A Study on Consumers Buying Behavior Pattern Of Biscuits

By:

Pratik Jagtap: Amrit Goenka: Prashant Satavi Amar Naik: Krishna Iyer:

37 71 98 101 117

2013-2014 SIES COLLEGE OF MANAGEMENT STUDIES.

Table of content
Consumer Buying Behavior Pattern of Biscuits Page 1

Introduction Executive summary Need and importance to study Objective of study Scope and limitations

Chapter: 1 Literature Review Biscuit industry in India A glance at industry Brief introduction

Chapter: 2 Research Methodologies

14

Chapter: 3 Survey Analyses Chapter: 4 Overall Analyses Findings and Suggestions Conclusion Bibliography Appendix

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EXECUTIVE SUMMARY

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The report is on the consumer buying behavior pattern of biscuits in India. The report covers starts the need to study about this subject, the objective of the study and limitations of the study followed by an overview of the biscuit industry in India. Secondary research and primary research was conducted among a pool of people for the survey, following which the analysis was made. The methodology used to conduct the survey is explained, which includes the various parameters that were used in the questionnaire to bring out specific behavior patterns. A detailed analysis of the survey is then made with the help of the primary research. The report ends with a detailed summary of the entire study with the relevant findings

NEED AND IMPORTANCE OF STUDY

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Biscuit Industry is one of the largest among all the food industries and has a turnover of around Rs.3000 cores. India is known to be the second largest manufacturer of biscuits, the first being USA. Bread and biscuits are the major part of the bakery industry and covers around 80 percent of the total bakery products in India. Biscuits stands at a higher value and production level than bread. From a marketing perspective it is very important to know the behavior of consumer and their buying habits to learn marketing activities related to biscuit industry. In biscuit market, strong brand equity and a wide distribution network are vital in attracting customers. Brand equities are built over a period of time by technological innovations, consistent high quality, aggressive advertisement and marketing. Availability of the products is another crucial success factor, as products are of small value, frequently purchased daily use items. A deep insight of consumer brand loyalty and satisfaction can help marketers retain the existing customers and entice new ones. In this backdrop, this study is undertaken to examine the consumers' brand awareness, loyalty, and satisfaction towards biscuit brands. The factors influencing brand selection and brand switching are also assessed.

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OBJECTIVE OF STUDY

The main objective of this study is to examine the consumers' buying habits and brand loyalty towards biscuit products. The following are the specific objectives of the study. a. To identify demographic segmentation of buyers. b. To identify the product attributes that influences the purchasing process. c. To assess the brand loyalty and switching behavior of consumers with respect to various levels changes in price, taste, quality. d. To understand buying habits of consumers. e. To evaluate the satisfaction level of consumers with regard to their present biscuit brand. f. To assess the market share of different biscuit brands in the market segment taken up for investigation. g. To offer suggestions to FMCG companies.

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SCOPE AND LIMITATIONS OF THE STUDY

SCOPE The study is conducted towards customers at Cities of Thane District.

The present study intends to examine below towards biscuit brand Demographic segmentation Product attributes that influence the purchasing process Brand Loyalty & switching behaviour Buying habits Satisfaction level with respect to present brand Market share

LIMITATIONS The study has the following constraints The sample sizes are restricted to 100 customers, due to time constraints. 100 customers sample cannot be generalized to entire universe. There may be a chance of individual's experience dominating the interpretation of the data. The study is conducted considering the prevailing conditions which are subjected to change in future.

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Chapter: 1

Biscuit Industry in India An Overview

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 2000-01. 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 2001-02) is Rs. 4,350 crores. In terms of volume biscuit production by the organized segment in 2001-02 is estimated at 1.30 million tonnes. The major Brands of biscuits are - Brittania, Parle Bakeman, Priya Gold, Elite, Cremica, Dukes, Anupam, Horlicks, Craze, Nezone, besides various regional/State brands. As regards the consumption pattern is concerned. surveys and estimates by industry from time to time indicate the average consumption scenario in the four Zones have been more or less close to each other, as below: Northern Southern Western Eastern States: 23% States: States: States: 28% 24% 25%

Though India is considered as the third largest producer of Biscuits after USA and China, the per capita consumption of biscuits in our country is only 2.1 Kg., compared to more than 10 kg in the USA, UK and West European countries and above 4.25 kg in south cast Asian countries, Le. Singapore, Hong Kong, Thailand, Indonesia etc. China has a per capita consumption of 1.90 kg, while in the case of Japan it is estimated at 7.5 kg. Biscuit manufacturing as well as other bakery products like Bread etc are agro based industries, with the major inputs - wheat flour/atta sugar, milk vanaspati/vegetable oil etc all being agriculture produces.

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Areas of concern to industries of food products like Biscuits include multiplicity of food laws and their enforcing agencies in the Central and State Governments with overlapping functions & implementation. At the persistent instance of industry organizations including FBMI the Ministry of FPI took the initiative in evolving an Integrated Food Act, harmonizing the existing multifarious legislations enabling better compliance. The Draft Unfiled Food Bill 2002 has been prepared and now awaits approval by the Cabinet and the Parliament, which will fulfill an important need of the industry and pave way for accelerated development and growth.

INDIAN BISCUIT INDUSTRY AT A GLANCE IN 2011 - 2012 The 10,000 crore biscuit industry is invaded by new players even as older players struggle to discover new markets and grow the market share. In India, the turnover of the industry is pegged at 3000 crores of which the unorganized sector accounts for as much as 35%. India is the third largest manufacturer of biscuits after USA and China. The industry is expected to grow at a rate of 15 to 17% in the next few years. Britannia, Parle-G, Priyagold, ITC Sunfeast are some of the popular brands. Biscuits are placed at a higher value chain than Bread in India. This is the reason biscuits occupy 60% of the production capacity of bakeries. Cadbury, Nestle and Brooke Bond tried to enter the biscuit market but their efforts flopped. But things are changing now. A battery of new players (Kraft, Pepsico, United Biscuits, Glaxo, and Danone)are waiting to enter the biscuit market. The domestic players are competing against each other in their respective product segments. Though the demand for glucose biscuits is strong, the market share continues to decline as healthier brands (fiber rich) are available. Surprisingly, the Indian market is still largely unpenetrated and this offers ample scope for growth. At present, it stands third in position among food industry in revenue generation. The organized sector continues to face competition from the unorganized players. Bakeries and retail coffee shops have started making biscuits in-house. Even as the established players continue to innovate with new products, sustainability is definitely a cause for concern.

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Brief introduction: Today 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 and the organized sector is valued at above Rs 8000 crores. While the the biscuit industry is estimated to grow over 15-17% in the next few years. The biscuits per capita consumption 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 India among the urban and rural market is 85% and 55% respectively. The annual turnover for the organized sector of the biscuit manufacturers at 200102 is Rs. 4,350 crores. 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%) by the government. Production in the year 2001-02 increased very marginally by 2.75% where in 2002-03 the growth is around 3%. Government took initiatitive for the development as The Union Budget for 2003-04 granted 50% reduction in the rate of Excise Duty on Biscuit i.e. from 16% to 8%. The Federation's estimate indicates a growth of approximately 8% to 9% per year. Biscuit is always hygienically packaged nutritious snack food available at very competitive prices, volumes and different tastes. According to the NCAER analysis, biscuits are 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. 750and above.

The organized biscuit manufacturing industries annual production Year 2003-04 2004- 2005-06 2006-072007- 2008-09
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05 Annual MT) Production(Lakh 11.00 12.54 14.29 16.14

08 17.14 19.5

Market capitalization

India Biscuits Industry is the largest among all the food industries and has a turnover of around Rs.4350 crores. Size of the industry

The production capacity of wafer biscuits is 60 MT and the cost is Rs.56, 78,400 with a motive power of 25 K.W. Indian biscuit industry has occupied around 55-60 % of the entire bakery production. The Indian Biscuit industry for 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 2000-01. The unorganized sector is estimated to approximately have 30,000 small & tiny bakeries across the country. Total contribution to the economy/ sales

Biscuit industry contribute Rs 8,000 crore to the FMCG industry today, provides vast opportunity for growth, as the per capita consumption of biscuits is less than 2.1 kg in our country. India is classified under two sectors: organized and unorganized. Branded /Organized to Unbranded/Un organized market share of biscuit has been 70% for Organized sector and 30% for Unorganized sector. Apart from Big 3(Britannia, Parle, ITC) there are around 150 medium to small biscuit factory in India.

Top leading Companiess Parle Britannia Sunfeast Priya Gold

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Cremica Dukes Anmol Horlicks Biskfarm Rose Sobisco Nezone

Latest developments Indian biscuit market is 1.1 million tonnes per annum at Rs 50 billion. About 90% of Indians buy and eat biscuits. According to estimates the bakery industry in India is worth Rs 69 billion. Out of which bread and biscuits hold about 82% of the share. The bread market has a business volume of 1.5 million tonnes. The major factors for growth in this segment are: Brand loyalty, volumes and strong distribution networks. Growth in the over 40-year-old Indian biscuit industry has remained slow. The analyst's calculations will show that per capita consumption is less than Rs 3 per month on biscuits or less than Rs 15 per household per month. Back in 2003, nobody thought Sunfeast would have consumers eating out of its hands. According to the AC Nielsen retail sales audit in March 2006, both Britannia and Parle have lost volumes. Britannia's shares have dropped from 35.8 % in 2004-05 to 30.5 % in May 2006 (volumes). Parle's shares have also dropped from 42.2 to 38.4 % in the same period. Even Priya Gold has seen a minor dip from 6.4 % to 5 %. ITC's Sunfeast has been a big gainer with its share increasing from 2.7 to 6.7 %.

Annual Growth

The biscuit industry in India witnessed annual growth as below:Consumer Buying Behavior Pattern of Biscuits Page 11

2003-04 2004-05 2005-06 2006-07 2007-08 2008-09 2009-10 2010-11 2011-12 2012-13

13% 14% 14% 13% 14% 16% 14% 11% 11% 09% (April-September 2012)

While the growth rate has been stagnating during last 4 years, it picked up momentum during the 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. However growth further declined from 2009-10 to 2011-12 and the first half of 2012-13.

Annual Production:

The organized biscuit manufacturing industrys annual production figures are given below: (In Lakh Metric Tons)

2003-04 2004-05 2005-06 2006-07 2007-08 2008-09 2009-10 2010-11 2011-12 2012-13

11.00 12.55 14.29 16.14 16.85 17.50 18.50 19.00 20.50 10.50(April to September 2012)

Segments: The organized and unorganized sector of the biscuit industry is in the proportion of 70%:30% ratio.

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 EXPORTS of Biscuit was 14% of the annual production during the year 2010-11 which declined to around 12.5% in 2011-12. IMPORTS of biscuits into India (mainly high end products) has not shown any significant growth during the last five years and has not affected production/sales by the Indian Biscuit industry.

Rural-Urban penetration of Biscuit: Urban Market: 75% to 85% Rural Market: 50% to 65%

Consumption Pattern PER CAPITA CONSUMPTION Per Capita consumption of Biscuits in the country is only 1.8 kg, as compared to 2.5 kg to 5.5 kg in South East Asian countries and European countries, and 7.5 kg in USA

Pattern of Biscuit Consumption (On Zonal basis) in the country are as below: Northern Zone - 25% Western Zone - 23% Southern Zone - 24% East and North East Zone - 28% (Including N. East)

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Chapter: 2
RESEARCH METHODOLOGY

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Methodology:

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To maximize richness and accuracy of data, we will be thoroughly analyzing the Secondary and the Primary Data collected over the period of this study.

Data Collection: Sample Survey of consumers with the help of Questionnaires.

Sampling: In order to collect Primary Data, Simple Random and Convenient Sampling methods will be used. Reason being, these methods would be effective and convenient in meeting the objectives of the study.

Sample Size: Sample size for the survey is 100.

Participants: Consumers of biscuits.

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Need for segmentation:Segmentation plays a very important role in delivering your product to your target customer. It is very important to understand your demographics, their life style pattern, their mode of buying behavior, consumption pattern. Since biscuits are a product, which does not involve high expenditure, still the moods, pattern, affection, liking, determining characteristics before buying, repeat purchase and after consumption experience is recorded from the consumers point of view. Understand your Target group:The report is primarily targeted towards youth, college going students to understand their behavior and characteristics involved in the buying pattern of the biscuits.

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Chapter: 3
Survey Analysis 1. Demographic segmentation:Age group considered for this survey was between 18- 26 years, majority were students, working professionals. The numbers of male respondents were larger in number as compared to females. A majority 65% of the respondents asked about their buying behavior pattern on the biscuits belong to male category. This does not imply that consumption or the usage pattern was low in the female segment, but for the ease of survey, the sample size was taken for convenience. The survey was carried out in Mumbai urban and suburban areas, considering all major ethnicities.

Graphical representation of respondents participated in the survey

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2. Brand Preferred Out of 100 respondents, considered in the survey, a majority 38 % of people preferred Parle as their choice. Parle-the old heritage brand, still remains the best choice for the people, followed by Britannia and Sunfeast. Under the ITC house, the brand Sunfeast which was launched in the market in just past 2-3 years is gaining confidence among the youth. Cadburys Oreo brand still has to go long way to compete in this segment group.

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3. Kind of Biscuits preference Today biscuit companies are in the hoard of giving maximum variants to its consumers, as per their individual tastes and preferences. Every company has all types of variants existing in different price range as per the consumer purchasing power parity and usage consumption. Our team tried to analyze among the respondents their preference in this category.The respondents were given option among the below choices to mark their preferred variant Multiple options were allowed to consider. Sr no 1 2 3 4 5 6 7 Variants Choc fills Cookies Digestive Cream Sweet and salty Glucose Salty

Percentage of Biscuits variants preferred Cookies are more preferred in this age segment group, followed by Choc fills. Digestive biscuits also share a good significant proportion of pie in this segment. 4. Attributes that make you to buy biscuits

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Four major attributes that the consumer take into consideration while selecting or purchasing a biscuit packet are as follows a. Taste : Highest rated important attribute, which influences them the most b. Nutrient value: More than half of the respondents preferred nutrition content in their biscuit pack. c. Brand: It plays a major part in selecting and picking up a biscuit brand. (61% of the respondents preferred a brand name while selection) d. Price: It is also a critical factor observed in this age group, respondents in this group seems to be price conscious and want quality products over the price they are offering. e. Advertisements: On analysis, it was found that the advertisements do not play a significant role in this segment while purchasing biscuit packet.

Graph : Percentage preference of the different attributes while purchasing a biscuit packet.

5. Are you a Brand switcher

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Brand plays a very important role. Brand not only delivers quality but an experience and a promise which promotes the consumers for repeat purchase. Brand creates a positioning into the minds of the consumers, in which consumer expects a product which delivers value preposition to them. Brand salience also plays a very important role in purchase making decisions. When the question of Are you a brand switcher asked to the respondents, 78 % of the respondents replied as yes. The reason for the same Price, Quality, Advertisements, Bored of current brand (Try out different)

Percentage of respondents voted for different switching parameters to another brand BUYING HABITS The Sample Size was 100
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A) BUYING FREQUENCY

The following are the conclusions from the above results: a)Most Buyers are do not buy biscuits on daily basis it constitutes to about 86 % of total b) 16 % consumers buys biscuits more than one time in a day atleast once in a week c) 53 % buyers dont even buy once in two consecutive days days

B) DECISION MAKER

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The above results shows us who is the actual target audience, who actually buys the product The results show that: 53% of the people are dependent on other for the buying of the biscuits. So the choice can be a mutual choice of the buyer & respondent or completely of the buyer. 47% buy the biscuits of their choice

C) BUYER PERCEPTION OF BISCUIT AS A FOOD

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The above results shows us how biscuit as a food is being perceived by the consumers The conclusions from the results are : a) 22 % people shows the people eating habits in this part of world , it isa tradition to have some snacks along with tea & 35% people prefer biscuits to be with it b) 42 % ( 14%, 17%,11%) people consider it as substitute for food to temporarily satisfy the hunger & energy boosting c) 32 % just perceive biscuits as timepass foo D) CURRENT FAVORITE BISCUIT

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Parle G =21 Parle Hide N Seek = 17 Britannia Good Day = 11 Sunfeast Dark Fantasy = 9 Parle Bourbon =9 Cadbury Oreo = 8 Britannia Marie = 5 Parle Monaco = 3 Above results tells the biscuits brands that are in demand today.

Chapter: 4
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Findings:
Demographics Average age group of sample was Profession of sample Gender ratio Area 18-26 years Students and working people 65% male Mumbai, Navi Mumbai and Suburb

Brand related study Brand preference: Parle: 38% people still trust Parle and relate with this Brand Britannia: Is at 2nd number after Parle, this brand focuses on relationships and youth. Both Parle and Britannia are in its maturity stage of Life cycle, innovation is the only key for staying in this stage for longer time. Otherwise there are many new brands entering in and waiting for taking this position. Sunfeast: Comparatively new brand but still fastest growing. As ITC diverted itself from Tobacco Company to a FMCG, people are accepting its products. Sunfeast is in its Growth stage of PLC. Cadbury: Its still in its introduction phase of its PLC cycle. Its also using skimming method of pricing. Early adopters are trying this new entrant. If people will accept this brand in biscuits, Its Growth phase will start soon. Biscuit types preferred: Cookies: As Indian consumers are opening up and getting exposure to world class quality and products, his liking also changing. Some years before there was huge market for Glucose biscuits. In todays case, 26% people prefer to have cookies.

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Choco Fills: Many brands came up with premium biscuits. Choco fills are one type of that. As spending power going up, disposable income is also increasing wits same rate. 24% of sample prefers Choco fills. Digestive: Consumers are getting more health conscious and started looking in to what all they buy and eat. 18% of people prefer Digestive biscuits. It shows that consumer is aware of every detail about product in which he invests. No matter whether it is low involvement product or high involvement product. Cream: 15% people still prefer cream biscuits. Kids play a vital role in buying decision of biscuits. So cream biscuits are natural choice of many kids. Other: Traditional types like Glucose, Sweet n salty biscuits are lacking behind as many new options are introduced.

Attributes affect buying decision: Taste, Nutrient value and Brand effect mainly while buying biscuits. It shows that even biscuit companies are responsible for creating awareness in consumers about health benefits with good quality and taste of product

Brand Loyalty: Only 28% people are brand loyal. It shows that there is cut throat competition in this industry. Every brand is coming with maximum verities. Many brands serving to every class of population. From economy class to premium class. So they are ready with verity. 84% are switching their brands because they are getting better quality from some other brand. People are even price sensitive.

Bulk Buying: From frequency of buying, we can analyze that people try and buy biscuits in bulk from super markets. It will help us to conclude that bundling, promotions, bulk buying benefits can improve sales.
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As availability is there in most of the areas because of good penetration, more switching wont take place if a brand has loyal consumers.

Who Buy it: As our average sample group is from 18-26, and 47 % of them prefer buying biscuits by their own. Even parents buy it most of the times (40%). It shows us whom to target while making an advertisement and doing promotional activities. More than anything else, people eat biscuits as time pass; still they expect basic quality, verity, verity, availability and all this in competitive price.

SUGGESTIONS:
The company may provide the biscuits at reduced / concessional price for the customer in cities provided at round off price say re.1 or re.2. The company may advertise by television, newspaper & hoardings etc.

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 The company may advertise to create awareness regarding the nutrients included in the biscuits. The company may provide samples to the customers. The company may provide some consumer offer to the customer. The company may introduce new products they would help the customers for their taste. Mostly respondents suggested for reduction of prices Give different shapes, which will be new & will be attractive for children Introduce new products, which can be meant for occasions Improving the taste and also giving more flavors can attract more

CONCLUSION:
The market study on biscuits in Mumbai, Navi-Mumbai and suburb helped to know the status of biscuits. It has revealed the requirements of the retailers, the profile, characteristics, and taste of the consumer of biscuits. Parle and Britannia biscuits are having a good market share in selected area. Carrying out relevant sales promotional activities can increase biscuits demand in cities with regard to various brand of biscuits. This study has helped the researcher to gain good experience and more information about the biscuit market.

BIBLIOGRAPHY:
www.biscuitfederation.com

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APPENDIX: Questionnaire
Age: Gender: Income: (Write NA if not applicable) 1. Which of the below brands of biscuits you are aware of Parle G Britannia ITC Mac Vities Bournville Cadbury Others

2. From where do you purchase Biscuits Kirana stores Retail (DMart, Bigbazar, More etc) Medical stores Others

3. Do you prefer brand name while purchasing Yes No

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4. Who buys biscuits in your house Myself Parents Siblings Grand parents Other

5. Which variants in biscuits you prefer Salty Namkeen Cream Dry Fruits Sugar Sprinkled Digestive Glucose Milk Cookies Others, pls specify

6. Why do you eat biscuits Comfort food Readily available Energy building Substitute for your meals. Others

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7. How often is your frequency of purchasing biscuits Daily Weekly Fortnightly Others

8. Name five top most biscuits name you like (open ended, question)

9. Rate the following characteristics in the biscuits when you buy them

1= Least important , 5= very important Least important 1 not that important 2 Neutr al 3 Import ant 4 very important 5

Parameters Price Taste Size packaging company/bra nd

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Nutrition and calorie content Advertising Word of mouth

10.Are you a brand switcher Yes No

11.On a scale of 1 to 5, 1=lowest 5= highest how open are you to try new variants in new brands 1 2 3 4 5

12.If you switch between brands, what determines the switch Trial Mood Bored of old brand Advertising Experimentation Other

13.What according to you are the drawbacks of biscuits. Maida Wheat flour Sugar Hydrogenated fats Calories Consumer Buying Behavior Pattern of Biscuits Page 34

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