RESEARCH PROPOSAL

OBJECTIVES OF THE STUDY

Main objective of the current study is to identify the factors influencing the
purchase of FMCG by consumers

To understand the demand pattern of FMCG products in the Vadodara city.

To understand the image of products in the eyes of the consumers.

To determine about the consumers preference towards FMCG products.

To identify the most attractive promotional activity by Consumers.

To understand the impact of price on selected products, on consumer buying

behavior.

RESEARCH DESIGN
Descriptive Research
The main aim of this study is to know the use of FMCG products in
vadodara city and in detail. Therefore descriptive research is being adopted
in this study.
The study needs more theoretical and fundamental analysis on existing
vadodara city.
We make an attempt to describe the various concept of use of FMCG in
vadodara city.
We were interested in estimating the percentage of users of FMCG product
specially Biscuits and Snacks Pack.

Populations
Target Population for this study is select waghodiyaroad and ajwaroad of
vadodara district in Gujarat state.

Sample size
Total : 150 Unit of Analysis
BISCUITS

SNACKS PACK

Nestle
ITC Sun fest
Britania-Goodday,Bourbon
Parle
Priyagold Butterbite
Others

PepsiCo- Kurkure
Fritole- lays
Balaji
Gopal
Real
Others

SAMPLING TECHNIQUES
3

We have selected the sample on basis of convenient sampling technique ( nonprobability) in the vadodara citys Waghodiya road and Ajwa road.

RESEARCH TOOL
Questionnaire :
As the questionnaire is self administrated one, the survey is kept simple and user
friendly. Words used in questionnaire are readily understandable to all
r e s p o n d e n t . Al s o t e c h n i c a l j a r go n s a r e a v o i d e d t o e n s u r e t h a t
t h e r e i s n o confusion for respondents.

DATA ANALYSIS TOOL : MICROSOFT EXCEL

INTRODUCTION OF FMCG
4

The Fast Moving Consumer Goods (FMCG) industry in India is one of the largest
sectors in the country and over the years has been growing at a very steady pace.
The sector consists of consumer non-durable products which broadly consists,
personal care, household care and food & beverages. The Indian FMCG industry is
largely classified as organized and unorganized. This sector is also buoyed by
intense competition. Besides competition, this industry is also marked by a robust
distribution network coupled with increasing influx of MNCs across the entire
value chain. This sector continues to remain highly fragmented.
The FMCG industry is volume driven and is characterized by low margins. The
products are branded and backed by marketing, heavy advertising, slick packaging
and strong distribution networks. The FMCG segment can be classified under the
premium segment and popular segment. The premium segment caters mostly to the
higher/upper middle class which is not as price sensitive apart from being brand
conscious. The price sensitive popular or mass segment consists of consumers
belonging mainly to the semi-urban or rural areas who are not particularly brand
conscious. Products sold in the popular segment have considerably lower prices
than their premium counterparts.

What is Fast Moving Consumer Goods (FMCG)?

Products which have a quick turnover, and relatively low cost are known as Fastmoving Consumer Goods (FMCG). FMCG products are those that get replaced
within a year. Examples of FMCG generally include a wide range of frequently
purchased consumer products such as toiletries, soap, cosmetics, tooth cleaning
products, shaving products and detergents, as well as other non-durables such as
glassware, bulbs, batteries, paper products, and plastic goods. FMCG may also
include pharmaceuticals, consumer electronics, packaged food products, soft
drinks, tissue paper, and chocolate.

The Indian FMCG sector is the fourth largest in the economy and has a market size
of US$13.1 billion. Well-established distribution networks, as well as intense
5

competition between the organized and unorganized segments are the

characteristics of this sector. FMCG in India has a strong and competitive
MNC presence across the entire value chain.
It has been predicted that the FMCG market will reach to US$ 33.4 billion in
2015from US $ billion 11.6 in 2003. The middle class and the rural segments of the
Indian population are the most promising market for FMCG, and give brand
makers the opportunity to convert them to branded products. Most of the product
categories have potential for growth is huge. The Indian Economy is surging ahead
by leaps and bounds, keeping pace with rapid urbanization, increased literacy
levels, and rising per capita income. The big firms are growing bigger and smalltime companies are catching up as well.
The companies mentioned in Exhibit I, are the leaders in their respective sectors.
The personal care category has the largest number of brands, i.e., 21, inclusive of
Lux, Lifebuoy, Fair and Lovely, Vicks, and Ponds. There are 11 HLL brands in the
21, aggregating Rs. 3,799 crore or 54% of the personal care category. Cigarettes
account for 17% of the top 100 FMCG sales, and just below the personal care
category. ITC alone accounts for 60% volume market share and 70% by value of
all filter cigarettes in India. The foods category in FMCG is gaining popularity
with a swing of launches by HLL, ITC, Godrej, and others. This category has 18
major brands, aggregating Rs.4, 637 crore. Nestle and Amul slug it out in the
powders segment. The food category has also seen innovations like softies in ice
creams, chapattis by HLL, ready to eat rice by HLL and pizzas by both GCMMF
and Godrej Pillsbury. This category seems to have faster development than the
stagnating personal care category. Amul, India's largest foods company has a good
presence in the food category with its ice-creams, curd, milk, butter, cheese, and so
on. Britannia also ranks in the top 100 FMCG brands, dominates the biscuits
category and has launched a series of products at various prices. In the household
care category (like mosquito repellents), Godrej and Reckitt are two players. Good
night from Godrej is worth above Rs 217 crore, followed by Reckitt's Morte in at
Rs 149 crore. In the shampoo category, HLL's Clinic and Sun silk make it to the
top 100, although P&G's Head and Shoulders and Pantene are also trying hard to
be positioned on top. Clinic is nearly double the size of Sun silk.

Dabur is among the top five FMCG companies in India and is a herbal specialist.
With a turnover of Rs. 19 billion (approx. US$ 420 million) in 2005-2006, Dabur
has brands like Dabur Amla, Dabur Chyawanprash, Vatika, Hajmola and Real.
India is the market leader in the chocolate confectionery market with a70% market
share and is ranked number two in the total food drinks market. Its popular brands
include Cadbury's Dairy Milk, 5 Star, Eclairs, and Gems. TheRs.15.6 billion (USD
380 Million) Marico is a leading Indian group in consumer products and services
in the Global Beauty and Wellness space.

OUTLOOK
There is a huge growth potential for all the FMCG companies as the per
capitaconsumption of almost all products in the country is amongst the lowest in
the world. Again the demand or prospect could be increased further if these
companies can change the consumer's mindset and offer new generation products.
Earlier, Indian consumers were using non-branded apparel, but today, clothes of
different brands are available and the same consumers are willing to pay more for
branded quality clothes. It's the quality, promotion and innovation of products,
which can drive many sectors. Most of the consumer durable goods will see a
reduction in price as the government of India decided to reduce tax levied on them.
4 percentage point reduction in the Cenvat to 10 per cent from 14 per cent is the
key driver.

SCOPE
The Indian FMCG sector with a market size of US$13.1 billion is the fourth largest
sector in the economy. A well-established distribution network, intense competition
between the organized and unorganized segments characterizes the sector. FMCG
Sector is expected to grow by over 60% by 2010. That will translate into an annual
growth of 10% over a 5-year period. It has been estimated that FMCG sector will
rise from around Rs 56,500 crores in 2005 to Rs 92,100 crores in 2010. Hair care,
household care, male grooming, female hygiene, and the chocolates and
confectionery categories are estimated to be the fastest growing segments, says an
7

HSBC report. Though the sector witnessed a slower growth in 2002-2004, it has
been able to make a fine recovery since then .For example; Hindustan Levers
Limited (HLL) has shown a healthy growth in the last quarter. An estimated
double-digit growth over the next few years shows that the good times are likely to
continue.

List of Indian FMCG companies

This is a list of major Indian Fast-Moving Consumer Goods (FMCG) companies,
including subsidiaries of multinational FMCG firms that are listed in India.

Hindustan Unilever

ITC Ltd.

Amul

Godrej Consumer Products Limited

Dabur India Ltd.

Emami

Colgate Palmolive India Ltd.

Zydus Wellness

Britannia

GlaxoSmithKline Consumer Healthcare Ltd. (India)

Wipro Consumer Care & Lighting Ltd.

Marico

Future Consumer Enterprises Ltd.

CavinKare

Parle Agro
8

Jyothy Laboratories

Haldiram's

Nirma

Himalaya Healthcare Ltd.

Bikanervala

Hindustan Unilever Limited (HUL)

HUL is an Indian consumer goods company based in Mumbai, Maharashtra. It is
owned by Anglo-Dutch Company Unilever which owns a 67% controlling share in
HUL. HUL's products include foods, beverages, cleaning agents and personal care
products.HUL was established in 1933 as Lever Brothers and, in 1956, became
known as Hindustan Lever Limited, as a result of a merger between Lever
Brothers, Hindustan Vanaspati Mfg. Co. Ltd. and United Traders Ltd. It is
headquartered in Mumbai, India and employs over 16,500 workers, whilst also
indirectly helping to facilitate the employment of over 65,000 people. The
company was renamed in June 2007 as "Hindustan Unilever Limited". Hindustan
Unilever's distribution covers over 2 million retail outlets across India directly and
its products are available in over 6.4 million outlets in the country. As per Nielsen
market research data, two out of three Indians use HUL products.

Amul
Amul is an Indian dairy cooperative, based at Anand in the state of Gujarat, India.
The word Amul is derived from the Sanskrit word amulya, meaning rare, valuable.
The co-operative was initially referred to as Anand Milk Federation Union limited
hence the name AMUL. Formed in 1946, it is a brand managed by a cooperative
body, the Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which
today is jointly owned by 3 million milk producers in Gujarat. Amul spurred
India's White Revolution, which made the country the world's largest producer of
milk and milk products. In the process Amul became the largest food brand in
9

India and has ventured into markets overseas. Dr Verghese Kurien, founderchairman of the GCMMF for more than 30 years (19732006), is credited with the
success of Amul.

Godrej Consumer Products Limited (GCPL)

Godrej is an Indian consumer goods company based in Mumbai, India. GCPL's
products include soap, hair colorants, toiletries and liquid detergents. Its brands
include 'Cinthol', 'Godrej Fair Glow', 'Godrej No.1' and 'Godrej Shikakai' in soaps,
'Godrej Powder Hair Dye', 'Renew', 'ColourSoft' in hair colourants and 'Ezee' liquid
detergent. GCPL currently operates several manufacturing facilities in India spread
over seven locations and grouped into 4 Operating Clusters at Malanpur (Madhya
Pradesh), Guwahati (Assam), Baddi- Thana (Himachal Pradesh), Baddi- Katha
(Himachal Pradesh), Pondicherry, Chennai and Sikkim.

Dabur
(Dabur India Ltd.) (Devanagari:, derived from Daktar Burman) is India's largest
Ayurvedic medicine & related products manufacturer. Dabur was founded in 1884
by Dr. SK Burman, a physician in West Bengal, to produce and dispense Ayurvedic
medicines. German company Fresenius SE bought a 73.27% equity stake in Dabur
Pharma in June 2008 at Rs76.50 a share. The German company had also purchased
another 17.62% shares from the market through an open offer at the same price.
Dr. Burman designed Ayurvedic medication for diseases such as cholera and
malaria. The Dabur name is derived from the Devanagri rendition of Daktar
Burman. Dabur's Ayurvedic Specialities Division has over 260 medicines for
treating a range of ailments and body conditions, from common cold to chronic
paralysis. Dabur International, a fully owned subsidiary of Dabur India formerly
held shares in the UAE based Weikfield International, which it disposed of on 25
June 2012.

Emami Limited

10

Emami Limited is an Indian producer of fast moving consumer goods (FMCG),

such as cosmetics and health and baby products. The company is based in Kolkata.

Colgate-Palmolive Company
Colgate is an American multinational consumer products company focused on the
production, distribution and provision of household, health care and personal
products, such as soaps, detergents, and oral hygiene products (including
toothpaste and toothbrushes). Under its "Hill's" brand, it is also a manufacturer of
veterinary products. The company's corporate offices are on Park Avenue in
Midtown Manhattan, New York City.

GlaxoSmithKline plc (GSK)

GlaxoSmithKline plc (GSK) is a British multinational pharmaceutical, biologics,
vaccines and consumer healthcare company which has its headquarters in
Brentford, London. As of March 2014, it was the world's sixth-largest
pharmaceutical company after Johnson & Johnson, Novartis, Hoffmann-La Roche,
Pfizer, and Sanofi, measured by 2013 revenue.[3] The company was established in
2000 by the merger of Glaxo Welcome (formed from the acquisition of Welcome
plc by Glaxo plc) and SmithKline Beecham plc (formed from the merger of
Beecham Group plc and SmithKline Beckman Corporation, which in turn was
formed by combining the Smith, Kline & French and Beckman companies).

Wipro Limited (Western India Products Limited)

Wipro Limited (Western India Products Limited) is an Indian multinational IT
consulting and System Integration Services Company headquartered in Bangalore,
India. As of December 2014, the company has 154,297 employees servicing over
900 large enterprise & Fortune 1000 corporations with a presence in 61 countries.
On 31 January 2015, its market capitalization was approximately 1.63 trillion

11

($26.3 billion), making it one of India's largest publicly traded companies and
seventh largest IT services firm in the World.

Marico
Marico is an Indian consumer goods company providing consumer products and
services in the areas of Health and Beauty based in Mumbai. During 200910, the
company generated a turnover of about Rs 2,660 crore (USD 600 million), in
respect of its food, hair care and skin care related activities. Marico's own
manufacturing facilities are located at Goa, Kanjikode, Jalgaon, Pondicherry,
Dehradun, Baddi, Paonta Sahib, Perundurai and Daman. In Bangladesh, Marico
operates through Marico Bangladesh Limited, a wholly owned subsidiary. Its
Manufacturing facility is located at Shirirchala, near Gazipur.

Future Group
Future Group is an Indian private conglomerate, headquartered in Mumbai. The
company is known for having a significant prominence in Indian retail and fashion
sectors, with popular supermarket chains like Big Bazaar and Food Bazaar,
lifestyle stores like Brand Factory, Central etc. and also for having notable
presence in integrated foods and FMCG manufacturing sectors. Future Retail
(initially Pantaloons Retail India Ltd (PRIL)) and Future Lifestyle Fashions, two
operating companies of Future Group, are among the top retail companies listed in
BSE with respect to assets and in NSE with respect to market capitalization. On
May 2012, Future Group announced 50.1% stake sale of its fashion chain
Pantaloons to Aditya Birla Group in order to reduce its debt of around INR 8000
crores. To do so, Pantaloons fashion segment was demerged from Pantaloons
Retail India Ltd; the latter was then merged to another subsidiaryFuture Value
Retail Ltdand rechristened Future Retail Ltd.

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CavinKare
CavinKare is an Indian conglomerate headquartered in Chennai, India. The
company started its venture in 1983 as Chik India. In 1990, it was renamed as
Beauty Cosmetics Pvt. Ltd. and was subsequently rechristened as CavinKare Pvt.
Ltd. in 1998. The company has transformed from Personal care player to an
FMCG conglomerate with diversifying in Dairy, Foods, Snacks, and beverages
business. CavinKare has strategic partnerships with Coty Inc. for Adidas and Jovan
brands and Haw par International for Tiger Balm. The company has also expanded
its research across the globe. Cavinkare has its presence in more than 21
countries.Talking about the chairman, Mr. CK Ranganathan, the Founder Chairman
of CavinKare, was born in the small coastal town of Cuddalore, Tamil Nadu. He
set up Chik India in 1983 with an initial investment of Rs. 15,000 with Chik
Shampoo as its first product. He later renamed the company as CavinKare to create
innovative products by combining the best of nature and technology and improve
the lifestyle of people across the country.

Haldiram's
Haldiram's is a major Indian sweets and snacks manufacturer based in Nagpur,
Maharashtra, India. The company has manufacturing plants in Nagpur, New Delhi,
Kolkata, Bikaner. Haldiram's has its own retail chain stores and a range of
restaurants in Nagpur and Delhi. In contemporary times, Haldiram's products are
exportedto several countries worldwide, including Sri Lanka, United Kingdom,
United States, Canada, United Arab Emirates, Australia, New Zealand, Japan,
Thailand and others.

Nirma
Nirma is a group of companies based in the city of Ahmadabad in western India
that manufactures products ranging from cosmetics, soaps, detergents, salt, soda
ash, LAB and Injectables. Karsanbhai Patel, a well known entrepreneur and
philanthropist of Gujarat, started Nirma as a one-man operation. Today Nirma has
13

over 15000 employees and a turnover of over Rs. 3550 crores. In 2004, Nirma's
detergent approached 800,000 tones one of the largest volumes sold in the world
under a single brand 'NIRMA'.

The Himalaya Drug Company

The Himalaya Drug Company is a company established by M. Manal in 1930 and
based in Bangalore, India. It produces health care products under the name
Himalaya Herbal Healthcare, which include ayurvedic ingredients. It is spread
across locations in India, the United States, the Middle East, and Europe. while its
products are sold in 90 countries across the world. The company has 70 researchers
that study ayurvedic herbs and minerals. A Hepatic drug, named Liv.52, is its
flagship product, first introduced in 1955. Himalaya Global Holdings Ltd. (HGH)
is the parent of The Himalaya Drug Company worldwide. It is also the global
headquarters of all Himalaya subsidiaries.

14

FOOD PACKAGING
Food packaging is packaging for food. A package provides protection, tampering
resistance, and special physical, chemical, or biological needs. It may bear a
nutrition facts label and other information about food being offered for sale.
Functions of food packaging
Physical protection
The food enclosed in the package may require protection from, among other
things, shock, vibration, compression, temperature, bacteria, etc.
Barrier protection
A barrier from oxygen, water vapor, dust, etc., is often required. Permeation is a
critical factor in design. Some packages contain desiccants or oxygen absorbers to
help extend shelf life. Modified atmospheres or controlled atmospheres are also
maintained in some food packages. Keeping the contents clean, fresh, and safe for
the intended shelf life is a primary function.
Containment or agglomeration
Small items are typically grouped together in one package to allow efficient
handling. Liquids, powders, and granular materials need containment.
Information transmission
Packages and labels communicate how to use, transport, recycle, or dispose of the
package or product. Some types of information are required by governments.
Marketing
The packaging and labels can be used by marketers to encourage potential buyers
to purchase the product. Package design has been an important and constantly
evolving phenomenon for several decades. Marketing communications and graphic
design are applied to the surface of the package and (in many cases) the point of
sale display.

15

Security
Packaging can play an important role in reducing the security risks of shipment.
Packages can be made with improved tamper resistance to deter tampering and
also can have tamper-evident features to help indicate tampering. Packages can be
engineered to help reduce the risks of package pilferage; some package
constructions are more resistant to pilferage and some have pilfer-indicating seals.
Packages may include authentication seals to help indicate that the package and
contents are not counterfeit. Packages also can include anti-theft devices, such as
dye packs, RFID tags, or electronic article surveillance tags, that can be activated
or detected by devices at exit points and require specialized tools to deactivate.
Using packaging in this way is a means of retail loss prevention.
Convenience
Packages can have features which add convenience in distribution, handling,
stacking, display, sale, opening, reclosing, use, and reuse.
Portion control
Single-serving packaging has a precise amount of contents to control usage. Bulk
commodities (such as salt) can be divided into packages that are a more suitable
size for individual households. It also aids the control of inventory: selling sealed
one-liter bottles of milk, rather than having people bring their own bottles to fill
themselves
Packaging machines:
A choice of packaging machinery requires consideration of technical capabilities,
labor requirements, worker safety, maintainability, serviceability, reliability, ability
to integrate into the packaging line, capital cost, floorspace, flexibility (changeover, materials, etc.), energy usage, quality of outgoing packages, qualifications
(for food, pharmaceuticals, etc.), throughput, efficiency, productivity, and
ergonomics, at a minimum.

16

CATEGORIES IN PACKGED FOOD INCLUDE

Baby food
Bakery
Baked goods
Biscuits
Breakfast cereals
Canned and preserved food
Chilled processed food
Confectionery
Chocolate confectionery
Gum
Sugar confectionery
Dairy
Cheese
Drinking milk products
Yoghurt and sour milk drinks
Other dairy
Dried processed food
Frozen processed food
Ice cream
Meal replacement
Noodles
Oils and fats
Pasta
Ready meals
Sauces, dressings and condiments
Snack bars
Soup
Spreads
Sweet and savory snacks

SNACKS COMPANY IN FMCG SECTOR

17

PEPSICO
Pepsico Mission and Vision
At PepsiCo, we believe being a responsible corporate citizen is not only the right
thing to do, but the right thing to do for our business.
Mission
Our mission is to be the world's premier consumer products company focused on
convenient foods and beverages. We seek to produce financial rewards to investors
even as we provide opportunities for growth and enrichment to our employees, our
business partners and the communities in which we operate. And in everything we
do, we strive for honesty, fairness and integrity.
Vision
PepsiCo's responsibility is to continually improve all aspects of the world in which
we operate environmental, social, economic creating a better tomorrow than
today.
Our vision is put into action through programmes and a focus on environmental
stewardship, activities to benefit society and a commitment to build shareholder
value by making PepsiCo a truly sustainable company.

FRITO LAY
18

1932, Charles Elmer Doolin, manager of the Highland Park Confectionery in San
Antonio, purchased a corn chip recipe, a handheld potato ricer and 19 retail
accounts from a corn chip manufacturer for $100, which he borrowed from his
mother. Doolin established a new corn chip business, The Frito Company, in his
mother's kitchen. Doolin and his mother and brother produced the corn chips,
named Fritos, and had a production capacity of approximately 10 pounds per day
and roughly 30 cents per product. Doolin distributed the Fritos in 5 bags. Daily
sales totaled $8 to $10 and profits averaged about $2 per day. In 1933, the
production of Fritos increased from 10 pounds to nearly 100 pounds due to the
development of a "hammer" press. By the end of the year, production lines were
operating in Houston and Dallas. The Frito Company headquarters also moved to
Dallas to capitalize on the city's central location and better availability of raw
materials. In 1937, The Frito Company opened its Research and Development lab
and introduced new products, including Fritos Peanut Butter Sandwiches and
Fritos Peanuts, to supplement Fritos and Fritatos Potato Chips, which had been
introduced in 1935.
In 1941, the company opened its Western Division in Los Angeles with two sales
routes, which would become the prototype for The Frito Company's distribution
system. In 1945, The Frito Sales Company was established to separate sales from
production activities. Expansion continued with the issue of six franchises through
the Frito National Company in the same year. In 1950, Fritos were sold in all 48
states. The Frito Company issued its first public stock offering in 1954. At the time
of Doolin's death in 1959, The Frito Company produced over forty products, had

19

plants in eighteen cities, employed over 3,000 people and had sales in 1958 in
excess of $50 million. By 1962, Fritos would be sold in 48 countries.

BALAJI
BALAJI INDUSTRIES, established in 1984, is a leading manufacturer, exporter
and leaser of the construction machinery. In the entire manufacturing process, we
strictly comply with an ISO9001:2008 certification so as to ensure the optimal
quality and utilitarian features. Thus, our products have received CE Mark and
sweeping accreditation.
Company Profile
Tower hoist, construction lift, concrete lift, builder hoist, ladder type building
hoist, tower hoist spare parts, concrete lift spares, suspended platform, suspended
wire rope platform, suspended working platform, hanging platform, cradle system,
steel suspended platform, zlp suspended ..
Business Type
Exporter / Manufacturer / Wholesaler/Distributor / Supplier / Trading Company
Year Established

1984

Member Affiliates

ICO, CEMARK, SSI, IEC

Standard Certification :

ISO Certified

Products Exporter, Trader, Manufacturer, Distributor and Supplier

Tower hoist, construction lift, concrete lift, builder hoist, ladder type building
hoist, tower hoist spare parts, concrete lift spares, suspended platform, suspended
wire rope platform, suspended working platform, hanging platform, cradle system,
steel suspended platform, zlp suspended platforms.

GOPAL PVT.LTD.
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Supplier and manufacturer of namkeen, snacks, snack pellets, abcd, ball, chokadi,
cup, doll, giar ring, mamri, mini, ring, plane, tikha gthiya .
Company Profile
Business Type

Manufacturer / Supplier

Year Established

: 1990

Products Supplier and Manufacturer :

Namkeen, snacks, snack pellets, abcd, ball, chokadi, cup, doll, giar ring, mamri,
mini, ring, plane, tikha gthiya, sing bhajiya, sakkarpara, moong dal.

LAXMI SNACKS PVT. LTD.

The company was founded in 1989 with name Laxmi Food Products at Anand
under REAL brand name with an intention to provide people of Kheda District a
quality namkeen, wafers and bakery products with ultimate taste and relishing
freshness.
After a phenomenal growth in a decade, in 2001 Laxmi Food Products had been
formulated in Laxmi Snacks Pvt. Ltd.Since its establishment, the company has
experienced a rapid growth, thus, becoming one of the leading snacks producers in
Gujarat. To meet the requirements, a fully automatic plant was set up at Nadiad in
2008.Laxmi Snacks Pvt. Ltd has quickly built up a reputation for manufacturing
quality snacks at a competitive price. Its innovative and daring approach to product
development as well as to marketing communication constitutes a solid ground for
sustainable development.
Today, the products of the company receive wide recognition throughout the state
and it nourishes the companys ambitions to expand its success across a large
number of neighboring states with a wider range of products. REAL has carved a
nitche of its own in the regional namkeen market. We maintain the original flavour
of traditional Indian snacks with primary focus on quality, hygiene and
affordability. Our products are available at thousands of retail counters across
Gujarat and serviced by a distribution network of more than 200 distributors. The
21

company has ambitious plans to capture markets in other states. Our people are our
greatest asset. Our success is directly related to our employees constant focus on
growth, innovation and creativity.

BISCUIT COMPANY IN FMCG SECTOR

22

NESTLE
1866
Our history begins back in 1866, when the first European condensed milk factory
was opened in Cham, Switzerland, by the Anglo-Swiss Condensed Milk Company.
1867
In Vevey, Switzerland, our founder Henri Nestl, a German pharmacist, launched
his Farine lacte, a combination of cows milk, wheat flour and sugar, saving the
life of a neighbours child. Nutrition has been the cornerstone of our company ever
since.
1905
The Anglo-Swiss Condensed Milk Company, founded by Americans Charles and
George Page, merged with Nestl after a couple of decades as fierce competitors to
form the Nestl and Anglo-Swiss Milk Company.
1914
The onset of World War I brought severe disruption to us along with the rest of the
world. Acquiring raw materials and distributing products became increasingly
difficult. Shortages of fresh milk throughout Europe forced factories to sell almost
all their supplies to meet the needs of local towns.

1918
Nevertheless, the war created new demand for dairy products, largely in the form
of government contracts. To keep up, Nestl purchased several existing factories in
the United States and, by war's end, we had 40 factories worldwide.

1925
23

The 1920s were a time of deep economic hardship, and Nestl suffered severe
difficulties along with much of the world. Operations were partially streamlined,
but the company was able to continue, and with the acquisition of Peter, Cailler,
Kohler Swiss Chocolate Company, chocolate became an integral part of our
business. This sparked further variety in the products we offered including
malted milk and a powdered drink called Milo.
1938
Nescaf coffee was launched.
1939
During World War II, Members of the Board and General Management were
transferred to the U.S. where they coordinated Nestl activities in the Western
Hemisphere, the British Empire and overseas.
1940
In the early 1940s Nestea was launched.
1943
Ironically, having slowed the initial launch of Nescaf, the war then helped to
popularise it; with the United States entering the war, Nescaf coffee became a
staple beverage of American servicemen serving in Europe and Asia.
1945
The close of World War II marked the beginning of a particularly dynamic phase of
our history. Dozens of new products were added as our growth accelerated and we
acquired outside companies.
1945
The Maggi products, from seasoning to soups, become part of the Nestl family
following the merger with Alimentana S.A.

1948
24

Nesquik, the instant chocolate drink, was developed in the United States. Its
original name of Quik was a direct allusion to the speed and simplicity of its
preparation.
1974
For the first time we diversified outside the food industry when we became a major
shareholder in L'Oral, one of the world's leading makers of cosmetics.
1981
In 1981 the World Health Assembly adopted the International Code for the
Marketing of Breast-milk Substitutes (WHO Code) and recommended that its
Member States implement it. Nestl was the first company to develop policies
based on the WHO Code and apply them across our entire operations in developing
countries.
1984
An improved bottom line allowed us to make new acquisitions, including a public
offer of USD 3 billion for the American food giant, Carnation. At the time, this was
one of the largest acquisitions in the history of the food industry.
1986

The Nespresso story began in 1986 with a simple idea: enable anyone to create the
perfect cup of espresso coffee, just like a skilled barista.

1993
25

The first half of the 1990s were favourable for Nestl with the opening up of
Central and Eastern Europe, as well as China good news for a company with
such far-flung and diverse interests.

ITC PVT. LTD.

ITC is one of India's foremost multi-business enterprise with a market
capitalisation of US $ 45 billion and a turnover of US $ 7 billion. ITC is rated
among the World's Best Big Companies, Asia's 'Fab 50' and the World's Most
Reputable Companies by Forbes magazine and as 'India's Most Admired Company'
in a survey conducted by Fortune India magazine and Hay Group. ITC also
features as one of world's largest sustainable value creator in the consumer goods
industry in a study by the Boston Consulting Group. ITC has been listed among
India's Most Valuable Companies by Business Today magazine. The Company is
among India's '10 Most Valuable (Company) Brands', according to a study
conducted by Brand Finance and published by the Economic Times. ITC also ranks
among Asia's 50 best performing companies compiled by Business Week.

BRITANNIA
Britannia Industries Ltd is an India-based food company. The Company offers a
range of bakery products and dairy products. Its product range includes Britannia
Cheese Slices, Britannia Tiger, Britannia NutriChoice Oat Cookies, Britannia
NutriChoice Ragi Cookies, Veg Cakes, Nutrichoice Health Starter Kit, NutriChoice
5 Grain, NutriChoice SugarOut, NutriChoice Digestive Biscuit, Treat Fruit Rollz,
New Britannia Milk Bikis and cool sporty sipper, among others. Its dairy products
include Britannia Butter, Britannia Milk, Britannia Slimz Milk, Britannia
Flavoured Yoghurt and Britannia Daily Fresh Dahi. The Company through its
wholly owned subsidiary, Daily Bread Gourmet Foods Pvt Ltd, offers bakery
products, including cakes, salads, pastas, specialty breads, Ragi Bread, Omega 3
Bread and range of health breads, among others. It has around 36 stores and serves
cafe chains and multiplex chains. It has operations in Mumbai, Delhi, Kolkata,
Chennai, Odisha and Uttaranchal, among others.
26

PARLE
Parle Products company was founded in 1929 in British India. It was owned by the
Chauhan family of vile parle , Mumbai. Parle began manufacturing biscuits in
1939. In 1947, when India became independent, the company launched an ad
campaign, showcasing its Gluco biscuits as an Indian alternative to the British
biscuits. The Parle brand became well known in India following the success of
products such as the parle g biscuits and the Thums Up soft drink.
The original Parle company was split into three separate companies, owned by the
different factions of the original Chauhan family.

Parle Products, led by Vijay, Sharad and Raj Chauhan (owner of the brands
Parle-G, Melody, Mango Bite, Poppins, Kismi toffee bar, Monaco and KrackJack)

Parle Agro, led by Prakash Chauhan and his daughters Schauna, Alisha and
Nadia (owner of the brands such as Frooti and Appy)

Parle Bisleri, led by Ramesh Chauhan

Biscuits
Parle-G, KrackJack, Monaco, Kreams, Golden Arcs, Parle Marie, Milk Shakti,
Parle Hide & Seek Bourbon, Parle Hide & Seek Fab, Top, Parle Gold Star.
Sweet confectioner
Melody, Mango Bite, Posppins, 2 in 1 Eclairs, Mazelo, Kismi Toffee Bar,London
Derry
Snacks
Monaco Smart Chips, Parle's Wafers, Fulltoss, Parle Namkeens

Since they have been entered at the food competition of Monde Selection in
1971, the brands have received consistently gold and silver Quality Awards at the
World Quality Selection.
27

Priyagold Biscuits

"Priyagold" is one of the leading manufacturer of biscuits in india. Priyagold

obsession is to make the finest quality biscuits available to consumers and their
constant endeavor is to provide our consumers the taste and flavour that is uniquely
"priyagold". super stockists for districts pune, solapur, satara, ahmednagar and
aurangabad.

4 Ps OF MARKETING MIX

28

Marketing mix is the combination of different marketing decision variables being

used by the firm to market its goods and services. After identifying the market and
gathering the basic information about it, the next step is the direction of market
programming, is to decide upon the instruments and the strategy to meet the needs
of the customers and the challenge of the competitors. It offers an optimum
combination of all marketing ingredients so that companies can realise goals for
example profit, sales volume, market share, return on investment etc. The
marketing mix is grouped under four elements i.e., Product, Price, Place,
Promotion
Product
The first of the Four Ps of marketing is product. A product can be either a tangible
good or an intangible service that fulfills a need or want of consumers. Whether
you sell custom pallets and wood products or provide luxury accommodations, its
imperative that you have a clear grasp of exactly what your product is and what
makes it unique before you can successfully market it.
Price
Once a concrete understanding of the product offering is established we can start
making some pricing decisions. Price determinations will impact profit margins,
supply, demand and marketing strategy. Similar (in concept) products and brands
may need to be positioned differently based on varying price points, while price
elasticity considerations may influence our next two Ps.
Promotion
Weve got a product and a price now its time to promote it. Promotion looks at the
many ways marketing agencies disseminate relevant product information to
consumers and differentiate a particular product or service. Promotion includes
elements like: advertising, public relations, social media marketing, email
marketing, search engine marketing, video marketing and more. Each touch point
must be supported by a well positioned brand to truly maximize return on
investment.
Place

29

Often you will hear marketers saying that marketing is about putting the right
product, at the right price, at the right place, at the right time. Its critical then, to
evaluate what the ideal locations are to convert potential clients into actual clients.
Today, even in situations where the actual transaction doesnt happen on the web,
the initial place potential clients are engaged and converted is online.

Chapter 4 Data analysis

30

1 General analysis
Qualification of Respondents

Qualification of Respondents
School level 10

School level 12

2%

Post gratuate

Gratuate

26%

49%
23%

Particular

Frequency

Percent

School level 10
School level 12
Post gratuate
Gratuate
Total

3
39
34
74
150

2
26
23
49
100

Interpretation
We have listed 150 frequency out of which 74 are Gratuate that gives us a idea that
most of people are educated which can affect the marketing initiative.
Monthly Income of Respondents
31

Monthly Income
88
90
80
70
60
50

32

40

21

30

20
10
0

UP to 10000

10000 to 20000 30000 to 40000

50000 UP

Particular

Frequency

Percent

Up to 10000
10000 to 20000
30000 to 40000
50000 to up
Total

88
21
32
9
150

58.67
14
21.33
6
100.0

Interpretation
From above chart we may conclude that we have listed 150 sample size out of
which 88 are earn a Up to 10000 per month . only 9 person are earn 50000 per
month .

32

Members In The Family

Family Members

7 & more; 4%
6 to 7; 6%
4 to 6; 33%

Up to 4; 57%

Particular

Frequency

Percent

Up to 4
4 to 6
6 to 7
7 & More
Total

86
49
9
6
150

57.33
32.67
6
4
100

Interpretation
We have listed 150 frequency out of which 86 are belong to up 4 member in a
family so expance is also less of this family.

33

(1) Which of the following brands are you aware of or use in daily life ?
(Buiscuits)
54

60

58

50
40
30
20

11

10

12

Particular
Nestle
ITC Sun Fest
Britania Goodday, Bourbon
Parle
Priya Gold Butterbite
Others
TOTAL

Frequency
9
11
54
58
6
12
150

Percent
6
7.33
36
38.67
4
8
100

Interpretation
From above tabular format we may be conclude that are usage of Parle
Buiscuits is higher than compare to other Buiscuits like Nestly, ITC
sun fest, Britana Gooday & Bourbon, and others.
Nestly and Priya Gold - Butterbite less use in vadodara due to less
awareness of product.
34

(2) Which of the following brands are you aware of or use in daily life ?
( Snacks Pack)
80
70
60
50
40
30
20
10
0

Particular
PepsiCo Kurkure
Fritole Lays
Balaji
Gopal
Real
Others
TOTAL

Frequency
24
11
73
17
21
4
150

Percent
16
7.33
48.67
11.33
14
2.67
100

Interpretation
From above chart we may conclude that are the usage of Balaji is higher than
compare to other Snacks Pack like Gopal, Real and other
Lays is less use in vadodara because of price factor.

35

(3) How often in a month do you the following (Biscuits)

70
60
50
40
30
20
10
0
Frequently

Particular
Frequently
Once In Month
Fortnighty
Weekly
Total

Once in month

Fortnightly

Frequency
69
29
7
45
150

Weekly

Percent
46
19.33
4.67
30
100

Interpretation:
From above chart we may be conclude that 46% people purchas biscuits
frequentil, 30% peoples purchas weekly, wile only 7 % people purchase
biscuits fortnighty.

36

(4) How often in a month do you the following (Snack Pack)

70
60
50
40
30
20
10
0
Frequently

Particular
Frequently
Once In Month
Fortnighty
Weekly
TOTAL

Once in month

Fortnightly

Frequency
46
32
9
63
150

Weekly

Percent
30.67
21.33
6
42
100

Interpretation:
From above chart we may be conclude that 42% people purchas Snack
Pack weekly, 30.67% peoples purchas frequentil only 6 % people
purchase snack pack fortnighty.
37

(5) From where do you purchase your product?

5%
35%

39%

Local shopkeeper
Retail malls
Near market

21%

Others

Particular
Local ShopKeeper
Retail Malls
Near Market
Others
TOTL

Frequency
53
32
58
7
150

Percent
35.33
21.33
38.67
4.67
100

Interpretation
From above tabular format or chart we may conclude that people mostly
purchase from near market because of easily availability of product and
35.33 % people purchase from the local shopkeeprs.

38

6) Reason for purchasing from preferred place?

70
60
50
40
30
20
10
0
Price

Availability

Particular
Price
Availability
Trust
Convenience
Credit
Other
TOTAL

Trust Convenience Credit

Frequency
12
62
41
27
8
150

Other

Percent
8
41.33
27.33
18
5.33
0
100

Interpretation
As per the data above the means for availability & trust is means of
buying from preferred place.

39

In above chart or tabular format we conclude that people main reason for
purchasing is availablity of products. Price of product is not more affects
to the cstomers in vadodara city.
(7) Rank the following brand in due reference to the quality
(Biscuts)

Nestle

ITC

Britania

Parle

Priya Gold

Otherstfgvb

5%3% 9%

7%

41%
35%

Particular
Nestly
ITC Sun Fest
Britania Goodday, Bourbon
Parle
Priya Gold Butterbite
Others
TOTAL

Frequency
14
11
53
61
7
4
150

Percent
9.33
7.33
35.33
40.67
4.67
2.67
100

Interpretation

40

As per basic of data the quality for parle is ranked with highest rank
where as other brands like britannia is comparatively competators in
terms of quality.

(8) Rank the following brand in due reference to the quality

(Snacks Pack)

11% 1%

15%

15%

Pepsico
12%

Fritolay
Balaji
Real

46%

Gopal
Others

Particular
PepsiCo Kurkure
Fritole Lays
Balaji
Gopal
Real
Others
TOTAL

Frequency
22
18
69
22
17
2
150

Percent
14.67
12
46
14.67
11.33
1.33
100

Interpretation
41

As per the data the balaji ranked the highest in terms for quality where
as no competator for the company.

(7) How much do you spent on the product in a month

50
45
40
35
30
Frequency

25
20
15
10
5
0

0-200

200 -300

300-400

401 to More

Particular (Rs.)

Particular
0 to 200
200 to 300
300 to 400
401 0r more
TOTAL

Frequency
19
49
45
37
150

Percent
12.66
32.67
30
24.67
100

42

Interpretation
From the above chart or tabular format conclude that 32.67% people
spend 200Rs. to 300Rs. for biscuits and snack pack. Wile 12.66 %
people spend less then 200Rs. for biscuits and snack pack.
(8) Who influence (decide) the purchase product?

100
90
80
70
60
50
40
30
20
10
0
Self

Particular
Self
Parents
Spouse
Children
TOTAL

Parents

Spouse

Frequency
93
27
12
18
150

Children

Percent
62
18
8
12
100

Interpretation

43

In above chart or we may conclude that buying decision influenced by

themselves i.e
62 % and the decision also supported by parents and spouse comfily
26%, Maximum buying decision taken by House themselve.

(8) Rank in the categories as branded over local

140

123
107

120

102

97

86

100
80

64

60

53

43

48

27

40
20
0

Taste

Price

Prackage Advertisement Quantity

Positive Rank

Negative Rank

Particular

Positive Rank

Percent

Negative
Rank

Percent

Taste

123

82

27

18

Price

86

57.33

64

42.67

Package

107

71.33

43

28.67

Advertisement

97

64.67

53

35.33

Quantity

48

32

102

68

Interpretation
44

As per the data above the ranking for taste & packaging style is given
more by the consumer & prefrence to quantity is given lesser in
comparision with other attributes .

9) Source of information for buying the product.

100
90
80
70
60
50
40
30
20
10
0
News Paper

Particular
News Paper
T.V.
Radio
Poster
Magizine
Webside
TOTAL

T.V

Radio

Poster

Frequency
21
92
1
19
11
6
150

Magzine

Website

Percent
14
61.33
0.67
12.67
7.33
4
100

Interpretation
45

From above chart or diagram we may conclude that people get a

information for buying the product mostly in television. rare people are
get a information from radio, webside.

(10) what do you when your particular product is no available at that

Point ?
80
70
60
50
40
30
20
10
0

Particular
Wait
Swich to other product
Search Nearby
Others
TOTAL

Frequency
26
39
72
13
150

Percent
17.33
26
48
8.67
100

Interpretation

46

From above chart or tabular format we may conclude that when

particular product are not available that point mostly people search
nearby.
17.33% Less people are wait for product if paricular product is not
available at that point.

(11) Does stars in advertisement affect your purchase ?

7%

9%
26%

37%

Strongly disagree
Disagree
Neutral
Agree

21%

Strongly agree

Particular
Strongly Disagree
Disagree
Neutral
Agree
Strongly Agree
TOTAL

Frequency
13
39
32
55
11
150

Percent
8.67
26
21.33
36.67
7.33
100

Interpretation
47

From above chart or tabular format we may conclude that 36.67%

people are agree with advertisement affect on purchase 21.33% people
are netural abou the fact,While 8.67% people strongly disagree with this.

HYPOTHESIS

(1) Qualification in relation with purchase of packed food.

H0 : There is no significant difference between qualification and
purchase of biscuit.
H1 : There is significant difference between qualification and
purchase of biscuit.

Anova: Single Factor

SUMMARY
Groups

Cou
nt

Column 1
Column 2

ANOVA
Source of
Variation
Between
Groups
Within Groups

4
6

SS
375
574
3

Su
m

Avera
ge

150
150

37.5
25

Df

MS

1
8

375
717.8
75

Varian
ce
845.66
67
641.2

F
0.5223
75

P-value
0.4904
17

F crit
5.3176
55

48

Total

611
8

Hence there is significant difference between between the qualification

& purchase of biscuit by the consumer.

H0 : There is no significant difference between qualification and purchase

of snacks.
H1 : There is significant difference between qualification and purchase of
snacks.
Anova:
SingleFactor
SUMMARY

Column 1

150

37.5

Varian
ce
845.66
67

Column 2

150

25

604.4

Groups

Count

Sum

ANOVA
Source of
Variation
Between
Groups

SS
375

Within Groups

5559

Total

5934

df

Avera
ge

MS
375
694.8
75

F
0.5396
65

P-value
0.4835
46

F crit
5.3176
55

49

H0>0.05
Hence H0 is accepted.
There is significant difference between the qualification & purchase of
snack pack by the consumer.

H0 : There is no significant difference between monthly Income &

monthly expenditure on bissuit of consumer.
H1 :There is significant difference between monthly income &
expenditure on biscuit of consumer.

Anova: Single
Factor
SUMMARY
Groups

Count

Column 1
Column 2

ANOVA
Source of

4
4

SS

Sum
150
150

df

Averag
e
37.5
37.5

MS

Varian
ce
1221.6
67
177

P-

F crit
50

Variation
Between
Groups

value
0

Within Groups

4196

Total

4196

0
699.33
33

5.9873
78

H0>0.05
Hence H0 is accepted.
There is significant difference between the monthly income & purchase
of snack pack by the consumer.

(2) Monthly income in relation with purcase of packed food.

H0: There is no significant difference between monthly income and
purchase of snack pack.
H1:There is significant difference between monthly expenditure and
purchase oft.
H0: There is no significant difference between monthly expenditure
and purchase of snacks.
H1:There is significant difference between occupation and purchase
of snacks.

51

SUGGESTIONS

We would like to suggest the following points, so that the organizations can easily
sell their products in vadodara citys consumers:

However, the demand of a product is also affected by its life cycle. If the
product is in the introduction stage, then it will definitely take some time to
capture the overall market, because in the introduction stage, consumers are
not much aware about the product. Therefore, its the responsibility of the
organization to create awareness amongst there consumers.

52

 They should adapt rigorous marketing strategies, in order to sustain in the

market.
There is competition in this sector. Therefore, the organizations should try to
gain competitive advantage their competitors.
They should try to reach as many people as possible.
For the organizations that are not much popular against amongst the
consumers, should adopt Sales Promotion, as their marketing strategies.

FINDINGS
Huge untapped market which offers great scope for the expansion of FMCG
products.
Market has ample opportunities for selling different kinds of FMCG
products.
The producers have to realize the importance of adopting differential
marketing techniques .
Market is characterized with unfamiliarity with such products.
53

 There is huge deficiency in the amount of products and services available in

the market.
Quality and Pricing are the main mantras to success .
Population prefers going to the market often so products should be available
in small packages.

LIMITATIONS

we have chosen only 150 sample size for our study

Area of my study is very limited having only 2 nearby area of vadodara city.
Some people were not willing to respond and few of them who responded
were in hurry hence the active participation was lacking.
Another problem which we face was that people were hesitating to give
information about their income.
54

 Reliability of data is questionable, because the consumer preference change

with the time.
They are not aware of these study, not interested to share a data with us.

REFERENCES

Philip Kotler, Kevin Zane Keller, Abraham Koshy, Mithileshwar Jha (2009),
Marketing Management, Pearson Publication
C.S.G. Krishnamachryulu, Lalitha Ramakrishnan (2009)
Pearson Publication Third Impression (2009)
55

 Naresh K. Malhotra, Satyabhusan Dash (2011) Marketing Reasearch

Dr. K. Karunakar marketing management himalaya publication
C. R. Kothari Research Methodology

BIBLIOGRAPHY

http://www.bing.com/search?
q=FMCG+SECTOR+&qs=n&form=QBRE&pq=fmcg+sector+&sc=8-12&sp=1&sk=&cvid=32c042fa63fc48bd90cbc3edba2dd4c1
http://en.wikipedia.org/wiki/Fast-moving_consumer_goods
http://en.wikipedia.org/wiki/List_of_Indian_FMCG_companies
http://www.parleproducts.com/brands/parleg/
http://www.fritolay.com/lays/
http://pepsicoindia.co.in/brands/kurkure.html
http://priyagold.com/prod01bbpremium.html
QUESTIONNAIRE

A DESCRIPTIVE STUDY ON CONSUMER BUYING BEHAVIOUR WITH REFRENCE

TO PACKAGED FOOD.
We Student of Parul Institute of Business Administration are doing a research project as per our
6thsemester curriculum and collecting data purely for academic purpose and give assurance for
the privacy of data obtained.
56

1) Personal Details:
NAME:
AREA: ...
AGE: ...
DATE: ..
GENDER: MALE / FEMALE

2) Qualification:
1) Up to school level (10th)
3) Post graduate

2) school level (12th)

4) Graduate

3) Occupation:
1) Self Employed
3) Employed
5) Student

2) Govt. Employed
4) House wife
6) Others

4) Monthly Income:
1) Up to 10,000
3) 30,000 to 40,000

2) 10,000 to 20,000
4) 50,000 to up

5) No. of members in the family.

1) Up to 4
3) 6 to 7

2) 4 to 6
4) 7 and more

6) Which of the following brands are you aware of or use in daily life?
BUISCUITS
SNACKS PACK
1)
2)
3)
4)
5)
6)

Nestle
ITC Sun fest
Britannia- good day, bourbon
Parle
Priya gold butter bite
Others

1) PepsiCo- kurkure
2) fritole- lays
3) Balaji
4) Gopal
5) Real
6) others

7) How often in a month do you the following?

57

Snack Pack:
1) Frequently

2) Once in month
3) Fortnightly
4) Weekly

Biscuits:

1)
2)
3)
4)

Frequently
Once in month
Fortnightly
weekly

8) From where do you purchase your products?

1) Local shopkeeper
2) Near market

3) Retail malls
4) others

9) Reason for purchasing from preferred place.

1) Price
2) availability
3) Trust
4) Convenience
5) Credit
6) Other
10) Rank the following brand in due reference to the quality
Biscuits :
1to 6
Nestle
ITC
Britania
Parle
Priya
gold
Others

Snacks :
1to 6
Pepsico
Fritolay
Balaji
Real
Gopal
Others
58

11) How much do you spent on this both product in a month.

.............................................................................................................................

12) Who influence (decide) the purchase product.

1) Self
3) Spouse

2) Parents
4) Children

13) Rank in the categories as branded over local

+1
+2
+3
+4
+5
Taste

+1
+2
+3
+4
+5
Price

+1
+2
+3
+4
+5
Package

-5
-4
-3
-2
-1

-5
-4
-3
-2
-1

-5
-4
-3
-2
-1

+1
+2
+3
+4
+5
Advertisemen
t
-5
-4
-3
-2
-1

+1
+2
+3
+4
+5
Quantity
-5
-4
-3
-2
-1

14) Source of Information for buying the product.

1) News paper
3) Radio
5) Magzine

2) T.V
4) Poster
6) Website

15) What do you do when your particular product is not available at that
point?
1) Wait
3) Search nearby

2) Switch to other product

4) Other
59

16) Does stars in the advertisement affect your purchase?

1) Strongly disagree
3) Neutral
5) Strongly Agree

2) Disagree
4) Agree

17) Suggestion if any

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Thank you for your cooperation

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