These cookies are made with a leavening agent called ammonium carbonate and baking ammonia. The inspiration for fortune cookies dates back to the 15th and 17th Centuries, when Chinese soldiers slipped rice paper messages into moon cakes to help coordinate their defence against Mongolian invaders. NutriChoice SugarOut Sounds like yesterday when people commented that healthy foods meant "compromising on the taste." NutriChoice SugarOut is the most novel product range to have been introduced in the market. The product is not just sweet but tastes great, and yet contains no added sugar.
3.2 BISCUIT INDUSTRY IN INDIA-STATUS PAPER -Indian Biscuit Manufacturers Association (IBMA) 1. Annual Growth:
The biscuit industry in India witnessed annual growth as below:2003-04 - 15% 2004-05 - 14% 2005-06 - 14% 2006-07 - 13% 2007-08 - 15% 2008-09 - 17% (April June)-
While the growth rate has been stagnating during last 4 years, it has picked up momentum during the 2007-08 and the first quarter of 2008-09 mainly on account of exemption from Central Excise Duty on biscuits with MRP up to Rs.100/per kg, as per Union Budget for 2007-08. Indian Biscuit Manufacturers Association (IBMA), instrumental in obtaining the excise duty exemption, estimates annual growth of around 20% in the year 2008-09. Growth in biscuit marketing has been achieved also due to improvement in rural market penetration.
2. Annual Production:
The organized biscuit manufacturing industrys annual production figures are given below: (In Lakh Metric Tonnes) 2003-04 - 11.00 2004-05 - 12.54 2005-06 - 14.29
2006-07 - 16.14 2007-08 - 17.14 Segments : The organized and unorganized sectors of the biscuit industry is in the proportion Of 60%:40% ratio. EXPORTS of Biscuit is estimated to be around 15% of the annual production during the year 2007-08. IMPORTS of biscuits into India has not shown any significant growth during the last two years and has not affected production/sales by the Indian Biscuit industry .
3. Rural-urban penetration of Biscuit:
Urban Market :75% to 85% Rural Market : 50% to 65% Marketing : Wholesale and Retail marketing in the Biscuit industry is carried out with a network of C & F Agencies (for States and specific Districts), Dealers / Wholesalers and Retail shops. HIKE IN COST OF PRDUCTION : Biscuit Industry especially the Small & Medium Sector, consisting of around 150 units are facing erosion in their profitability and competitive capability, due to :a) Steep hike in cost of production on account of increase in prices of major raw materials, i.e. Wheat Flour Veg. Oil, Sugar, Milk, Packaging Materials, Fuel. Wages,etc.Recent increase in prices of Petrol/Diesel in May 2008 has further resulted n cost push. Detailed Comparative Chart showing adverse impact on Biscuit Industry is given below:
4. HIKE IN PRICES OF RAW MATERIALS
S.NO 1 2 3 4 5 6 7 8 Raw Martial Maida Sugar Parmoline Oil S.M.P Butter Laminate F.O HM Bag Jan 08 12.23 15.09 52.99 122.00 118.94 200.00 26.63 91.92 May 08 12.00 16.00 57.00 127.00 130.00 230.00 35.00 105.00
Carbon Box Per Kg
25.00
28.00
The above rates are excluding VAT & other Taxes as well as Cost escalation due to increase prices of Laminate, hike in prices of Petrol/ Diesel, Revision of wages
S.No 1 2 3 4 5 6 7 Cost per KG Glucose 85 gm Crunchy bite 150 gm Golmol 150 gm Butter 250 gm 2 in 1 75 gm Milk Cream 75 gm Marie 17 gm Jan 08 31.08 30.18 34.06 41.59 39.01 46.38 40.37 May 08 31.73 32.40 34.26 43.82 41.06 47.28 41.21 Difference in Rs 0.65 2.22 0.20 2.23 2.05 0.90 0.84 In %age 2.09 7.36 0.59 5.36 5.26 1.94 2.08
5. Pattern of Biscuit Consumption(On Zonal basis) in the country are as below:
NorthernZone - 25% Western Zone - 23% Southern Zone - 24% East and North East Zone - 28% (Including N.East) The per capital consumption as well as pattern of consumption in the four regions, as shown above, will also increase considerably, in case the industrys plea for reduction in the rate of Value Added Tax (VAT) from 12.5% to 4% is acceded to Main Categories of Biscuits are broadly as under: Glucose, Marie. Sweet, Cream, & Milk Popular Brands of Biscuits in the country are, Britannia, Parle, Priyagold, Anmol, Sunfeast, Biskfarm, Dukes, Cremica, Priya
3.3 Central Excise Duty on Biscuits

In the Union Budget 2007-08, the Finance Minister who had imposed a 100% increase in the rate of Excise Duty on biscuit from 8% as a part of the rationalisation of CENVAT and introduction of single rate of Duty did not offer any concesison on the Budget for 2001-02. On the other hand the 50% exemption to small packs was withdrawn. During these years and in 2006, the Federation submitted strong representations to the Union Finance Minister seeking relief in the Excise Duty on biscuits, giving biscuit special treatment
that it deserves on account of the exceptional nature and sensitivity to price increase. The Federation submitted its Pre- Budget Memorandum for 2009 demanding at least 50% Excise Relief. It is a matter of great satisfaction that the Govt. has, after 3 years, acceded to our demand and grated reduction in Excise Duty (from 16% to 18%) in the Union Budget for 2007-2008.
3.4 COMPANY PROFILE

A long time ago, when the British ruled India, a small factory was set up in the suburbs of of Mumbai city, to manufacture sweets and toffees. The year was 1929 and the market was dominated by famous international brands that were imported freely. Despite the odds and unequal competition, this company called Parle Products, survived and succeeded, by adhering to high quality and improvising from time to time. A decade later, in 1959, Parle Products began manufacturing biscuits, in addition to sweets and toffees. Having already established a reputation for quality, the Parle brand name grew in strength with this diversification. Parle Glucose and Parle Monaco were the first brands of biscuits to be introduced, which later went on to become leading names for great taste and quality. How Parle fought to make biscuits affordable to all. Biscuits were very much a luxury food in India, when Parle began production in 1959. Apart from Glucose and Monaco biscuits, Parle did offer a wide variety of brands. However, during the Second World War, all domestic biscuit production was diverted to assist the Indian soldiers in India and the Far East. Apart from this, the shortage of wheat in those days, made Parle decide to concentrate on the more popular brands, so that people could enjoy the price benefits. Thankfully today, there's no dearth of ingredients and the demand for more premium brands is on the rise. That's why, we now have a wide range of biscuits and mouthwatering confectionaries to offer. The strength of the Parle Brand
Over the years, Parle has grown to become a multi-million US Dollar company. Many of the Parle products - biscuits or confectionaries, are market leaders in their category and have won acclaim at the Monde Selection, since 1971. Today, Parle enjoys a 40% share of the total biscuit market and a 15% share of the total confectionary market, in India. The Parle Biscuit brands, such as, Parle-G, Monaco and Krackjack and confectionery brands, such as, Melody, Poppins, Mangobite and Kismi, enjoy a strong imagery and appeal amongst consumers. Be it a big city or a remote village of India, the Parle name symbolizes quality, health and great taste! And yet, we know that this reputation has been built, by constantly innovating and catering to new tastes. This can be seen by the success of new brands, such as, Hide & Seek, or the single twist wrapping of Mango bite. In this way, by concentrating on consumer tastes and preferences and emphasizing Research & Development, the Parle brand grows from strength to strength.
The Quality Commitment Parle Products has one factory at Mumbai that manufactures biscuits & confectioneries while another factory at Bahadurgarh, in Haryana manufactures biscuits. Apart from this, Parle has manufacturing facilities at Neemrana, in Rajasthan and at Bangalore in Karnataka. The factories at Bahadurgarh and Neemrana are the largest such manufacturing facilites in India. Parle Products also has 14 manufacturing units for biscuits & 5 manufacturing units for confectioneries, on contract. All these factories are located at strategic locations, so as to ensure a constant output & easy distribution. Each factory has state-of-the-art machinery with automatic printing & packaging facilities. All Parle products are manufactured under the most hygienic conditions. Great care is exercised in the selection & quality control of raw materials, packaging materials & rigid quality standards are ensured at every stage of the manufacturing process. The Marketing Strength The extensive distribution network, built over the years, is a major strength for Parle Products. Parle biscuits & sweets are available to consumers, even in the most remote places and in the smallest of villages with a population of just 500. Parle has nearly 1,500 wholesalers, catering to 4,25,000 retail outlets directly or indirectly. A two hundred strong dedicated field force services these wholesalers & retailers. Additionally, there are 31 depots and C&F agents supplying goods to the wide distribution network. The Parle marketing philosophy emphasizes catering to the masses. We constantly endeavour at designing products that provide nutrition & fun to the common man. Most Parle offerings
are in the low & mid-range price segments. This is based on our cultivated understanding of the Indian consumer psyche. The value-for-money positioning helps generate large sales volumes for the products. However, Parle Products also manufactures a variety of premium products for the upmarket, urban consumers. And in this way, caters a range of products to a variety of consumers. The Customer Confidence The Parle name conjures up fond memories across the length and breadth of the country. After all, since 1959, the people of India have been growing up on Parle biscuits & sweets. Today, the Parle brands have found their way into the hearts and homes of people all over India & abroad. Parle Biscuits and confectioneries, continue to spread happiness & joy among people of all ages. The consumer is the focus of all activities at Parle. Maximizing value to consumers and forging enduring customer relationships are the core endeavours at Parle.
Products: Parle-G There are always some kids who seem smarter than the rest. Ever wonder how they got to be that way? If you had to think real hard for the answer, then probably you've never eaten Parle-G. Parle-G is the new generation's official power supply. Providing kids with the vital vitamins and minerals necessary for all round mental and physical development. Apart from being the world's largest selling biscuit, Parle - G is the winner of 8 Gold and 11 Silver awards at the Monde Selection Awards the global standard for quality in Food category. Parle-G Milk Shakti What have you heard about Parle-G Milk Shakti? Think hard. Ok, now eat a biscuit. Got it? Yes, you're absolutely right. It aids mental stimulation. And energises the body too. Now try and memorise this - it is the only milk biscuit with the goodness of honey.Should be unforgettable, once you bite into one of these power-packed biscuits. Krackjack A little sweet - A little salty That's what makes Krackjack very, very delicious! This delightful biscuit is acclaimed in India and across the world for its controversial sweet and salty taste. Krackjack has won 11 Gold, 3 Silver and 1 Bronze award at the 'Monde Selection'. You can enjoy Krackjack any time plain or with a host of beverages like tea, coffee or milkshakes. Monaco Zabardast Zeera
To add some spice to life, have the exciting variant of Monaco - The Zabardast Zeera Flavour. The same light salted biscuits that lift your spirits now comes delicately seasoned with Zeera. Relish this unique taste at all times of the day. Marie Choice More and more people are now discovering the pleasures of a cup of hot steaming tea. Or so it seems. In reality they are actually using (misusing) tea as a ready excuse to indulge in another packet of Parle Marie Choice. Whatever the reason, Parle Marie Choice has fast become a preferred teatime accompaniment. Find out for yourself over a cup of tea. After all , chai toh hai bahana. Hide & Seek Let your taste buds indulge in the sinful pleasure of a delightful game. Seek out the chocolate chips that aren't really hidden. And relish a delectable experience called Hide-&-seek - tasty itna, ki dil aajayee. As you crunch into it, these chips melt in your mouth. Try as you might, you just can't hide from the sheer delight of munching a mouthful
NutriChoice SugarOut This is because NutriChoice SugarOut is sweetened with "Sucralose," derived from sugar, which provides the same sweetness as any other biscuit, without the added calories of sugar. This range is available in 3 delicious variants namely Litetime, Chocolate cream, and Orange cream, targeted towards all health sensitive people. It is also relevant for consumers with sugar related ailments. We are sure that you will be pleasantly delighted with its great taste and equally surprised to know that it has no added sugar. Don't be taken for a ride when you read "Sugar Free" label on many biscuit packs marketed in India or abroad. Even with 100% no-added sugar, wheat-cereals in biscuits have their own natural sugar content. Parle Ghas chosen to represent these biscuits with "No Added Sugar" claim, as there is no added sugar in the processing of NutriChoice SugarOut. New Parle-G Milk Bikis Milk Bikis, the favorite growth partner of Kids, now brings greater value and delight to all with its new product and pack design. Recently re-launched in its existing Southern & Eastern markets, and extended across India, the new Milk Bikis is all set to add excitement and appeal to nutritious food. Whoever said that good food needs to look dull and boring, will just have to take a look at Milk Bikis.
3.5 MEASURES UNDERTAKEN BY GOVERNMENT

The Food Processing Industry have been experiencing the adverse affect of multiplicity of various Acts/ Rules and Regulations for food standards under the Prevention of Food Adulteration Act Standards of Weights & Measures Act, Food Products Order, the Meat Products Order, the Bureau of Indian Standards & MMPO (Milk & Milk Product Order), etc. affected the Food & Food Processing Sectors. They need to be modernized & converged. As a consequence of various representations of industry, the Govt. of India has decided to set up a Group of Ministers (GOM) to propose legislation and other changes for preparing a Modem Integrated Food Law and related regulations. The Ministry of State for Food Processing Industries is the Nodal Ministry to coordinate the Parle G.
1. Prevention of Food Adulteration Act / Rules

Members reported various instances where the PFA authorities in the States are adopting penal action, even in cases of very minor offences / errors under the PFA Rules. FBMI (Federation Of Biscuit Manufacturer Of India) suggested that such minor errors etc should be compounded, avoiding prosecution, harassment and resultant losses to biscuit units. This issue has also been referred to CII (Confederation Of Indian Industry) & CIFTI (Confederation Of Indian Food Trade & Industry) for further follow up.
2. Introduction of HACCP/GMP/GHP
The Govt. of India (Ministry of Health), has formulated proposals to introduce the concepts of Hazard Analysis Control Convention Procedures (HACCP), Good Manufacturing Practices (GMP) and Good Hygienic Practices (GHP), as a step towards eventual adoption in the various states in accordance with the International Codex Alumnus, in the context of trade terms and regulatory, measures under the WTO regime.
After discussions with FBMI and other organizations, the Dept of Health constituted Sectoral Groups on various categories of food processing industries. The Sectoral Group on Bakery Products consisted of FBMI ((Hazard Analysis Critical Control Point) Federation Of Biscuit Manufacturer Of India), as Convener and FBMI and SIB as members. After detailed deliberations, the Federation submitted our comments and suggestions, highlighting the hardships that the biscuit units would face in the event of statutory enforcement of HACCP/GMP/GHP. The Federation suggested that the concepts of HACCP etc should be made voluntary in the first two/three years, keeping in view the ground realities in the bakery sector and due to the fact that the implementation of HACCP/GMP/GHP may be beyond he financial and technical capabilities of majority of the biscuit manufacturers and compulsory introduction of these regulations would adversely impact the via Parle G and may lead to closure of a large number of bakeries in the country. FBMI, after detailed deliberations by the Executive Committee, suggested to the Govt. of India that, in the first instance projects for imparting training to the Managers/Executives and workforce in the bakery industries should be organized so as to create awareness and knowledge on these complex regulatory aspects and educate the personnel in the industry on various aspects of HACCP etc.
4. ANALYSIS AND INTERPRETATION

Table1: Showing number of respondents. Particulars School children College Students Working professionals & Housewives Total No of Respondents 50 50 50 150
Fig 1: Showing number of respondents.
Q1. First Biscuit brand name which comes to mind.

Table 2: Showing first biscuit brand which comes to mind Brand Name Britannia Britannia Burbon Good day Hide and seek Parle Parle g Sunfeast Total No of respondents 42 2 10 2 38 40 16 150
Fig 2: Showing first biscuit brand which comes to mind
Interpretation: 80 respondents out of 150 i.e., more than 50% respondents said Parle brands Parle-g, Hide & seek as first brand that comes to their mind. 54 respondents said Britannia brands-Burbon, Britannia Good day, 16 respondents said Sunfeast. Therefore the product which was first on responders mind was Parle 53.3% Britannia 36.0% Sunfeast 10.6%
Q2. Have you ever tasted a glucose biscuit?

Table 3: Showing no of respondents who have tasted glucose biscuit. Particul ars Tasted Not tasted Total No of respondents 150 0 150
Fig 3: Showing no of respondents who have tasted glucose biscuit.
Interpretation: All most everyone among 150 respondents has tasted glucose biscuits.
Q3. What do you like in glucose biscuit?

Table 4: Shows what respondents like in glucose biscuits Particulars Taste Nutrition value Essence It quenches hunger Total no of respondents 94 34 6 16 150
Consumer Behaviour Towards Parle Products. Fig 4: Shows what respondents like in glucose biscuits
Interpretation: 94 respondents out of 150 i.e., more than 60% respondents said they like taste in glucose biscuits, 34 said its nutrition value which they like, 16 said it quenches hunger. Therefore what respondents liked in glucose biscuit was Taste 62.5% Nutrition value 22.6% It quenches hunger 10.6% Essence 04.6%
Q4. Any Other Biscuit brand which you can recall

Table 5: No of more brands recalled by respondents More no of brands 1 2 3 4 Responden ts 150 146 72 12
Fig 5: No of more brands recalled by respondents Acharya Institute of Management & Science
Interpretation: When asked to recall more brands, 150 respondents recalled one more brand, 146 recalled two brands, and 72 recalled three brands. Their responses are tabulated and interpreted in next page.
Table6: First brand which respondents recalled.
Brands Britannia Parle ITC Sunfeast Cadbury Grand total
No of respondents 64 54 30 2 150
Fig 6: First brand which respondents recalled.
Interpretation: 64 respondents recalled Britannia brands like Good day, Tiger. 54 respondents recalled Parle brands like Parle-g, Monaco. 30 responded Sunfeast and 2 responded Cadbury. Thus it can be summarised, Britannia42.6% Parle36.0% Sunfeast 20.0% Cadbury1.3%
Table7: Second brand which respondents recalled.
Second Response Parle Britannia ITC Sunfeast Priya gold Anmol
No of respondents 48 36 46 6 2
Cadbury Aliva Grand total
6 2 146
Fig 7: Second brand which respondents recalled.
Interpretation: Out of 146 respondents 48 respondents recalled Parle brands like Hide & seek, Milano, Krack jack, Monaco, Parle Marie. Nearly same no of 46 respondents recalled ITC (Sunfeast), 36 respondents recalled Britannia brands. Priya gold and Cadbury had 6 respondents, Anmol and Aliva had 2 respondents.
Table8: Third brand which respondents recalled. Third Response No of respondents
Parle Britannia ITC Sunfeast Priya gold Aliva Bisk farm Cadbury
30 26 8 2 2 2 2
Grand total
72
Fig 8: Third brand which respondents recalled.
Interpretation: 30 out of 72 respondents recalled Parle brands like Krack Jack, Hide & seek, Monaco, Parle Marie. 26 responded Britannia brands, 8 Sunfeast, Aliva, Bisk farm, Cadbury and Priya gold had 2 respondents each.
Q5. How many times in a week do you buy biscuit?

Table9: Shows how many times respondents buy biscuits.
Particular s Once Twice Thrice
no of respondents 46 28 20
Four times Five times Daily Total
10 2 44 150
Fig 9: Shows how many times respondents buy biscuits.
Interpretation: It is clear from chart that most of the respondents buy biscuits daily and once in a week, number of respondents who buy biscuits five times a week is negligibly low.
Q6. Which Biscuits do you prefer?

Table10: Shows which category of biscuits respondents prefer.
Particular s Glucose Cream Cookies
No of respondents 38 64 70
Sweet & salty Salty Marie
26 30 12
Fig 10: Shows which category of biscuits respondents prefer.
Interpretation: By chart it is clear that cookies and cream biscuits are most preferred biscuits.
7. Which Brand do you prefer most?

Table11: Shows responders preference for ITC Sunfeast brands.
Sunfeast brands Sunfeast cream Sunfeast nice Sunfeast special
No of responses 52 8 20
Sunfeast sweet n salty Sunfeast glucose Sunfeast snaky Sunfeast Dark fantasy Sunfeast Marie light Sunfeast milky magic Sunfeast golden bakery Sunfeast Benne Vita Flaxseed Biscuits
20 28 12 32 26 14 8 2
Fig 11: Shows responders preference for ITC Sunfeast brands.
Interpretation: Sunfeast creams and Dark fantasy are the most preferred ITC Sunfeast brands among responders. Half of the responders preferred these brands.
Parle brands No of responses Parle G 72 Krack Jack 62 Monaco 36 Kreams 8 Hide & seek 86 Parle Marie 8 Parle 20-20 cookies 20 Parle milk shakti 8 Parle Nimkin 4 Acharya Institute of Management & Science Hide & seek Bourbon 46 Hide & seek milano 26 Parle Actifit digestive Marie 6
Table12: Shows responders preference for Parle brands. Table
Fig 12: Shows responders preference for Parle brands.
Interpretation: Hide & Seek, Parle-g are the most popular and preferred bands of Parle. With 86 respondents preferring Hide & Seek, 72 respondents preferring Parle-g, it is clear that these are the most preferred brand among consumers. Krack jack, Monaco brands are also widely preferred.
Table13: Shows responders preference for Britannia brands. Britannia brands Britannia Marie Gold Britannia Nutri Choice Britannia Tiger Britannia Treat No of responses 44 28 38 26
Britannia Britannia Britannia Britannia Britannia
Bourbon Milk Bikis 50-50 cookies Good day
46 22 56 24 56
Fig 13: Shows responders preference for Britannia brands.
Interpretation: Britannia 50-50, Good day are the most preferred Britannia brands. Burbon and Marie gold are also preferred by 34% of respondents.
Table14: Shows responders preference for Other brands.
Other brands Priyagold Bisk Farm Anmol
No of responses 32 4 6
Cadbury Oreo
28
Fig 14: Shows responders preference for Other brands.
Interpretation: Priya gold, Anmol, Bisk farm are not so popular among respondents, however among these Priya gold is most preferred. Cadbury Oreo despite being recently launched enjoys good awareness, and is preferred by some respondents. Cadbury shows some momentum in its popularity.
8. Rank the factors in order of preference when buying biscuit

Table15: Shows responders taste price and brand image preference.
Factors Ranks 1 2 3
Taste 114 20 16
Price 20 70 60
Brand image 32 54 64
Fig 15: Shows responders taste price and brand image preference.
Interpretation: Taste is the most preferred factor as 114 respondents said its their first preference, Price is the second preference as 70 respondents indicated that price is second preference. Brand image is the last preference.
9. Rank the following on scale of 5 in respect to the given factors

Table16: Shows responders ranking for Taste of different brands.
Facto rs Parle 1 64
Britanni a 26
ITC Sunfe ast 16
Priya gold 18
Bisk farm 36
Anmol 26
Cadbury oreo 38
2 3 4 5
18 32 22 14
42 24 34 18
28 46 34 18
28 32 32 22
26 20 16 28
28 30 24 20
20 38 18 12
Fig 16: Shows responders ranking for Taste of different brands.
Interpretation: Majority of respondents ranked Parle high for taste, Britannia and ITC Sunfeast were moderately ranked, rest of the brands were ranked low.
Table17: Shows responders ranking for Price of different brands.
Facto rs Parle 1 42
Britanni a 22
ITC Sunfe ast 8
Priya gold 6
Bisk farm 36
Anmol 26
Cadbury oreo 20
2 3 4 5
40 22 18 28
28 48 22 24
34 42 36 22
34 44 22 26
26 24 14 26
32 26 22 22
36 32 26 12
Fig 17: Shows responders ranking for Price of different brands.
Interpretation: Respondents ranked Parle high for price, Britannia and ITC Sunfeast were moderately ranked, Cadbury Oreo was ranked satisfactorily. Rest of the brands were ranked low. Cadbury Oreo was ranked satisfactorily.
Table18: Shows responders ranking for Brand Image of different brands.
1 2 3 4 5
Parle 58 28 34 16 14
Britanni a 20 38 40 18 26
ITC Sunfe ast 14 26 48 28 26
Priya gold 8 20 56 20 28
Bisk farm 24 38 32 12 20
Anmol 22 26 44 14 22
Cadbury oreo 16 20 46 20 24
Fig 18: Shows responders ranking for Brand Image of different brands.
Interpretation: Parle was ranked high for its Brand image, ITC and Britannia were moderately ranked, even Cadbury Oreo was ranked well.
10. Have you ever had any complaint about a particular biscuit brand, if yes what was your complaint
Table19: Shows responder complaints about a particular biscuit Brand.
Particulars of complaints Price Bad Quality Non availability in nearby stores Packaging No Complaints
No of responses 32 18 38 22 40
Fig 19: Shows responder complaints about a particular biscuit Brand.
Interpretation: 40 respondents out of 150 had no complaints. One of the major complaints was about non availability in nearby stores, followed by price and packaging. Very few of them had complaints about quality.
11. Are you satisfied with Parle biscuit products?
Consumer Behaviour Towards Parle Products. Table20: Shows responders satisfaction level for Parle products.
Satisfaction level Very satisfied Somewhat satisfied Neither satisfied nor unsatisfied Somewhat unsatisfied Unsatisfied
No of responses 78 60 12 0 0
Fig 20: Shows responders satisfaction level for Parle products.
Interpretation: All most all respondents are satisfied by Parle products, the data itself shows satisfaction level of the customers, with 78 being very satisfied and 60 being somewhat satisfied.
12. Where do you find Parle Advertisement more?

Table21: Shows in which media responders find Parle Ads most. Media particulars Newspaper Television Radio Internet Poster/banner/billboar ds No of responses 8 138 2 0 2
Fig 21: Shows in which media responders find Parle Ads most.
Interpretation: Respondents find Parle ads in television, all most 138 respondents said they come across Parle ads on television. Not even a single respondent came across Parle ads on Internet.
5. FINDINGS AND SUGESSIONS
The research was conducted to understand the buying behavior, satisfaction level and competitive scenario in biscuit industry.
Findings:
From research it was clear that
1. Parle stands first on popularity, as many more than 50% of respondents recalled Parle
brands.
2. Britannia was next popular brand with 33% of popularity followed by 3. ITC Sunfeast stands third with 10%.
Almost everyone i.e., 150 respondents has tasted glucose biscuits and they like its taste and nutrition value.
50% of respondents buy biscuit daily and once in a month.
73 Responders prefer cookies and 63 respondents prefer cream biscuit.
Among Parle-Hide & Seek, Parle-g have more than 50% of popularity, Monaco and Krack Jack have above 30% of popularity.
Britannia Good day and Britannia 50-50 are most popular among Britannia brands as nearly 50% of respondents like them.
ITC Sunfeast creams are popular among ITC Sunfeast brands.
Responders gave 1st preference to taste, 2nd to price.
64 respondents Responders like Parle products taste, 42 like price and 56 like brand image.
Priya Gold, Bisk Farm, Anmol are yet to get a place in consumers mind.
Cadbury Oreo has good potential market, it can give tough competition to other players who have cream biscuit brands, especially Britannia treat and ITC Sunfeast creams.
40% of responders had a common complaint that products are not easily available at nearby stores.
More than 75% of Respondents are satisfied by Parle products.
Television is the popular media were respondents came across Parle Ads more frequently.
Basically Parle have competition from Britannia and ITC Sunfeast.
Hide & Seek enjoys as much as popularity as Parle-g enjoys. Both brands were recalled by more than 80 responders. This brand from Parle has been successful in having a good image in the minds of people.
Parle-g glucose biscuit has got a broader customer base, even though Britannia has Tiger in this category, ITC has Sunfeast glucose. More than 50% of market share in glucose biscuit is in Parle hand.
Sweet & Salty biscuits from Parle have a good customer base, as Krack jack and Monaco are hot favorites among customers.
Suggestions:
Parle should focus on increasing its cream biscuits market share; this is one category
which Parle has to emphasis on. Britannia has its cream biscuit brand Britannia treat, even ITC Sunfeast creams is more popular among responders. Parle should increase its market share in cream biscuit category.
Cadbury Oreo has generated much hype in the market, it is fast gaining popularity among consumers and childrens and their parents are also most attracted towards Cadbury Oreo.
As people easily relate Cadbury to a good confectionary producer, and its wide popularity may increase its market share easily.
Parle should be ready to face competition from Cadbury if in case Cadbury launches biscuits in other categories too.
Parle 20-20 cookie has direct competition from ITC Sunfeast special as both are low
cost cookies, with dry fruits. But Britannia has a larger share in cookies category when compared to Parle and ITC Sunfeast.
Even though Parle Hide & Seek is more recallable brand and popular. It has got direct
competition from ITC Sunfeast Dark Fantasy, ITC invested in advertising and used same strategy to target youngsters as Parle did for Hide & Seek, so both ot these brands share market. In order to be sustainable, Parle should look into increasing its market share in chocolate chips cookies category market share.
Parle has resources to research and develop a new category of biscuits in which it can be a market leader, as every category of Parle has got a competitor brand in same category.
6. CONCLUSION
From this research it was clear that Parle brands enjoy popularity among consumers. Respondents were well aware of all Parle brands as they were able to recall them. Parle is still market leader in Glucose biscuit category, people identifies glucose biscuits as one which is produced by Parle. The kind of brand loyalty and awareness Parle-g has got makes others difficult to survive in market, thus leading them to increase their market share in other categories. Britannia has a glucose biscuit brand Britannia Tiger which is struggling to compete with Parle-g. Britannia has good share in other categories like cookies with it Britannia Good Day. ITC Sunfeast has all that resources which it can utilize to become a market leader in biscuit sector, but it needs time to establish their brands in minds of the people.
7. BIBLIOGRAPHY
Books 1. Marketing Management- Philip Kotler
2. Research Methodology- C.R. Kothari
Magazine and News Paper 1. Business India 2. Business Today 3. Economic Times 4. Business Standard
Websites:
1. www.parleproducts.com 2. www.business-beacon.com 3. www.ibmabiscuits.in 4. www.indianfoodbrands.blogspot.com 5. www.marketresearchdata.org
8. ANNEXTURE
Questionnaire
PLACE INTERVIEWED:
DATE:
Hello sir/madam. I am a MBA student doing a research study for my project. It would be great if you could answer a few questions for us.
1. Write down the first biscuit brand name that comes to your mind.
2. Have you ever tasted a glucose biscuit?
Yes
No
3. What do you like in glucose biscuit?
i) Taste
ii) Nutrition value
iii) Essence
iv) It Quenches Hunger
4. Which other biscuit brands can u recall of?
i)
ii).
iii)..
iv).
v)
vi).
5. How many times in a week do you buy biscuits?
Once in a week
Twice
Thrice
Four times
five times
Daily
Others
6. Which biscuits do you prefer?
Glucose
Cream
Cookies
Sweet & salty
Salty
Marie
7. Which brand do you prefer most?
a) ITC Sunfeast Sunfeast cream Sunfeast special Sunfeast sweet n salty Sunfeast glucose Sunfeast snaky Sunfeast Dark fantasy Sunfeast nice Sunfeast Marie light Sunfeast milky magic Sunfeast golden bakery Sunfeast Benne Vita Flaxseed
b) Parle Parle G Krack Jack Monaco Kreams Hide & seek Parle Marie Parle 20-20 cookies Parle milk shakti Parle Nimkin Hide & seek Bourbon Hide & seek milano Parle Actifit digestive
c) Britannia Britannia Marie Gold Britannia Nutri Choice Britannia Tiger Britannia Treat Britannia Bourbon d) Priyagold Classic Cream Butter Bite Kids Cream Bourbon Big Boss e) Bisk farm Marie Lite Magic Gold Cheese Cracker Cheez Bit Classic Salt Coconut Crunch Britannia Milk Bikis Britannia 50-50 Britannia cookies Britannia Good day
f) Anmol
g) Cadbury Oreo
8. Rank these factors in order of preference when buying a biscuit?(Rank 1to 3)
Taste
Price
Brand Image
9. Rank the following on scale of 5 in respect to the given factors
Bra Parle nds Factors Taste Price Brand Image
Britannia ITC
Priyagold Bisk Farm
Anmol Cadbury Oreo
10. Have you ever had any complaint about a particular biscuit brand, if yes what was your complaint.
i) Price
ii) Bad quality
ii) Non availability in nearby stores
iv) Packaging
v) other
11. Are you satisfied by Parle biscuit products?
Very satisfied
somewhat satisfied
neither satisfied nor unsatisfied
Somewhat unsatisfied
very unsatisfied
12. Where do you find Parle Advertisement more?
Newspaper
Television
Radio
Internet
Poster/banner/billboards
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Consumer Behaviour Towards Parle Products.

MASTER OF BUSINESS ADMINISTRATION

DANIEL JOHN WESLEY Reg. No: 09SKCMA017

ACHARYA INSTITUTE OF MANAGEMENT & SCIENCES

Acharya Institute of Management & Science

Consumer Behaviour Towards Parle Products.

(DANIEL JOHN WESLEY)

Acharya Institute of Management & Science

Consumer Behaviour Towards Parle Products.

CERTIFICATE FROM THE GUIDE

Acharya Institute of Management & Science

Consumer Behaviour Towards Parle Products.

Internal Guide Name: Prof. Ramesh. M Signature: Date:

External Examiners 01) Name: Signature: Date:

02) Name: Signature: Date:

Acharya Institute of Management & Science

Consumer Behaviour Towards Parle Products.

Acharya Institute of Management & Sciences

Prof. Ramesh .M Project guide Place: Date:

Prof. Kerron G Reddy Principal AIMS Place: Date:

Acharya Institute of Management & Science

Consumer Behaviour Towards Parle Products.

(DANIEL JOHN WESLEY)

Acharya Institute of Management & Science

Consumer Behaviour Towards Parle Products.

1. Statement of problem 2. Objective of the study 3. Research Methodology

5. Planning and analysis

Acharya Institute of Management & Science

Consumer Behaviour Towards Parle Products.

Acharya Institute of Management & Science

Consumer Behaviour Towards Parle Products.

Acharya Institute of Management & Science

Consumer Behaviour Towards Parle Products.

Acharya Institute of Management & Science

Consumer Behaviour Towards Parle Products.

Acharya Institute of Management & Science

Consumer Behaviour Towards Parle Products.

Acharya Institute of Management & Science

Consumer Behaviour Towards Parle Products.

Acharya Institute of Management & Science

Consumer Behaviour Towards Parle Products.

Acharya Institute of Management & Science

Consumer Behaviour Towards Parle Products.

Source: - www.marketresearchdata.org 2009 New Prospects in the Indian Biscuit Industry

Acharya Institute of Management & Science

Consumer Behaviour Towards Parle Products.

1.2 CONSUMER BUYING BEHAVIOR

Consumer Behaviour Towards Parle Products.

Consumer Behaviour Towards Parle Products.

Consumer Behaviour Towards Parle Products.

To study the factors affecting the consumption pattern.

To study the competition scenario

Acharya Institute of Management & Science

Consumer Behaviour Towards Parle Products.

Acharya Institute of Management & Science

Consumer Behaviour Towards Parle Products.

3. INDUSTRY PROFILE 3.1 Introduction

Acharya Institute of Management & Science

Consumer Behaviour Towards Parle Products.

Acharya Institute of Management & Science

Consumer Behaviour Towards Parle Products.

Consumer Behaviour Towards Parle Products.

3. Rural-urban penetration of Biscuit:

Acharya Institute of Management & Science