Biscuit

A DESSERTATION
On

CONSUMERS’ PREFERENCE TOWARDS SUNFEAST
BISCUITS (ITC), IN BANGALORE METROPOLITAN
CITY
A DISSERATATION REPORT IS TO BE SUBMITTED IN PARTIAL
FULFILLMENT OF THE REQUIREMENTS FOR THE AWARD OF MBA
DEGREE COURSE OF BANGALORE UNIVERSITY

BY
Ms. Priyadarshini
Register Number: 09XQCMA071

UNDER THE GUIDANCE
OF
Sumithra Sreenath, Professor, MPBIM, Bangalore

M P BIRLA INSTITUTE OF MANAGEMENT
(Associate Bharatiya Vidya Bhavan)
BANGALORE-560001
FEBRUARY 2011

M.P. BIRLA INSTITUTE OF MANAGEMENT Page 1

STUDENT DECLARATION

I hereby declare that the research work embodied in the dissertation entitled
“CONSUMERS’ PREFERENCE TOWARDS SUNFEAST BISCUITS (ITC),
BANGALORE” has been carried out by me under t h e guidance and supervision of
Sumithra Sreenath, Professor, M.P Birla Institute of Management, Bangalore.

I also declare that this dissertation has not been submitted to any other
university/institution for the award of any other degree/diploma.

Place: Bangalore

Date: (Ms. Priyadarshini)
(Reg No: 09XQCMA071)


PRINCIPAL CERTIFICATE

I hereby certify that the research work embodied in the dissertation entitled
“CONSUMERS’ PREFERENCE TOWARDS SUNFEAST BISCUITS (ITC),
BANGALORE” has been carried out by Ms. Priyadarshini bearing Registration
number 09XQCMA071 under the supervision and guidance of Sumithra Sreenath,
Professor, M.P Birla Institute of Management, Bangalore.

Place: Bangalore (Dr. Nagesh S. Malavalli)

Date : Principal


GUIDE CERTIFICATE

This is to certify that this dissertation entitled “CONSUMERS’ PREFERENCE
TOWARDS SUNFEAST BISCUITS (ITC), BANGALORE” is an offshoot of
research work carried out by Ms. Priyadarshini bearing Registration number
09XQCMA071 of M. P. Birla Institute of Management, Bangalore in partial
fulfilment of the requirements for the award of the Degree of Master of Business
Administration at Bangalore University, under my guidance and supervision.

Place: Bangalore (Prof. Sumithra Sreenath)

Date : Guide


ACKNOWLEDGMENT

Any successful work is always a product of many hands coming together in co-
operation and assistance. This work is no different. A number of people are
r e s p o n s i b l e for a c c o m p l i s h m e n t o f t h i s t a s k . Their g u i d a n c e a n d
suggestions were highly helpful to me.

I also express my sincere gratitude to my friends for helping me more than one way.

(Ms. Priyadarshini)
(Reg No: 09XQCMA071)


TABLE OF CONTENTS

CHAPTER NO. PARTICULARS PAGE NOS.
Executive Summary 9 - 10
Chapter 1 Introduction
1.1 Background of the study 12
1.2 Industry & Company profile
13 – 36
Chapter 2 Review of Literature 37 - 39
2.1 Research Gap 439
Chapter 3 Research Methodology 40 – 41
3.1 Statement of problem 42
3.2 Need, Scope & 43 - 44
Limitations of Study
3.3 Objective of Research 45
Chapter 4 Data analysis & 46 - 66
Interpretation
4.1 Chi square Test 67 - 69
Chapter 5 Finding,
Recommendations,
Conclusion
5.1 Key Research Findings 71
5.2 Recommendations 72 - 73
5.3 Conclusion 74
Annexure
Bibliography 75
Questionnaire 76 – 82


LIST OF TABLES AND GRAPHS

Serial Nos Description Pg Nos
4.1 SHOWING AGE GROUP OF THE RESPONDENTS 47
4.2 SHOWING THE GENDER DISTRIBUTION 48
PATTERN OF THE RESPONDENTS
4.3 SHOWING THE OCCUPATION DISTRIBUTION 49
PATTERN OF THE RESPONDENTS
4.4 SHOWING THE CUSTOMER AWARENESS 50
LEVEL OF DIFFERENT BRAND’S BISCUITS

4.5 SHOWING THE DIFFERENT BRANDS OF 51
BISCUITS CUSTOMERS CONSIDER BUYING

4.6 SHOWING THE MOST POPULAR MEDIA FOR 52
PUBLICITY OF SUNFEAST BISCUITS

4.7 SHOWING THE BRAND RECOGNITION 53
THROUGH TV CHANNELS

4.8 SHOWING THE DECISION MAKER IN 54
PURCHASING THE BISCUITS

4.9 SHOWING THE FREQUENCY OF PURCHASING 55
BISCUITS

4.10 SHOWING THE REASON BEHIND THE 56
PURCHASE OF SUNFEAST BISCUITS

4.11 SHOWING THE BRAND PREFERENCE OF 57
DIFFERENT BISCUITS

4.12 SHOWING THE PRODUCT VARIANTS 58
AVAILABLE IN THE PREFERRED BRAND’S
BISCUIT

4.13 SHOWING THE FREQUENCY OF VARIETY OF 59
BISCUIT BRAND CONSUMED


4.14 SHOWING THE FREQUENCY OF 60
ATTRACTIVENESS OF DIFFERENT BRAND’S
BISCUITS PACKAGING

4.15 SHOWING THE FREQUENCY OF CONSUMERS 61
OPINION ABOUT SUNFEAST BISCUITS

4.16 SHOWING THE FREQUENCY OF THE 62
NUTRITIOUS VALUE PRESENT IN SUNFEAST
BISCUITS

4.17 63
SHOWING THE PROSPECT OF BUYING
SUNFEAST BISCUITS IN COMPARISON TO NEW
BRANDS

4.18 SHOWING THE FREQUENCY OF THE EFFECT 64
OF CELEBRITY ENDORSEMENT ON BRAND
PREFERENCE

4.19 SHOWING THE FREQUENCY OF THE 65
INFLUENCE OF SHAHRUKH KHAN FOR
SUNFEAST BISCUIT

4.20 SHOWING WHETHER FEMALE CELEBRITY 66
CAN INFLUENCE THE BRAND BETTER THAN
MALE CELEBRITY


EXECUTIVE SUMMARY
Sun feast is one of the major and popular brand of biscuit which is launched by ITC in 2003,
The growth of Sunfeast Biscuits has been tremendous and has acquired a significant amount
of market share in short period of time by overcoming big players in the market.ITC is
professionally managed focused on meeting the customer requirements for a large component
of their spend across fashion, food, home and lifestyle segments.

The objective of the project is to know the consumers preferences for Sunfeast Biscuits, to
study the Market Potential of Sunfeast Biscuit and the report contains a brief introduction of
Sunfeast. The company Sunfeast has interests in various sectors and they provide consistent
quality products to meet the customer requirements.

Satisfying our customers is an essential element to staying in business in this modern world
of global competition. We must satisfy and even delight our customers with the value of our
products and services to gain their loyalty and repeat business.

Customer satisfaction is therefore a primary goal of process improvement programs. So how
satisfied are our customers? One of the best ways to find out is to ask them using Customer
Satisfaction Surveys. These surveys can provide management with the information they need
to determine their customer's level of satisfaction with their products and with the services
associated with those products. Employees and the management of the store can use the
survey information to identify opportunities for improving the existing product variants and
to introduce new products. This project includes details on designing your own customer
satisfaction questionnaire, tracking survey results and turn survey data into useful
information.

This report clearly mentions objective of the study and the research methodology utilized.
Both primary data and secondary data are used for the study. The data collection method used
is structured non disguised questionnaire in which the types of questions used are of multiple
choice.

The report contains a detailed view of the tasks, which have been undertaken to analyze the
market of Sunfeast. Various sets of questionnaire have been prepared to know the preferences
of consumers about the Sunfeast Biscuits. The research areas are Bangalore. To increase its


consumption, more schemes like „Seasonal Schemes‟ and other schemes can be given to the
consumers.

A detailed survey of the consumers was carried to find out their preferences for Sun feast
Biscuits. The details of the methodology are stated below.

Area is Bangalore research design: Exploratory and descriptive. Sources of information are
primary and secondary data. Data collection method structured non designed questionnaire.

Types of questions used open ended, multiple choice and close ended. Sampling method is
random sampling.

In this study I found that most of the consumers prefer Britannia as their 1st preference and
then Sunfeast.

It is a research on “Consumer Preference towards Sun feast Biscuits (ITC)”. For this a
questionnaire consisting of 23 questions was prepared (a sample has been enclosed in the
annexure) and survey was conducted with convenient sampling technique being adopted and
the sample size was restricted to 100.

Based on the responses, the data is graphically represented, analyzed and interpreted and
based on these, the findings, recommendations and conclusions are stated.


CHAPTER 1

INTRODUCTION


BACKGROUND OF THE STUDY

Consumer preference is the way in which consumers in a free market choose to divide their
expenditure in purchasing goods and services. Using a number of assumptions, an
individual‟s preference can be built up into a utility.

The idea that customers prefer one product or one service over another is not new. The
ability to identify and measure the elements of such preference decisions with any accuracy
and reliability has only recently become available.

Research into this area of consumer behavior has brought understanding to some of the major
issues with standard customer satisfaction research. Most importantly, we have come to
realize that high customer satisfaction does not assure continued customer preference.
Satisfaction research over the past fifteen years demonstrates that high satisfaction scores,
while a measure of corporate performance on a set of important criteria, do not adequately
explain the composition of preference formation and therefore often serve as insufficient
predictors of sustained preference or what is normally referred to as customer loyalty.

Loyalty as a concept has also shown itself to be difficult to define. Like beauty, loyalty is
truly in the eye of the beholder. We understand there are different types and degrees of
loyalty and some of these are not appropriate in describing the relationship between a
consumer and a company. However, preference (defined as The power or ability to choose
one thing over another with the anticipation that the choice will result in greater satisfaction,
greater capability or improved performance) has demonstrated the ability to be effectively
measured and to provide meaningful insight into the choices consumers make when selecting
one provider over another and when determining to continue a relationship over time.


INDUSTRY PROFILE: BISCUIT INDUSTRY

India Biscuits Industry is the largest among all the food industries. India is known to be the
second largest manufacturer of biscuits, the first being USA. It is classified under two sectors:
organized and unorganized. The size of the biscuit industry is estimated to be about 1.95
million tonnes valued at Rs. 68.6 billion of which organized sector produces about 57% of
branded biscuits in volume terms and 64% in value terms. It has a turnover of around
Rs.3000 crores.

In biscuit category we have three very large players Parle, Britannia and Sunfeast. Besides,
there are about 50 medium players and about 2500 small scale units. In the unorganized
sectors we have over 30000 small, very small and tiny units spread all over the country. Our
bakery industry thus is quite big in that sense. Biscuit industry was also reserved for small
scale earlier. It was de-reserved in 1997-98. Since then the industry is growing at a rate of
over 10 per cent. Post de-reservation many local and regional players have started producing
for Parle or Britannia as franchised units. Glucose and Marie are two varieties of biscuits
which represent the largest segments.

India Biscuits Industry came into limelight and started gaining a sound status in the bakery
industry in the later part of 20th century when the urbanized society called for ready made
food products at a tenable cost. Biscuits were assumed as sick-man's diet in earlier days.
Now, it has become one of the most loved fast food product for every age group. Biscuits are
easy to carry, tasty to eat, cholesterol free and reasonable at cost. States that have the larger
intake of biscuits are Maharashtra, West Bengal, Andhra Pradesh, Karnataka, and Uttar
Pradesh. Maharashtra and West Bengal, the most industrially developed states, hold the
maximum amount of consumption of biscuits. Even, the rural sector consumes around 55
percent of the biscuits in the bakery products.

The production capacity of wafer biscuits is 60 MT and the cost is Rs.56,78,400 with a
motive power of 25 K.W. Indian biscuit industry has occupied around 55-60 percent of the
entire bakery production. Few years back, large scale bakery manufacturers like Cadbury,
Nestle, and Brooke bond tried to trade in the biscuit industry but couldn't hit the market
because of the local companies that produced only biscuits.


The Federation of Biscuit Manufacturers of India (FBMI) has confirmed a bright future of
India Biscuits Industry. According to FBMI, a steady growth of 15 percent per annum in the
next 10 years will be achieved by the biscuit industry of India. Besides, the export of biscuits
will also surpass the target and hit the global market successfully.

Biscuit consumption per capita in India has grown to 2.1kg per capita in comparison to 10kg
per capita consumption in USA , UK and Europe . GCC has consumption upto 6 kg per capita.
According to IBMA, the biscuit industry in India witnessed annual growth as 15% in 2003-04,
14% in 2004-05 and 2005-06, 13% in 2006-07, 15% in 2007-08 and 17% in 2008-09. While
the growth rate has been stagnating during last 4 years, it has picked up momentum during the
2007-08 and the first quarter of 2008-09 mainly on account of exemption from Central Excise
Duty on biscuits with MRP up to INR 100 per kg, as per Union Budget for 2007-08.

The organized biscuit manufacturing industry‟s annual production were around 1.1 million tons
in 2003-04, 1.25 million tons in 2004-05, 1.4 million tons in 2005-06, 1.6 million tons in 2006-
07 and 1.7 tons in 2007-08.

Rural -Urban market penetration for biscuits has been 75%/85% for urban market and 55%
/65% for rural market. Branded /Organised to Unbranded/Unorganised market share of biscuit
has been 60% for organised sector and 40% for unorganised sector.

Biscuit consumption pattern in the country are Northern India 25%, Western India 23%,
Southern India 24% and Eastern India 28%. Export share is around 15% of total production.


Major types of biscuit popular in Indian market are Glucose, Marie, Cream, Crackers,
Digestive, Cookies and Milk. Major manufacturers are Britannia, Parle, ITC, Priyagold,
Anmol, Biskfarm, Dukes, Cremica, Priya, Veeramani, Bonn, Bhagwati, Champion, Sobisco,
Madhabi, Nezone, Windsor, Cookieman, Ankit, Shangrila, Nalanda, Unibic, Cookie Man,
RajaBiscuit

Apart from major players such as Britannia, Parle, ITC there are around 150 medium to small
biscuit factory in India. These Industries are now facing problem from increase of raw
material price.


The following diagram indicates the market share of each company in terms of revenue.
Britannia occupies the major portion followed by Parle and Sunfeast. More than 75 % of the
market share is occupied by these three companies. The remaining is occupied by small and
medium companies.


COMPANY PROFILE

ITC was incorporated on August 24, 1910 under the name Imperial Tobacco Company of
India Limited. As the Company's ownership progressively Indianised, the name of the
Company was changed from Imperial Tobacco Company of India Limited to India Tobacco
Company Limited in 1970 and then to I.T.C. Limited in 1974. In recognition of the
Company's multi-business portfolio encompassing a wide range of businesses - Cigarettes &
Tobacco, Hotels, Information Technology, Packaging, Paperboards & Specialty Papers, Agri-
business, Foods, Lifestyle Retailing, Education & Stationery and Personal Care - the full
stops in the Company's name were removed effective September 18, 2001. The Company
now stands rechristened 'ITC Limited'.

The Company‟s beginnings were humble. The Company celebrated its 16th birthday on
August 24, 1926, by purchasing the plot of land situated at 37, Chowringhee, (now renamed
J.L. Nehru Road) Kolkata, for the sum of Rs 310,000. This decision of the Company was
historic in more ways than one. It was to mark the beginning of a long and eventful journey
into India's future. The Company's headquarter building, 'Virginia House', which came up on
that plot of land two years later, would go on to become one of Kolkata's most venerated
landmarks.

Though the first six decades of the Company's existence were primarily devoted to the
growth and consolidation of the Cigarettes and Leaf Tobacco businesses, the Seventies
witnessed the beginnings of a corporate transformation that would usher in momentous
changes in the life of the Company.

ITC's Packaging & Printing Business was set up in 1925 as a strategic backward integration
for ITC's Cigarettes business. It is today India's most sophisticated packaging house.

In 1975 the Company launched its Hotels business with the acquisition of a hotel in Chennai
which was rechristened 'ITC-Welcomgroup Hotel Chola'. The objective of ITC's entry into
the hotels business was rooted in the concept of creating value for the nation. ITC chose the
hotels business for its potential to earn high levels of foreign exchange, create tourism
infrastructure and generate large scale direct and indirect employment. Since then ITC's
Hotels business has grown to occupy a position of leadership, with over 100 owned and
managed properties spread across India.


In 1979, ITC entered the Paperboards business by promoting ITC Bhadrachalam Paperboards
Limited, which today has become the market leader in India. Bhadrachalam Paperboards
amalgamated with the Company effective March 13, 2002 and became a Division of the
Company, Bhadrachalam Paperboards Division. In November 2002, this division merged
with the Company's Tribeni Tissues Division to form the Paperboards & Specialty Papers
Division. ITC's paperboards' technology, productivity, quality and manufacturing processes
are comparable to the best in the world. It has also made an immense contribution to the
development of Sarapaka, an economically backward area in the state of Andhra Pradesh. It
is directly involved in education, environmental protection and community development. In
2004, ITC acquired the paperboard manufacturing facility of BILT Industrial Packaging Co.
Ltd (BIPCO), near Coimbatore, Tamil Nadu. The Kovai Unit allows ITC to improve
customer service with reduced lead time and a wider product range.

In 1985, ITC set up Surya Tobacco Co. in Nepal as an Indo-Nepal and British joint venture.
Since inception, its shares have been held by ITC, British American Tobacco and various
independent shareholders in Nepal. In August 2002, Surya Tobacco became a subsidiary of
ITC Limited and its name was changed to Surya Nepal Private Limited (Surya Nepal).

In 1990, ITC acquired Tribeni Tissues Limited, a Specialty paper manufacturing company
and a major supplier of tissue paper to the cigarette industry. The merged entity was named
the Tribeni Tissues Division (TTD). To harness strategic and operational synergies, TTD was
merged with the Bhadrachalam Paperboards Division to form the Paperboards & Specialty
Papers Division in November 2002.

Also in 1990 leveraging its agri-sourcing competency, ITC set up the Agri Business
Division for export of agri-commodities. The Division is today one of India's largest
exporters. ITC's unique and now widely acknowledged e-Choupal initiative began in 2000
with soya farmers in Madhya Pradesh. Now it extends to 10 states covering over 4 million
farmers. ITC's first rural mall, christened 'Choupal Saagar' was inaugurated in August 2004 at
Sehore. On the rural retail front, 24 'Choupal Saagars' are now operational in the 3 states of
Madhya Pradesh, Maharashtra and Uttar Pradesh.

In 2000, ITC forayed into the Greeting, Gifting and Stationery products business with the
launch of Expressions range of greeting cards. A line of premium range of notebooks under
brand “Paperkraft” was launched in 2002. To augment its offering and to reach a wider


student population, the popular range of notebooks was launched under brand “Classmate” in
2003. “Classmate” over the years has grown to become India‟s largest notebook brand and
has also increased its portfolio to occupy a greater share of the school bag. Years 2007- 2009
saw the launch of Children Books, Slam Books, Geometry Boxes, Pens and Pencils under
the “Classmate” brand. In 2008, ITC repositioned the business as the Education and
Stationery Products Business and launched India's first environment friendly premium
business paper under the “Paperkraft” Brand. “Paperkraft” offers a diverse portfolio in the
premium executive stationery and office consumables segment. Paperkraft entered new
categories in the office consumable segment with the launch of Textliners, Permanent Ink
Markers and White Board Markers in 2009.

ITC also entered the Lifestyle Retailing business with the Wills Sport range of international
quality relaxed wear for men and women in 2000. The Wills Lifestyle chain of exclusive
stores later expanded its range to include Wills Classic formal wear (2002) and Wills Clublife
evening wear (2003). ITC also initiated a foray into the popular segment with its men's wear
brand, John Players, in 2002. In 2006, Wills Lifestyle became title partner of the country's
most premier fashion event - Wills Lifestyle India Fashion Week - that has gained
recognition from buyers and retailers as the single largest B-2-B platform for the Fashion
Design industry. To mark the occasion, ITC launched a special 'Celebration Series', taking
the event forward to consumers.

In 2000, ITC spun off its information technology business into a wholly owned
subsidiary, ITC Infotech India Limited, to more aggressively pursue emerging opportunities
in this area. Today ITC Infotech is one of India‟s fastest growing global IT and IT-enabled
services companies and has established itself as a key player in offshore outsourcing,
providing outsourced IT solutions and services to leading global customers across key focus
verticals - Manufacturing, BFSI (Banking, Financial Services & Insurance), CPG&R
(Consumer Packaged Goods & Retail), THT (Travel, Hospitality and Transportation) and
Media & Entertainment.

ITC's foray into the Foods business is an outstanding example of successfully blending
multiple internal competencies to create a new driver of business growth. It began in August
2001 with the introduction of 'Kitchens of India' ready-to-eat Indian gourmet dishes. In 2002,
ITC entered the confectionery and staples segments with the launch of the brands mint-
o and Candyman confectionery and Aashirvaad Atta (wheat flour). 2003 witnessed the


introduction of Sunfeast as the Company entered the biscuits segment. ITC's entered the fast
growing branded snacks category with Bingo! in 2007. In eight years, the Foods business has
grown to a significant size with over 200 differentiated products under six distinctive brands,
with an enviable distribution reach, a rapidly growing market share and a solid market
standing.

In 2002, ITC's philosophy of contributing to enhancing the competitiveness of the entire
value chain found yet another expression in the Safety Matches initiative. ITC now markets
popular safety matches brands like iKno, Mangaldeep, Aim, Aim Mega and Aim Metro.

ITC's foray into the marketing of Agarbattis (incense sticks) in 2003 marked the
manifestation of its partnership with the cottage sector. ITC's popular agarbattis brands
include Spriha and Mangaldeep across a range of fragrances like Rose, Jasmine, Bouquet,
Sandalwood, Madhur, Sambrani and Nagchampa.

ITC introduced Essenza Di Wills, an exclusive range of fine fragrances and bath & body care
products for men and women in July 2005. Inizio, the signature range under Essenza Di
Wills provides a comprehensive grooming regimen with distinct lines for men (Inizio
Homme) and women (Inizio Femme). Continuing with its tradition of bringing world class
products to Indian consumers the Company launched 'Fiama Di Wills', a premium range of
Shampoos, Shower Gels and Soaps in September, October and December 2007 respectively.
The Company also launched the 'Superia' range of Soaps and Shampoos in the mass-market
segment at select markets in October 2007 and Vivel De Wills & Vivelrange of soaps in
February and Vivel range of shampoos in June 2008.


Corporate Vision & Mission

VISION

Sustain ITC's position as one Of India's most valuable corporations through world class
performance, creating growing value for the Indian economy and the Company‟s
stakeholders.

MISSION

To enhance the wealth generating capability of the enterprise in a globalising environment,
delivering superior and sustainable stakeholder value.

BOARD OF DIRECTORS

Chairman - Y C Deveshwar

Executive Directors - Nakul Anand

P V Dhobale

K N Grant

Non Executive Directors- A Baijal

S H Khan

H G Powell

Basudeb Sen

S Banerjee

S B Mathur

P B Ramanujam

K Vaidyanath

AV Girija Kumar

D K Mehrotra

Anthony Ruys

B Vijayaraghavan


GROUP COMPANIES

SUBSIDIARIES

 ITC Infotech
 Surya Nepal Private Ltd.
 Landbase
 King Maker Marketing Inc.,USA
 Technico Pty Limited Australia
 Russel Credit Limited
 Wimco Limited
 Srinivasa Resorts Ltd
 Fortune Park Hotel Ltd
 Bay Islands Hotel Ltd
 Gold Flake Corporation Ltd

JOINT VENTURES

 Maharaja Heritage Resorts Ltd
 ITC Filtrona

ASSOCIATE COMPANIES

 Gujarat Hotels Ltd
 International travel House


AWARDS AND RECOGNITION

2006 & 2007

 'Best Manufacturer of Cigarettes' for the year 2008 & 2007 and Best Exporter of
Cigarettes for 2008.
 Occupational Health and Safety Award 2007 for Excellence in Safety Management.
 Greentech Gold Award for excellence in Safety Management for the year 2007.
 Most Admired Fashion Campaign - John Players.
 ITC Hotel The Maurya received the award for 'Best Luxury Hotel' at the Star
Hospitality Awards 2007-08 and the NATIONAL TOURISM AWARD 2007 for
'Best Eco-Friendly Hotel' from Ministry of Tourism.

2008 & 2009
 Retailer of the Year Award to Wills Lifestyle in Fashion & Lifestyle category at Asia
Retail Congress 2008.
 Golden Leaf Award in 2009 in the Category "Most Committed to Quality".
 United Nations Industrial Development Organisation (UNIDO) Award at the
international conference on Sharing Innovative Agribusiness Solutions 2008 at Cairo
for ITC's exemplary initiatives in agri business through the E-Choupal.

2010 & 2011
 "Retailer of the Year (Fashion and Lifestyle)"
Award at Reid & Taylor Awards for Retail Excellence in 2011
 "Best Retail Marketing Campaign of the Year" Award at Reid & Taylor Awards for
Retail Excellence in 2011
 Award for Customer and Brand Loyalty in Retail Sector category at the 4th Loyalty
Summit, 2011
 ITC Hotel Royal Gardenia, Bengaluru is the first Indian Hotel and world's largest, to
get the LEED Platinum rating - the highest green building certification globally.


SUNFEAST

EVOLUTION OF SUNFEAST

Before entering the segment, ITC dug into market research. Research revealed that the
category had gaps which ITC could settle into. Findings revealed that consumers wished to
taste new and innovative products. That was precisely what the competition had not done in a
big way.

The biscuits industry had witnessed little innovation; Glucose was Glucose and Marie was
still Marie. The company decided that this could be its biggest point of attack. In 2003, ITC
launched Sunfeast with six ranges. But it was a calculated risk. ITC stuck to category
favourites like Glucose, Marie and Bourbon cream.

Along with that, it also launched innovations such as orange-flavoured Marie, Marie light and
butterscotch-flavoured cream biscuits. In 2004, Sunfeast followed this up with the launch of
Sunfeast Milky Magic. More recently, it also has launched the Sunfeast Snacky and Sunfeast
Golden Bakes.

Analysts believe that just because Sunfeast was a new brand, helped matters. A consultant
says, "The biscuits industry had not witnessed any major product innovation in years.
Consumers were just waiting for something new, something fresh, when Sunfeast happened."

Even then the competition had not made things better. In August 2003, a month after its
launch, the company undertook a major sampling exercise to promote the product. For two
years then, the brand did all the usual rounds -- riding behind buses, blocking television spots,
booking that corner space in your favourite newspaper and so on.

Well differentiated advertisements, some which showed a complete cream world with cream
rivers, cream mountains and cream trees, were targeted at kids watching cartoon channels.
At the same time, on general entertainment channels, mothers received information on the
importance of glucose, the wholeness of wheat and so on. In April 2005, Sunfeast launched
its major campaign. It signed on Hindi film actor, Shah Rukh Khan as its brand ambassador.
In the same year, as the official sponsor of the WTA tennis championship -- titled the
Sunfeast Open -- the company had teenage sensations Sania Mirza and Mahesh Bhupathi
campaigning for it. Analysts say that ITC's deep pockets have helped Sunfeast in many ways.


The company claims that it has been spending 35-40 per cent of its turnover from the biscuits
segment on advertising and promotions. Going by that number, ITCs annual marketing
spends are estimated to be in the region of about Rs 115-120 crore (Rs billion).

ITC Limited – Foods Division, being in the forefront of product innovation has introduced
two new flavours Orange Marie and Butterscotch Cream Biscuits after 12 months of product
research and development and extensive sampling across 14,000 consumers across the nation.
Orange Marie and Butterscotch Cream Biscuits are being launched for the first time in the
Indian market. The entire range of 'Sunfeast Biscuits' is packed in vibrant colours, distinctive
graphics and fonts identifying sub categories and at the same time, maintaining a consistent
look of the umbrella brand “Sunfeast”.

Importantly, industry barometer AC Nielsen has indicated that both Parle and Britannia are
losing market shares. According to the AC Nielsen retail sales audit in March 2006, both
Britannia and Parle have lost volumes. Britannia's shares have dropped from 35.8 per cent in
2004-05 to 30.5 per cent in May 2006 (volumes). Parle's shares have also dropped from 42.2
to 38.4 per cent in the same period. Indian biscuit market is estimated to be around 4500 -
5000 crore. The market is dominated by Parle and Britannia. Parle is the volume leader with
brands like Parle- G, Krackjack and Monaco while Britannia is the value leader with brands
like 50: 50, milk bikis, Tiger, Goodday etc. The biscuit market has now moved from the core
Glucose base to more value added categories. The key markets are UP, Maharashtra, and
Tamilnadu. The per capita consumption of biscuits in India is only 1.2 kg per annum while
the percapita consumption is 15 kg per annum in developed nations. While the glucose
biscuits are popular in Rural India, Urban market prefer Cream biscuits.

ITC FOODS ENTERS U.S.A MARKET

A recent report shows that the foods division of ITC Ltd., has tied up with a New York-based
Company „House of Spices‟ to introduce its Sunfeast biscuits brand in the US market. This
brand will be launched in the US by a TV Commercial, starring the King of Bollywood
industry Mr. Shah Rukh Khan. To announce Sunfeast‟s foray into the US, they are beaming
television commercials featuring Shah Rukh Khan on Indian channels in the US.

Sunfeast biscuits target the snack-food of children and this being rich in cow‟s milk, pure
butter, crisp cashews and a wide range of creamy flavors. The Sunfeast biscuits will give
good health to the children in the US and no doubts with Shah Rukh Khan‟s motivating the


children to have the biscuits in place of burgers and chips will create a huge impact.

ADVERTISING AND PROMOTION

When Sunfeast biscuits were initially launched, there was an aggressive advertisement
campaign that was been done for the Sunfeast biscuits by putting stalls at different places,
where maximum number of customers come regularly, like for instance there was a stall of
Sunfeast biscuit at an exhibition which was been held on a ground, where there were number
of different stalls and at the end when the customers are about to leave the exhibition
there are different food stalls and refreshment stalls. Amongst the various different stalls in
the exhibition, one stall was that of Sunfeast biscuits and there were sizable number of
customers, who were keen and eager to know more about Sunfeast biscuists and some were
even purchasing the biscuists. A few days later the same stall was seen at a shopping mall
and now the number of customers were more than before. The reason being advertisements
of Sunfeast biscuists been shown on TV. Later on Shah Rukh was roped in for the
advertisement of Sunfeast biscuists and now Sunfeast is a known to a large number of
customers. Thus initially for any brand name it is important to gauge and know the
customer's reaction, their opinion and views, and then slowly introducing the product in the
market for the customers on a regular basis.

ITC relies on three core competencies

1. The depth of distribution

2. Its brand building capabilities.

3. The ability of Quality outsourcing.

Sunfeast has been a success because of these three competencies of ITC. Sunfeast was
launched in 2003 was one of the diversification forays of ITC which wanted to establish itself
as a serious FMCG player from its position of Tobacco products leader. ITC had the
advantage of the well entrenched distribution setup which is matched only by HLL.

To establish a brand in this tough market was never easy. Sunfeast using heavy promotion
and careful brand building have already garnered 10% market share in this market. Sunfeast
is positioned as an exciting brand. This platform is supported by a series product launches.


Since Biscuits are convenience goods, new tastes and new products are essential to built
excitement in the market. Sunfeast have maintained continuous series of new launches like
Milky Magic, Coconut, strawberry, pineapple cream etc. Recently Sunfeast launched a
product for the premium segment named “Dark Fantasy" with chocolate flavour and cool
advertisements.

Sunfeast is also trying to garner more share in the Marie category which is estimated to be
around 600 crore. It launched the Marie with different flavours that has enabled it to gain a
strong foothold in that category. To expand the brand in to the snack category Sunfeast has
launched Pasta Treat which talks of a healthy snacking option for kids.

Sunfeast also uses lot of below the line promotions for brand building. It sponsors Sunfeast
Open, a recent initiative aiming at the school kids by providing them an opportunity to
enhance creativity through painting competitions, “Hara Bano” campaign which set a world
record in planting maximum number of saplings etc.

The constant product launches and careful promotions have enabled Sunfeast to move to the
top league in the biscuit market within a span of 3 years.

The company's cigarette distribution network, largely the 'pan shops' (kiosks selling
confectionery, cigarettes, shampoo sachets, soaps and so on) has helped ITC sell its
confectionery and biscuit brands, while for other food categories new distribution inroads
were made. ITC today operates through around 1.5 million retail outlets across India. The key
element ITC is leveraging for the foods business is its tobacco distribution chain. It has over
1.5 million tobacco retailers across the country, larger than Unilever's distribution chain of
over 1 million, virtually neutralizing the fact that it is a latecomer in the foods game. That's
not to say it hasn't had to create a separate distribution system to sell biscuits through various
stores (3,50,000 outlets).

But biscuits and confectioneries are perfect complementary products that can be sold through
the tobacco chain. Currently, as much as half the tobacco retailers carry confectionery and
about 300,000 stock its biscuits. And as much as 40 per cent of the tobacco retailers are
already stacking FMCG products other than just tobacco.

But perhaps the most important factor that has helped ITC sustain its foods business is its
healthy financials backed by attractive tobacco margins that can absorb the pressure of losses
in the FMCG business. Clearly, part of the foods strategy is prompted by ITC's attempt to


reduce its dependence on tobacco, which constitutes over 87 per cent of its operating profits
and over 71 per cent of its turnover.

SUNFEAST PRODUCTS:

SNACK FOODS

In July 2003, ITC forayed into the Biscuits market with the Sunfeast range of Glucose, Marie
and Cream Biscuits. Sunfeast‟s brand essence, "Spread the Smile" connotes happiness,
contentment, satisfaction and pleasure. The mascot Sunny reinforces the emotional aspects of
the brand. In a span of 6 years, Sunfeast has launched many new varieties and has its
presence in almost all types of biscuit categories.

Sunfeast Milky Magic

Packed with goodness of milk these deliciously nutritious crisp and crunchy biscuits are a
favourite among mothers and kids.Milky Magic has the „Magic of 2‟ - A perfect balance of
energy that aids physical strength and mental ability. These biscuits strike the right balance
of milk and wheat which helps in an all round development and nurturing of the child.


Sunfeast Marie Light

Sunfeast Marie Light Original :
This ideal teatime biscuit is made from the finest quality wheat high in fibre and keeps one
light and healthy through the day .

Sunfeast Marie Light Orange :
It has the distinction of being one of the most successful innovative Marie biscuits and is
liked by one and all.

Sunfeast Golden Bakery

Sunfeast Golden Bakery is a premium cookie on an innovative and differentiated platform.


Launched nationally in March 2008, these cookies are made from the recipes crafted by the
master bakers of ITC Hotels and are slowly baked in the traditional way till they are golden
brown and develop the crispy broken crust texture.
The Sunfeast Golden Bakery cookies are available in three distinct flavours - Butter-Nut,
Butterscotch and Choco-Nut cookies. These products are designed to give consumers a rich
& truly indulgent experience.

Sunfeast Dark Fantasy

Inspired by the Master Chefs of ITC hotels, it is the richest of chocolate vanilla biscuits.
These biscuits are created using carefully chosen premium ingredients for a sensory
experience unlike any other. Dark Fantasy is more than a biscuit, it‟s a luxurious mix of
aromatic cocoa and vanilla.

Sunfeast Dark Fantasy Choco Fills

Sunfeast Dark Fantasy Choco Fills is the latest and the most premium offering from the
portfolio of Sunfeast,An exquisite combination of luscious chocolate filling enrobed within a
perfectly baked rich cookie outer. An offer that fully epitomizes the brand promise of "Pure
Indulgence".


Sunfeast Glucose

For those light hunger pangs, a wholesome & nutritious choice as these golden brown
biscuits are made from the best quality wheat. Sunfeast Glucose biscuits are ideal not just for
kids but for adults too.

Sunfeast Dream Cream

A truly scrumptious range of cream biscuits that have become an instant hit with children.
ITC‟s chefs have put their legendary skills into these biscuits to deliver truly tasty cream
biscuits. Special Flavour Crystals in the Strawberry variant keeps the creamy flavour linger
on.

Strawberry Cream
Bourbon
The first of its kind cream biscuit
A special delight for all those
with special strawberry flavour
chocolate lovers.
crystals that will keep the creamy
flavour linger on.

Butterscotch Cream
Orange Cream
Another first, the taste of
Experience a tangy twist in biscuits
butterscotch ice-cream in cream
with every Orange cream.
biscuits.


Sunfeast Snacky

Bigger than most others in the salted biscuit category, Snacky is light and crispy like no
other. From kids to adults, it‟s the quintessential „Family Biscuit‟. Available in two
variants, Classic salted and Chilli flakes - the very first of its kind in India.

Sunfeast sweet 'n salt

These thin and crisp biscuits come with a distinctive sundry taste, that of salt and sweetness.
A bite into one of these one keeps wondering about its taste!
Sunfeast Nice

These are crisp coconut biscuits showered with sugar crystals. The crisp sugary sweetness


will just go on to make all those nice moments nicer.

Sunfeast Benne Vita Flaxseed Biscuits

If Benne Vita in Italian stands for „Good Life‟, then Benne Vita Flaxseed biscuits just make
the good life better. The Flaxseed content in these protein and mineral enriched biscuits are
rich source of Omega III acids that helps control cholesterol. Flaxseed is the richest plant
source of these essential Omega-3 Fatty Acids. It is also rich in dietary fibre, proteins,
calcium and other minerals to maintain healthy heart and good gut health.

Sunfeast Special

ITC Sunfeast presents a range of Special cookies and creams.

Special Cookies:
Made with best quality wheat, cashew and butter, Sun feast Special cookies are baked with
real butter and the finest ingredients to give a mouth-watering treat that makes every moment
special, Available in Cashew & Butter.


Special Creams:
Delicious value for money cream biscuits with a thick layer of cream sandwiched between
two biscuits, Available in Orange, Chocolate & Elaichi variants.

Sunfeast Pasta

The Sunfeast product portfolio was expanded in early 2005 to include healthy snacking
options as well.

Sunfeast Pasta Treat, a whole wheat based instant pasta was introduced as a healthy snacking
option for children and young adults. After the tremendous success of the 4 initial flavours,
(Masala, Tomato Cheese, Cheese and Sour Cream), the instant Pasta range has been
extended with three new exciting flavours - Pizza style, Chicken and Tangy Tomato.


Sunfeast Yippee!

The portfolio has been further expanded with Sun feast Yippee! Instant noodles. Three years
of exhaustive developmental work has gone into the creation of Sunfeast Yippee! The
product has two intrinsic components - the noodle block and the masala mix. Wheat is a key
ingredient of the noodle block. The sourcing and blending expertise that has made
Aashirvaad India's No 1 branded Atta has been leveraged to make a truly delightful noodle
block. Sun feast Yippee noodles do not lump even 30 minutes after cooking. At present, Sun
feast Yippee is available in two lip smacking variants -Classic Masala and Magic Masala.


CHAPTER - 2

REVIEW OF LITERATURE


By Stephen Daniells, 07-Oct-2008-journal of ims vol 5 no.1, jan-june 2008

2-Colour and flavour rule consumer preferences: Study
The intensity of colour and the flavour are the key drivers behind consumer acceptance of
beverages, says a new study involving DANONE. But packaging and labelling are not as
important for winning over consumers, according to findings published in the journal Food
Quality and Preference, The study involved consumers at different stages of development and
highlights the importance of adopting a “sensory marketing approach,” said the researchers
from French research organisation Adriant, the University of Rennes 1, DANONE R&D, and
Institute Paul Bocuse.
“Companies need to continuously innovate to maintain market leadership,” wrote the
researchers. “When the market is overloaded the challenge consists in creating innovative
products able to attract and satisfy consumers.” “This experiment showed the feasibility of
the proposed multi-sensory design method based on mixed qualitative and quantitative
approaches.” The study also demonstrates the importance of flavour and colour selection for
new products.

The global flavours market was been valued at some US$18bn in 2006 (Business Insights).
Meanwhile, the value of the international colourings market was estimated at around $1.15bn
in 2007 (€731m), up 2.5 per cent from $1.07bn (680m) in 2004, according to Leatherhead
Food International (LFI). Natural colours now make up 31 per cent of the colourings market,
compared with 40 per cent for synthetics, according to LFI.

Bombarding the senses
By choosing to formulate a new beverage, the researchers noted that the new product would
need to be differentiated by improving the sensory characteristics.

Four factors were identified for the formulation: four colour intensities), three flavourings,
two label types (soft versus hard), and two pack sizes (standard versus oversize). By using
both quantitative (hedonic testing) and qualitative (focus groups) approaches, the researchers
found that “the main factors which drive consumer preference for this concept are colour
intensity and flavouring”. Indeed, colour intensity accounted for 43 per cent and flavour 32
per cent of the consumers‟ overall liking. “Pack size and label type are taken into account by
the consumer to a lesser extent,” they added. “This methodology of a qualitative screening


associated to a conjoint analysis on relevant sensory attributes has shown good performances
to fit consumers‟ expectation: it has now to be reproduced, as every brand, concept and
product is a unique combination designed for a specific consumer group,” concluded the
researchers.

Source: Food Quality and Preference
Volume 19, Issue 8, Pages 719-726

John McKean, in an excellent book, Customers are People –

The Human Touch thinks of the organization-customer interaction as a series of cascading
touch points. Those touch points comprise the customer environment and it is through
interacting with that environment that customer preference is formed. The ICR PFM process
is an excellent analytical tool for discovering the nature of these touch points, their
essentiality for preference formation and the combination and sequence of such touch points
that result in a customer environment that maximizes corporate ability to construct sustained
customer preference.


RESEARCH GAP

Though there has been some amount of research done on consumer preference of F&B
products in general, we still do not have a clear understanding of what factors consumers of
confectionary products take into consideration before making the purchase. Owing to intense
competition and the number of brands which have introduced new variants of biscuits into the
market, we need to perform this research activity to understand the existing mindset of
consumers.

Thus, there exists a vital research gap and this has prompted us to undertake this research.
Since the market structure and the market share of each company has changed, the research
conducted earlier does not hold good for the current study and analysis. Also introduction of
new variants into the product line and aggressive promotional activities have bought tough
competition into the industry and also eliminated few of the earlier players in the industry.


CHAPTER 3

RESEARCH METHODOLOGY


3.1 STATEMENT OF PROBLEM
We have conducted this research to understand “Why consumers prefer Sunfeast Biscuits
over other brands and if the Branding plays a vital role in the purchase decision”

NEED OF THE STUDY

Customers are viewed as a group whose satisfaction with the enterprise must be incorporated
in strategic planning efforts. Evidence is mounting that placing a high priority on Consumer
preference is critical to improved organizational performance in a global marketplace.

With better understanding of customers' perceptions, companies can determine the actions
required to meet the customers' needs. They can identify their own strengths and weaknesses,
where they stand in comparison to their competitors, chart out path future progress and
improvement. Consumer preference measurement helps to promote an increased focus on
customer outcomes and stimulate improvements in the work practices and processes used
within the company.

Consumer preference is quite a complex issue and there is a lot of debate and confusion about
what exactly is required and how to go about it. This report is an attempt to review the
necessary requirements, and discuss the steps that need to be taken in order to measure and
track consumer preference.

IMPORTANCE OF THE STUDY

A consumer preference survey is a very important tool that can provide benefits for
businesses of every size. Surveys can assist business decision-makers in developing strategies
to achieve the all-important goal of gaining and retaining customers. Results can play a key
role in identifying areas of the business that require corrective action and improvement.
Surveys can also identify areas that can be leveraged to achieve business growth and
expansion.


The study of Consumer preference helps an organization optimize the understanding of
customer changing trends and to gain acceptance. Utilizing a professionally designed and
administered customer feedback survey can:

 Measure consumer preference levels.

 Improve customer retention.

 Gauge interest in new products and service offerings.

 Pinpoint areas for process improvement.

 Get actionable feedback at an affordable price

SCOPE OF THE STUDY

The scope is limited to the extent of the place, time, organization and their information
collected during the research. It is done as a part of academic study.

The scope of the study limited to information collected with the help of primary data given by
the respondent during survey.

The information collected is limited to the academic knowledge gained during the study of
the course.

The study is confined to selected locations at Bangalore.

LIMITATIONS OF THE STUDY

 The Research is restricted to parents and Adults only.
 The number of people surveyed is minimal.
 Time frame used for the survey is minimal.
 It is restricted to Bangalore city only.
 The research is subject to personal biasness. Therefore generalization made may not be
accurate.
 The research heavily depends upon the responses given by the sample size.


OBJECTIVES OF THE STUDY

 To determine the Brand preference of Sunfeast Biscuits over its competitors.

 To identify the factors influencing the Brand preference of Sunfeast Biscuits.

 To identify consumer perception about various features of Sunfeast Biscuits.

 To study whether branding plays a vital role in purchase of Sunfeast biscuits.


3.-RESEARCH METHODOLOGY

Type of research: Causal research design has been used for the purpose of the study.
a) Data analysis and interpretation is based on the primary data.
b) Inference is drawn from the data collected to attain the objectives of the study.

Sampling technique:

Qualitative Research involves Non-Probability sampling. Thus here the technique used is
non-probability sampling- where a little attempt is made to generate a representative sample.
In non-probability sampling, the probability of selecting population elements is unknown.
We used this type of sampling procedure because it satisfactorily meets the sampling
objectives. Also it involves less time and cost. Carefully controlled non-probability sampling
often seems to give acceptable results.

Sampling method:

The method used is convenience sampling. This is the easiest and cheapest method to
conduct hence, the “convenience”.

Sample Size:

The study covered of 100 respondents belonging to the city of Bangalore in the age group 16-
25. The respondents were chosen from few locations in the Bangalore i.e., Basvangudi,
koramangala, malleshwaram who were selected irrespective of the brand they purchased.

Instrumentation Techniques:

The technique that is used for data collection is questionnaire. A questionnaire is a research
instrument consisting of a series of questions and other prompts for the purpose of gathering
information from respondents. Although they are often designed for statistical analysis of the
responses, this is not always the case.


The questionnaire was invented by Sir Francis Galton. Questionnaires have advantages over
some other types of surveys in that they are cheap, do not require as much effort from the
questioner as verbal or telephone surveys, and often have standardized answers that make it
simple to compile data.
A set of questions have been developed to identify the factors which are attracting
international patients to India for the treatment.
.

3.3-DATA COLLECTION:

Primary Data – Primary Data is collected using methods such as interviews and
questionnaires asked to the employees

Secondary Data – All methods of data collection can supply quantitative data or qualitative
data. Quantitative data may often be presented in tabular or graphical form. Secondary data is
data that has already been collected by someone else for a different purpose like paper-based
sources, Electronic sources, Official etc.

3.4-HYPOTHESIS TESTING

Tools used for hypothesis:

The chi-square test is used to identify the positive effect of diversity on the organisation. A
chi-square test is any statistical hypothesis test in which the test statistic has a chi-square
distribution when the null hypothesis is true, or any in which the probability distribution of
the test statistic (assuming the null hypothesis is true) can be made to approximate a chi-
square distribution as closely as desired by making the sample size large enough.


Pearson’s chi-square test:

Pearson's chi-square (χ2) test is the best-known of several chi-square tests – statistical
procedures whose results are evaluated by reference to the chi-square distribution. Its
properties were first investigated by Karl Pearson. It tests a null hypothesis that the frequency
distribution of certain events observed in a sample is consistent with a particular theoretical
distribution. The events considered must be mutually exclusive and have total probability 1.
A common case for this is where the events each cover an outcome of a categorical variable.
A simple example is the hypothesis that an ordinary six-sided die is "fair", i.e., all six
outcomes are equally likely to occur. Pearson's chi-square is the original and most widely-
used chi-square test.

The first step in the chi-square test is to calculate the chi-square statistic. The chi-square
statistic is calculated by finding the difference between each observed and theoretical
frequency for each possible outcome, squaring them, dividing each by the theoretical
frequency, and taking the sum of the results.

Where
Oi = an observed frequency;
Ei = an expected (theoretical) frequency, asserted by the null hypothesis;
n = the number of possible outcomes of each event.
The chi-square statistic can then be used to calculate a p-value by comparing the value of the
statistic to a chi-square distribution. The number of degrees of freedom is equal to the number
of possible outcomes, minus 1.

Pearson's chi-square is used to assess two types of comparison:
• Tests of goodness of fit and
• Tests of independence.
A test of goodness of fit establishes whether or not an observed frequency distribution differs
from a theoretical distribution. A test of independence assesses whether paired observations
on two variables, expressed in a contingency table, are independent of each other – for


example, whether people from different regions differ in the frequency with which they
report that they support a political candidate. A chi-square probability of 0.05 or less is
commonly interpreted by applied workers as justification for rejecting the null hypothesis that
the row variable is unrelated (that is, only randomly related) to the column variable. The
alternate hypothesis is not rejected when the variables have an associated relationship. A chi-
square test may be applied on a contingency table for testing a null hypothesis of
independence of rows and columns. The observed values are present in the table. The
expected values are calculated using the formula:

E = Row total x Column Total
Grand Total
2
Then the (O-E) values are calculated. Then (O-E) / E is calculated. The value obtained is
the Chi-square value.
The null and alternate hypothesis values are calculated.
• If the alternate hypothesis is less than the null hypothesis then accept the null hypothesis.
• If the alternate hypothesis is greater than the null hypothesis then reject the null hypothesis.

3.5-LIMITATIONS OF THE STUDY:

There were some limitations for completing this project successfully.
Some of them are mentioned as under.
1. The study was conducted in a construction company in Bangalore.
2. The study was conducted with certain assumptions that the respondents had provided the
true information.
3. Due to limited number of respondents, the authenticity of the conclusions drawn based on
the observations made cannot be ensured.


 HYPOTHESIS
1. Brand Awareness
H0 : Brand awareness amongst consumer is low.

H1 : Brand awareness amongst consumer is high.

2. Factors (Price, Quality, Brand Power, Taste)
H0 : The Factors are equally important.

H1 : The Factors are not equally important.


Chapter 4

DATA ANALYSIS AND INFERENCE


TABLE N0 4.1 SHOWING AGE GROUP OF THE RESPONDENTS

Age Group No. of Respondents Percentage (%)

16-25 38 38%

25-35 27 27%

35-45 20 20%

45 & Above 15 15%

Source: Field Investigation

DEPICTING THE AGE GROUP

Age

12 18

16-20
33 20-25
25-30
37
30-35

INFERENCE:

India now has major number of its population as youngster and the fact that Sunfeast should
cater to the needs of the younger generation and also people who fall under the age group of
25-35 years as they formulate the majority of the population and also represent the customers
to the biscuit industry.


TABLE NO 4.2 SHOWING THE GENDER DISTRIBUTION PATTERN OF THE
RESPONDENTS

GENDER NO OF RESPONDENTS PERCENTAGE
MALE 50 50%
FEMALE 50 50%


DEPECTING THE GENDER

50 50
MALE
FEMALE

INFERENCE:

From the above Table, it can be seen that the number of male and female respondents are
equal. This equal distribution of gender is used to determine the preference and behaviour
towards consumption of biscuits and also to compare between the genders.


TABLE NO 4.3 SHOWING THE OCCUPATION DISTRIBUTION PATTERN OF
THE RESPONDENTS

OCCUPATION NO OF RESPONDENTS PERCENTAGE
STUDENT 19 19%
SALARIED 32 32%
SELF EMPLOYMENT 22 22%
PROFESSIONAL 27 27%


DEPICTING THE PROFILE OF RESPONDENTS BASED ON OCCUPATION

19%
27%
Student
Self Employed
Salaried
22%
Professional

32%

INFERENCE:

From the above chart it is clear that 81% of the respondents have a permanent source of
income and are from various backgrounds and remaining 19% of the respondents constitute
students who majorly depend upon pocket money given by their parents.


TABLE NO 4.4 SHOWING THE CUSTOMER AWARENESS LEVEL OF
DIFFERENT BRAND’S BISCUITS

Very % High- % Medium- % Low- % Very %
High- 4 3 2 Low-
5 1
Sunfeast 14 14% 58 58% 28 28% 0 0% 0 0%
Britannia 18 18% 68 68% 14 14% 0 0% 0 0%
Parle 24 24% 66 66% 10 10% 0 0% 0 0%
Horlicks 0 0% 14 14% 38 38% 36 36% 16 16%
Priyagold 0 0% 4 4% 12 12% 24 24% 60 60%

DEPICTING AWARENESS LEVEL OF CUSTOMERS

68
70 66
60
58
60

50
VERY HIGH
38
40 36 HIGH

28 MEDIUM
30
24 LOW

20 16 VERY LOW
14 14
12
10
10
4
0 0 0 0 0 0
0
SUNFEAST BRITANNIA PARLE HOLICKS PRIYAGOLD

INFERENCE:

From the above chart it is clear that the awareness level of Britannia biscuits is higher when
compared to other brands of biscuits. Parle stands second in terms of awareness followed by
Sunfeast. Horlicks has a moderate level of awareness and Priyagold has the least.


TABLE NO 4.5 SHOWING THE DIFFERENT BRANDS OF BISCUITS
CUSTOMERS CONSIDER BUYING

Very % High- % Medium- % Low- % Very %
High- 4 3 2 Low-
5 1
Sunfeast 26 26% 28 28% 30 30% 6 6% 2 2%
Britannia 38 38% 32 32% 18 18% 10 10% 2 2%
Parle 36 36% 34 34% 16 16% 10 10% 4 4%
Horlicks 0 0% 4 4% 28 28% 54 54% 14 14%
Priyagold 0 0% 2 2% 8 8% 20 20% 70 70%

DEPICTING CUSTOMERS CONSIDER BUYING

70
70

60 54

50
VERY HIGH
38
40 36 HIGH
34
32
28 28 MEDIUM
30 26
23 LOW
20 21 20
20 14 VERY LOW
10 10
8
10 6
4 4
2 2 2
0 0
0
SUNFEAST BITANNIA PARLE HORLICKS PRIAYAGOLD

INFERENCE:

From the above Table it is clear that on an average consumer prefer buying Britannia biscuits
over other brands, from this it is clear that Sunfeast is gaining customer acceptance in most of
its categories.


TABLE NO 4.6 SHOWING THE MOST POPULAR MEDIA FOR PUBLICITY OF
SUNFEAST BISCUITS

Source No of Respondents Percentage%
Television 52 52%
Newspaper 19 19%
Hoarding 18 18%
Family 7 7%
Others 4 4%

DEPICTING THE PUBLICITY OF SUNFEAST BISCUITS

60
52

50

40

30
19 18
20

7
10 4

0
TELEVISION NEWSPAPER HOARDING FAMILY OTHERS
AND RADIO

INFERENCE:

From the above Table it is clear that television and radio played a major role in creating
awareness of Sunfeast biscuits to the consumers. This is followed by newspapers and then by
hoardings. Family played a least role in creating awareness on the respondents.


TABLE NO 4.7 SHOWING THE BRAND RECOGNITION THROUGH TV
CHANNELS

Channels No of Respondents Percentage%
Cartoon Network 38 38%
Colors Tv 16 16%
Star Plus 18 18%
News Channel 7 7%
Regional Channels 21 21%

DEPICTION OF BRAND RECOGNITION THROUGH TV CHANNELS

21
38
CARTOON
7
COLOR TV
STAR PLUS
18 NEWS CHANNEL
16 REGIONAL CHANNELS

INFERENCE:

From the above table it is clear that cartoon network channel has created awareness for
Sunfeast biscuits and it is followed by star plus and then by colors channel. Regional
channels also created significant awareness.


TABLE NO 4.8 SHOWING THE DECISION MAKER IN PURCHASING THE
BISCUITS

Decision Maker No of Respondents Percentage%
Self 37 37%
Family 43 43%
Children 15 15%
Others 5 5%

DEPICTION OF DECISION MAKER IN PURCHASING THE BISCUITS

43
45
37
40

35

30

25

20 15
15

10 5
5

0
SELF FAMILY CHILDREN OTHERS

INFERENCE:

It is clear that the family is the decision maker in influencing the purchase of biscuits which
is followed by self decision. Children have small role in deciding which biscuit to consume.


TABLE NO 4.9 SHOWING THE FREQUENCY OF PURCHASING BISCUITS

FREQUENCY NO OF RESPONDENTS PERCENTAGE%
Daily 11 11%
Weekly 40 40%
Fortnightly 29 29%
Monthly 0 0%
Random 20 20%

DEPICTING THE FREQUENCY OF PURCHASE

40
40

35
29
30

25
20
20

15 11

10

5
0
0
DAILY FORTNIGHTLY WEEKLY MONTHLY RANDOM

INFERENCE:

From the above analysis of the responses given by the respondents it is found that majority of
consumers mostly purchase biscuits on weekly basis. And it is followed by fortnight
purchase. Only handful of consumers make purchase on a daily basis. About 20% of
respondents make purchase on random basis.


TABLE NO 4.10 SHOWING THE REASON BEHIND THE PURCHASE OF
SUNFEAST BISCUITS

Source No of Respondents Percentage%
Price 20 20%
Quality 26 26%
Brand power 17 17%
Taste 21 21%
Variety 7 7%
Nutritional value 9 9%

DEPICTING THE REASON BEHIND THE PURCHASE OF SUNFEAST BISCUITS

9 20
7
PRICE
QUALITY
21
BRAND POWER
26
TASTE

17 VAREITY
NUTRITIONAL VALUE

INFERENCE:

From the above responses it is clear that the most important reason for purchasing Sunfeast
biscuits is the quality. Price is considered second to quality when making purchase decision.
The taste also is considered when purchasing the biscuit.


TABLE NO 4.11 SHOWING THE BRAND PREFERENCE OF DIFFERENT
BISCUITS

BRANDS NO. OF RESPONDENTS PERCENTAGE
Sunfeast 24 24%
Britannia 31 31%
Parle 28 28%
Horlicks 14 14%
Priyagold 3 3%

DEPICTING THE BRAND PREFERENCE OVER OTHER BRANDS BISCUITS

35
31
28
30
24
25

20
14
15

10

3
5

0
SUNFEAST BRITANNIA PARLE HORLICKS PRIYAGOLD

INFERENCE:

From the above analysis it can be seen that most of the consumers prefer Britannia over other
Brands and Sunfeast has the 3rd most preference among customers.


TABLE NO 4.12 SHOWING THE PRODUCT VARIANTS AVAILABLE IN THE
PREFERRED BRAND’S BISCUIT

GRADE No. of respondents Percentage
Very poor 0 0%
Poor 0 0%
Average 10 10%
Good 33 33%
Very good 57 57%

DEPICTING THE PRODUCT VARIANT AVAILABLE OF SUNFEAST BISCUIT

57
60

50

40
33

30

20
10
10
0 0
0
VERY POOR POOR AVERAGE GOOD EXCELLENT

INFERENCE:

From the above analysis of the responses it is clear that 90 % of the respondents consider the
brand has good variety in its product range. All the respondents are satisfied with the product
variants.


TABLE NO 4.13 SHOWING THE VARIETY OF BISCUIT CONSUMED

VARIENTS No of Respondents Precentage
Cream Biscuits 43 43%
Chocolate Chips Biscuits 22 22%
Salt Biscuits 7 7%
Wheat Biscuits 8 8%
Glucose Biscuits 20 20%

DEPICTING THE VARIETY OF BISCUIT CONSUMED

40 36

35

30
25
25
20
20

15 12

10 7

5

0
CREAM BISCUIT CHOCOLTE SALT BISCUITS MARIE GLUCOSE
CHIPS BISCUITS BISCUITS

INFERENCE:

It is clear from the above analysis of the responses that most of the respondents prefer
consuming cream biscuits followed by Marie biscuits and then by glucose biscuits.


TABLE NO 4.14 SHOWING THE FREQUENCY OF ATTRACTIVENESS OF
DIFFERENT BRAND’S BISCUITS PACKAGING

Frequency No of Respondents Percentage
Sunfeast 36 36%
Britannia 33 33%
Parle 26 26%
Anmol 3 3%
Priyagold 2 2%

DEPICTING THE ATTRACTIVENESS OF PACKAGING OF BRAND’S BISCUIT

3

26 2 36
SUNFEAST
BRITANNIA
33
PARLE
ANMOL
PRIYAGOLD

INFERENCE:

From the above analysis it is clear that most of the consumers find sunfeast‟s packing more
attractive than other brand of biscuits which is followed by Britannia and parle.


TABLE NO 4.15 SHOWING THE FREQUENCY OF CONSUMERS OPINION
ABOUT SUNFEAST BISCUITS

FREQUENCY NO OF RESPONDENTS PERCENTAGE
Very Poor 0 0%
Poor 3 3%
Average 13 13%
Good 57 57%
Excellent 27 27%

DEPICTING THE OPINION OF SUNFEAST BISCUITS

57
60

50

40

27
30

20
13

10
3
0
0
VERY POOR POOR AVERAGE GOOD EXCELLENT

INFERENCE:

From the above study it is clear that 57% of the respondents who consume Sunfeast biscuit
have a good opinion about the brand and 27% find the biscuit excellent to consume.


TABLE SHOWING 4.16 SHOWING THE PERCEPTION OF THE NUTRITIOUS
VALUE PRESENT IN SUNFEAST BISCUITS

Very High 23 23%
High 43 43%
Neutral 17 17%
Low 17 17%
Very Low 0 0%

DEPICTING THE NUTRITIOUS VALUE IN SUNFEAST BISCUITS

43
45

40

35

30
23
25

20 17 17

15

10

5 0
0
VERY HIGH HIGH NUETRAL LOW VERY LOW

INFERENCE:

From the above table it is known that the nutritional value in Sunfeast biscuit is considered to
be very high by majority of the consumers and about 17% of the respondents consider
Sunfeast lacks in nutritional value.


TABLE NO 4.17 SHOWING THE PROSPECT OF BUYING SUNFEAST BISCUITS
IN COMPARISON TO NEW BRANDS

Very High 33 33%
High 37 37%
Neutral 10 10%
Low 11 11%
Very Low 9 9%

DEPICTING THE PROSPECT OF BUYING SUNFEAST BISCUITS COMPARING
NEW BRANDS

40 37
33
35

30

25

20

15 11
10 9
10

5

0
VERY HIGH HIGH NEUTRAL LOW VERY LOW

INFERENCE:

From the above analysis it is clear that more than 70 % of the respondents prefer Sunfeast
biscuits over new brands which will be launched in the market.


TABLE NO 4.18 SHOWING THE FREQUENCY OF THE EFFECT OF CELEBRITY
ENDORSEMENT ON BRAND PREFERENCE

Very High 32 32%
High 43 43%
Neutral 10 10%
Disagree 9 9%
Strongly Disagree 6 6%

DEPICTING THE EFFECT OF CELEBRITY ENDORSEMENTS ON BRAND
PREFERENCE

43
45
40
35 32

30
25
20
15 10 9
10 6
5
0
STRONGLY AGREE NEUTRAL DISAGREE STRONGLY
AGREE DISAGREE

INFERENCE:

From the above analysis it is stated that the majority of the respondents feel that celebrity
endorsement have an influence on purchase decision.


TABLE NO 4.19 SHOWING THE FREQUENCY OF THE INFLUENCE OF
SHAHRUKH KHAN FOR SUNFEAST BISCUIT

Strongly Agree 43 43%
Agree 33 33%
Neutral 6 6%
Disagree 14 14%

DEPICTING THE INFLUENCE OF SHAHRUKH KHAN ON SUNFEAST BISCUITS

43
45
40
33
35
30
25
20
14
15
10 6
4
5
0
AGREE DISAGREE

INFERENCE:

From the above table it is clear that about 75% of the respondents feel that Shahrukh khan is
most suitable for endorsing Sunfeast biscuits.


TABLE NO 4.20 SHOWING WHETHER FEMALE CELEBRITY CAN INFLUENCE
THE BRAND BETTER THAN MALE CELEBRITY

Strongly Agree 17 17%
Agree 19 19%
Neutral 4 4%
Disagree 33 33%

DEPICTING IF THE FEMALE CELEBRITY CAN ENDORSE THE BRAND
BETTER THAN MALE CELEBRITY

33
35

30 27

25
19
20 17

15

10
4
5

0
AGREE DISAGREE

INFERENCE:

From the above study it is clear that the respondents feel that female celebrity cannot endorse
well as compared to male celebrity.


CHI-SQUARE TEST

Since the Chi- Square test is a one of the simplest and most widely used non parametrical
tests in statistical work. It describes the magnitude of discrepancy between theory and
observation that is with the help of chi- square test we can know whether a given discrepancy
between theory and observation can be attributed to changes or whether it results from the
inadequacy of the theory to fit the observed facts.

One of the most frequent uses of chi-square is for testing the null hypothesis that two criteria
of classification are independent. They are independent if the distribution of one criteria is in
no way depends on the distribution of other criteria. If they are not independent, there is an
association between two criteria. In the test of independence the population and sample are
classified according to some attributes. The test will indicate only whether or not any
dependency relationship exists between the attributes. It will not indicate the degree of
association or the direction of independency.


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