AN ANALYTICAL REPORT

ON

BISCUIT MARKET

SUBMITTED TO:

PROF. AMITA NAIR

By:

PURVI THACKER

08BS0002437

SOFT SKILLS

SEC: J

PREFACE

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In order to equip the students of management to face the
corporate world with more applied knowledge, the M.B.A.
Degree course of IBS-Chennai deems it imperative for the
1st semester students to undergo a market research and
submit a report.

Bestowed with the opportunity of conducting a market

survey, the primary objective of this program is to study
about the market.

ACKNOWLEDGEMENT

It is a great pleasure for us to acknowledge the help of

the individuals who guided us to make this project
successful.

It’s our pleasure to have worked under true guidance of

Prof.R.Mani. We express our sincere thanks for his co-
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operation, unaccountable suggestions, and excellent
tutelage and for the facilities provided by him throughout
the course of this project in spite of his busy schedule. He
inspired us to work on such a good and interesting
project.

We would like to thank all our friends who helped us

directly or indirectly in the successful completion of this
project work.
TABLE OF CONTENTS

ABSTRACT:

This project is about the market share of different brands

of biscuits based on consumer taste, choice and

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preferences. The sample size of our survey was limited

due to time constraint.

Still we tried best to estimate the result which gives a fair

overview of the Chennai market. The survey was

conducted in a small region of Chennai, so we cannot

assume this data as the general consumer choice of the

whole India.

1. Purpose of the Study

This report basically focuses on the consumer behavior

and perception about the biscuit market. We tried to
study the brand consciousness, purchasing capacity,
taste and preferences of the consumers.

The idea behind this topic is to explore the hidden

potential of the biscuit market of the FMCG sector. As

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we were keen to know why the industry is willing to
spend so much on the advertisements and positioning
and why it has emerged as one the most important and
competitive product of the FMCG sector.

2. Insights of the Survey

I. Frequency of Eating Biscuits

Everyday 27
Once a Week 6
Sometimes 17

Frequencyof eatingbiscuits
Everyday Once in a week Occasionally

34%

12%

54%

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 On the basis of frequency of eating biscuits, most of the
consumer consumes biscuit’s every day. Out of 50
peoples 27 said they eat biscuit everyday, 7 people said
they take once in a week and 16 people take sometimes
according to their mood. Thus, biscuit is major product of
the
FMCG sector.

II. Quantity Purchased Mostly

Quantity Consumers
100 grams 18
200 grams 13
500 grams 7
Family Pack 12

20
15
10 6
 People prefer small packets rather than big packets. In
our survey 18 out of 50 said they buy 100 grams packs,
13 people says they prefer to buy 200 grams packs, only
7 people take 500 grams pack but the bigger family
packets are preferred in big families with more children.

III. Taste Preferences

Taste Consumer
Salty 10
Sweet 8
Cream 8
All 27

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 While considering the consumer preferences on taste, we
conclude that 51% of the people do not have any specific
choice. They like to eat all kinds of biscuits. The
remaining 19% like salty biscuits, 15% like sweet and
15% like cream biscuits. Thus, most consumers do not
have any specific taste preference.

IV. Most Popular Brands

Brands Consumers
Britannia 36
Parle 18
ITC 14
Priyagold 2
Others 1

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 MostPopular Brands

Others

Priyagold

ITC Most Popular

Brands
Parle

Britannia

0 20 40

From our survey, we concluded that Britannia is the most

liked brand followed by Parle at no. 2, ITC at no.3,
Priyagold at no. 4.
V. Taste preference according to age
group

AGE GROUP ALL SWEET SALTY CREAM

less than 20 5 0 0 0
20 to 30 14 6 8 6
30 to 40 4 2 1 2
greater than 3 0 1 0
40

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 16
14
12
10
ALL
8
SWEET
6
4 SALTY
2 CREAM
0
less 20 to 3030 to 40 greater
than 20 than 40

It was found out that is the age group of below 20 most of

the people prefer all types of biscuit. In the age group of
20 to 30 sweet and salt biscuits are preferred. Thus,
generally people are not taste dependent and consume
all types.

VI. Brand Conscious according to age

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 Age Group Britannia ITC Parle
less than 20 3 3 0
20 to 30 21 3 6
30 to 40 6 1 2
greater than 0 1 3
40

greater than 40

30 to 40
Britannia
20 to 30 ITC
Parle
less than 20

0 10 20 30 40

From the above chart we can say that the youth is more
brands conscious and Britannia is most liked brand
amongst all, followed by Parle and ITC. The age group of
30 plus are not much brand conscious and consume any
brand available.

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 3. Methodology

Moving on with our interest in this industry we decided to

conduct a survey for which we designed a questionnaire
as follows:

QUESTIONNAIRE

Name of Respondent
Mr./Mrs./Miss_______________________________________
Occupation: _______________________________________
Age:
Address
Locality: ___________________
E-Mail:___________________________________________

1. Do you eat biscuits?

Yes No

2. How often do you eat?

Everyday
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Once a week

Occasionally

3. What type of biscuits do you prefer?

Salty

Sweet

Cream

All

4. Which biscuits do you prefer?

i. ____________

ii. ____________

5. Do you know the brand manufacturer (company)?

Yes No

6. If yes, who is the manufacturer?

ITC Britannia Parle Cremica

Priyagold Others

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 7. How do you know about the manufacturer?

Brand Conscious Advertisement

Friends Brand Loyal

Others

8. What is the quantity of biscuits you mostly purchase?

100gms 200gms 500gms

Family Pack

9. When do have biscuits?

Breakfast Evening Anytime

10. What is your family income?

< 1 lac
1-3 lacs
3-5 lacs
> 5 lacs

11. How many children are there in family?

1
2
3
>3

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After that, the sample size was decided as 50 and then
we surveyed at various places mainly FMCG stores like
fresh, food world, big bazaar and local vendors. We
chose people of different age groups and of different
income level and got our questionnaire filled.

In the process of getting this questionnaire filled we

encountered with many difficulties like people not
willing to spend time sometimes, language barrier and
sometimes people were not willing to disclose their
income but still we managed.

4. Conclusion

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We can conclude from the overall analysis that
there is a significant difference between
preferences of biscuits among different
customers according to taste, quantity
purchased, income, family size and age group.
The statement highlights the main objective of
this project that consciousness of the various
brands has a significant difference among them
which creates a significant impact over the
perception and purchasing pattern of the
consumers regarding biscuits. Thus, the presence
of various brands will give the customers a lot of
choices and take care of their satisfaction levels.

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