CONSUMER BEHAVIOR

ICFAI BUISNESS SCHOOL

BANGALORE

NAME: JAYAKARTHIK.C

IUD NO: 0901200956

IBS NO: 09BS0000956

COURSE CODE: SLMM 501

CORSE NAME: MARKETING MANAGEMENT

DATE:13/08/09

TOPIC OF ASSIGNMENT: CUSTOMER BEHAVIOR ON KURKURE

Signature of faculty Signature of student

INDEX

TOPICS PAGE NO

1.INTRODUCTION 1

2.CONSUMER BEHAVIOR 2
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3.OWN VIEW ON KURKURE 6

4.CONCLUSION 7
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Kurkure is one of the most preferable brands for snacks. It is popular for its
different flavors according

to customers taste and demographic. It introduced at 1990 and

manufactured by pepsico India pvt.ltd.The major competition products are
lays, bingo, halidrams and etc.

Kurkure is different from chips and other snaks. The shape is very attractive
and very crispy. It is very tasty and soft unlike lays& etc. There different type
packages are available according to the consumers. Pockets are available
from Rs.5 to Rs.75.The following are various flavors of kurkure,

 Naughty Tomato,

 Masala munch,

 Chilli chatka,

 Rajastani style,

 Hydrabad special and

 Desi bytes.

CONSUMER BEHAVIOUR
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There are several factors affecting consumer behavior. Consumer behavior is

major challenge for every product. Lets see some factors which affect the
consumer behavior on kurkure.

Consumers& Buyers:

Basically the kurkure is launched for children but because of its taste and
variety, every one is fan for kurkure. It is less fat, soft and crisp. The older
people like those can’t eat hard snacks, are prefer to kurkure. The consumer
of kurkure is not only for children and also everyone. The buyers are always
parents. They prefer the kurkure rather than chips because chips are bad to
health. Parents believe that kurkure is not bad for health, that is not mean
that, it is good for health.

The following survey shows details about kurkure consumers.

Question YES NO NO Idea

Is it only for 48% 40% 12%
children
Is it bad to 34% 38% 28%
health?

Influencer& factors:

Even though kurkure is suitable to every one, the children are major
influencer. The children mainly influenced by social factors that are friends,
family.

Perception is also one of the influencing factor. In this, the people perceived
as, its made up of corn, rice meal and others. So that it is not bad for health.

Brand is one of the factor. It is come from pepsico. So that, people have
confident about quality. The following data shows the influencer.

INFUNCER YES NO NO IDEA

Children 80% 13% 7%
Parents 55% 40% 5%

From the above table we can understand the influence of children rather
than parents. It implies that the children have pester power. We can under
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stand that, according to Food commission and Advertisement Board, the

kurkure doesn’t full the children by its advertisement.

Its advertisement is major part of its success. It belive that, parents are the
main factor and buyer. It is come with different advertisement for each
flavor.

Depends on Availability of product to customers:

It is food products. So the product shold be very hygienic and available to

everywhere. It is major task for every product. In these case, kuekure
available every where in market. That is the major success factor. Kurkure
available from small petty shop, small bakery to big malls and multiplexes.

When I met the people for survey, I can realize that it is available every
where. I met the people who purchase the product from reliance fresh and
small bakery shop.

There is no specific season or time for to purchase the kurkure. Most of the
people purchase as the daily evening snaks. But, during any special program
like watching cricket matchs, then the sale may increase. Other wise it is
available product to everyone.

Perception about the product:

The perception is different for every one. Perception means that how the
person receive the data and how he use in different situations. In these case,
the perception varied according to people, culture, demographic.

Some people belive that, it is made up of corn, rice meal. So that, it is

healty snacks rather than other products. Its already mentioned about the
survey in above.

Social factors on product:

The social factors are mainly family and friends. According to me, the initial
advertisement and promotions were attract the parents and all age peoples.
But, the product is more dependent on the children. From that we can
understand the influence of the family on product.

Similarly, friends are also major social influence factors. They are the real
promoters of the product.

Life style influence the product:

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According to me the life style must influence the product. When I went to
store, the older generation people go for low cost snacks, more quantity
products. But, younger generation does not worry about the price or
quantity. They always prefer taste. Even though old generation like kurkure
than other packed snacks, they give first preference to local or other product
which satisfy the needs.

Satisfaction on product:

The point is customer satisfaction on their needs. For example, what

children except? They normally want taste, fun and attractive packages. But
when we go for parents point of view, there is huge difference. Kurkure can
balance their needs for both children and uncle.

Demographic factors:

We already mentioned that different flavors like chilli, tomato, hydrabad and
etc. why they give different things. Because of demographic fators. Normally
the people in hydrabad prefer very spicy and hard. For them, plain masala or
tomato are suitable. Similarly, the rajasthani people prefer differ from others.
Kurkure is mostly fulfill the needs according to demographicthis not only for
those state people, its also uses all other people. I can rewalize this when I
asked to one house wife. She prefers kurkure for its varity. She can eat
different on every day.

FACTOR YES NO NO IDEA

Do you like 68% 28% 4%

because of
different flavors?

Is it fulfill your 43% 40% 17%

expectations?

KURKURE IN MY OPINION:
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Kurkure has big market. I can compare with kotler point, that is if market
for the product is huge, no need to plan for expansion. Kurkure capture the
mass market by various factors like different varities and etc.

In big stores like big bazzar, they put the snacks pocket nearer to the bill
counter. It may be the success fator for that shop. When the person pick up
kurkure, it become success of kurkure. Now days, it gives some special offer
of special pack. The recent offer is Rs.10 coffe powder is free with two combo
pack packs. I conduct survey to nearly 25 peoples. Some people don’t like
kurkure. They also participated in that.

Finally, the consumer behavior about the kurkure is given with several
influence factors and tables. From that, most of the people like kurkure,
some of the people wants to change to kurkure.

CONCLUSION:

The food market can enjoy with this generation those really do not know
about the product. But, kurkure come different approach to consumers of
this generation from the older generation. From that we can prove for every
product, understanding the consumer behavior and develop the product are
major reasons for its success. It maintain the balance between children and
parents. Because of no of flavors it can with stand as leading food product
than the other competitors.

References for survey:

www.kurkure.co.in

Reliance fresh,

Some small bakery shops.

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