PROJECT REPORT

WITH QUESTIONNNAIRE
ON

SUBMITTED TO
SUBMITTED BY
:
Abhishek thakur
93104

MMM ‘A’

INDEX

1)INTRODUCTION
2)COMPANY PROFILE
3)SCOPE OF THE WORK
4)OBJECTIVE
5) DATA ANALYSIS AND INTERPRETATION
6) QUESTIONNAIRE
7) CONCLUSION
8) BIBLOGRAPHY
9) REFERENCES
TITLE: Comparative study of consumer
behavior of
Potato chips with reference to LAY’S.

OBJECTIVE OF STUDY:
1)To study the complete profile of Lay’s with
reference
to its flavor.
2)Comparative study of Lays with other
brands with
reference of
a)Taste
b)Quality
c)Packaging
d)Price
3) To study the future prospects of Lays.
4) To find conclusion of our project.

ACKNOWLEDGEMENT

We hereby take this opportunity to thank all those

people including our friends and colleagues who
have helped us for the successful completion of
this project.

We would also like to thanks Mr. Ullash Pramanik &

Mr. Ajit Borde (faculty of marketing Research) for
thier continuous support and guidance .They have
rendered for the successful completion of this
project.
We express our gratitude’s towards our parents for
their encouraging support, incandescent sprit and
endurance towards the making of this project.

INDIAN SNACKS INDUSTRY

Snacks are a part of Consumer Convenience/ Packaged Foods

segment. Snack is described as a

Small quantity of food eaten between meals or in place of a meal. Snack food
generally comprises bakery products, ready-to-eat mixes, chips, namkeen and
other light processed foods According to the ministry of food processing, the snack
food industry is worth Rs 100 billion in value and over 4,00,000 tonnes 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 savories are sold across India. The branded snacks are sold at least
25% higher than the unbranded products Savory snacks have been a part of Indian
food habit, since almost ages. Though there is no particular time for snacks,
normally they are consumed at teatime. The variety is almost mind-boggling with
specialties from all regions, which have gained national acceptance industry. he
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 (where they are served free). AC Nielsen's retail
audit shows that the large sales volumes are due to a marked preference for ethnic
foods, regional bias towards indigenous snacks and good value-for-money
perception. Of course the branded segment is much smaller at Rs
2,200 crore, which is what makes it so attractive to food
Companies that are looking at bigger shares and in the branded
snacks market, to get down to basics, Frito Lay commands a
share of 45%, followed by Haldiram’s at 27% and ITC at 16%.

Rest is divided between a handful of new entrants, wannabes and

many regional players

Of the wide range of snacks available, potato chips constitute a

sizeable segment of the Indian snack food industry, according to
India Info line. The potato chip market is generally an unorganized
industry. Nearly all potato chip snack products are manufactured
and sold locally. There is also no uniform standard for packaging,
as there is in Europe, the United States and other more developed
regions. Many snack foods are sold loose or packaged in poly-
pouches, which may only be folded, or in some cases, stapled
closed. As the Indian economy continues to grow, and production
standards improve, many snack food companies are making
significant investments into plant equipment and packaging
machinery.

Pepsi Foods Ltd., now known as Frito-Lay India Ltd., produces

India's largest snack food

Manufacturer’s brands, including Ruffles, Hostess, Cheetos and

Uncle Chips. Frito Lay's story is an example of how American
recipes were adjusted to satisfy local tastes. Procter & Gamble's
Pringles brand of potato crisp was launched in Delhi in 1999.
Pringles is also a baked potato crisp, unlike many other potato
based Indian snack foods that are fried. P&G currently imports the
Pringles product and therefore the product has been priced at a
premium and is marketed to a micro-niche

HISTORY

Lay's is the brand name for a number of potato chip varieties as

well as the name of the company that founded the chip brand in
1938. Lay's chips are marketed as a division of Frito-Lay, a
company owned by PepsiCo Inc. since 1965. Other brands in the
Frito-Lay group include Fritos, Doritos, Ruffles, Cheetos and Rold
Gold pretzels. Contents

In 1932 salesman Herman W. Lay opened a snack food operation

in Nashville,

Tennessee and, in 1938, he purchased the Atlanta, Georgia

potato chip manufacturer

"Barrett Food Company," renaming it "H.W. Lay & Company." Lay

criss-crossed the Southern United States selling the product from
the trunk of his car. In 1942, Lay introduced the first continuous
potato processor, resulting in the first large-scale production of
the product.The business shortened its name to "the Lay's
Company" in 1944 and became the first Snack food manufacturer
to purchase television commercials, with Bert Lahr as a celebrity
spokesman. His signature line, "so crisp you can hear the
freshness," became the chips' first slogan along with "de-Lay-
sious!" As the popular commercials aired during the 1950s, Lay's
went national in its marketing and was soon supplying product
throughout the United States.
In 1961, the Frito Company founded by Elmer Doolin and Lay's
merged to form Frito-Lay Inc., a snack food giant with combined
sales of over $127 million annually, the largest of any
manufacturer. Shortly thereafter, Lays introduced its best-known
slogan "betcha you can't eat just one." Sales of the chips became
international, with marketing assisted by a number of celebrity
endorsers.

In 1965, Frito-Lay merged with the Pepsi Cola Company to form

PepsiCo, Inc. and a barbecue version of the chips appeared on
grocery shelves. A new formulation of chip was introduced in
1991 that was crisper and kept fresher longer. Shortly thereafter,
the company introduced the "Wavy Lays" products to grocer
shelves. In the mid to late 1990s, Lay's modified its barbecue
chips formula and rebranded it as "K.C. Masterpiece," named
after a popular sauce, and introduced a lower calorie baked
version and a variety that was completely fat-free (Lay's WOW
chips containing the fat substitute olestra).

In the 2000s, kettle cooked brands appeared as did a processed

version called Lay's Stax that was intended to compete with
Pringles, and the company began introducing a variety of
additional flavor variations.

Frito-Lay products presently control 55% of the United States

salty foods marketplace

Flavors
Except for barbecue-flavor potato chips, which were introduced
no later than 1958, up until the last 20 years, the only flavor of
potato chips had been the conventional one. Despite an explosion
of new flavors, the unadorned original is still the selection of 81%
of consumers.

In the United States, Lay's offers a number of flavor combinations,

in addition to the classic chips. Flavored products in the
traditional fried varieties include sour cream & Onion, Barbecue,
cheddar & sour cream, Hidden Valley Ranch, salt & vinegar, salt &
pepper, Flamin' Hot, dill pickle, Limon (Lime) and a thicker "Deli
style" chip. Canadian sellers have a number of varied flavors, with
curry, ketchup, poutine, pizza, Fire’s Gravy, roast chicken,
Smokey bacon, salsa, wasabi, spicy Indian masala and sea salt
and pepper brands available. The marketing success of these
flavors in Canada sometimes leads to a limited time offering of a
flavor to the south, with the dill pickle recently appearing in the
United States after a successful run.

Interestingly the name 'sour cream' has got Lay's into a lot of
confusion in some countries. In India for instance the name was
changed to American style cream and onion after consumers
reported their discomfort with the idea of 'sour' cream

In the baked products, there are classic, barbecue and sour cream
& onion varieties. The kettle cooked version includes original, sea
salt & vinegar, mesquite barbecue and jalapeño brands. Wavy
Lay's have original, hickory barbecue, ranch and Au Gratin flavors
while Lay's Stax offers original, sour cream & onion, cheddar,
barbecue, ranch, pizza and salt & vinegar. The newest variety,
Lay's Natural has thick cut barbecue and sea salt brands.

The WOW! Brand was rebranded in 2004 as Lay's light after the
olestra formula was altered and the U.S. Food and Drug
Administration allowed removal of warnings about various health
consequences of the fat substitute.Outside North America, Lay's
in Greece and Cyprus are made and packed by Tasty Foods and
Carina Snacks LTD, with Mediterranean flavors which include Feta
cheese flavor, Tzatziki flavor, Olive and Tomato, Oregano, Sea
Salt & Black Pepper and various more. There are hundreds of sub-
variations of the Mediterranean line and the company performs
Constant experimentations to create new flavors and adjust them
to each country's liking. In some countries such as Argentina
variations of the Mediterranean tastes exist include Olive Oil and
Parmesan Cheese, Olive Oil and Tomato, Olive Oil and Basil,
Greek Tzatziki Cheese with onions, Lasagna, Beef Capriccio with
Parmeggiano and Smoked Manchego Cheese. In Belgium there is
a version of Cucumber and Goats Cheese. Finally in Chile there is
a version of Lemon and Cilantro (Coriander) and Sour Cream and
Onions.

In Australia, a cilantro version exists while a hot & sweet chili,

sweet corn and cotija cheese brand can be found in South
America.

Another flavor sold primarily in southern Asia is called "Magic

Masala." This flavor is very popular in India, Pakistan, and
Bangladesh. Flavors featured in Thailand include Nori Seaweed,
Basil, Squid, Spicy Chili Squid, Seafood and Mayonnaise, and
Spicy Seafood.

There are a number of unique products in the United Kingdom

sold under the Walkers label, including prawn cocktail, beef &
onion, Greek kebab and Marmite yeast extract. Under the Smith's
label in Australia, unique flavors include Greek Feta & Herb and
Italian Tomato & Basil.

Russia has "Lay's MAX" chips (Chicken, Sour cream & Onion, Sour
cream & Cheese, and Ham & cheese flavors) and some
international "Lay's" flavors plus Russian "Lay's" flavor -
Mushrooms & Sour cream, Crab and Red caviar.
In Poland the chips flavors are: Green Onion, Mushrooms & Sour
Cream, Chicken, Original, Paprika, Hot pepper, Original, Ketchup,
Forage, new potatoes with basil. Also there is Lays Appetite which
is also part of lays and has the following flavors Kebab, Pepper
and Cheese, Onion and Cheese.

In parts of South America (notably Argentina and Uruguay), Lay's

flavored products are sold with the "Lay's Mediterranean" label,
and include such flavors as ham, tomato and basil, tomato
Parmesan, and oregano.

Peru has "Lay's Sabores Peruanos" (Lay's Peruvian Flavors), with

flavors like queso andino (Andean cheese); also recently was
released Lay's Dips, that includes a "Peruvian Criollo Chili" sauce
sachet.

In Ukraine there is crab, bacon, cheddar, and sour cream and

green onion

In Thailand there is Classic, Sour Cream & Onion, Cheese & Onion,
Mexican Bar-B-Q, and And Japanese Nori Seaweed. Flavors also
come and go usually with an international theme, for example:
French Mayonnaise, Balsamic Vinegar and Salt (England), Garlic
Soft Shelled Crab (Hong Kong), Soy Sauce, Salmon Teriyaki
(Japan), Lobster, Bacon & Cheese (America). Also traditional
"Thai" flavors include Tom Yum, Thai Chili Paste, Thai Seafood
Dip, Chili and Lime. Popular flavors are often kept in circulation
longer.

There are currently 12 regular Lay's flavors in Canada, though

there are more, available only in certain parts of the country. The
flavors available nationwide are the following: Classic (yellow),
BarBQ (black), Salt & Vinegar (teal), Ketchup (dark red), Wavy
Original (red), Dill Pickle (bright green), Smokey Bacon (brown),
Sea Salt & Pepper (silver), Sour Cream & Onion (green), Roast
Chicken (light brown) and finally Lightly Salted (bright blue). Also,
in select Canadian markets (Toronto & Vancouver) Lay's has
introduced international flavors such as "Spicy Curry" and "Spicy
Indian Masala" to appeal to a wider consumer group.

Lays have entered the German market with some success in the
last couple years. All 3 key Lay's brands are distributed with 2
flavors for each brand. The following flavors are marketed in
Germany.

STUDY OF SELECTED RESEARCH

PROBLEM

STATEMENT OF RESEARCH PROBLEM

In the branded snacks market, to get down to basics, Frito Lay
commands a share of 45%, followed by Haldiram’s at 27% and
ITC at 16%. The rest is divided between a handful of new
entrants, wannabes and many regional players. Out of these ITC’s
Bingo is a new entrant in the market, which was launched in
2007. ITC has launched Bingo in a wide variety of flavours and
formats, ranging from potato chips to finger snacks. Because of
its different and catchy advertisements Bingo has created a buzz
in the market. Therefore, our aim was to find out the most
popular flavour of Bingo among all the offerings.

We began our analysis by dividing people into those who like to

eat snacks and those who don’t. We based our study on the
survey of people who like to eat snacks. This survey was
conducted in Pune. To collect the data we designed a
questionnaire.

RESEARCH DESIGN & METHODOLOGY

Research design is the basic framework which provides

guidelines for the rest of research process. It specifies the
methods for data collection and data analysis .In this research
project we have used the survey method of data collection, to be
more specific questionnaire method. We conducted a survey in
Pune. Out of the universe , our sample size is 50. Respondents in
the sample size were asked to fill the questionnaires to gather the
data

QUESTIONNAIRE
 Please fill up the form for a market survey on
“…………………”

Name…………………………..

Age………………………..…...

Gender…………………………

Q1.Do you like to eat chips?

a. Yes
b. No

Q2 Which chips do you prefer?

a. Haldriam wafers b. Uncle
Chips
c. Lays chips d. Bingo
e. Any other

Q3. Why do you eat chips?

a.Refreshmnet
b.Hungry
c.Timepass
Q4.When do you prefer snacks time in a day
 a. Morning b. Afternoon
c. Evening d. Night

Q5. Which flavor do you like most in Lays.

a. Plain salt b. American
flavor
c. Tangy tomato d. Chat Street

Q6.Which would be best in rating as quality.

a. Haldriam wafers b. Uncle
Chips
c. Lays chips d. Bingo

Q7.Which would be best in rating as taste.

a. Haldriam wafers b. Uncle Chips
c. Lays chips d. Bingo

Q8.Which would be best in rating as packaging.

a. Haldriam wafers b. Uncle
Chips
c. Lays chips d. Bingo
Q9.Which would be best in rating as price.
a. Haldriam wafers b. Uncle
Chips
c. Lays chips d. Bingo
Q10. What size you prefer most in Lays.
a. Rs. 5 b. Rs. 10
c. Rs. 20

Q11. Do you think lays should come up with more

flavor?
a. yes
b. No

Q12.On which places it got maximum consumer?

a. In colleges. b. Railway
station
c. Bus stop d. Public places

Q13. Lays comes in a junk food. Do you think it is

healthy to consume?
a. Yes
 b. No

ANALYSIS OF DATA
The first objective of the research project is concerned with
finding out what Percentage of people likes to eat snacks.
The pie chart given below is clear on the percentage of people
who like to eat snacks. Out of 50 respondents 46 like to While 04
don’t.

YES ----- 98%

NO ----- 08%

Our second objective is to find out reason to eat chips. Out of

50 respondents
16 eat to refreshment, 07 eat at hungry and 28 eat to time pass.
REFRESHMENT ---- 32%
HUNGRY ---- 14%
TIMEPASS ---- 56%

Our third objective is to find out that which age group prefer
how many brands.

21-30 ---- LAY’S

31-40 ---- LAY’S
41-50 ---- HALDIRAM
51-60 ---- UNCLE CHIPS
Fourth objective was to find out, which time of the day you
prefer the

Most. Following pie chart shows the time.

MORNING ---- 28%

AFTERNOON ---- 16%
EVENING ---- 40%
NIGHT ---- 16%

Fifth objective was to find out how which flavor of lay’s chips
people like the Most.

AMERICAN FLAVIOUR ---- 20%

PLAIN SALT ---- 14%
TANGY ---- 40%
CHAT STREET ---- 26%

Sixth objective is to find out that which brand is best as

quality.

HALDIRAM ---- 14%

UNCLE CHIPS ---- 16%
LAY’S ---- 52%
BINGO ---- 17%

Seventh objective is to find out that which brand is best as

taste.
HALDIRAM ---- 24%
UNCLE CHIPS ---- 20%
LAY’S ---- 36%
BINGO ---- 20%

Eighth objective is to find out that which brand is best as

packaging.

HALDIRAM ---- 22%

UNCLE CHIPS ---- 20%
LAY’S ---- 34%
BINGO ---- 24%
Ninth objective is to find out that which brand is best as
price.

HALDIRAM ---- 20%

UNCLE CHIPS ---- 26%
LAY’S ---- 28%
BINGO ---- 26%

Tenth objective is to find out that which is the most

preferable size of LAY’S.
Rs.5 ---- 08%
Rs.10---- 46%
Rs. 20--- 40%

Eleventh objective is to find out that LAY’S should come up

in more flavours.

YES ----- 90%

NO ----- 10%

Twelfth objective is to find out that LAY’S is mostly sale in

what type of places according to them.
COLLEGES ---- 56%
RAILWAY ST. ---- 20%
BUS STOP ---- 22%
PUBLIC PL. ---- 02%

Our last objective was concerned people opinion about the

health. We asked do lay’s is a junk food.

YES ---- 44%

NO ---- 56%

CONCLUSION

There are large of consumer who like to eat potato chips, in that
mostly prefer LAY’S due to its quality,taste, packaging &price.

There are many flavours of LAY’S by that it is attracting

consumers of different age groups.

As future prospects 47% market sharing of LAY’S in increased in

future.

The competitors have no influence to Frito LAY’S due to its

versatile flavor.
 BIBLIOGRAPHY

1)