ukessays.com-project on consumer preference of health biscuits marketing essay
DESCRIPTION
ProjectTRANSCRIPT
Project On Consumer Preference Of Health BiscuitsMarketing Essay
ukessays.com /essays/marketing/project-on-consumer-preference-of-health-biscuits-marketing-essay.php
India Biscuits Industry is the largest among all the food industries and has a turnover of aroundRs.3000 crores. India is known to be the second largest manufacturer of biscuits, the first being USA. Itis classified under two sectors: organized and unorganized. Bread and biscuits are the major part ofthe bakery industry and covers around 80 percent of the total bakery products in India. Biscuits stand ata higher value and production level than bread. This belongs to the unorganized sector of the bakeryIndustry and covers over 70% of the total production.
India Biscuits Industry came into limelight and started gaining a sound status in the bakery industry inthe later part of 20th century when the urbanized society called for readymade food products at atenable cost. Biscuits were assumed as sick-man's diet in earlier days. Now, it has become one of themost loved fast food products for every age group. Biscuits are easy to carry, tasty to eat, cholesterolfree and reasonable at cost. States that have the larger intake of biscuits are Maharashtra, WestBengal, Andhra Pradesh, Karnataka, and Uttar Pradesh. Maharashtra and West Bengal, the mostindustrially developed states, hold the maximum amount of consumption of biscuits. Even, the ruralsector consumes around 55 percent of the biscuits in the bakery products.
Health biscuits are also gaining speed in market. It has become the part of the diet of many healthconscious people. Many brands like Britannia, sunfeast and Parle are coming up with their variety ofhealth biscuits which are beneficial during sickness or for diabetic people of health conscious people.
The following survey is on this section of biscuits. It is done on 200 consumers of health biscuits whoare randomly selected.
OBJECTIVE OF THE SURVEY
The objective of the survey is to find the factor which influences the customers to buy health biscuits ofa specific brand.
To know the expectations and requirements of all customers regarding health biscuits
To find out how the biscuits of different brands are rated by the cosumers..
Also to find out what improvements the consumer wants in this line of biscuits.
LIMITATION OF THE SURVEY
Some of the respondents were not responding to some of the questions.
Some of the respondents dine have so much information about the biscuit and the brand.
RESEARCH METHODOLOGY
The methodology followed for conducting the study includes the specification of Research design,sample design, questionnaire design, data collection and Statistical tools used for analyzing thecollected data.
SAMPLING DESIGN
Determining the sampling size and nature was the first step.
Total numbers of people selected were 200 customers of health biscuits.
SAMPLE SIZE
The sample sizes for my project are 200 respondent customers.
PILOT SURVEY
Questions used in pilot questionnaire
Do you eat health biscuits?
Which biscuit do you ate?
Why do you eat biscuits? And what are the factors you look for while buying?
Following were the factors which were derived out of this pilot suvey and the following questionnairewas formed.
Name: _________________________ Age _________________________
1. Do you eat health biscuits?
Yes b) No
2. Which health biscuits do you eat?
Nutri choice digestive e) Nutrichoice thin arrowroot
Nutri choice 5 grain f) Parle digestive marie
Nutri choice lite crackers g) Parle G
Nutrichoice cream cracker h) Sunfeast bennevita flaxseed
Sunfeast marie light
Any other then please mention.....................................................
3. If your brand biscuit is not available then which biscuit do you go for?
..................................................................................
4. Rate these factors which you consider in buying biscuits.
Where 5 being most important and 1 being least important
Factors
Rate
Taste
Quantity
Packaging
Price
Calories
Ingredients
advertisement
Brand
Quality
nutrition
5. Why do you eat health biscuits?
a) Doctors recommendation b) to keep you fit c) to maintain diet
d) Any other reason mention it______________________________
6. How important is price factor to you while buying biscuits?
Most important b) important c) least important.
7. i feel the pricing of the heath biscuit is reasonable
a) Highly satisfied b) satisfied c) neutral d) dissatisfied e) highly dissatisfied
8. What do you look for in packaging of the biscuits you eat?
................................................................................................................................
9. Rate the following factors that you look for in packaging of the biscuits you eat?
Where 5 being most important and 1 being least important
Factors
Rate
Packing Material
Appearance of the product
Color
Ease to open
Ease to store
Information of product
10. Which of the following made you aware of the biscuits that you eat?
TV advertisement c) Radio
Banners d)Newspaper
11. Do you remember any advertisement of the health biscuits that you eat? If yes which?
...........................................................................................................................
12. Does your brand biscuits provide you with any other additional benefits if yes which?
a) Discounts b) some % free c) any other biscuit free d) any other benefit thenmention.......................................................................
13. Any suggestions for the product?
............................................................................................................................
DATA COLLECTION
Primary Source
Personal Investigation
Observation Method
Information from correspondents
DATA COLLECTION METHODS
Survey method of data collection through questionnaires survey were two methods of data collectionused.
NEED FOR SURVEY
To know the consumer preference in health biscuit.
To know what the customer look for in these biscuits.
Analysis
The total no. of sample size is 200 respondents. These respondents are the people who consumethese health biscuits. The following is the tabulation according to the the each biscuit.
biscuits
No. of respondents
Nutri choice digestive
5
Nutri choice 5 grain
44
Nutri choice lite crackers
0
Nutrichoice cream cracker
64
Nutrichoice thin arrowroot
0
Parle digestive marie
18
Parle G
35
Sunfeast bennevita flaxseed
0
Sunfeast marie light
5
The above graph shows that the most preferred brand is Britannia which has got 113 responses andBritannia nutri choice creamcraker has got the maximum response that it 64. This shows that mostpreferred health biscuit is creamcraker.
Britannia digestive
If your brand biscuit is not available then which biscuit do you go for?
Most of the Britannia digestive customers said that they buy Britannia marie or parle G if their brandbiscuits is not available. Britannia creamcraker is also a substitute for Britannia digestive. OTHERBISCUIT
NO. OF RESPONSES
SUNFEAST MAREI LIGHT
7
BRITANIA CREAMCRAKERS
3
PARLE G
17
BRITANIA MARIE
11
NO OTHER
6
44
Why do you eat health biscuits?
a) Doctors recommendation b) to keep you fit c) to maintain diet
The above graph shows the reason behind eating Britannia digestive biscuits according to therespondents. Most of the respondents eat digestive biscuit to keep themselves fit and to maintain diet.As it is nutritionally rich. Some people also eat this biscuit as doctor has recommended them to eat.This is mostly for old people and sick people as they need such kind of food.
d) Any other reason mention it______________________________
REASONS
NO. OF RESPONDANT
A
12
B
18
C
14
D
0
44
How important is price factor to you while buying biscuits?
Most important b) important c) least important.
IMPORTANCE OF PRICE
NO. OF RESPONSES
A
17
B
24
C
3
44
24 of the respondents eating Britannia 5 Grain say that the price factor is important.
I feel the pricing of the heath biscuit is reasonable
Highly satisfied b) satisfied c) neutral d) dissatisfied e) highly dissatisfied
price reasonable
no. of responses
a
9
b
25
c
5
d
5
e
0
44
Most of the respondents are satisfied with the pricing of the product bust 5 are dissatisfied with it.
Does your brand biscuits provide you with any other additional benefits if yes which?
a) Discounts b) some % free c) any other biscuit free d) any other benefit thenmention.......................................................................
Most of the respondents said that they get some discount with this biscuitADDITIONAL BENEFITS
NO. OF REAPONSES
A
21
B
12
C
8
NO BENEFITS
3
44
Most of the customers want improvement in packaging of the product. And gave suggestion that thereshould be more varieties available of this product.
BISCUIT FACTORS
RATING POINTS
1
2
3
4
5
TASTE
0
0
10
23
11
QUANTITY
0
0
11
22
11
PACKAGING
0
2
29
12
1
PRICE
1
1
18
10
14
CALARIES
0
0
11
27
6
INGREDIENTS
2
0
17
21
4
ADS
0
18
15
11
0
BRAND
0
6
17
16
5
QUALITY
0
0
2
16
26
NUTRITION
0
0
5
19
20
The above is the rating given by the customer on the various factors. For taste, quality quantity,ingredient and calories it got good points where as for price advertisement it got comparatively lesspoints.
Packaging factors
PACKAGING FACTORS
RATING POINTS
1
2
3
4
5
PACKAGONG MATERIAL
0
1
24
18
1
APPEARANCE OF THE PRODUCT
1
11
19
11
2
COLLOR
1
15
20
7
1
EASE TO OPEN
0
11
15
17
1
EASE TO STORE
1
3
13
24
3
INFO OF PRODUCT
1
10
16
15
2
For packaging it got good points for information of product and packaging.
Britannia nutichoice 5Grain
If your brand biscuit is not available then which biscuit do you go for?
The respondents who eat 5 grain biscuit consider cream cracker as its substitute .
OTHER BISCUIT
NO. OF RESPONSES
NUTRI CHOICE DIGESTIVE
1
CREAM CRAKER
3
PARLE DIGESTIVE
1
Why do you eat health biscuits?
a) Doctors recommendation b) to keep you fit c) to maintain diet
d) Any other reason mention it______________________________
WHY DO YOU ATE
REASONS
NO. OF RESPONSES
A
2
B
3
C
0
D
0
5
How important is price factor to you while buying biscuits?
[Type a quote from the document or the summary of an interesting point. You can position the text boxanywhere in the document. Use the Text Box Tools tab to change the formatting of the pull quote textbox.]Most important b) important c) least important.
importance of price
no. of responses
a
1
b
4
c
0
5
I feel the pricing of the heath biscuit is reasonable
a) Highly satisfied b) satisfied c) neutral d) dissatisfied e) highly dissatisfied
PRICE REASONABLE
NO. OF RESPONSES
A
2
B
2
C
1
D
0
E
0
5
Does your brand biscuits provide you with any other additional benefits if yes which?
Discounts b) some % free c) any other biscuit free d) any other benefit thenmention.......................................................................
Most of the customers got some percent with the packet additional benefits
a
1
b
3
c
0
no benefits
1
5
biscuit factors
rating points
1
2
3
4
5
taste
0
0
1
3
1
quantity
0
0
1
1
3
packaging
0
0
4
1
0
price
0
1
2
2
0
calories
0
0
2
2
1
ingredients
0
0
2
2
0
ads
0
0
3
1
1
brand
0
2
1
1
1
quality
0
0
0
1
4
nutrition
0
0
0
0
5
The respondent rates this biscuit very good in nutrition, taste, quality got good points compared to restof the factors
packaging factors
1
2
3
4
5
total
packaging material
0
0
1
4
0
5
appearance of the product
0
1
1
3
0
5
colour
0
1
2
2
0
5
ease to open
0
1
3
1
0
5
ease to store
0
1
1
2
1
5
info of product
0
1
4
0
0
5
In packaging the material has got highest point followed by appearance and information.
Britannia nutri choise creamcrakers
If your brand biscuit is not available then which biscuit do you go for?
Parle g and sunfeast has got the highest points for substitution of creamcracker biscuit.other biscuit
no. of responses
sunfeast maarie light
17
britannia digestive
6
Parle G
24
marie
16
no other
1
64
Why do you eat health biscuits?
a) Doctors recommendation b) to keep you fit c) to maintain diet
d) Any other reason mention it______________________________
why do you ate
reasons
no. of responses
a
15
b
27
c
21
d
1
64
How important is price factor to you while buying biscuits?
Most important b) important c) least important.
The respondent eating this biscuit consider price factor as most important
importance of price
no. of responses
a
24
b
27
c
13
64
I feel the pricing of the heath biscuit is reasonable
a) Highly satisfied b) satisfied c) neutral d) dissatisfied e) highly dissatisfied
The respondents are satisfied with the pricing of this productprice reasonable
no. of responses
a
19
b
29
c
8
d
8
e
0
64
Does your brand biscuits provide you with any other additional benefits if yes which?
Discounts b) some % free c) any other biscuit free d) any other benefit thenmention.......................................................................
additional benefits
no. of responses
a
9
b
46
c
14
no benefits
7
76
Suggestions
There should be improvement in packaging and the product should be available at all places
biscuit factors
rating points
1
2
3
4
5
taste
0
12
16
25
11
quantity
0
7
19
27
11
packaging
0
9
36
18
1
price
8
10
24
16
6
calories
0
6
25
27
6
ingredients
0
9
17
28
10
ads
0
18
21
22
3
brand
0
6
21
28
9
quality
0
0
14
24
26
nutrition
0
0
14
31
19
The factors like taste, quantity, ingredients brand quality and nutrition has got good rating compared tothe rest of the factors.
packaging factors
rating points
1
2
3
4
5
packaging material
0
4
29
24
7
appearance of the product
0
16
25
18
5
colour
0
18
24
22
0
ease to open
0
14
30
16
4
ease to store
0
9
21
32
2
info of product
5
16
23
19
1
The rating for information of the product and ease to store has got better rating then rest of thepackaging factors.
Parle digestive marie
If your brand biscuit is not available then which biscuit do you go for?
..................................................................................
OTHER BISCUIT
Parle digestive marie has its substitute as Britannia digestive as per the respondents. It has got thehighest ratings for this factorNO. OF RESPONSES
BRITANNIA DIGESTIVE
10
5 GRAIN
5
MARIE
3
18
Why do you eat health biscuits?
a) Doctors recommendation b) to keep you fit c) to maintain diet
d) Any other reason mention it______________________________
why do you ate
reasons
the respondents eat this biscuit as doctors recommendation to keep them fit .no. of responses
a
8
b
6
c
3
diabetes
1
18
How important is price factor to you while buying biscuits?
Most important b) important c) least important.
importance of price
Price factor is important for the respondents who eat this biscuit. no. of responses
a
6
b
10
c
2
18
I feel the pricing of the heath biscuit is reasonable
a) Highly satisfied b) satisfied c) neutral d) dissatisfied e) highly dissatisfied
price reasonable
no. of responses
a
Most of the respondents are satisfied but there are few who are not satisfied with the pricing of theproduct5
b
7
c
3
d
3
e
0
18
Does your brand biscuits provide you with any other additional benefits if yes which?
a) Discounts b) some % free c) any other biscuit free d) any other benefit thenmention.......................................................................
additional benefits
no. of reaponses
a
5
b
9
c
4
no benefits
0
18
biscuit factors
1
2
3
4
5
total
taste
0
1
9
6
2
18
quantity
0
4
8
3
3
18
packaging
2
4
9
3
0
18
price
2
4
8
4
0
18
calaries
0
4
3
11
0
18
ingredients
0
3
9
6
0
18
ads
1
3
9
4
1
18
brand
0
0
13
5
0
18
quality
0
0
8
9
1
18
nutrition
0
0
14
4
0
18
All the factor for this biscuit has got average rating. So there is scope for improvement.
packaging factors
1
2
3
4
5
total
packaging material
0
5
6
7
0
18
appearance of the product
0
3
8
4
3
18
colour
0
2
8
7
1
18
ease to open
0
4
7
7
0
18
ease to store
0
0
4
14
0
18
info of product
0
0
3
14
1
18
For information of the product and ease to store this product has got the highest rating
Parle G
Your brand biscuit is not available then which biscuit do you go for?
other biscuit
no. of responses
britannia digestive
7
5 grain
2
sunfeast marie light
4
tiger
21
no other
1
35
Why do you eat health biscuits?
a) Doctors recommendation b) to keep you fit c) to maintain diet
d) Any other reason mention it______________________________
WHY DO YOU ATE
REASONS
NO. OF RESPONSES
A
0
B
8
C
4
TEA TIME
23
35
Most of the respondents eating this biscuit eat it during tea time. Its considered to be the tea time snack
How important is price factor to you while buying biscuits?
Most important b) important c) least important.
IMPORTANCE OF PRICE
NO. OF RESPONSES
A
21
B
14
C
0
35
i feel the pricing of the heath biscuit is reasonable
a) Highly satisfied b) satisfied c) neutral d) dissatisfied e) highly dissatisfied
price reasonable
no. of responses
a
5
b
7
c
3
d
3
e
0
18
Does your brand biscuits provide you with any other additional benefits if yes which?
a) Discounts b) some % free c) any other biscuit free d) any other benefit thenmention.......................................................................
additional benefits
no. of reaponses
a
4
b
22
c
9
no benefits
0
35
biscuit factors
rating points
1
2
3
4
5
taste
0
16
12
5
2
quantity
4
8
18
5
0
packaging
5
12
15
3
0
price
0
0
11
10
14
calaries
0
2
26
7
0
ingredients
2
8
20
5
0
ads
2
4
15
14
0
brand
2
3
25
5
0
quality
0
5
24
6
0
nutrition
0
7
25
3
0
This biscuit has also got average ratings in almost all the factors
packaging factors
rating points
1
2
3
4
5
packaging material
4
5
26
0
0
appearance of the product
5
6
23
1
0
collor
0
16
19
0
0
ease to open
0
0
9
20
6
ease to store
0
0
12
20
3
info of product
1
7
16
11
0
Sunfeast marie light
If your brand biscuit is not available then which biscuit do you go for?
other biscuit
no. of responses
nutri choice digestive
12
5 grain
9
marie
12
no other
1
total
34
Why do you eat health biscuits?
a) Doctors recommendation b) to keep you fit c) to maintain diet
d) Any other reason mention it______________________________
why do you ate
reasons
no. of responses
a
4
b
9
c
9
tea time
23
45
How important is price factor to you while buying biscuits?
Most important b) important c) least important.
importance of price
no. of responses
a
12
b
18
c
4
34
i feel the pricing of the heath biscuit is reasonable
a) Highly satisfied b) satisfied c) neutral d) dissatisfied e) highly dissatisfied
price reasonable
no. of responses
a
5
b
16
c
7
d
6
e
0
34
Does your brand biscuits provide you with any other additional benefits if yes which?
a) Discounts b) some % free c) any other biscuit free d) any other benefit thenmention.......................................................................
additional benefits
no. of reaponses
a
8
b
21
c
5
no benefits
0
34
total
biscuit factors
1
2
3
4
5
taste
0
12
17
4
1
34
quantity
2
4
24
4
0
34
packaging
1
11
19
2
1
34
price
2
5
15
6
6
34
calaries
0
5
27
2
0
34
ingredients
2
18
9
5
0
34
ads
1
7
20
6
0
34
brand
0
4
18
12
0
34
quality
0
4
27
3
0
34
nutrition
0
5
27
2
0
34
packaging factors
total
1
2
3
4
5
packaging material
0
4
20
10
0
34
appearance of the product
0
0
21
13
0
34
collor
0
0
21
13
0
34
ease to open
0
0
15
16
3
34
ease to store
0
0
26
8
0
34
info of product
2
5
18
8
1
34
FINDINGS
Britannia creamcracker is the most preferred health biscuits as most of the respondents buy thisbiscuits.
Most of the respondents buying this biscuit are diabetic patients or they buy to keep themselves fit.
Price of the biscuit is also satisfactory and quality wise also its good.
Most of the respondents got aware of this biscuits by tv advertisements.
The customers want more varieties in this line of biscuits.
CONCLUSION
After conducting this research it was found that the demand for the health biscuits is increasing andthere is a lot of scope in this line. The current situation is that Britannia has the highest sales anddemand for it health biscuits and the most demanded biscuit is nutri choise creamcracker.
RECOMMENDATION AND SUGGESTIONS
There should be more variety of healthy biscuits available.
There packaging and advertisement should be taken care appropriately.
Taste of these products should also be improved.
They should also provide with more schemes and benefits
Learning
From this study I acquired the knowledge of different factors which affect the customer preference inbiscuit market.
Also how the respondents rate the product on the given factors.