1.10.4.

Research Project

STEP - 1

Title : To research the

consumer behavior in selection of Parle Biscuits.

PARLE
Consumer Profile: / Sample Plan:

Sample Universe- Residents of PUNE who consume biscuits. Sample frame- Parle Biscuits consumers. Sampling method- Random sampling. Sample size: 110 & details of sample size are-Children- 10, Teen & young students 30, Hose wife & Working Women 30, Young working males20, Old males & Females 20. Samples were drawn from schools, colleges, societies, offices all across PUNE.

Research Objectives :
1. To find out the penetration of Parle biscuits in Pune. 2. To find out the consumer buying behaviour towards buying biscuits in Pune. 3. To find out the quantity size and buying frequency of the consumers. 4. To find out the effect of promotional campaigns done by Parle biscuits among the consumers. 5. To find out the consumers feedback i.e. improvements required or suggestions given.

Questionnaire :
Questionnaire for Household Survey : Dear Sir/Madam, The management students are conducting this survey as a part of their project in the field of research. The purpose of this activity is to measure the penetration of Parle Biscuit in Pune. 1. Which brand comes 1st in your mind when you think of biscuits? ( Parle Britannia a ____________ (b) __________

) ( Others c ITC (Sun feast) _________ ) __________ (d) _

2.

Which biscuit of parle brand do you consume? (a Parle G (b) Hide n seek ) __________ __________ (c Krackjack (d) Monaco ) __________ __________ (e) Others (Please specify) __________

3. Which factors influences you to purchase a biscuit packet? (a) Price __________ (b) Taste __________ (c) Advertisement __________ (d) Others (Please specify) _______

4. While purchasing a biscuit what quantity size do you usually go for? (a) small __________ (b) Medium __________ (c) Large __________ 5. How frequently do you buy biscuits? ( ( a Daily b We _____ ) __________ ) ekly _____ ( ( Mo c Fortnight d nthl ____ ) __________ ) y ___

6. Do offers or schemes affect your buying decision? (a) Yes / No and Why? ________________________________ _________ 7. Who consumes Parle biscuit in your home? (a) Children __________ (b) You __________ (c) Old aged people __________ (d) Others (please specify) _______ 8. If your preferred biscuit is not available, you go for (a) 1st Choice __________ (b) 2nd choice __________ 9. If you get extra benefits and features in some other brand then will you switch over? Yes / No and why ________________________________ 10. Have you seen any promotional campaign of Parle biscuit? N _____ Yes __________ o _____ If yes then which one :

(a) M.S. Dhoni & grandmother (c) Amir Khan & Dharsil

(b) Hrutik Roshan & girlfriend ( with d A boy aeropla ) flying ne

11. Would you suggest any changes in Parle biscuit in the following fields? a. Availability of products in different places __________ b. Style of packaging __________ c. More schemes to be associated __________ d. Price __________ e. Taste __________ f. Others (please specify) __________
Something about you

Name : ______________________________________ ______ Age Group : _______________ Address : ______________________________________ __________ Contact Number : ___________________ Occupation : _______________________

No. of members in your family : _________________________________

PARLE

Analysis and Interpretation of Data

1. Which brand comes 1st in your mind when you think of biscuits? (a) Parle ____________ ITC (Sun feast) (c) __________ Britannia (b) __________ Others (d) __________

From the below graph we can see that Parle is the brand that most of the consumer consume. 48.6 customers responded that they consume parle biscuits, 38.32% of customer responded that they consume Britannia and 13.06% of customer responded that they prefer ITC (Sunfeast). From the percentages we can see that parle has got a good amount of share in the market and customers are willing to consume its biscuits. Brand of Biscuits you consume

A C
41 38.32% Britannia

52 48.6% Parle

B
14 13.08% ITC

Brand A - Britannia B - ITC C - Parle

PARLE

Analysis and Intepretation of Data

2.

Which biscuit of parle brand do you consume? Parle _________ (b) Hide n seek (a) G _ __________ Krackjack (d) Monaco (c) __________ __________ Other (Please ________ (e) s specify) __

From the chart we can see that Parle-G as well as hide n seek is consumed by 46% of the consumers whereas krackjack accounts for 8% of the total consumption.
Brand of Parle Biscuits

C
4 8.0% Krackjack

A B
23 46.0% Hide N Seek 23 46.0% Parle G

Parle A - Parle G B - Hide N Seek C - Krack Jack

PARLE

3.

Which factor influences you to purchase a biscuit packet? (a) Price __________ (c) Advertisement __________ (b) Taste __________ Other (Please ______ (d) s specify) _

From the chart below, we can conclude that 72.9% of the consumers are influenced by the taste of biscuits whereas 24.3% o the consumers are influenced by the price factor and the rest 2.8% of the consumers are influenced by the advertisement. Thus, we can see that taste is the most important factor which influences the customers buying behaviour and parle has an upper hand on this factor.
Factor Influence you to Buy
2 8.0% 3 Advt.

A C
72.9% 78 Taste

B
24.3% 26 Price

Influence A - Advertisement B - Price C - Taste

PARLE

4. While purchasing a biscuit what quantity size do you usually go for? (a) small __________ (c) Large __________ In the following graph we can conclude that 59.81% of the consumers go for medium pack whereas 28.79% of the users go for small pack and the rest 11.21% of the consumers prefer large or family packs. Mostly the consumers of parle are kids and bachelors so they mostly prefer medium and small packs whereas families mostly prefer the large pack.
Quantity You usually go for....

(b) Medium __________

A C
28.97% Small 31 11.21% Large 12

B
59.81% Medium 64

Quantity A - Large B - Medium C - Small

PARLE

5.

How frequently do you buy biscuits? (a) Daily __________ Fortnig (c) ht __________ Weekl _________ (b) y _ Monthl (d) y _______

How Frequently you buy

A
17.76% Daily 19

B D
62.62% Weekly 67 15.89% Fortnight 17

C
3 74...

Frequency A - Daily B - Fortnight C - Monthly D - Weekly From the chart we can see that 62% of the consumers buy biscuits weekly. The rest 15%, 17% and 3% prefer to buy biscuits fortnight, daily and monthly. As the consumers of parle are mostly kids and bachelors and they mainly buy medium packets so they mostly go for weekly purchase.

PARLE

6.

Do offers or schemes affect your buying decision? (a) Yes / No and _________________________________________ Why?

From the chart below we can conclude that 58.88% of the consumers will not change their buying decision even if offers and schemes are offered to them whereas 41.12% of the consumers will change their buying decisiion if they are offered schemes and offers related to quantity, price, taste, quality etc. Schemes OR Offers Affect you buying decision?

B
41.12% Yes 44

A
58.88% No 63

Offers A - No B - Yes

PARLE

7.

Who consumes Parle biscuit in your home? (a) Children __________ (c) Old aged people __________ (b) You __________ Others (please (d) specify) ______ _

From the pie-chart given below we can conclude that 45.79% of the consumers consume Parle biscuits themselves who are between the age group of 25-40 years whereas 34.58% of the consumers purchase parle biscuits for their family and the rest 19.63% purchase Parle biscuits for their children. Who consumes Parle at home

A
19.63% Children 21

C
45.79% Myself 49

B
34.58% Family 37

Consumers A - Children B - Family C - Myself

PARLE

8.

If your preferred biscuit is not available, you go for (a) 1st Choice __________ (b) 2nd choice __________

From the chart we found that 48.6% of the consumers first alternative would be parle biscuits whereas 38.32% of the consumers would go or Britannia biscuits and the rest 13.08% of the consumers would prefer ITC (Sunfeast) as their second alternative. Therefore we can say that Parle biscuits has left a remarkable impression on consumers mind as the second choice entered by most of the consumers is also Parle biscuits. Preferred Biscuits

A C
38.32% Britannia 41

48.6% Parle 52

B
13.08% ITC 14

Preference A - Britannia B - ITC C - Parle

PARLE

9.

If you get extra benefits and features in some other brand then will you switch over? Yes / No and why ________________________________

From the chart below we can conclude that 64.49% of the consumers will not switch over to other brands even if extra benefits are offered to them whereas 35.51% o the consumers will switch over to other brands if they get extra benefits. If you get extra benefits, will you switch to other brands

B
35.51% Yes 36

A
64.49% No 69

Switch A - No B - Yes

PARLE

10. Have you seen any promotional campaign of Parle biscuit? Yes __________ No __________ If yes then which one : ________________________________________ The pie-chart shows that 65.42% of the consumers are not aware of promotional campaigns done by Parle biscuits whereas 34.58% of the consumes are aware of Parle biscuits promotional campaigns especially the advertisement of G mane Genius. Therefore we can say that consumers are mostly not influenced by promotional campaigns of Parle biscuits instead they are more inclined towards the taste and pricing. Have you seen any Promotional Campaign of Parle

B
34.58% Yes 37

A
65.42% No 70

Campaigns A - No B - Yes

Out of 34.58% samples, remembered following ad-campaigns. (a) M.S. Dhoni & grandmother (b) Hrutik Roshan & girlfriend : 60% : 10% PARLE

(c) Amir Khan & Dharsil (d) A boy flying with aeroplane

: 25% : 5%

11. Would you suggest any changes in Parle biscuit in the following fields? a. Availability of products in different places __________ b. Style of packaging __________ c. More schemes to be associated __________ d. Price __________ e. Taste __________ f. Others (please specify) __________ From the chart we can conclude that 33.64% of the consumers suggest an improvement in taste, 22.43% suggest an improvement in ofers and schemes, 17.76% suggest an improvement in price, 20.56% suggest an improvement in packaging, 5.61% suggest an improvement in distribution channels of Parle biscuits. Therefore Parle biscuits should take care of all the above suggestions in order to become the best out of better. Suggestions for Parle Biscuits
5.61% Availability 6

E
33.64% Taste 36

A B
20.56% Packaging 22

C D
22.43% Schemes 24 17.76% Price 19

Suggestions A - Availability B - Packaging C - Price D - Schemes E - Taste

Conclusions : u Britannia is the closet competitor to Parle. u Parle-G is the largest selling product of Parle Biscuits. u Consumers always choose a biscuits to consume on the basis of its taste. u Most of the consumers choose to buy a small pack of product for its consumptions. u Consumers prefer to buy biscuits on their weekly shopping. u Most of the schemes dont affect consumers buying behaviour. u Most of the consumers of Parle are Bachelors and Children. Recommendations : u Parle G and Hide n Seek are the only products of Parle that are on high sales, so company should launch new products as well. u Company has good brand image in the minds of people, so it should make sure that the customer stays loyal towards it.

u The company should find out better promotional strategies. It should have a brand ambassador that will strengthen the brand. The ads should be broadcasted for a long time. u Company should periodically visit the consumers for gathering feedback from its consumers to further enhance the products. u The company should give more stress on packaging of Parle biscuits. u Britannia is the closest competitor of Parle biscuits, so Parle biscuits should come out with newer and better strategies to increase its sales. Parle-G is going to face together competition with Britannias Tiger and Good day biscuits. u The company should try to improve its distribution channel by making it more efficient and cost effective. Britannia is the closet competitor of Parle, so proper strategies should be implemented to stay ahead of the race.

Step2: Cost- Benefit analysis for the research&

formulation of hypothesis. Suppose this research would cost to Parle, say Rs 10,000/ (Rs 4000/ as honorarium, remaining 6000 for

data analysis & preparation of research report).Then, by overcoming limitations, it must able to enhance the sales by Rs 1, 00,000/i.e. 10 times the cost of research. Hypothesis: a) Null Hypothesis- Amongst all categories of biscuits, Parle biscuits are not liked by most of biscuits consumers. b) Alternate hypothesis: Amongst all categories of biscuits, Parle biscuits are liked by most of the biscuit consumers. (Test the hypothesis by using secondary data on market shares of various companies.) Parle- 45% Britannia- 38% Sun feast- 10% From above data, we conclude that Parle is overall market leader. Hence we reject the null hypothesis. Conclusion- Parle biscuits are liked by most of the consumers in all categories. Step 3: Selection of data collection method. Parle used Internal & External secondary data, as well personal interviews for primary data collection. Samples were household.

Step 4: Sample selection See above. Sample size

11o households.

Step 5 Selection of method of analysis: SPSS

Step 6_ Estimate the Resource Needed:

Manpower/Time- Since 110 samples are to be interviewed all across Pune, suppose Parle appoints 2 investigators, & each investigator interview 14-15 samples in one day, then total time required for data collection would be 4 days. Money- Even though data collection would be over in 4 days, payment is made on week basis. Here it will be treated as one week. Honorarium payable to each investigator would be Rs 2000/ Hence total money required would be Rs 4000/

Step 7_ Prepare Research Proposal

Parle will make the proposal, highlighting, RP, objectives, resources needed, & research plan etc, submit to top management, gets approval. The copy of approval will be submitted to Accountant & Time office.

Step -8- Data Collection

Parle appoint investigators, who in turn will collect the data from samples,.

Step 9- Data Analysis

Data will be collected as per SPSS format & then using this

software, data will be analyzed.

Step 10- Reporting

A detail report will be made, which will have following chapters: 1) Research Title/RP 2) Synopsis/Executive summery. 3) Company profile/product profile. 4) Research Objectives 5) Research Methodology/Research Plan 6) Data analysis, interpretation, Findings. 7) Conclusions. 8) Recommendations. 9) List of samples & copy of Questionnaire.