1. Prepared by: Suneeth Ravi Menon 1
“Study of Consumer Buying Behaviour towards a new
product in Modern Trade”
IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR
Master of Management Studies
(University of Mumbai)
2017-2019
ROLL NO. P30
SUBMITTED TO:
DR. V. N. BEDEKAR INSTITUTE OF MANAGEMENT STUDIES, THANE

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DECLARATION BY THE CANDIDATE
This is to certify project report entitled Study of Consumer Buying Behaviour towards a new
product in Modern Trade, which is submitted by me in partial fulfilment of the requirement for
the award of Master of Management Studies, (University of Mumbai) Dr. V.N. Bedekar Institute
of Management Studies, comprises of my original work and due acknowledgement has been
made in the text to all other material used.
Wherever references have been made to intellectual properties of any Individual / Institution /
Government / private / Public Bodies / Universities, research paper, textbooks, reference books,
research monograph, archives of newspaper, corporate, individuals, business / government and
any other source of intellectual properties viz., speeches, quotations, conference proceedings,
extracts from the website, working paper, seminar work, they have been clearly indicated, duly
acknowledged and included in the Bibliography.
____________________________________
Date & Signature of Candidate

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CERTIFICATE BY THE GUIDE
This is to certify that the project report entitled Study of Consumer Buying Behaviour towards a
new product in Modern Trade, which is submitted by Suneeth Ravi Menon in partial fulfilment
of the requirement for the award of Master of Management Studies, (University of Mumbai) Dr.
V.N. Bedekar Institute of Management Studies, is a record of the candidate’s own work carried
out by him under my guidance. The matter embodied in this report is original and due
acknowledgement has been made in the text to all other material used.
Authorized Signatory
Guide’s Name: Mr. Ajitabh Dutta
Date:

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CERTIFICATE BY THE ORGANISATION

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Table of Contents
Acknowledgement.............................................................................................................................6
Executive Summary..........................................................................................................................7
Chapter 1: Introduction....................................................................................................................8
Overviewof Britannia Industries Ltd. ..........................................................................................8
Company Background:.................................................................................................................9
OverviewOn FMCG Sector........................................................................................................10
Achievements ..............................................................................................................................11
Profile of The Organisation.........................................................................................................12
Tracing Britannia’s Growth........................................................................................................13
Britannia Logo............................................................................................................................14
Mission Of The Company ...........................................................................................................15
Social Responsibility ...................................................................................................................16
Britannia Biscuits Product Portfolio ...........................................................................................17
Marketing Strategies...................................................................................................................18
Chapter 2........................................................................................................................................19
Project Proposal..........................................................................................................................19
Objectives:..................................................................................................................................19
Chapter 3: Literature Review.........................................................................................................20
Chapter 4: Research Methodology..................................................................................................22
Methodology...............................................................................................................................23
Sampling Technique Used.............................................................................................................24
Data Collection............................................................................................................................24
Limitations of The Study.............................................................................................................25
Pilot Research.............................................................................................................................26
Questionnaire..............................................................................................................................27
Chapter 5: Results and Discussions: ...............................................................................................39
Chapter 6: Recommendations.........................................................................................................40
Chapter 7: Conclusion....................................................................................................................41
Bibliography...................................................................................................................................42

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Acknowledgement
In performing my project, I had to take the help and guidance of some respected persons, who
deserve our greatest gratitude. The competition of my project entitled Study of Consumer Buying
Behaviour towards a new product in Modern Trade, gives me much pleasure. I would like to
show my gratitude to Mrs Aparna, Mr. Swapnil Naik, & Mrs. Niketa Surti for giving me a good
assignment through numerous consultations.
I also would like to extend my deepest gratitude to my Professor my Guide for this project Mr.
Ajitabh Dutta who introduced me to the methodology of work with regards to the correct
questionnaire for the project as a result of which I could garner more Survey results.
Many people, especially my team member Mr. Santosh Palde himself, have made valuable
comment, suggestions on this project which gave me an inspiration to improve my Project. I
thank all the people for their help directly and indirectly to complete my Project hassle-free.

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Executive Summary
The Project which I got was Study of Consumer Buying Behaviour in Confectionary Product
with respect to Britannia Biscuits in Modern Trade in Mumbai, Maharashtra. My project started
on 7th of May, 2018. During my tenure of 2 months, I was associated with Britannia Deuce
Biscuits. My job was to manage and enhance the sales of a Big Bazar at R Mall and increase the
market share of the company with rest of my team. I used to report at 10 am and would go home,
make a report of daily progress, and generate SIP report. I had an industry mentor and a faculty
mentor to whom I reported every Wednesday. His particularity about being punctual inculcated a
sense of responsibility in me. He wanted a perfect report, so I followed his instructions carefully.
His guidance kept me structured and focused throughout the internship. I also explored the
ground realities of the FMCG sector. I worked under Mr. Swapnil Naik (external mentor) & Ms.
Niketa Surti.
I started the project at Big Bazar, Mumbai where I met with Mrs Aparna who is a promoter as
well as Stock-Coordinator of Britannia. She gave me all the information of the categories of
product Britannia sold in Big Bazar like Biscuits, Dairy Products, rusks & cakes. Each company
sold their biscuit in category wise like Cookies, Cream biscuit, plain biscuit, Digestive biscuit,
sweet & salty biscuit.
Then we also learn what is share of shelf and how it is been calculated. Shelf share is the front
portion of the self where Britannia Products are set up with competitor brand. We calculate it by
counting all the front facing products of Britannia on the shelf except top row and lowest row
and divide them to total no. of front facing product of other brand and multiply them by hundred.
We get the Britannia share of shelf.
I also did several promotional activities to enhance the sale of biscuits like trolley promotion and
also tried to sell biscuits placing it beside the chocolates section and bill pay section.
I also did my research on the buying behaviour of the customers with respect to New Biscuit
where I prepared a questionnaire and got it filled by several consumers who came to visit the
Biscuits section of the store.

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Chapter 1: Introduction
Overview of Britannia Industries Ltd.
Baking practices were well known to Indian cuisine for thousands of years, but
the humble biscuit became a familiar and commonplace item of diet only during the 20th
century. The products and marketing strategies of India’s premier food company
Britannia Industries. Limited over the last century have been responsible for this
remarkable dietary acculturation.
The entire biscuits’ market is estimated to be 1.1 million tonnes per annum, and
valued at over Rs. 50 billion.
The biscuits segment enjoys one of the most developed markets for any item of
mass consumption, covering over 90 per cent of the overall potential market. This implies
that over 900 million Indians buy and eat biscuits, with varying frequency in any year.
The market is highly competitive at the supply-side, with thousands of small-scale
manufacturers as well as others in the organized, large-scale sector.
The strength of the Britannia brand is demonstrated by the fact that it stands far
above all in this fiercely competitive market, with over 46 per cent market share, by value
(Source: ACNielsen ORG-MARG 2003).

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Company Background:
Britannia Industries is one of India’s leading food companies with a 100-year legacy and annual
revenues in excess of Rs. 9000 Cr. Britannia is among the most trusted food brands, and
manufactures India’s favourite brands like Good Day, Tiger, Nutri-Choice, Milk Bikis and Marie
Gold which are household names in India. Britannia’s product portfolio includes Biscuits, Bread,
Cakes, Rusk, and Dairy products including Cheese, Beverages, Milk and Yoghurt. Britannia is a
brand which many generations of Indians have grown up with and our brands are cherished and
loved in India and the world over. Britannia products are available across the country in close to
5 million retail outlets and reach over 50% of Indian homes.
Britannia takes pride in having stayed true to its credo, ‘Eat Healthy, Think Better’. Having
removed over 8500 tonnes of Trans Fats from products, Britannia became India’s first Zero
Trans Fat Company. Over 50% of the Company’s portfolio is enriched with essential micro-
nutrients which nourish the body.
Brand Britannia is listed amongst the most trusted, valuable and popular brands in various
surveys conducted by prestigious organizations like Millward Brown, IMRB, WPP Group and
Havas Media Group to name a few.
Britannia believes that ‘Taste & Trust’ are its sobriquet and will constantly endeavour to make a
Billion Indians reach out for a delightful and healthy Britannia product several times a day!
Imagine Britannia.

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Overview On FMCG Sector
Fast moving consumer goods (FMCG) is the 4th largest sector in the Indian economy. There are
three main segments in the sector – food and beverages which accounts for 19 per cent of the
sector, healthcare which accounts for 31 per cent and household and personal care which
accounts for the remaining 50 per cent.
The FMCG sector has grown from US$ 31.6 billion in 2011 to US$ 52.75 billion in 2017-18.
The sector is further expected to grow at a Compound Annual Growth Rate (CAGR) of 27.86 per
cent to reach US$ 103.7 billion by 2020.FMCG revenue grew 14.8 per cent during October-
December 2017. FMCG sector is expected to register net revenue growth of 11.8 per cent in Q4
March 2018. Indian FMCG sector is forecasted to report revenue growth of around 11-12 per
cent in FY19 from 8 per cent in FY18. FMCG’s urban segment is expected to have a steady
revenue growth at 8 per cent in FY19 and the rural segment is forecasted to contribute 15-16 per
cent of total income in FY19.
Accounting for a revenue share of around 45 per cent, rural segment is a large contributor to the
overall revenue generated by the FMCG sector in India. Demand for quality goods and services
have been going up in rural areas of India, on the back of improved distribution channels of
manufacturing and FMCG companies. Urban segment accounted for a revenue share of 55 per
cent in the overall revenues recorded by FMCG sector in India.
FMCG Companies are looking to invest in energy efficient plants to benefit the society and
lower costs in the long term. Dabur is planning to invest Rs 250-300 crore (US$ 38.79-46.55
million) in FY19 for capacity expansion and is also looking for acquisitions in the domestic
market.
Growing awareness, easier access, and changing lifestyles are the key growth drivers for the
consumer market. The focus on agriculture, MSMEs, education, healthcare, infrastructure and
employment under the Union Budget 2018-19 is expected to directly impact the FMCG sector.
These initiatives are expected to increase the disposable income in the hands of the common
people, especially in the rural area, which will be beneficial for the sector.
(According to: https://www.ibef.org/industry/fmcg-presentation)
Road Ahead:
FMCGS brands would need to focus on R&D and innovation as a means of growth. Companies
that continue to do well would be the ones that have a culture that promotes using customer
insights to create either the next generation of products or in some cases, new product categories.
One area that we see global and local FMCG brands investing more is in health and wellness.
Health and wellness is a major trend shaping consumer preferences and shopping habits and
FMCG brands are listening. Leading global and Indian food and beverage brands have embraced
this trend and are focused on creating new emerging brands in health and wellness.

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Achievements
Britannia is synonymous with the rise and growth of the biscuit industry in India.
Throughout this process it has displayed an uncanny intuition about emerging
popular tastes for biscuits. This foresight, coupled with the will to innovate and evolve
new products, has been the impetus that has propelled the Britannia brand ahead of the
rest.
Being the market leader, Britannia Industries operates under an underlying principle
of setting its own rules and standards that have almost always become the adopted
paradigm for the entire biscuit industry.
It brought the health dimension to an industry that was traditionally driven by
taste alone. This is reflected in Britannia’s brand slogan, introduced in 1997 that exhorted
consumers to ‘Eat Healthy, Think Better’. This was quickly embraced by the entire
industry to come up with similar promotional campaigns showing biscuits to be an
epitome of a healthy, happy diet.

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Profile of The Organisation
Britannia was incorporated in 1918 as Britannia Biscuits Co Ltd in Calcutta. In
1924, Peak Freans, UK acquired a controlling stake, which later passed on to the
Associated Biscuits International (ABI) a UK based company. During the ’50s and ’60s,
Britannia expanded operations to Mumbai, Delhi and Chennai. The exports of seafoods
started in the ’70s.
In 1987, Nabisco Brands Inc, a well-known European food company, acquired
ABI. In 1989, J M Pillai, a Singapore based NRI businessman along with the Groupe Dan
one acquired Asian operations of Nabisco, thus acquiring controlling stake in Britannia.
Later, Groupe Dan one and Nusli Wadia took over Pillai’s holdings.
In 1977, the Government reserved the industry for small-scale sector, which
constrained Britannia’s growth. Britannia adopted a strategy of engaging contract packers
(CP) in the small-scale sector. This led to several inefficiencies at the operating level. In
April ’97, the Government deserved the industry for small-scale sector, which
constrained Britannia’s growth. Britannia adopted a strategy of engaging contract packers
(CP) in the small-scale sector. This led to several inefficiencies at the operating level.
In April ’97, the Government deserved the biscuit sector from small scale.
Britannia has expanded captive manufacturing facilities and has modernized and
upgraded its facilities in the last five years. Today Britannia is an organization having its
presence in both the national and international markets and heading towards a bright
future.

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Tracing Britannia’s Growth
1982: The Britannia established with an investment of Rs. 295 in Kolkata
1910: Operation Mechanised
1921: Imported machinery introduced and becomes the first company of the Suez Cannel to use
Gas ovens
1975: Takes over biscuit distribution from Parry’s.
1978: Its Indian shareholding crossed 60%
1979: The company rechristened BIL Ltd.
1983: Sales cross Rs. 1 Billion for the first time
1989: Executive office is relocated to Bengaluru.
1992: Celebrates its Platinum Jubilee. The Wadia Group acquires stake in ABIL UK and become
equal partner with Group DANONE in BIL
1994: Volumes cross 100000

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Britannia Logo
Logo consists of the Companyname and slogan.
The logo along with the corporate statement is as:
“EAT HEALTHY, THINK BETTER”aims at positioning Britannia as the most
credible source ofhealthy yet tasty food product. The corporate statement captures the
Indian conceptof unity of bodyand mind. The colours used in the logo have its own
significance. Written in three colours: - Red,White and Green.
Red denotes Energy and Vitality.
White denotes Purity.
Green stands for Nutrition and Freshness.
Also, there is a green stroke beneath the companyname,which denotes surety for
health and quality products.
The Hindi rendition of slogan “SWASTHKHAO, TAN MAN JAGAO”.

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Mission Of The Company
“To dominate the food and beverage market in India through a profitable
range of tasty yet healthy products.”
Regarding the basis of setting mission and vision statement, Britannia gives top
most priority to “customer satisfaction”, followed by quality, market leadership,
increased profit variety, sales turnover and profit maximization.
“Our markets are poised for exciting times. As a successful organization, we must not
only keep pace with consumer expectation, but also anticipate them. Our new identity is
to lay the base to project our future as a successful ‘food' company, a company that
provides high quality and tasty, yet healthy foods and beverages”.
-Nusli Wadia, Chairman, Britannia Industries Limited.
“I conform to the view that there are three kinds of companies - those that watch things
happen; those that make things happen; and those that wonder what happened. We
certainly, wish to make things happen…My personal commandment is Do unto others
what you don’t wish done unto you. It’s not the big who swallow the small; it is the fast
who swallow the slow”
-Sunil Alagh, CEO, Britannia Industries Limited.

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Social Responsibility
Britannia recognizes its social responsibilities, and these are manifested in the
following various ways: -
Tsunami Relief- The Britannia family responded to the process of relief and
rehabilitation by voluntary donations from the employees that were matched with cash
contribution by the company and given to the Indian Red Cross Society. The Company
also supplied products and other articles of need to the affected people.
Britannia – IMG- Britannia has been sporting the Indian Music Group at St Xavier
College at Mumbai for 20 years now. The annual festival, which takes place around
January, has been recognized as one of the most significant music festivals in the country.
Apart from this it also supports the Britannia IMG music centre in the college premises,
which is a boasts of a splendid music library and listening facilities.
Theatre- Britannia has been supporting theatre arts, a Bangalore-based company, for the
production of high quality English theatre. The latest production, “the kiss of the
Spiderwoman” was greeted with rave review in Bangalore.
The Britannia Amritraj Tennis Scheme-This is a scheme sponsored by Britannia,
which is committed to producing high quality tennis players of India. The scheme has
already produced several champions such as Leander Paes who have brought laurels to
the country. The scheme is fully residential program. Training is being provided by the
highest quality coaches both Indian and from overseas.

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Britannia Biscuits Product Portfolio
o Britannia Milk Bikes’ product that has long been in the company’s portfolio, was
relaunched. It’s said to have a honeycomb design and claims that it “reaction among
mothers”.
o Good Day
o Britannia GoodDay was launched in 1986 in two varieties
o Good Day Cashew
o Good Day Butter
o This was followed by the launch of the following
o Good Day Pista New Badam in 1989
o Good Day chocochips in 2000
o Good Day Choco Nut in 2004
o Britannia Tiger
o Britania Tiger glucose was launched in 1997 it reportedly became the largest brand un
Britannia’s portfolio in the very first year of its launch and the product retains its position
even today.
o Tiger Creams: Introduced in 2002 at the price point of Rs.5 now it is available in many
flavours.
o Chota Tiger: Launched in May 2007; the mini sized has a sprinkling of colored sugar
and is available in two variants
o NutriChoice Sugar Out
o NutriChoice Digestive Biscuit
o Treat Fruit Roltz
o NutriChoice 5 Grain
o NutriChoice Health Starter Kit
o Britannia 50-50: Launched in 1993 =, this crackers’ was advertised with tagline “Very
Very Tasty Tasty”
o Bourbon: Originally was launched way back in 1995
o Britannia Marie: A Long extant brand Britannia Marie Gold has maintained its place in
the face of increasing competitive over the years
o Britannia Deuce: A Premium Cream Chocolate introduced in 2018 is going to be its one
of Premium biscuit directly tickling with the Taste Buds of a consumer craving for a
chocolate at a much lesser price.

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Marketing Strategies
1. A Strong Quality Of The Products and Customer Satisfaction
Generally, all customers concerned about quality of product rather than the price of the product.
People first looking for the quality. In this regarding Britannia always maintained much more
important over their products quality. That is why they are among the very successful brands
today.
2. A Growing RelationshipWithCustomers and Customer Retention
Nowadays a good relation with the customer is very important for organization. Sales are totally
depending on the relation with the customers.
Customers retention is also a major aspect for growing its business. It means keep the old
customers and try to make new customers, Britannia’s relationship management is very strong. It
is one of major success of selling of their product continuously
3. Focus on competitor’s activity
Every organisation should be careful about the competitor’s steps. Because that can disturb the
growing sales process of the organisation. Continuously watching over competitor’s strategies
and development help Britannia Industry a lot
4. Emphasis on Globalisationand Local Marketing Planning:
Companies want to increase their sales by pursuing market beyond borders. When they enter to
the other countries they must follow rules and regulations of that particular country. For
Britannia different variation in their product depends over various locations and economic status
of the people is being very much helpful for the economy.
5. Promotional Strategy:
Under the market strategy promotional idea is very important. Organization provides some more
schemes for the rebates to the retailer or customer. They make advertisement according to
convenient of the people and the feature of the product. Sometimes Britannia comes to market
with offering and off course with cost benefits to the customers. Giving discounts over bulk
purchases also come under this strategy.

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Chapter 2
Project Proposal: In this project I’m supposed to achieve the sales targets assigned to me by
the company by studying the customer buying behaviour with respect to Britannia Deuce biscuits
thus effectively contributing to the overall sales figures for the month of May-June.
Objectives:
Subjects/Clients: Customers who visited R Mall Big Bazar
This project importantly supports the following two aspects:
 Accomplishing the sales targets as assigned by the company.
 Studying the consumer buying behaviour with respect to Britannia biscuits predominantly
‘Britannia Deuce’ in Modern Trade.
This project is under Modern trade Department of the company and emphasises on increasing
sales of Britannia Products in the modern trade. As Britannia has recently launched their new
product named the Pure Magic Deuce there is an increased need for creation of awareness in the
consumer market for Deuce biscuits. The important objective is to raise awareness among
customers for the Britannia Deuce product and also study the consumer behaviour when they buy
Britannia products as well as the expectations of the consumer from the company while buying
its new products. The market needs to be penetrated slightly by understanding its competitors.

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Chapter 3: Literature Review
Consumer buying behaviour: It is everything related to how and why a customer or potential
customer makes decisions about what she/he will buy. The field of study is as a result broad;
ranging from research on the effect of neurotransmitters on purchase behaviour, to gender
differences and culturally specific behaviour to mention just a few areas of interest.
Understanding buying behaviour is essential to crafting effective marketing strategies.
Standard Consumer Behavioural Model: consists of a methodical and structured process.
The steps are as under:
1. Recognitionof unsatisfied need: This is the first step, during which the consumer
realises that he has an unfulfilled want or need. For example, you might be at home with
your partner on a Sunday evening. Being somewhat bored you might say to your other
half, “I’m feeling restless – I wouldn’t mind doing something tonight”. This is a prime
example of this stage. Basically, at this time a need exists (for entertainment), but it
hasn’t yet been determined how this need will be satisfied.
2. Information Search: In this step gathering of information relevant to what you need to
solve the problem is carried out. It is the stage at which we apply formal or informal
consideration or both. Continuing on with the scenario, above, you might start recalling
past activities, which had previously satisfied your need for entertainment. You might
also recall word of mouth (WOM) testimonials from family and friends. Or you may
have seen a TV commercial recently, advertising something that caught your attention. At
this time, you may consider these past and present options as part of your bundle
of possible entertainment solutions.
3. Evaluation of alternatives: After information is gathered, it is evaluated against a
customer’s needs, wants, preferences and financial resources available for purchase.
Consumers consider the core and augmented product elements of all products contained
in their evoked set. The core component represents the benefits of the product (in this
case entertainment), whereas the augment component referrers to the extended attributes
of the product, for example, price, location and convenience. let’s make some
assumptions. In fact, we’ll say you and your partner have now identified a number of
possible entertainment options. These include (going to the cinema, dining out at your
favourite hotel or watching a movie at home. At this stage, buyers will begin to evaluate
these for their ability to satisfy their need. Other factors also start to chip into the
equation at this time. In line with our boredom example, things like how much energy
you have, the cost of each activity, etc will also be evaluated.

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4. Actual Purchase Decision:At this stage the consumer will make a purchasing
decision. Having evaluated your evoked set, as well as the situational factors just
discussed, a choice is made. Let’s presume you and your partner are high income earning
professionals. With cash not being an issue, you decide to dine-out at your favourite hotel
for the evening. You immediately book a taxi and reserve a table at one of the City’s 4 or
5 Star restaurants.
5. Post Purchase Evaluation: The last stage is when the ultimate customer performs
post-purchase evaluation of the good or service they buy. It is here when the product fails
to live up to the buyer’s expectations, it can negatively affect future sales and repeat
business. To conclude our ‘boredom’ scenario, you and your partner might arrive at the
restaurant, completely satisfied with your decision, going on to have a fabulous night out.
By contrast, your taxi might arrive 30 minutes late. As a result, by the time they get to the
restaurant you could be feeling tired an agitated. Your partner could turn to you and say,
“You know, perhaps we should have gone to the cinema and viewed a movie instead.”
This post-purchase experience is termed buyers’ remorse or cognitive dissonance.

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Chapter 4: Research Methodology:
The research is a descriptive research for the assessment of the level of consumer satisfaction
towards the Britannia biscuits.
Prepared a Questionnaire (to be mentioned in the next sub-point) by keeping in mind two
variables (dependent & independent) to arrive at desired results.
1. Dependent Variable: In this research project study the dependent variable is ‘Level of
Customer Satisfaction attained’.
2. Independent Variable: Satisfaction attained through aspects such as; reliability of
information received, relevance of information in meeting, etc. These different aspects
are measured on Likert scale from strongly agree to strongly disagree.
3. Connection between Dependent and Independent Variable: Level of consumer
satisfaction depends on clarity of information which is received by the respondent
through the survey.

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Methodology
Every project work is based on certain methodology, which is a way to
systematically solve the problem or attain its objectives. It is a very important guideline
and lead to completion of any project work through observation, data collection and data
analysis.
According to Clifford Woody,
“Research Methodology comprises of defining and redefining problems, collecting,
organizing and evaluating data, making deductions & researching to conclusions”.
Accordingly, the methodology used in the project is as follows: -
 Defining the objectives of the study
 Framing of questionnaire keeping objectives in mind (considering the objectives)
 Feedback from the employees
 Analysis of feedback
 Conclusion, findings and suggestions.
Selection of Sample:
There were many customers who walked into the Big Bazar R Mall on a daily basis. In order to
take a reasonable sample size and not to disturb the other walk-in customers, a sample
size of 120 customers who dropped by the biscuits Section of the mall has been taken in order to
arrive at the present buying behaviour of the customers towards the new product.
Accordingly, 68 Men & 52 Women have been selected at random from among the customers
who had walk-in and feedback forms (questionnaire) have been obtained. The data has been
analysed in order to arrive at present buying behaviour of the customers towards the new
product.

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Sampling Technique Used
The technique of Random Sampling has been used in the analysis of the data.
Random sampling from a finite population refers to that method of sample selection,
which gives each possible sample combination an equal probability of being picked up
and each item in the entire population to have an equal chance of being included in the
sample. For this I went up to the customers who visited the Biscuits Section and asked questions
about biscuits. This sampling is without replacement, i.e. once an item is selected for the
sample, it cannot appear in the sample again.
Data Collection
Data is collected with the help of a questionnaire which had both open ended and closed ended
questions. Personal interviews/informal talks were used as the survey method for data collection.
Findings and analysis are based majorly on the primary data which was collected using the
questionnaire and a little bit secondary data.
Primary Data
Primary data are those, which were collected afresh and for the first time and thus
happen to be original in character. However, there are many methods of collecting the
primary data; all have not been used for the purpose of this project. The ones that have been used
are:
 Questionnaire
 Informal Interviews
 Observation
Secondary Data
Secondary data is collected from previous researches and literature to fill in the
respective project. The secondary data was collected through:
 Text Books
 Articles
 Journals
 Websites

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Limitations of The Study
The following are the limitations of the study:
Internal Factors:
 The sample size was small and hence the results can have a degree of variation.
The location was very confined with respect to the No. of respondents I could gain for the
survey. Multiple locations could have resulted in increasing the sample size thereby
validating the research survey more.
 Sometimes due to lack of time the respondent was not really able to give me the required
time.
The attention span of the customers was considerably less because they had to shop for a
lot of other commodities and not just the biscuits which resulted in hurrying up in
responding to the survey
 This study is limited to time.
The project was undertaken over a period of 2 months, which would serve as a limitation,
since more time vested into the project or survey would have yielded in clearer results
thus validating the research.
 The response of the Some customers in giving information was lukewarm.
It was seen that few customers couldn’t say NO upfront when the survey was put forward
to them, thus ended up answering for the sake of it.
 The study maybe infested by the exaggeration of some respondents since it’s a human
behaviour to boast about themselves.
External Factors:
 As a result of lack of customer awareness, I had decided to carry-out few activation
programs or out of the box activities but failed to undertake so on a regular basis since it
was well outside the permit rules of the store.
 Attitude of customers towards the brand promoters or Sales Professionals also
constitute to the limitation of the study. Had more customers entertained us the sample
size would have improved.
 Due to heavy monsoons towards the fag end of the project, the foot-fall was even lesser,
thus affecting the no. of respondents which otherwise would have been possible.

26. Prepared by: Suneeth Ravi Menon 26
Pilot Research
The first phase of the internship started out with the simple observations made on the shop-floor,
which primarily helped me in constructing my Questionnaire that will help me at the fag end of
the internship in collecting relevant data for my research. There were merely close to 80
observants phased out during this period. The mall at which I was placed had its entrance on the
2nd floor which is not where the Biscuits sections were placed, thus the ratio of window shoppers
were considerably less, considering the mall shopping style. Few notable observations constitute:
o The foot fall were majorly recorded on weekends obviously and importantly on
Wednesday which was a “Wednesday Bazar” as there was an array of discounts on food,
beverages, etc.
o The customers were predominantly interested in those products which boasted price-cuts,
value packs and picked only those products that they were aware of or been using it since
the start.
o Britannia Deuce could gauge some interest since it was distributed as a free testing
sample, 40% of them were open to the idea of testing, 20% of them simply came forward
looking at the brand Britannia 40% showed reluctancy in coming forward for the tasting.
o Few customers who were fascinated by the product instantly popped out a question
asking the price, that’s where 30% reluctance further increased, since they found the
pricing to be irrelevant considering the attribute of ‘being newly launched’
o There was also a new brand of Future Group which was lunched in the recent months that
instantly gauged people’s attention and could drive large purchases, since it was a close
substitute to the other products in the same segment offering a competitive price
positioning as well as acquiring larger shelf space.
o Shelf-space again plays with the mindset of the customers. The more the products acquire
shelf-space the more renowned or more consumed the product or brand is; as perceived
by the customers.
o It was observed that some individuals who enters the top deck of the store doesn’t really
make a purchase at the food & Beverages section, for them there were few trolley
activities undertaken by me so as to at least create Product awareness thereby interested
customers could purchase it from the trolley that was placed aside the billing counter.
Final thoughts:
It strikes me that Store Managers still think that they are selling goods. They still think that they
are running stock houses that happen to be located on the shopping mall. That their role is simply
to put the items on the shelves, let the customers pick them, bag them and take payment. They do
not seem to get that if they are to survive and prosper then they need to create and sell
experiences: experiences that engage the physical senses and leave customers with a smile on
their faces and something to talk about and share with friends and their broader social network.
Britannia should look to closely monitor these loopholes and make the products more visible
and reachable for the customers so that the sales number increases and the products don’t run
out of expiry before reaching the end customers.

27. Prepared by: Suneeth Ravi Menon 27
Questionnaire (Sample Size: 120 respondents)
1. What is your age group?
 <12
 12 to 18
 19 to 30
 31 to 50
 51 to 70
 70+
Interpretation:
It can be seen that pre-dominantly the consumers within the age group 19-30
followed by many within 31-50 & 51-70 are most likely to purchase biscuits from
the Mall Store. Britannia thus can place these products at college canteens
or cafeterias at workplaces wherein it can attract great sale of the Deuce
biscuit.

28. Prepared by: Suneeth Ravi Menon 28
2. Occupation
 Student
 Self Employed
 Professional
 Homemaker
 Others
Interpretation:
The major target market for the product is youth and middle-aged individuals. An
attractive advertisement campaign backed by competitive pricing can do
wonders for Britannia. Keeping in mind its newly launched product, the target
individuals are most likely to purchase a product when there are heavy
discounts and value packs in place.

29. Prepared by: Suneeth Ravi Menon 29
3. Do you consume biscuits?
o Yes
o No
Interpretation:
Out of the total 120 consumers interviewed in the survey 90% of them actually
likes to consume biscuits. Britannia can be rest assured that the biscuit will
strike a chord with customers because of the willingness to buy and desire to
consume the same.
0
20
40
60
80
100
120
Yes No
No. of Actual Consumers

30. Prepared by: Suneeth Ravi Menon 30
At what time of the day are you most likely to have a biscuit?
 Early Morning (6 am to 8 am)
 Mid-morning (8 am to 12pm)
 Afternoon (12 pm to 4 pm)
 Evening (4pm to 7 pm)
 Late evening (7 pm to 10 pm)
 Night (10 pm to 12 am)
Interpretation:
An interesting data that has come out of this survey is that the Time of
Consumption of the biscuits is generally around evening and late evening.
Britannia Deuce has a close resemblance to the attributes as that of chocolate,
this can be an important piece of information, considering the style of positioning
it must undertake to gauge the attention of people.

31. Prepared by: Suneeth Ravi Menon 31
4. What influences you to try a biscuit for the first time?
 Brand
 Packaging
 Advertisement
 Recommendation by someone you know
 Pricing
 Others
Interpretation:
Influence is important stimuli in Consumer Behaviour towards purchase of any
product. We could interpret that the most Important factor affecting consumer
behaviour are advertising and pricing. If Britannia spends on advertising in such
a way that even the product is reasonably priced, there are chances the
customers get influenced to purchase the product, which would indeed lead to
recommendations further leading to repeat purchases.

32. Prepared by: Suneeth Ravi Menon 32
5. What is most important to you in a biscuit?
 Crunchiness
 Sweetness
 Creaminess
 After taste
 Nutrition
 Others
Interpretation:
Biscuits is all about Sweetness, Crunchiness and Creaminess to the kind of age
groups that we are targeting at. Luckily, for Britannia Deuce, it is rich in all these
parameters as well as serves as a good option for after-snack but, another
important observation; Pricing is also importantly prioritised. Deuce must be
reasonably priced such that its always a notch ahead of the competitors.

33. Prepared by: Suneeth Ravi Menon 33
6. Have you heard of below biscuits? (Yes/No)
 Britannia Bourbon
 Sunfeast Dark Fantasy
 Cadbury Oreo
 Britannia Deuce
Interpretation:
This graph shows an eye-opening fact about the difference between an
established of a famous brand & an unknown or new product of a famous brand.
Hailing from a portfolio that has Good Day, Tiger and Bourbon, Britannia has
positioned itself as a family biscuit. They must use this as a Selling Point while
creating awareness about Britannia Deuce so that it matches up to its rival
products

34. Prepared by: Suneeth Ravi Menon 34
8. How are you aware of the above products?
 TV ads
 Newspaper ads
 Social Media
 Recommendation by someone you know
 Others
Interpretation:
We could interpret that the most important factor effecting Consumer Behaviour
are Advertising. A TV advertisement or an Instagram or Facebook ad on Deuce
can strike a decent stimulus. Family members and friends also affect the
persons’ buying behaviour. Sometimes relatives suggest them they should buy
such and such product/brand.

35. Prepared by: Suneeth Ravi Menon 35
9. How do you rate Deuce on a scale of 1 to 10 in below parameters?
 Crunchiness
 Creaminess
 Sweetness
 Packaging
 Pricing
 After taste
 As a snack
 As an after meal
Interpretation:
Customers really are impressed with the sweetness and crunchiness of the
biscuit. Many also opined it as an after-snack. The problem with respect to
Packaging and Over priced were highlighted by many.

36. Prepared by: Suneeth Ravi Menon 36
10. At what time of the day are you most likely to have Deuce?
 Early Morning (6 am to 8 am)
 Mid-morning (8 am to 12pm)
 Afternoon (12 pm to 4 pm)
 Evening (4pm to 8 pm)
 Late-Evening (8pm to 12am)
Interpretation:
80% of the respondents believe that Britannia Deuce at around Late Evening
and also some opined it to be as a snack which is to be consumed in the
evening, which can be noted as a good catch point since the timings are in line
with the customers’ Biscuit Consuming Preferred Timing.

37. Prepared by: Suneeth Ravi Menon 37
11. Do you think Deuce gave you value for your money?
 Yes
 No
Interpretation:
The simple reason being, customers feel it is an over-priced product.
When compared to rivals for the same Nos. of biscuits in a pack they have
to pay less then why pay more for newly launched product. Britannia
should look to adopt Incremental Pricing strategy considering the
features that it offers in that segment.

38. Prepared by: Suneeth Ravi Menon 38
12. How likely are you to recommend Deuce to others?
 Most likely
 Likely
 Less likely
 Unlikely
Interpretation:
Family member and the friends largely affect the persons’ buying behaviour.
Sometimes relatives suggest them they should buy such and such
product/brand. If Britannia looks to solve the problem of pricing, considering the
features of the product, the ratio of Most Likely Recommendations is only going
to increase with time.

39. Prepared by: Suneeth Ravi Menon 39
Chapter 5: Results and Discussions:
 The awareness of Britannia Deuce is very low among customers especially in
comparison to its competitors.
 After consumption, it has been found that customers are perceiving Deuce more as
an after-meal and less as a snack
 Deuce was more expensive as compared to Sunfeast Dark Fantasy despite
significantly lower awareness. Customers were not keen on spending more money
on a product that they were not aware of.
 The creaminess, sweetness and after taste of Deuce instantly struck a chord with
customers. Most of them have loved the taste of the product and are willing to
recommend it to others.
 It was observed that customers used their handkerchiefs more often than not after
having the biscuit to wipe the chocolate stains on their fingers.
 Customers are more likely to consume the product in late evening.

40. Prepared by: Suneeth Ravi Menon 40
Chapter 6: Recommendations
1. STP: Taking into account the various customer feedback and their behaviour while
consuming the product, I feel the company should pitch Deuce somewhere between a
‘biscuit’ and a ‘chocolate’. While the crunchiness and sweetness are on the lines of a
biscuit, the perception of aftertaste and creaminess are very high on par with the
chocolate segment. Considering the higher probability of customers using it more as an
after meal than as a snack, I feel it will be appropriate to place this product next to the
shelf of chocolates on the shop floor. This will allow the company to differentiate itself
from the likes of Sunfeast Dark Fantasy and Cadbury Oreo and thus break away from the
pressures of competitive pricing.
2. Brand Awareness: The company has to create an awareness of the brand using both
BTL and ATL channels. Establishing the brand and occupying the mind space of
customers is very important especially when you are pitching it as a premium product. As
the TG among my sample size was found to be mostly young professionals, we can also
go for a creative social media campaign. Since several Tennis Grand Slam tournaments
are scheduled during this season, we can take this opportunity to promote our brand
considering the relevance of the brand name with tennis. Most of these matches are
telecast in India during late evening which goes with the preferred consumption time of
our product. Tennis related Campaigns such as hashtag ‘Advantage with Deuce’ on
Twitter will instantly strike a chord with customers and generate enough buzz to create
awareness.
3. Packaging: Based on my experience of observing customers while testing this product
on the shop floor, I found that customers were looking for ways to wipe their hands after
having the product. Since our product is creamy with rich chocolate, I feel we can
differentiate our packaging from others by incorporating a small tissue/cloth for the
convenience of customers. This will make our packaging unique and also show that we
care for the end to end experience of customers while using our product.

41. Prepared by: Suneeth Ravi Menon 41
Chapter 7: Conclusion
About the channel: Modern Trade has opened up an important sales channel catering to the
growing urban shoppers who have strong purchasing power and with more choices, a willingness
to experiment. This sales channel has not only nudged consumers to make more impulse
purchases but has also led to the growth of premium products and incubated new product
categories. Although modern trade has only a 9.2% share in overall FMCG trade in India, it is
growing much faster than general trade.
Going forward, Nielsen expects modern trade to continue its stellar performance, clocking
growth of more than 25% in line with the current 28%, and so it will further increase its
penetration.
To capitalize on this growth driver, Britannia like HUL should plans to create 'categories of
tomorrow' that it wants to grow primarily through the MT route. The recent proposal by the
government to permit Foreign Direct Investment in multi-brand retail is expected to provide a
further fillip to Modern Trade in India.
In general, to summarize, this project has given me a good understanding on the distribution of
FMCG giant Britannia Industries Limited in the Premium Biscuits category. It has helped me to
understand the various players in the market and brands in the market, the trade margins and
schemes provided for the retailers, and the channels which are the key for selling these biscuits.
Finally, and the most important, the feedback from the customers regarding why a particular
brand/ biscuit is sold more or preferred more, how does the brand image and distribution help to
make the products reach the customers was a very useful learning. Also, how the display and
advertising of these products in various outlets play an influencing factor when it comes to the
customer purchasing was observed. Finally, to say that, just the brand presence and quality is not
just sufficient to boost the sales, but it is equally important that good packaging, good offers,
schemes and discounts to the channel outlets is vital to promote and sell the products.
From visiting so many persons who are consumers of varieties of many biscuits’ brand and also
who has tasted Britannia Deuce on shop-floor, I come on this fact that really Britannia has made
a good brand image in the Confectionary segment. The term positioning is really very vast
After all this research I have come to know with the help of the primary as well as secondary
data and with the help of Internet and the website. I have come to this fact that Britannia has
positioned itself as a family biscuit in the mind of the customer.

42. Prepared by: Suneeth Ravi Menon 42
Bibliography
Books:
Marketing Management by Philip Kotler
Research Methodology by C.R. Kothari
Websites:
www.britannia.co.in
www.google.com
www.slideshare.net
www.managementparadise.com