Consumer Behaviiour Towards Britania Premium Cookies

“Project Report on Good Day and study of consumer behaviour for Good Day brands”
Project Report submitted to
TITLE OF THE PROJECT
“Study of consumer behaviour for Britannia

Premium cookies”
&
“The implementation of sales promotion”
Towards the partial fulfilment of the requirement

for the degree of
Master in Business Administration
Under
University of Calcutta (2016-2018)
Submitted By
Abheri Das
MBA
Reg no – 145 – 1221 – 0430 - 16
Goenka College of Commerce and Business
Administration
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CERTIFICATE OF APPROVAL
I hereby recommend that the project report entitled

“Project Report on Good Day and study of consumer
behavior for Good Day brands” submitted by “ABHERI
DAS” be accepted in partial fulfillment of the requirement
for the degree of Masters in Business Administration
(MBA) from the Goenka College of Commerce and
Business Administration.
__________________________
Mr. Manish Agarwal
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ACKNOWLEDGEMENT
Words are inadequate to express my gratitude to Britannia

Industries Limited. for giving me an opportunity to undergo a practical
training in their company and extend me full cooperation, enabling me to
successfully complete this project report.
I would like to take this opportunity to express my sincere gratitude

and thanks to GOENKA COLLEGE OF COMMERCE AND BUSINESS
ADMINISTRATION for providing me with an opportunity to do my
SUMMER INTERNSHIP at BRITANNIA INDUSTRIES LIMITED and for
providing necessary guidance for my project.
I would like to acknowledge the help and support of Mr. Manish

Agarwal and Mr. Trijit Dhar, under whose guidance I did my project
I express my indebtedness and sincere thanks to Goenka College of

Commerce and Business Administration, Kolkata for support.
A final word of thanks goes to my Project partner, manager, friends

of the store and everyone who made this project possible. Your
contributions have been most appreciated.
Although I tried my best to stick to accuracy and perfection, some

discrepancies may have crept in the project work, so I take the complete
responsibility of such inaccuracies.
PLACE :- KOLKATA _______________
DATE :- _________ (ABHERI DAS)
Reg no – 145 – 1221 – 0430 - 16
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DECLARATION
I hereby declare that the project entitled “ consumer behaviour on GOOD DAY ”
conducted at
Under the guidance of
Mr. Manish Agarwal

&
Mr. Trijit Dhar
Submitted in Partial fulfillment of the
requirements for the award of the Degree of
Masters in Business Administration

TO
GOENKA COLLEGE OF COMMERCE

&
BUSINESS ADMINISTRATION
Name of the Student: ABHERI DAS
Reg no – 145 – 1221 – 0430 – 16
Place: HOWRAH
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CONTENTS
CHAPTER CONTENTS PAGE NO
EXECUTIVE SUMMARY / PROJECT 6

OBJECTIVES
INTRODUCTION
Chapter I  Products Profile 8
 Store details 8
Chapter II PRODUCT(good day) DETAILS

AND PRODUCT SPECIFICATION
 Product details 10
 Marketing mix 14
 SWOT 20
Chapter III CONSUMER BEHAVIOUR

 Basic Overview with example
22
Chapter IV MAJOR COMPETITOR
 Bisk firm 29
 Sunfeast (ITC) 30
CHAPTER V RESEARCH METHODOLOGY 32
CHAPTER VI Annexure 35
Chapter VII FINDINGS AND SUGGESTIONS

 Comparative Sales report
 Britannia VS Bisk firm 38
 Britannia VS Sunfeast(ITC) 39
 Market survey analysis 40
 My workings 44
 My observation 45
Chapter VIII BIBILIOGRAPHY 47
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EXECUTIVE SUMMARY
The study was conducted at Super Shopping (a unit of super
retails Pvt Ltd ). The objective of the study is
i. To study the segmentation, targeting and positioning strategies

undertaken by BRITANNIA for their product GOOD DAY.
ii. To observe and study the implementation of the adopted
strategies.
iii. To study how the management controls the implementation
processes and reviews and improves them over time.
iv. To study about the Customer satisfaction in Good Day biscuits
v. To assess the association between demographic variables and
factors of customer satisfaction.
vi. To access the customer satisfaction towards quality,
availability, price of Britannia biscuits.
vii. To suggest suitable measure to improve customer satisfaction
towards Good Day
viii. Britannia biscuits for it’s even more reputation in the industry.
Super Shopping is the authorized Super Shopping - is a

leading Supplier, Trading Company of Apparels , fmcg traders in
howrah region located at Andul bus stand.
The study was conducted over a period of one month during
my Summer Internship Programme (5.7.17 – 4.8.17). All the datas
and pictures included in this project was collected while working
actively at the ground level during the internship period.
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CHAPTER I
INTRODUCTION
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Product details (Premium cookies)

 Good Day biscuits are a product from Britannia Industries Limited. This
brand places itself in the FMCG industry. Britannia Good Day was
launched in 1986 in two delectable avatars - GOOD DAY CASHEW and
BUTTER . Good Day is amongst the fastest growing brands in Britannia's
portfolio and is today the market leader with almost 2/3 share of the
market
 Its origin can be attributed to the Britannia R & D which bridged the
gap of biscuit and cookies . Good Day is the major product as far as
market leaders from Britannia is concerned . Good Day biscuits could
not be replicated by competitors like Parle , ITC and now United
Biscuits . Of course Unibic has come closer by creating a cookies niche
in biscuit segment successfully .
 Rich in recipe the Good Day has been popular among masses with its
bite and taste . In addition Britannia has used ingredients like cashew ,
pistac and chocolate to add spice to it brand .
 Good Day biscuit has now many variants such as Butter , Cashew ,
Pista , Chocochips, Choconuts . Britannia has planned to showcase Good
Day with human touch in its tvc and media campaign .
Store details
Name – super shopping (a unit of super retails Pvt Ltd ) (ISO
9001:2015 certified company)
Location – andul bus stand, howrah 711302

Average weekly customer no – 3000
Employee no – 50
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CHAPTER II
PRODUCT DETAILS
AND PRODUCT
SPECIFICATION
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It’s a Smile that makes it a Good Day! The smaller joys of life that
can brighten up one’s life everyday often get ignored in the
pursuit of larger joys. With its tagline of “Har cookie mein kayi
Smiles.” Good Day will act as an enabler in enjoying all those small
moments in everyday life!
In its brand new tastier avatar, Britannia Good Day brings alive its
philosophy of Smiles through its new Logo, packaging and cookie,
the New Good Day cookie comes with a smiley design on it as well
GOOD DAY BUTTER
Good Day Butter's light and buttery biscuits are delicious

and rich in taste and it Comes with quality ingredient
support for achieving that superior taste
GOOD DAY CASHEW
It comes with the abundance of nuts on the surface and a

great new taste, the new Good day Cashew will give its
consumers more reasons to love their favourite cookie
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GOOD DAY NUTS COOKIE
Made with the goodness of almonds, soft yet crunchy

cashew, and delightful pistachios, this cookie provides the
superlative Nutty experience! The best combination of
nuts come together in this product with 3 Nuts in 1 Cookie
and is sure to make you relish it like never before!
GOOD DAY CHOCO-CHIP
Britannia New Good Day Choco chip Biscuit Filled with

chocolate chips that burst out of the surface, the Good Day
Choco-chip cookie promises to satisfy the chocoholic in
you. The flavoursome Choco chips are blended into the
crunchy cookie in a manner that is sure to give you a
mouthful of chocolate with every bite you take.
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GOOD DAY CHOCO-NUT
Good Day Choco-nut is the result of bringing together rich

cocoa and crunchy nuts in a cookie. With every bite of this
scrumptious cookie, your taste buds are treated to a duet
of flavours that is so delectable, that you will not stop at
one.
CHOCO CHUNKIES
as the name suggests is a ‘Chunky’ cookie…which really

ups the ante on Chocolate indulgence. Great care has been
taken to ensure the perfect balance of dark and milk
chocolate chips in the cookie and also to ensure that the
chips remain in a soft condition even after baking. Take a
bite and get an unparalleled, melt in mouth chocolate
experience
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WONDERFULLS BERRIES & NUTS
 Heavenly indulgent and crunchy cookies

 Lavishly loaded with luscious nibbles of berries and crunchy nuts
 Gives a royal mouthfeel in every bite
 Utterly delightful treat to relish snack time
WONDERFULLS BUTTER ALMOND
 Made with the finest of ingredients

 Delightfully rich and buttery cookie
 Fills the mouth with a luscious taste in every bite
 Ideal accompaniment to morning or evening brew
WONDERFULLS CHOCO & NUTS
 Delightfully rich and crunchy cookie

 Made from a luscious blend of rich cocoa and crispy nuts
 Deliciously appetizing
 Ideal accompaniment to morning or evening brew
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marketing mix (premium cookies)

 Britannia Good Day was launched in 1986 intwo delectable avatars -
GOOD DAY CASHEW and BUTTER
 New variants were introduced - Good Day Pista Badam in 1989, Good
Day Chocó chips in2000 ,Good Day Coconut in 2004 and Good Day
Wonderfulls in three variants—Choco nut, Butter Almond, and
Berries & Nuts
 Good Day is amongst the fastest growing brands in Britannia's
portfolio and is today the market leader with almost 2/3 share of the
market
Product
 Good Day Cashew, Badam and Pista
 Choco Chip and Choco Nut
 Good Day Wonderfulls
Price
Pricing strategies :-
 Premium Pricing – choco chunkies , pure magic

 Economy Pricing - Good day cashew, good day butter
 Bundle Pricing – good day family pack , pure magic( good day cashew
free)
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Place:
REGISTERED OFFICE
5/1A Hungerford Street, Kolkata -700 017
West Bengal
EXECUTIVE OFFICE
Britannia Industries Limited Prestige Shantiniketan, Tower C,
The Business Precinct, 16th & 17th Floor,Whitefield Main Road,
Mahadevapura Post,
Bangalore - 560 048
RESEARCH & DEVELOPMENT CENTRE

Plot # 23 Bidadi Industrial Area, Bidadi Ramanagara District
Bangalore 562109 , Karnataka
KOLKATA
15, Taratola Road, Kolkata - 700 088 West Bengal
CHENNAI
Britannia Industries Limited India Land and Properties Limited
One Indiabulls Park #14, Tower B, 5th Floor 3rd Main Road
Ambattur Industrial Estate, Ambattur Chennai - 600 058 ,Tamil Nadu
MUMBAI
Reay Road East, Mazgaon ,Mumbai - 400 010
Maharashtra
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DELHI
33, Lawrence Road, Britannia Chownk , New Delhi - 110 035
ODISHA
Plot no. F-21, Industrial Estate , KHURDA - 652 056 ,Dist. Khurda,
Odisha.
UTTARANCHAL
Britannia Industries limited
Plot no-1 Sector-1 Integrated Industrial Estate,Pant Nagar,
Rudrapur,Udham Singh Nagar
PIN:-263153
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Promotion
Advertising
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SWOT Analysis
A scan of the internal and external environment is an important part of the

strategic Planning Process. Environmental factors internal to the firm
usually can be classified as Strength (S) or Weakness (W), and those
External to the firm can be classified as Opportunities (O) orThreats (T).
Such an analysis of the strategic environment is referred to as SWOT
Analysis.
1. Brand portfolio & Brand 1. Various brands got

Recall commoditized over time
2. Serving Indian Markets from 2. Packaging
many years
4. Market Penetration and
distribution
SWOT
1.Changing lifestyle & demand

1. Competition in the market
for Innovative food products
2.Price of raw material
2.Buyers power
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CHAPTER III
CONSUMER
BEHAVIOUR
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What is Consumer Buying Behavior?

Consumer Buying Behavior refers to the buying behavior of final
consumers (individuals & households) who buy goods and services for
personal consumption.
SIMPLE MODEL FOR CONSUMER BEHAVIOUR
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Factors affecting Consumer Behavior

I. Cultural factors
 For a brand, it is important to understand and take into account the
cultural factors inherent to each market or to each situation in order
to adapt its product and its marketing strategy. As these will play a
role in the perception, habits, behavior or expectations of consumers.
Sub-cultures :
 Subcultures are the nationalities, religions, ethnic groups, age groups,

gender of the individual, etc..
 The subcultures are often considered by the brands for the

segmentation of a market in order to adapt a product or a
communication strategy to the values or the specific needs of this
segment.
 Example :
 People of Different age group influence on consumer behavior varies in certain

way which is described as follows:
 good day - kids , Youth
 pure magic - kids , Youth
Social classes:
 People from different social classes tend to have different desires and
consumption patterns. Disparities resulting from the difference in
their purchasing power, but not only. According to some researchers,
behavior and buying habits would also be a way of identification and
belonging to its social class as follows :
 Example :
 lower class – Good day
 middle class – Good day , pure magic
 upper class – Chunkies , Wonderfulls ,
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II. Social factors
 Social factors are among the factors influencing consumer behavior

significantly. They fall into three categories: reference groups, family
and social roles and status.
III. Personal factors:
 Decisions and buying behavior are obviously also influenced by the

characteristics of each consumer.
Age and way of life:
 A consumer does not buy the same products or services at 20 or 70

years. His lifestyle, values, environment, activities, hobbies and
consumer habits evolve throughout his life.
 Example :
A consumer could change his diet from

 Chocolate products (chunkies , cchoco chips ) to a healthier diet (good day
butter , cashewetc..)
during mid-life with family before needing to follow a little later a

low cholesterol diet to avoid health problems.
Purchasing power and revenue:
 The purchasing power of an individual will have, of course, a decisive

influence on his behavior and purchasing decisions based on his
income and his capital.
 This obviously affects what he can afford, his perspective on money

and the level of importance of price in his purchasing decisions. But it
also plays a role in the kind of retailers where he goes or the kind of
brands he buys.
 As for social status, some consumers may also look for the “social
value” of products they buy in order to show “external indications” of
their incomes and their level of purchasing power..
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Lifestyle:
 The lifestyle of an individual includes all of its activities, interests,

values and opinions.
 The lifestyle of a consumer will influence on his behavior and

purchasing decisions. For example, a consumer with a healthy and
balanced lifestyle will prefer to eat organic products and go to
specific grocery stores, will do some jogging regularly (and therefore
will buy shoes, clothes and specific products), etc..
 Example :
Lower middle class – good day butter, good day cashew etc
Upper middle class – good day choco chips , good day nut cookies .
Higher class – choco chunkies .
Personality and self-concept:
 Personality is the set of traits and specific characteristics of each

individual. It is the product of the interaction of psychological and
physiological characteristics of the individual and results in constant
behaviors.
 While the self-concept is the image that the individual has – or would
like to have – of him and he conveys to his entourage. These two
concepts greatly influence the individual in his choices and his way of
being in everyday life. And therefore also his shopping behavior and
purchasing habits as consumer.
 In order to attract more customers, many brands are trying to

develop an image and a personality that conveys the traits and values
- real or desired – of consumers they are targeting.
IV. Psychological factors
 Among the factors factors influencing consumer behavior,

psychological factors can be divided into 4 categories: motivation,
perception, learning as well as beliefs and attitudes.
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Motivation:
 Motivation is what will drive consumers to develop a

purchasing behavior. It is the expression of a need is which
became pressing enough to lead the consumer to want to satisfy
it. It is usually working at a subconscious level and is often
difficult to measure.
 Motivation is directly related to the need and is expressed in
the same type of classification as defined in the stages of the
consumer buying decision process.
 To increase sales and encourage consumers to purchase, brands
should try to create, make conscious or reinforce a need in the
consumer’s mind so that he develops a purchase motivation. He
will be much more interested in considering and buy their
products.
 They must also, according to research, the type of product they
sell and the consumers they target, pick out the motivation and
the need to which their product respond in order to make them
appear as the solution to the consumers’ need.
 Example – The example of influence on people through
motivation can be referred to the advertisement campaign done
by Britannia as a motivator.
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Learning:
 Learning is through action. When we act, we learn. It implies a

change in the behavior resulting from the experience. The
learning changes the behavior of an individual as he acquires
information and experience.
 For example, Gooday day is made for snack time . so we have a
good experience with the good day cookies , we will have much
more desire to buy it again next time.
Beliefs and attitudes:
 A belief is a conviction that an individual has on something.

Through the experience he acquires, his learning and his
external influences (family, friends, etc..), he will develop
beliefs that will influence his buying behavior.
 While an attitude can be defined as a feeling, an assessment of
an object or idea and the predisposition to act in a certain way
toward that object. Attitudes allow the individual to develop a
coherent behavior against a class of similar objects or ideas.
 Beliefs as well as attitudes are generally well-anchored in the
individual’s mind and are difficult to change. For many people,
their beliefs and attitudes are part of their personality and of
who they are.
 Example – Beliefs of people from century can be shown
through the consumption amount of britannia
The Britannia premium cookies (good day) has been the

companion of the customers since last 31 years which acts as a
belief among the customers . Britannia has always taken special
care of customer – Britannia relationship which is the basic
pillar for this acceptance attitude among the users.
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CHAPTER IV
MAJOR
COMPETITOR
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BISK FARM
Since its inception in the year 2000, Bisk Farm has been
recognised for its delectable biscuits, cookies, cakes and rusks.
The brand is owned and marketed by SAJ Food Products (P) Ltd, a
part of the Aparna Group of Companies.
 Butter Melt Cookies

 Chocolate Cookies
 Coconut Cookies
 Cashew Crisp Cookies
SUNFEAST(itc)
In July 2003, ITC made a foray into the biscuits market by

launching the Sunfeast range of biscuits. Since then, Sunfeast
biscuits have always stood for quality and are known for offering
innovative and wholesome biscuits. Sunfeast connotes happiness,
contentment, satisfaction and pleasure
 Delishus
 Dark fantasy
 Mom’s magic rich butter
 Mom’s magic cashew & almond
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CHAPTER V
RESEARCH
METHODOLOGY
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 Research methodology in a way is a written game plan for

conducting research. Research methodology has many dimensions. It
includes not only the research methods but also considers the logic
behind the methods used in the context of the study and complains
why only a particular method of technique has been used.
 Research Design: The research conducted is a conclusive research.
 Understand the problem and formulate the objective of the study.
 Design the method of data collection. Here the data is collected over
the internet and in person through a structured questionnaire (Refer
to Annexure)
 Select the sample. Here convenience sampling is done to collect data.
 Systematic collection of data. Here sample is collected over the

internet for a specific period.
 Analyze the collected data.
 Reporting the findings
 Develop recommendations based on the findings.
 SAMPLING DESIGN: It is conducted within a specific duration on a

sample size of 50 people selected by convenience sampling. The
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respondents received the questionnaire and registered their

responses over the internet and done in person.
 DATA COLLECTION METHODS:
The data will be collected using by primary data collection methods

Research problem: To study the media preferences by rural consumers.
 The primary data was collected using a structured questionnaire.

 The methods that will be used to collect primary data are:
1. Questionnaire
2. Interview
Research Design: The current study is descriptive cum exploratory in

nature.
Size of sample: Sample size is approximately 100.(common people of

andul bus stand, howrah)
Sampling Procedure: Cluster sampling
Data analysis:
The term analysis refers to the computation of certain measure along with
searching for patterns of relationship that exist among data groups. This
study involves cross tabulation and percentage analysis. pie-charts & bar
diagrams are used to reach at conclusion.
Data collection:
Here the data is collected over the internet and in person through a
structured questionnaire (Refer to Annexure)
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CHAPTER VI
Annexure
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QUESTIONNAIRE FOR GOOD DAY
NAME: ___________________ AGE: ____ PROFESSION:________
GENDER: M / F
Please spare a few minutes of your valuable time.
 Do you like cookies(GOOD DAY) ?

a) yes b) No
 Which Good day do you like most?

o GOOD DAY CASHEW
o GOOD DAY BUTTER
o GOOD DAY NUTS COOKIE
o CHOCO CHUNKIES
o GOOD DAY CHOCO-CHIP
o GOOD DAY CHOCO-NUT
o GOOD DAY WONDERFULLS
 How frequent do you buy GOOD DAY?

o Monthly
o Between 15 day
o Anytime
 Have you heard of new BRITANNIA GOOD DAY WONDERFULLS ?

 Yes
 No

 Which flavour did you like the most (if tasted before) ?
 choco & nuts
 butter almond
 berries & nuts
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 From where do you buy GOOD DAY?

o Super shopping
o Other
 Where have you seen/heard of the GOOD DAY?

o Television ads
o through friends
o YouTube
o Newspaper
 What attracts you to purchase this product?

o Pricing
o Packaging
o Advertisement
o Variety
o Taste
 Which cookies CO. do you prefer most among all?

o Britannia
o Bisk farm
o Sunfeast (itc)
 Why do you prefer most this co among all?

___________________________________________________________
___________________________________________________________
___________________________________________________________
 Recommendations for GOOD DAY (if any):
THANK YOU
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CHAPTER VII
FINDINGS AND
SUGGESTIONS
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Revenue generated from sales (weekly fig)
DATE
1st week 2nd week 3rd week 4th week 5th week
(4.7.17- (11.7.17- (18.7.17- (25.7.17- (1.8.17-
10.7.17) 17.7.17) 24.7.17) 31.7.17) 4.7.17)
BRAND ₹ ₹ ₹ ₹ ₹
Britannia 20555 13780 9695 12350 8560
Bisk firm 270 180 300 210 150
Revenue comparison between BRITANNIA

and BISK FIRM
britannia bisk firm
20555
13780
12350
9695
8560
270 180 300 210 150
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Revenue generated from sales (weekly fig)
DATE
(4.7.17- (11.7.17- (18.7.17- (25.7.17- (1.8.17-
10.7.17) 17.7.17) 24.7.17) 31.7.17) 4.7.17)
BRAND ₹ ₹ ₹ ₹ ₹
20555 13780 9695 12350 8560
Britannia
1507 1286 1128 1295 1380

Sunfeast
Revenue comparison between BRITANNIA and

SUNFEAST
britannia sunfeast
20555
13780
10350
9695
8560
1507 1286 1128 1380

2.8
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MARKET SURVEY ANALYSIS
Do you like cookies

(GOOD DAY) ?
9%
yes
no
91%
How frequent do you buy

GOOD DAY?
10%
monthly
31% between 15 days
59%
anytime
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Which Good day do you like most?

3% 2%
5% GOOD DAY CASHEW

GOOD DAY BUTTER
35%
20% GOOD DAY NUTS COOKIE
CHOCO CHUNKIES
GOOD DAY CHOCO-CHIP
10% GOOD DAY CHOCO-NUT
25% GOOD DAY WONDERFULLS
Have you heard of new BRITANNIA GOOD DAY

WONDERFULLS?
yes
50% 50%
no
Which flavour did you like the most (if tasted

before) ?
14%
choco & nuts

butter almond
53%
33% berries & nuts
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From where do you buy GOOD DAY?
28%
Super shopping
other
72%
Where have you seen/heard of the GOOD

DAY?
1%
7%
13% Television ads
through friends
YouTube
79% Newspaper
What attracts you to purchase this product?
15%
3% Pricing
Packaging
7%
Advertisement
60% 15% Variety
taste
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Which cookies CO. do you prefer most among

all?
1%
28%
Britannia
Bisk farm
Sunfeast (itc)
71%
CUSTOMER’S RECOMMENDATIONS FOR

GOOD DAY COOKIES…
1. It’s wonderful.
2. It seriously tastes awesome.
3. Add new flavor like mango .. Roseberry.
4. 1) choco chips good day should me more chocolaty
2) packaging colour ND design need to be changed

ND improve. Packaging color is not very good.
3) tastes is little rich and more sweety so it is not
possible to eat full packet of good day at a single time
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MY WORKINGS
Display for innovation product
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My Observations
During the summer internship programme I got the
chance to observe the effect of sales promotion on
consumer behaviour
Sales Promotion - Sales promotion is the techniques
mainly are used by us (the marketer) in order to influence
and encourage consumers and end users to purchase
certain product in a certain time period.
Different types of sales promotion we used
i) Discounts
ii) Bundling
iii) Display promotion
iv) Buy More, Save More
v) Discounted products
Affects of sales promotion on consumer behavior
 sales promotion has a temporary effect on consumer buying

behavior.
 sales promotion does not reduce revenues because sales
promotion can attract and encourage consumer to purchase
the product in a higher quantity in lower prices.
 Consumers, who did not purchase such product before, get
attracted to purchase this product since its value is very high;
hence the consumer is buying this product his/her needs and
wants will be satisfied with minimum cost and risk.
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CHAPTER VIII
BIBILIOGRAPHY
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Books Referred:
 Philip Kotler, Jha, and Koshy: “Marketing management”.

 Roger. A. Kerin, Steven. W. Hartley, Eric. N. Berkowit, William
Redlius: “Marketing Management”.
 Consumer Behaviour: Text and Cases 1st Edition (Paperback) by
Ramneek Kapoor,Nnamdi O. Madichie Publisher: Tata-McGraw Hill
Publisher Edition: 2012.
 Consumer Behaviour Building Marketing Strategy Publication Year:
2011
Websites Referred:
 www.wikipedia.com
 www.google.com
 www.managementparadise.com
 http://britannia.co.in
Documents:
 Brochures
 leaflets
 sales figures collected during internship.
_____________________________
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“Project Report on Good Day and study of consumer behaviour for Good Day brands”

Project Report submitted to

TITLE OF THE PROJECT

“Study of consumer behaviour for Britannia

Towards the partial fulfilment of the requirement

I hereby recommend that the project report entitled

Mr. Manish Agarwal

Words are inadequate to express my gratitude to Britannia

I would like to take this opportunity to express my sincere gratitude

I would like to acknowledge the help and support of Mr. Manish

I express my indebtedness and sincere thanks to Goenka College of

A final word of thanks goes to my Project partner, manager, friends

Although I tried my best to stick to accuracy and perfection, some

PLACE :- KOLKATA _______________

DATE :- _________ (ABHERI DAS)

Reg no – 145 – 1221 – 0430 - 16

Under the guidance of

Mr. Manish Agarwal

Masters in Business Administration

GOENKA COLLEGE OF COMMERCE

Name of the Student: ABHERI DAS

Reg no – 145 – 1221 – 0430 – 16

CHAPTER CONTENTS PAGE NO

EXECUTIVE SUMMARY / PROJECT 6

Chapter II PRODUCT(good day) DETAILS

Chapter III CONSUMER BEHAVIOUR

CHAPTER V RESEARCH METHODOLOGY 32

Chapter VII FINDINGS AND SUGGESTIONS

Chapter VIII BIBILIOGRAPHY 47

i. To study the segmentation, targeting and positioning strategies

Super Shopping is the authorized Super Shopping - is a

Product details (Premium cookies)

Location – andul bus stand, howrah 711302

GOOD DAY BUTTER

Good Day Butter's light and buttery biscuits are delicious

GOOD DAY CASHEW

It comes with the abundance of nuts on the surface and a

GOOD DAY NUTS COOKIE

Made with the goodness of almonds, soft yet crunchy

Britannia New Good Day Choco chip Biscuit Filled with

GOOD DAY CHOCO-NUT

Good Day Choco-nut is the result of bringing together rich

as the name suggests is a ‘Chunky’ cookie…which really

WONDERFULLS BERRIES & NUTS

 Heavenly indulgent and crunchy cookies

WONDERFULLS BUTTER ALMOND

 Made with the finest of ingredients

WONDERFULLS CHOCO & NUTS

 Delightfully rich and crunchy cookie

marketing mix (premium cookies)

 Premium Pricing – choco chunkies , pure magic

RESEARCH & DEVELOPMENT CENTRE

A scan of the internal and external environment is an important part of the

1. Brand portfolio & Brand 1. Various brands got

1.Changing lifestyle & demand

What is Consumer Buying Behavior?

SIMPLE MODEL FOR CONSUMER BEHAVIOUR

Factors affecting Consumer Behavior

 Subcultures are the nationalities, religions, ethnic groups, age groups,

 The subcultures are often considered by the brands for the

 People of Different age group influence on consumer behavior varies in certain

 good day - kids , Youth

NAME: ___________ AGE: PROFESSION: