Chapter 1

Introduction to the Project And Conceptual framework

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1.1

Introduction to project

The Topic: A Study of Customer Satisfaction Towards Packaging of Lays This study is taken up to fulfill the requirement of M.B.A degree of Punjab technical university This provides guideline for further research in area for packaged chips industry. Research says about consumer satisfaction for packaging of lays chips, the research is also important to identify Market Size, growth and Market Potential of lays. The research shows future Scenario of packaged chips in current perspective. The study shows Opportunities and challenges for

packaged chips in respect of internal & external environment. People have very favorable attitude towards the fresh chips and they love to consume them but this project is undertaken to know whether people have favorable attitude towards the packaged chips or not. and to know what consumers think about packaging of lays, role of advertisements on them in identification of chips, etc. People have very favorable attitude towards the fresh chips and they love to consume them but this project is undertaken to know whether people have favorable attitude towards the packaged chips or not. Packaged chips are available in the market are they really being purchased by any customer? Finally if someone (manufacturer) wants to enter in this segment whether it is favorable to him/her to enter in this segment or not, whether it can earn the profits or not, secondly which product manufacturer will produce so that the there should be maximum profits with customer satisfaction and last but not least which product should manufacturer produce so that it can be sell in the market without any hurdles. So to know all these things it is necessary to carry out this study.

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Anyone using this report must consider that it was not done on all India bases but it has done only in one city and in state of Punjab. One should not totally depend on this report but level of understanding should be taken into account. Customer Satisfaction Satisfaction is defined as . . . a persons feelings of pleasure or disappointment resulting from comparing a products perceived performance (or outcome) in relation to his or her expectations. If performance falls short customer is dissatisfied.If performance exceeds expectations customer is delighted. In competitive market place where business competes for customer, customer satisfaction is seen as a key differentiator and increasing has become a key element of business strategy. Customer satisfaction refers to the extent to which customer are happy with the product and services provided by a business. Customer satisfaction levels can be measured using survey technique and questionnaires. Gaining high levels of customer satisfaction is very important to a business because satisfied customers are most likely to be loyal and to make a repeat orders and to use a wide range of services offered by a business. Clearly defined and understanding customer satisfaction can help any company identify opportunities for product and services innovation and serve as the basic for a customer as the basic for a customer satisfaction surveying program that can ensure that quality improvement effort are properly focused on issue that are most important to the customer.

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CHAPTER 2
COMPANY PROFILE

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Company profile
The Frito-Lay Company, based in Dallas, Texas, and a division of PepsiCo, had 44,000 employees and reported net revenue of $10.8 billion in 2006 according to their annual report, an increase from $9.56 billion in 2004. The undisputed leader in the salty snack category, the company has a firm grip on premium shelf space, outspent every other company in marketing and merchandising, and had a superior distribution system. Its leading products by sales in 2006 were: Lay's Potato Chips, Doritos Tortilla Chips, Cheetos Cheese Flavored Snack, Ruffles Potato Chips, Tostitos Tortilla Chips, and Fritos Corn Chips. As the industry leader, Frito-Lay has been able to diversity its product line-up to include the production of healthier snacks. One example was the 2007 release of the Flat Earth vegetable and fruit crisps label. Other items include multigrain-enhanced Tostitos and Baked Cheetos; meanwhile, Ruffles were made using sunflower oil, which allows for the taste to stay the same while reducing the amount of saturated fat. The company's "Smart Spot" products accounted for about 15 percent of the overall net revenue with growth that was higher than other products. For years, large corporations attempted to challenge Frito-Lay's dominance in the snack business. Anheuser-Busch, Keebler, and Borden all tried and, after battling the giant in advertising and merchandising dollars, all decided to get out of the salty snack business. The closest national brand competing against Frito-Lay was Eagle, owned by Anheuser-Busch for 20 years. After losing about $75 million on the brand, Anheuser-Busch sold the division to Procter & Gamble (P&G) in 1996. A leader in packaged goods, P&G had overall net sales of nearly
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$76.5 billion reported for 2006. Introduced in 1968, the company's Pringles brand was in fourth place among all brands generating $243 million in 2005 sales, an increase of nearly 3 percent from the prior year. Other leaders included Kraft Food Inc. and Jay's Foods Inc. The leading food producer in the United States, Kraft had overall net revenues in 2006 in North America of $34.4 billion, with the snacks and cereals segment accounting for 18.5 percent (nearly $6.4 billion, a slight increase of 1.7 percent from 2005). Meanwhile, Jay's Foods Inc. had about $1.6 billion in 2006 sales with 500 employees; however, in late 2007 the company was facing bankruptcy and attempting to locate a buyer. Frito-Lay Company reported a net revenue of $13.2 billion in 2009 according to their parent PepsiCo, Inc.'s annual report, an increase from $11.5 billion in 2007. Kraft Foods Inc. posted revenues of $40.4 billion with 97,000 employees worldwide in 2009, a 3.7 percent decline compared to $41.9 billion reported in 2008 with the "snacks" segment responsible for 37.2 percent of overall sales. Jay's Foods Inc. became part of Snyder's of Hanover following the closure of its Chicago manufacturing plant on December 5, 2007. Despite competition from national brands such as Frito-Lay, which has a 67 percent market share, Jays Foods has 23 percent share of the potato chip market in Illinois, Indiana, Wisconsin, Missouri, and Iowa and more than a 60 percent share in the ready-to-eat popcorn category. 2.2 COMPANY STRUCTURE

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2.3 PRODUCT PROFILE

Lays, the worlds largest and favorite snack food brand, has steadily established itself as an indispensable part of Indias snacking culture since its launch in 1995. With its irresistible taste, international and Indian flavors and youth-centric imagery, Lays has established itself as a youth brand and continues to grow in the hearts and mind of its consumers. Over the years, Lays has become known for its engaging and innovative promotions and campaigns. The brand known for its No one can eat just one campaign has moved its positioning to Whats the programme? making Lays the main food of every programme! Saif Ali Khan has been the face of the brand for over five years, and has recently been joined by the captain of the Indian cricket team M.S. Dhoni. Both embody the youthful energy and appeal of the brand. In 2008, Lays launched the never-before Fight for Your Flavor allowing consumers to vote for the flavor of their choice. The flavor with the maximum votes would continue in the market. The flavors have been selected by the Lays brand ambassadors Saif Ali Khan and M.S. Dhoni with each celebrity rooting for the flavor of their choice. In November 2008, Lays made yet another innovative breakthrough the Chip-n-Sauce pack. This first-to-market pack has been launched for cricket lovers as they settle in their seats to savour the best sporting action of the season. The Lays Chip-n-Sauce large pack comes in two unique flavors Chilli Chinese with a Schezwan Sauce sachet and Chatpata Indian with a Tamarind Sauce sachet inside the pack. In June 2009, Lays launched its new positioning platform: Lays Be a Little Dillogical. The new Dillogical concept makes an instant connect with youth caught between the desire to succeed and the desire to remain engaged with certain moments that offer a deep emotional fulfillment. This friction is like a game between the heart and the head, a struggle between what you want to do and what you have to do. Its all about making things that matter to the heart, happen. The new platform has been launched with a series of ads built around the universal consumer struggle between what the mind asks one to do and what the heart desires. A powerful 360
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degree approach supports the new TVC, and has indeed prompted consumers to be a little Dillogical. One flavour sold primarily in southern Asia is called "Magic Masala". This flavour is popular in India, Pakistan, and Bangladesh. It is also sold in Indian deli stores in Canada and the United States. South Asian Lay's chips are ridged, closely resembling another Frito-Lay brand in North America, Ruffles. Beside Magic Masala, flavors popular in India are "American Style Cream and Onion" and "Spanish Tomato tango". "World Classic Salted" is available as well. Recently, Lays India introduced a contest to name new flavors, and then invited the public to taste and vote on the best of them. The new flavors in production now are HipHop Honey and Chili, Cheesy Mexicana, Mango Mastana, and Tangy Twist. The winner of the contest was "Mango Mastana".There is actually a very good reason for the excess space in our snack packages: The air at the top of the packages provides a "cushion" that protects the fragile chips against breakage in shipment and handling. Years of testing have resulted in this packaging technique, which protects the chips from breakage.Because we are committed to decreasing the amount of solid waste produced, we have made some changes to decrease the amount of packaging material: Lays brand and Ruffles brand potato chips, once packaged in composite plastic bags, now are packaged in metallized plastic bags. This results in a 25% reduction of weight in the packaging material used for these two products and a reduction of more than 6 million pounds of packaging material per year from being placed in landfills.FRITOS brand corn chips has reduced the bag seal from the industry standard inch to inch. This adjustment has resulted in a 5% reduction in Fritos packaging material from our landfills each year. We also are investigating reducing the seals on other chip productsLays is 100 percent vegetarian. 2.4 FINANCIAL ANAYSES Period Ending 28-Dec-2013 29-Dec-2012 31-Dec-2011

Assets Current Assets Cash And Cash Equivalents Short Term Investments Net Receivables Inventory Other Current Assets Total Current Assets Long Term Investments Property Plant and Equipment Goodwill Intangible Assets
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9,375,000 303,000 6,954,000 3,409,000 2,162,000 22,203,000 1,841,000 18,575,000 16,613,000 16,039,000

6,297,000 322,000 7,041,000 3,581,000 1,479,000 18,720,000 1,633,000 19,136,000 16,971,000 16,525,000

4,067,000 358,000 6,912,000 3,827,000 2,277,000 17,441,000 1,477,000 19,698,000 16,800,000 16,445,000

Accumulated Amortization Other Assets Deferred Long Term Asset Charges Total Assets Liabilities Current Liabilities Accounts Payable Short/Current Long Term Debt Other Current Liabilities Total Current Liabilities Long Term Debt Other Liabilities Deferred Long Term Liability Charges Minority Interest Negative Goodwill Total Liabilities Stockholders' Equity Misc Stocks Options Warrants Redeemable Preferred Stock Preferred Stock Common Stock Retained Earnings Treasury Stock Capital Surplus Other Stockholder Equity Total Stockholder Equity Net Tangible Assets

2,207,000 77,478,000

1,653,000 74,638,000

1,021,000 72,882,000

12,533,000 5,306,000 17,839,000 24,333,000 4,931,000 5,986,000 110,000 53,199,000 (130,000) 25,000 46,420,000 (21,004,000) 4,095,000 (5,127,000) 24,409,000 (8,243,000)

12,274,000 4,815,000 17,089,000 23,544,000 6,543,000 5,063,000 105,000 52,344,000 (123,000) 26,000 43,158,000 (19,458,000) 4,178,000 (5,487,000) 22,417,000 (11,079,000)

11,949,000 6,205,000 18,154,000 20,568,000 8,266,000 4,995,000 311,000 52,294,000 (116,000) 26,000 40,316,000 4,461,000 (24,099,000) 20,704,000 (12,541,000)

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Chapter 3
INDUSTRY PROFILE

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Industry profile
In the late 2000s, there were a reported 454 establishments engaged in manufacturing potato chips, corn chips, and similar snacks with shipment values exceeding $44 billion with industrywide employment of 31,994 workers in 2009. The average manufacturing facility generated $167.6 million in sales employing 78 workers. California, Texas, Pennsylvania, New York, and Illinois were the leading manufacturing states; however, New York was responsible for the bulk or more than $43 billion of industry shipments. Manufacturing of potato chips and the similar snacks category held 47.4 percent in market share followed by potato chips and other potato-based snacks manufacturing with 16.7 percent in industry share, while tortilla chips manufacturers with 15.9 percent in market share had shipments valued at $144.3 million. Others included corn chips and other corn-based snacks manufacturers with shipments totaling $30.8 million and popcorn, already popped (except candy covered) manufacturers with $18.1 million in shipments. According to the ministry of food processing, the snack food industry is worth Rs 100billion in value and over 4,00,000tonnes in terms of volume.

Though very large and diverse, the snacks industry is dominated by the unorganized sector. According to an Apeda survey almost 1,000 snack items and 300 types of savouries are sold across India. The branded snacks are sold at least 25% higher thanthe unbranded products. Savoury snacks have been a part of Indian food habit, since almost ages. The industry has been growing around 10% for the last three years, while the branded segment is growing around 25% per annum to stand at Rs 5,000-Rs 5,500 crore, due to various reasons like Multiplex culture, snacking at home while watching TV, pubs and bars. 3.1 MAJOR PLAYERS BIKANEAR
Bikanerwala is one of the Indias most prominent families in the business of traditional hospitality products like Namkeens and Namkeens. Our Forefathers devoted their lifetime in developing exclusive recipes which are now our proud family secrets. To this wealth of inherited knowledge our new generation has now added another dimension- Modern Technology. 11 | P a g e

Today, BIKANERWALA FOODS PVT.LTD. IS AN ISO 9001:2000, HACCP and SQF 2000cm certified company with four modern manufacturing units in the National Capital Region and a chain of 88 outlets in India and abroad, serving vegetarian North Indian, South Indian, Continental, Chinese cuisine and Fast Food along with a vast variety of traditional Indian namkeens and snacks.

Bingo
Bingo! was launched in March 2007 with a wide range of exciting packaged salted snacks. The range includes multiple flavor variants of Potato Chips & Finger Snacks.The brand is associated with youth, fun and excitement. It fulfils the consumers need for variety and novelty in snacks. At present Bingo! has 4 sub-brands in its portfolio, each of which have unique values based on consumer need differentiation.One of the biggest successes from the Bingo! Portfolio, Bingo! Mad
Angles has carved a niche for itself in the consumers mind and is synonymous with the perfect triangular snack.A combination of innovative flavours on a traditional khakra base, Mad Angles is a snack that is true to taste with perfect flavour delivery as well as shape, making it a snack that's truly "Har Angle se Mmmm ..."

Bingo! Tedhe Medhe - "Har Stick mein alag twist..." Bingo! Tedhe Medhe is the popular spindle shaped format from Bingo! that is a delicious blend of handpicked spices with an aroma that makes one crave for more. The taste of fiery sparks which masalas leave on ones tongue is an experience with savouring!Just like no two things in life are the same, Bingo! Tedhe Medhe provides a unique experience to the consumer each time he consumes it from the pack, making him go beyond stereotypes and celebrating the eccentricities in life! Bingo! Tangles - "Khaoge to Khilaoge..." Bingo! Tangles is one of the most innovative snacks available in the market. Each piece of this innovative crunchy snack is made out of strands loaded with lip smacking masala or tantalizing tomato or simply salted flavours. Once bitten, they break into many more delicious strands in the mouth. It is so tasty that you cant resist sharing it with others.

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Haldiram's
Haldiram's is an Indian sweets and snacks manufacturer based in Nagpur, Maharashtra. Haldiram's is one of the larger chips and snack manufacturer's in India. Haldiram's is also diversifying into fast food retail chains all over India. Haldiram's offers an extensive range of different products, many based

on traditional Indian flavours and styles. Some of these products are offered by Haldiram's all around the world. Today Haldirams occupies considerable shelf space at prominent supermarkets the
world over; Tesco, Sommerfield, Sipneys and Carrefore. From traditional Indian namkeens and savouries to the more international. Chips, cookies, nuts and sherbets, our products are fast capturing the imagination of people making it possible for us to aim for deep penetrations in the Middle East, East Europe and parts of North Africa.

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3.2MARKET SHARES OF THE LEADING PUBLIC AND PRIVATE GROUP COMPANY WISE % MARKET SHARES

Top snacks maker PepsiCo Foods has started slipping with a slew of smaller and regional brands eating into the market share of its flagship brands Kurkure snacks and Lays potato chips. Kurkure and Lays, which dominate the Rs 9,400-crore Indian snacks market, have begun losing share to regional players such as Gujarat-based Balaji, Indore's Yellow Diamond and DFM Foods' Crax in addition to some variants of ITC's Bingo snacks, which are matching the
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multinational on pricing, variants and regionalisation. Industry official quoting Nielsen data said both Kurkure and Lays' market shares slipped 2-3% in the April-September period, while some others like ITC's Bingo, Balaji, Parle and even Yellow Diamond have gained. Nielsen data also shows that PepsiCo Foods' ( FritoLay India) share in overall western snacks has slipped to 40% last fiscal from 48% in 2009-10.A PepsiCo spokesperson said the company doesn't comment on market shares, which "fluctuate from quarter to quarter"."This year we have further strengthened our market position in all potato chips, Kurkure, baked snacks and traditional namkeen that we operate in, with more than 25 new launches including new category introductions like Kurkure Monster Paws and Kurkure Puffcorn," the person said.Officials said the firm is banking on volumes, multiple packs and increased marketing spends to get back its market share.But then its smaller rivals too are widening their product portfolio and reach.The salted snacks market in the country has been growing 25% a year, and smaller players have been fuelling category growth as much as bigger ones like PepsiCo, ITC and Haldiram's.And they are attracting the attention of private equity players. Mid last year, Sequoia Capital invested close to $30 million in Indorebased snack food maker Prakash Snacks, owner of Yellow Diamond chips. The eight-year-old Indore-based firm sells a range of chips and savoury puffs.
The Bingo brand of chips was launched by ITC on 14th March 2007 with an aim to capture at least 25 percent market share of the Rs 2000 crore branded snack market within five yrs. This was an extremely ambitious target according to observers as the market was dominated by the Frito Lay group (owned by Pepsi Co) with a slew of brands like Lays, Kurkure and Uncle Chipps holding 50 per cent of the market share. The other was the Haldiram group with 25 percent of the market share.

PepsiCo has been selling products at prices ranging from Rs 2 to Rs 55 across categories. Last year, it consolidated its mass-priced snacks under a new entity, Lehar Foods, to take on regional brands such as Balaji, Bikanervala and A-Top Foods. It operates on a low-cost model and PepsiCo is hopeful that Lehar Foods will contribute 50% to the firm's foods division FritoLay by 2015. A couple of years back, PepsiCo attempted to buy out strong regional players such as Gujarat-based Balaji Wafers and A-Top Foods, but the talks did not materialize. Meanwhile, the competition is increasing. Biscuits and snacks maker Parle Products extended its portfolio to the traditional salted snacks category with the revamp of its 'Parle namkeens' earlier this month."Whenever new products enter any category, the dominant player naturally gets impacted," B Krishna Rao, group product manager at Parle Products, said. He said the company was enthused by the product's initial response and hoped to capture 20% share by the end of this fiscal.

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Chapter 4
Research methodology

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4.1 RESEARCH OBJECTIVE

1. To find out effect of packaging of lays on customers 2. To know the awareness level of customers regarding information details on packet of lays. 3. To know about consumer satisfaction for packaging of lays . 4. To find out Role of advertisement in identification of lays

4.2 RESEARCH DESIGN

This stage shall help a person to restrict and select only the important question and issue, which inhabit growth and segmentation in the industry. The various tasks that a person has undertaken in the research design process are: Defining the information need. Design the exploratory, descriptive and causal research. EXPLORATORY RESEARCH The method a person used for exploratory research was Primary Data Secondary data

PRIMARY DATA New data gathered to help solve the problem at hand.. An example is information gathered by a questionnaire. Qualitative or quantitative data that are newly collected in the course of research, Consists of original information that comes from people and includes information gathered from surveys, focus groups, independent observations and test results. Data gathered by the researcher in the act of conducting research. We collected information from students, businessmen, employs in the region of Banur.

SECONDARY DATA:-Information that already exists on internet, books, journals etc. TYPE OF RESEARCH:17 | P a g e

Exploratory research is conducted in Banur.

4.3 Review of Literature 1 Management of operations in the snack industry Type: Research paper Author(s): Fernando Pineda, Brian H. Kleiner Source: Management Research News Volume: 28 Issue: 2/3 2005 Abstract This article examines the components of management operations in the snack industry. The snack industry generates about $21 billion annually in retail sales in the United States. Management operations in this industry entail several areas. The management areas observed are: creating a variety of products, marketing a product, managing the production process, incorporating advanced technology, and operating in accordance to both HACCP guidelines and company guidelines. Some of the topics focus on one portion of the snack industry, potato chips, in order to provide a more detailed account of certain themes. The research provides a thorough understanding of the snack industry, the changes and demands it faces and the way managers put all the pieces together to make it work.

A study of determinants impacting consumers food choice with reference to the fast food

consumption in India Type: Case study Author(s): RituAnand Source: Society and Business Review Volume: 6 Issue: 2 2011 Abstract Purpose The purpose of this case study is to explore and study the determinants (demographics and psychographics) impacting consumers food choice towards fast food in India. Design/methodology/approach Food choice variables have been explored using literature reviews and exploratory survey of young consumers in the age group of 20-40. Data obtained from the reliable sources (e.g. the World Health Organisation, Euromonitor International and Datamonitor International) have been used to study the implications of consumer food choice and growing trend towards organic food. Findings Based on literature reviews and exploratory surveys, the key determinants impacting consumers food choice are passion for eating out, socialize, ambience and taste for school and college goers and convenience for dual-income families in urban India. Findings indicate that
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fast food companies can no longer rely on convenience as USP in India, unless the implications of same on consumers health is given equal importance in the years to come. Research limitations/implications Data obtained from the convenience sample and literature reviews have been generalized for inferring consumption patterns of Indian consumers (population). Practical implications This case study focuses on growing trends towards organic food and green consumerism in view of rising global obesity with fast food consumption in Western countries and significantly very less in India despite obesity being an epidemic in India. Originality/value This paper focuses on determining a food choice model in wake of changing food and eating habits in India, using literature reviews, exploratory surveys and reliable data sources

Children, Parents and Food

Author(s): Leann L. Birch Source: British Food Journal Volume: 95 Issue: 9 1993

Abstract
Examines aspects of the child's early experience with food and eating in order to reveal how these experiences shape children's food acceptance patterns. The transition from suckling to consuming an omnivorous diet is critical to the child's growth and health. Despite the necessity of a varied diet, children do not readily accept new foods, and are often very neophobic. Repeated experience is necessary to transform the initial neophobic response. The social contexts and physiological consequences of eating also shape children's food acceptance patterns through associative conditioning, in which foods' sensory cues are associated with the contexts and consequences of ingestion. Children are responsive to the energy density of foods and can adjust intake based on foods' energy density. Such responsiveness is easily disrupted when parents employ child-feeding tactics to control what and how much children will eat. Limited evidence suggests that such child-feeding practices may focus the child away from hunger and satiety, impeding the development of internal controls of food intake in children
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Adolescents' perceptions of healthy eating and communication about healthy eating Type: Research paper Author(s): Kara Chan, Gerard Prendergast, Alice Grnhj, TinoBech-Larsen Source: Health Education Volume: 109 Issue: 6 2009

Abstract
Purpose The purpose of this paper is to explore Chinese adolescents' perceptions of healthy eating, their perceptions of various socializing agents shaping their eating habits, and their opinions about various regulatory measures which might be imposed to encourage healthy eating. Design/methodology/approach Four focus group interview sessions were conducted with 22 eighth and ninth grade adolescents (aged 13 to 15) in Hong Kong. Findings The participants perceived a balanced diet and regular meal times as the most important attributes of healthy eating. Participants were most likely to eat unhealthy food at parties, during festivals, and when socializing. They reported that mothers and teachers often advise them to eat healthy foods. They felt that banning the sale of soft drinks in schools and at sports centers and/or increasing the price of soft drinks might discourage their consumption, but felt that banning soft drink advertisements and/or making free drinking water more available would be ineffective. Research limitations/implications The interviewees were mostly from low to middle income families. They may not be representative of all adolescents in Hong Kong or elsewhere, thus limiting the generalisabilty of the findings. Originality/value The study serves as a guideline for social services marketing professionals targeting adolescents. Social services marketers might consider influencing adolescents' eating habits through the parents and school teachers. Restricting selling of soft drinks at schools and sports centers and increasing the price of soft drinks should be considered, as these were considered relatively more effective than other measures. Seven testable hypotheses are proposed to guide further research.

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4.4 SAMPLE DESIGN

Determination the sample plan and sample size. The target population is the population a person wants to make conclude an ideal situation; the sampling frames to matches the target population

4.5 SAMPLE SIZE;- I have targeted 100 customers for the purpose of research. The target
population influences the sample size. The target population represents the Chandigarh, Banur region of Punjab. The people were from different professional backgrounds and economical backgrounds.

4.6 Sample technique: convenience sampling technique 4.7 Statistical tools

Tools of analysis used for this study. 1. Simple bar method: a simple bar diagram represents the magnitude of only one variable. 2. Bar diagram: in this the circle is partition in to various sections representing the proportions of various components. 3 SPSS: stastical package for social science 4.8 Limitations of the study The project definitely had its own limitations before going through the results of this research study. The limitations shaping this research are given below: The area of study was

comparatively small, that is restricted only in Rajpura and Banur. Hence the results may not be implemented for other areas. Some of the respondent where reluctant to fill the demographic characteristics in the questionnaire.

Data was collected on the basis of primary data and hence there is a chance for a biased or misleading response from the respondents.
Time is the major constraint of the study. The survey is not done throughout the census.

. Level accuracy of the result of research is restricted to the accuracy level with which the
customer have given the answer and the accuracy level cannot be a prediction.

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CHAPTER 5
DATA ANALYSES AND INTERPRETATION

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DATA ANALYSIS

Part one cross tabulation

Table 1 Age and gender wise cross tabulation
Age 31 years and 15-20 years gender male female Total 34 9 43 20-30 years 17 13 30 above 20 7 27 Total 71 29 100

Interpretation: From the above frequency table and graph , it can be concluded that 34 were male respondents involved in age group of 15 yrs to 20 yrs, 17 involved in 20 yrs to 30 yrs, and 20 involved in 31 years to above. . Now in female category 9 respondents involved in age group of 15 yrs to 20 yrs, 13 involved in 20 years to 30 years, and 7 involved in 31 years and above. Now in total 43 male and female respondents were involved in 15 years to 20 years age group, 30 involved in 20 yrs to 30 yrs, and 27 involved in 31 years and above It means that out of 100 respondents 71 were male and 29 were female category respondents.
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Table 2 Gender and occupation wise cross tabulation

Occupation students gender male female Total 32 10 42 employees 15 17 32 businessman 23 0 23 others 1 2 3 Total 71 29 100

Interpretation: From the above table and graph, it can be concluded that 32 were male respondents involved in student group, ,15 involved in employee group, 23 in businessmen and 1 involved in other group . Now in female category 10 respondents involved in student group, 17 involved in employee group, and 2 in others. It means that out of 100 respondents 71 were male and 29 were female category respondents. and majority of male respondents belong to student group and in females majority of respondents belong to employees group.

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Part Two of cross tabulation

Table 3 Time from when respondents start eating lays

Frequency more than 1 years more than 2 year more than 3 year more than 4 year Total 7 18 32 43 100

Percent 7.0 18.0 32.0 43.0 100.0

Valid Percent 7.0 18.0 32.0 43.0 100.0

Cumulative Percent 7.0 25.0 57.0 100.0

INTERPRETATION:- From the above table and graph it can be concluded that among 100 respondents, 7% respondents are eating it from more than 1 year, , 18% respondents are eating it from more than 2 years, , 32% respondents are eating it from more than 3 year, , 43% respondents are eating it from more than 4 year. so majority of respondents are eating it from more than 4 years.

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Table 4 how often people consume lays in a week

Cumulative Frequency Valid 1-2 times 2-3 times 3-4 times more t than 4 times Total 23 21 38 18 100 Percent 23.0 21.0 38.0 18.0 100.0 Valid Percent 23.0 21.0 38.0 18.0 100.0 Percent 23.0 44.0 82.0 100.0

INTERPRETATION:- From the above table and graph it can be concluded that among 100 respondents, 23% respondents are eating it 1-2 times in a week ,21% respondents are eating it 23 times in a week, 38% respondents are eating it 3-4 times in a week, 18% respondents are eating it more than 4 times in a week. so majority of people are eating it 3-4 times in a week.

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Table 5 Satisfaction level regarding packaging material

Cumulative Frequency strongly satisfied Satisfied Neutral Dissatisfied strongly dissatisfied Total 14 44 19 11 12 100 Percent 14.0 44.0 19.0 11.0 12.0 100.0 Valid Percent 14.0 44.0 19.0 11.0 12.0 100.0 Percent 14.0 58.0 77.0 88.0 100.0

INTERPRETATION:- From the above table and graph it can be concluded that among 100 respondents, 14% respondents are strongly satisfied, 44% respondents are satisfied, 19% neutral ,11% dissatisfied,12% strongly dissatisfied. So majority of people are satisfied .

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Table 6 Packaging attracts people

Cumulative Frequency STRONGLY AGREE AGREE NEUTRAL DISAGREE STRONGLY DISAGREE Total 21 44 21 6 8 100 Percent 21.0 44.0 21.0 6.0 8.0 100.0 Valid Percent 21.0 44.0 21.0 6.0 8.0 100.0 Percent 21.0 65.0 86.0 92.0 100.0

INTERPRETATION:- From the above table and graph it can be concluded that among 100 respondents, 21% respondents are strongly satisfied, 42% respondents are satisfied, 24% neutral ,13% disagree,. So majority of people agree that packaging attracts them.

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Table 7.1 Importance of packaging for crispiness

Cumulative Frequency not at all important less important somewhat important Important very important Total 6 9 24 23 38 100 Percent 6.0 9.0 24.0 23.0 38.0 100.0 Valid Percent 6.0 9.0 24.0 23.0 38.0 100.0 Percent 6.0 15.0 39.0 62.0 100.0

INTERPRETATION:- From the above table and graph it can be concluded that among 100 respondents, 6 % respondents say not at all important , 9 % respondents say less important, 24% respondents say somewhat important , 23% respondents say important ,38% respondents say very important .so majority of people say packaging is very important for crispiness.

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Table 7.2 Importance of packaging for taste

Cumulative Frequency not at all important less important somewhat important Important very important Total 5 28 5 14 48 100 Percent 5.0 28.0 5.0 14.0 48.0 100.0 Valid Percent 5.0 28.0 5.0 14.0 48.0 100.0 Percent 5.0 33.0 38.0 52.0 100.0

INTERPRETATION :-From the above table and graph it can be concluded that among 100 respondents, 5 % respondents say not at all important ,28 % respondents say less important, 5% respondents say somewhat important , 14% respondents say important ,48% respondents say very important .so majority of people say packaging is very important for taste.

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Table 7.3 Importance of packaging for information about ingredients

Cumulative Frequency not at all important less important somewhat important Important very important Total 1 22 30 11 36 100 Percent 1.0 22.0 30.0 11.0 36.0 100.0 Valid Percent 1.0 22.0 30.0 11.0 36.0 100.0 Percent 1.0 23.0 53.0 64.0 100.0

INTERPRETATION ;- From the above table and graph it can be concluded that among 100 respondents, 1 % respondents say not at all important , 22 % respondents say less important, 30% respondents say somewhat important , 11% respondents say important ,36% respondents say very important .so majority of people say packaging is very important for
information about ingredients.

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Table 7.4 Importance of packaging for price

Frequency not at all important less important somewhat important Important very important Total 4 22 6 46 22 100

Percent 4.0 22.0 6.0 46.0 22.0 100.0

Valid Percent 4.0 22.0 6.0 46.0 22.0 100.0

Cumulative Percent 4.0 26.0 32.0 78.0 100.0

INTERPRETATION ;- From the above table and graph it can be concluded that among 100 respondents, 4 % respondents say not at all important , 22 % respondents say less important, 6% respondents say somewhat important , 46% respondents say important ,22% respondents say very important .so majority of people say packaging is very important for price.

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Table 7.5 Importance of packaging for COLORS

Cumulative Frequency not at all important less important somewhat important Important very important Total 24 10 17 23 26 100 Percent 24.0 10.0 17.0 23.0 26.0 100.0 Valid Percent 24.0 10.0 17.0 23.0 26.0 100.0 Percent 24.0 34.0 51.0 74.0 100.0

INTERPRETATION ;- From the above table and graph it can be concluded that among 100 respondents, 24 % respondents say not at all important , 10 % respondents say less important, 17% respondents say somewhat important , 23% respondents say important ,26% respondents say very important .so majority of people say packaging is very important for price COLORS

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Table 7.6 Importance of packaging for Freshness

Cumulative Frequency not at all important less important somewhat important Important very important Total 7 18 34 17 24 100 Percent 7.0 18.0 34.0 17.0 24.0 100.0 Valid Percent 7.0 18.0 34.0 17.0 24.0 100.0 Percent 7.0 25.0 59.0 76.0 100.0

INTERPRETATION ;- From the above table and graph it can be concluded that among 100 respondents, 7 % respondents say not at all important , 18 % respondents say less important, 34% respondents say somewhat important , 17 % respondents say important ,24% respondents say very important .so majority of people say packaging is somewhat important for freshness

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Table 7.7 Importance of packaging for photographs

Cumulative Frequency not at all important less important somewhat important Important very important Total 12 13 25 45 5 100 Percent 12.0 13.0 25.0 45.0 5.0 100.0 Valid Percent 12.0 13.0 25.0 45.0 5.0 100.0 Percent 12.0 25.0 50.0 95.0 100.0

INTERPRETATION ;- From the above table and graph it can be concluded that among 100 respondents, 12 % respondents say not at all important , 13 % respondents say less important, 25% respondents say somewhat important , 45 % respondents say important ,5% respondents say very important .so majority of people say packaging is important for photographs.

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Table 8 People Judge packaging before buying

Cumulative Frequency Always Sometimes Total 55 45 100 Percent 55.0 45.0 100.0 Valid Percent 55.0 45.0 100.0 Percent 55.0 100.0

INTERPRETATION ;- From the above table and graph it can be concluded that among 100 respondents, 55 % respondents say they were judging packaging before buying,45% say sometimes. so majority of people say they always judge packaging before buying.

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Table 9 Satisfaction level regarding packet size

Cumulative Frequency YES No Total 43 57 100 Percent 43.0 57.0 100.0 Valid Percent 43.0 57.0 100.0 Percent 43.0 100.0

INTERPRETATION ;- From the above table and graph it can be concluded that among 100 respondents, 43% say they are satisfied with size of packet and 57% say they are not satisfied. so majority of people are not satisfied.

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Table 10 Advertisements play an important role in identifying packet of lays

Cumulative Frequency strongly satisfied Satisfied Neutral Dissatisfied strongly dissatisfied Total 21 30 16 27 6 100 Percent 21.0 30.0 16.0 27.0 6.0 100.0 Valid Percent 21.0 30.0 16.0 27.0 6.0 100.0 Percent 21.0 51.0 67.0 94.0 100.0

INTERPRETATION ;- From the above table and graph it can be concluded that among 100 respondents 21 are strongly satisfied ,30 are satisfied,16 are neutral,27 are dissatisfied,6 are strongly dissatisfied from statement that advertisement plays an important role in identification of lays chips. so majority of people are satisfied with above statement

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Table 11 Aspect of lays that attracts people most.

Cumulative Frequency Originality Style Taste brand name advertisement Total 5 14 36 21 24 100 Percent 5.0 14.0 36.0 21.0 24.0 100.0 Valid Percent 5.0 14.0 36.0 21.0 24.0 100.0 Percent 5.0 19.0 55.0 76.0 100.0

INTERPRETATION ;- From the above table and graph it can be concluded that among 100 respondents 5% respondents are attracted by its originality, 12% respondents are attracted by its taste , 21% respondents are attracted by its brand name, 24% respondents are attracted by its advertisement. so majority of people are attracted by its taste.

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Table 12 Because of packaging cost has increased

Frequency Yes No Total 53 47 100

Percent 53.0 47.0 100.0

Valid Percent 53.0 47.0 100.0

Cumulative Percent 53.0 100.0

INTERPRETATION ;- From the above table and graph it can be concluded that among 100 respondents, 53%

say yes because of packaging cost has increased and 47% say No. so we can say majority of respondents say yes and agree that cost has increased because of packaging

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Table 13 People have seen full details on lays packet

Cumulative Frequency seen totally seen partially not seen Total 18 73 9 100 Percent 18.0 73.0 9.0 100.0 Valid Percent 18.0 73.0 9.0 100.0 Percent 18.0 91.0 100.0

INTERPRETATION ;- From the above table and graph it can be concluded that among 100 respondents 18% respondents have seen totally details on packet,73% have seen partially and 9% have not seen .so majority of people have seen partially details given on packet.

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Table 14 Satisfaction level regarding promotional strategies

Cumulative Frequency strongly satisfied Satisfied Neutral Dissatisfied Total 11 41 14 34 100 Percent 11.0 41.0 14.0 34.0 100.0 Valid Percent 11.0 41.0 14.0 34.0 100.0 Percent 11.0 52.0 66.0 100.0

INTERPRETATION ;- From the above table and graph it can be concluded that among 100 respondents 11 are strongly satisfied ,41% are satisfied,14% are neutral,34% are dissatisfied with promotional strategies of lays. so majority of people are satisfied .

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Table 15

People are mostly attracted by advertisements through

Cumulative Frequency advertisements through Newspapers & TV online advertisements Banners Billboards Others Total 27 17 22 21 13 100 Percent 27.0 17.0 22.0 21.0 13.0 100.0 Valid Percent 27.0 17.0 22.0 21.0 13.0 100.0 Percent 27.0 44.0 66.0 87.0 100.0

INTERPRETATION ;- From the above table and graph it can be concluded that among 100 respondents 27% respondents say they were attracted through advertisements through

newspaper and tv,17% say they were attracted through online advertisements,22% through baneers,21% through billboards, and 13% through others .so majority of people are attracted through advertisements through newspaper and TV.

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Chapter 6
Findings and Conclusion

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5.1 FINDINGS On the basis of survey conducted on 100 people in which men and women both have contributed it is founded that men were more in the ratio than women, people were of different age groups but most of the people having age between 21-25 and ,26-30 years and people are from

different occupations like business, service, retired person, house maker but most were students who have filled the questionnaire. On the basis of the survey conducted It were found from above analysis that-: Majority of people are eating lays more than 4 years It is evident from the above analysis that People mostly consume lays 3-4 times in a week. It is evident from the above analysis that Majority of people are satisfied with packaging material It is evident from the above analysis that Majority of people believe that packaging is important for crispiness, freshness and somewhat important for multiple colours. It were found from above analysis that Majority of people believe that packaging is very important for taste, information about ingredients, price and photographs. It were found from above analysis that Maximum people always judge packaging before buying. It were found from above analysis that Maximum of respondents are dissatisfied with packet size. Majority of people agree that advertisement plays an important role in identification of lays. People are mostly attracted by taste of lays. Majority of people have seen details partially given on packet. Majority of respondents are overall satisfied with packaging of lays.

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The promotional strategy that attracts people most are advertisements through T.V, and newspaper.

SUGESSIONS Lays can make the packaging even more attractive by making some positive changes in it. Lays should focus more on its promotional strategies. Lays should increase its promotional strategies.

Lays should make change in packet size people are not satisfied with its packet size 5.2 CONCLUSION On the basis of the survey conducted it has been said that most of the people like to consume packaged chips and they have no doubt that they Packaging plays an important role in

maintaining their crispiness, taste,attractness and freshness . People prefer lays packaged chips in comparison with other brands packaged chips because of its quality, availability and advertisements. Apart from that most of the people dont consume them only occasionally they prefer to consume them daily or weekly. It was found that advertisements play an important role in identification of lays .people read the details given on packet of lays. It was found that the aspect which attracts people most is its advertisements and after that taste of the lays. It was found that Majority of people are satisfied with packaging of lays, and the information given on packet.

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BIBLIOGRAPHY/REFERENCE
Books 1 Philip Kotler Marketing management.
2 C.R .Kothari Research Methodology New age international publishers (p) limited 3 Dr. Sontakki C.N Marketing management. 4 Research methodology,Motit Gupta,navdeepAggarwal. 5 Chandon, Pierre (2003), Note on Measuring Brand Awareness, Brand Image, Brand Equity and Brand Value Working Paper Series, 1-10, INSEAD 6 Websites http://www.lays.co.in http://www.google.com http://buad307.com/PDF/ResearchMethods.pdf http://www.siliconindia.com/magazine/prnt.php.htm http://buad307.com/PDF/ResearchMethods.pdf http://www.pepsico.com/Purpos/Packaging-and-Waste http://www.fritolay.com/our-planet/packaging-questions.html http://www.triplepundit.com/2010/12/frito-lay-compostable-packaging-failure/ L.M Prasad Fundamental Of Market Research

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ANNEXURE 1 QUESTIONAIRE Dear Respondent, I am SHOAIB MOHMMAD SARAF student of MBA IV SEM, Dr IT Group, Banur, doing a project on A Comparative Study ON : Customer Satisfaction towards Packaging of LAYS chips . I would like you to kindly fill this questionnaire as a part of my Academic research. The information or the data provided by you, I ensure you, would be strictly confidential or safe. This data would be only utilized for my analysis of the project. Q1 Since how long you started eating lays? More More More More than 1 than than than 2 3 4 year years years years Q2 How often do you consume lays chips in a week ? 1-2 TIMES 3-4 MORE TIMES THAN 4 TIMES Q3 Are you satisfied with the quality of packaging material used in lays? Strongly satisfied Neutral Dissatisfied Strongly satisfied dissatisfied Q4 packaging of lays chips attract you most? Strongly agree Neutral Disagree Strongly agree disagree Q5 How important is packaging for following factors in chips Rank it. 5=very important, 4=important,3=somewhat important,2=less important,1=not at all important ? statement 1 2 3 4 5 crispiness taste Information about ingredients price Multiple colors freshness photographs 2-3 TIMES

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Q6 Do you judge packaging of a product before buying? always sometimes Never Q7 Are you satisfied with size of the lays packet? Yes No Q8 Advertisement plays an important role in identifying packaging of lays? Strongly agree Neutral Disagree Strongly agree disagree Q9.Which aspects of lays attract you mostly rank it from 1-5 from highest to lowest? originality style taste Brand name advertisements

Q10 Do you think because of packaging cost of lays has increased? Yes No Q11 Have you seen full details given on lays packet? Seen totally Seen partially Not seen Q12 Are you satisfied with the packaging material used by lays? Strongly satisfied Neutral Dissatisfied Strongly satisfied dissatisfied Q13 Are you satisfied with the promotion strategies used by lays? Strongly satisfied Neutral Dissatisfied Strongly satisfied dissatisfied Q14 which promotion strategy used by lays attracts you the most? Advertisements Online BANNERS BILLBORDS through Advertisements newspaper and through tv internet
Respondent Name Gender MALE FEMALE Occupation: Student employee Age: 15 years to 20 year

Businessman

Others

20 year to 30 year

31 years & Above

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ANNEXURE 2
Data view

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Variable view

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