INTRODUCTION

After China, India is the second largest food producer in the world with the potential of being the
number one in the future. The recent surprising rise in the packaged and processed foods
demands noted mainly in the metropolises, are due to a variety of reasons. The metropolises are
the biggest consumer of packaged food. This can be attributed to the drastic change in the
lifestyle of the consumers of packaged food in the metros. Prevalence of nuclear families,
working parents, bachelors refusing to eat out in the, who are mostly engaged in time pressured
jobs hardly have the time and expertise needed to cook a conventional meal, which has affected
their food habits in a major way. Packaged food is a smart solution which saves both the time
and rigors of cooking a conventional meal. Increasing health awareness amongst the consumers
also makes packaged food a ready preference since packaged food contains ingredients such as
herbs, vitamins, minerals, pro-biotic and other essential nutrients.

In India, there are many brands which deal in the packaged food like Haldiram, Bikano, Satmola,
Pooja, Lays, kurkure, diamond, Bingo, Parle etc.

In this project we compare the two company which are Haldiram and Bikano, with the help of
questionnaire which will asked form the retailer and consumer

COMPANY PROFILE

i.exe

2.1 HALDIRAM

HaldiRams Corporate Success Story Dreams

Blooming into Reality

HaldiRams : The Company which is today synonymous with Indian snacks and sweet food
market started the first chapter of the saga, as a small sweet shop in Bikaner, Rajasthan in 1935 .
By 1982, the company had set up its business in Kolkata, Nagpur & the bustling Chandni-Chowk
in Delhi.
An important diversification was inroads into the restaurant business with HaldiRam having 11
restaurants cum showrooms at premium locations of Delhi & NCR with plan to open various
outlets in Northern India.
Promoted by two 1st generation entrepreneurs Mr. M.L. Agarwal & Mr. M. S. Agarwal and
backed by Board of Directors ( Mr. Pankaj, Anand, Amit, Ashish & Umesh Agarwal) and
Management Team (Dr. A.K Tyagi (Pres), P.K. Agarwal (Consultant) , Rahul Kathuria , VK
Gupta, Mr. A.K. Tyagi) , today, the Vision and Mission of the company is to have global
presence as Food & beverage company through

Innovation

Professionalization

Expansion

Strategic Approach

and, Business Acquisition

Haldiram is on the way of its vision as today it is an ISO 9001 & HACCP certified company and
has presence all over India, 62 countries (UK, US , Germany, Australia, UAE- to name a few) in
world and top supermarkets of the world like TESCO, SOMMERFIELD, SPINNEYS,
2

CARREFOUR. The fact that today HaldiRam exports 60 mn dollars goods and has registered
40% growth over last 5 years itself tells its success story
Haldirams success saga is because of the pro-active thinking of making access into the traditional,
fresh homemade food and skillfully converting it into a product line extension. With it they have
busted the myth that Indian consumers will not pay extra for western concept of packaged food
and that two of the Indian Household kitchen category.
Haldirams ingredients of success recipe includes a diversified product portfolio, stringent
quality controls, good raw material, storage, production and packaging processes which has
resulted in unparallel taste and extended shelf life, Also Haldirams sensitivity to catering to the
local palates (30 40% of Haldiram flavours are sensitized to suit local taste) has resulted in
creating a loyal consumer base . Also no Modern trade is complete without stocking HaldiRams
products.
Also the Supply Chain which is broken down into two categories of retail and institutional sales
is managed well by strong network of C&F, Distributors, Wholesalers and Retailers to make the
product available at remotest town of the country.
HaldiRam has managed details of right technology, packaging standardizations, consumer
affordability, quality tasty products, and volume deliverables extremely well to weave the
magical success saga.
Last but not the least, the People behind the product the local talent needs mentioning as they
have helped HaldiRam grow big.
Today, Haldiram can proudly claim that what began as a small-time enterprise in India is a global
phenomenon now and HALDIRAMS IS WAY OF LIFE FOR INDIANS NO MATTER
WHICH COUNTRY THEY LIVE IN.

Present Stock Now

3

Today, Haldirams is a 1735.9 cr brand that is a familiar sight on shelves across the USA, UK
and the Middle East. Non Resident Indians carry back packets of Haldirams along with the
farewells and nostalgia. And it is this name that they look for as they scan shops for familiar
scents and sights.
Presently it has four plants in and around Delhi that produce 50 tonnes of namkeens (56
varieties), 20 tonnes of chips, papad (7 varieties) and fun food and 5 tonnes of tinned sweets (12
varieties) and soan papdi, on daily basis. Two more production units are coming up which will
not only increase capacity but also makes it possible for us to introduce new product lines.
For over 60 years now, the firm has been unifying the palate of India. It has not been the
simplest of tasks; India speaks different taste buds to match. However, today it is a name that has
become synonymous with taste and quality not only within India but the world over.
Today Haldirams occupies considerable shelf space at prominent supermarkets the world over:
Tesco, Summerfield, Sipneys, and Carrefore. From traditional Indian sweets and savouries to the
more international chips, cookies, nuts and sherbets, its products are fast capturing the
imagination of people making it possible for it to aim for deep penetration in the Middle East,
East Europe and parts of North Africa.
Future Leveraging Our Existing Equity
The firm plans to leverage its equity in the domestic and international market to become a food
corporation with not just branded products under its belt but also restaurants, retail chains and
wide portfolio that includes such diverse products as milk-based food and noodles.
In the near future it hopes to be in places such as Algeria, Jorden, Yemen, Taiwan, Columbia,
Cyprus, Ukraine, Libya, Tunisia, Egypt, Armenia, West Indies, Sweden, Finland, Trinidad, and
Tobago.
Haldirams success saga is because of the pro-active thinking of making access into the
traditional, fresh homemade food and skilfully converting it into a product line extension. With
they have busted the myth that Indian consumers will not pay extra for western concept of
packaged food and that too of the Indian Household kitchen category.

It has also invested considerably in an advanced processing and packaging unit, which enables it
to marry tradition with technology. This is why, no matter whose shelf our product sits on, it
always stands on its own.
Also the Supply Chain which is broken down into two categories of retail and institutional sales
is managed well by strong network of C&F, Distributors, Wholesalers and Retailers to make the
product available at remotest town of the country.

PRODUCTS OF HALDIRAM

2.2 BIKANERVALA

Bikanervala is one of India's most prominent

families in the business of traditional hospitality
products like Sweets
and Namkeens. Our forefathers devoted their lifetime in developing exclusive recipes which are
now our proud family secrets. To this wealth of inherited knowledge our new generation has now
added another dimension - Modern Technology.
Today, BIKANERVALA FOODS PVT. LTD. is an ISO 9001:2000, HACCP and SQF
2000cm certified company with four modern manufacturing units in the National Capital Region
and a chain of 101 outlets in India and abroad, serving vegetarian North Indian, South Indian,
Continental, Chinese cuisine and Fast food along with a vast variety of traditional Indian sweets
and snacks.

The traditional Indian sweet shop cum restaurant is an

experience in itself. Here you can find the pleasure &
warmth of traditional Indian Sweets, Namkeens, Chaat
& Snacks and 100% pure Vegetarian multi cuisine
restaurant which is served & delivered with passion
and celebration.
Bikanervalas concept always has been to innovate and yet maintain the original flavour of
traditional Indian food with primary focus on quality, hygiene and affordability.
6

Customer satisfaction is like a religion at Bikanervala and that is why we have been able to keep
our century old tradition alive. Bikanervala showrooms are located in India, Nepal, UAE & New
Zealand.

BIKANO
Bikano is our international brand of packaged Sweets, Namkeens, Papad and Sherbets,
manufactured to the world standards of hygiene and quality. Bikanos packaged products have
always been a big hit with customers in both India and abroad.
Their food products like namkeens, cookies and syrups have made it the most preferred in
between meal snack all over the world.
Bikanos concept of constant innovation through the use of modern technology for packaging
retains its original flavour for maximum time period. With this vast variety of finest packaged
products one can always ready to celebrate a sweet moment , any time , any where. Bikano
products are available in Bikanervala & Bikano Chat Cafe showrooms and in leading super
markets and retail stores in India & abroad.

BIKANO CHAT CAF

Bikano Chat Caf is a new age concept of Bikanervala aimed at establishing a strong network in
the corporate and the retail segment.
It is a chain of fast food restaurants and Tuck Shops serving traditional Indian Chat, Combo
Meals, Burger, Pizza and Snacks in a modern hygienic enviornment.Their main focus has been
to provide exquisitely packaged traditional food at an affordable price to wherever their
customer groups are located, be it corporate houses, malls or even exhibition stalls.
Their innovative menu and state-of-the-art manufacturing and delivery systems ensures original
flavour from base-kitchen-to-customer.

VISION
To savour and share the century old culinary heritage of
Bikanervala with ultimate taste and relishing freshness
and ensuring superior customer experience by providing
highest standards of product quality & service.

Business Network
National Business
Bikano has always been a name to reckon with for its traditional Indian snacks like namkeens,
sweets, cookies and sherbets. With the advent of modern technology of packaging, its products
reached far and wide across India and became an instantly popular. There is a stringent control
on quality of each and every product that goes out of its factory, which is why it has been
awarded ISO 9001: 2000 by UL India Ltd.
Also, it is one of the very first packaged food export house registered with the government of
India and it is one of the largest in its sector.
The snacks and savouries are packed in convenient sizes and can be brought at affordable rates.
Moreover, there are special gift packs, with assorted range of sweets and namkeens for festivals
and occasions that makes Bikano a perfect gift item.
Its large distributor network across India ensures that the products reach every nook and corner.

International Business

10

Traditionally, Bikano has always been well known for its exquisite Indian snacks the world over.
And it has been growing at an amazing 200% since past 2 years which is a testament of its
demand in the foreign countries. USA, Canada , UK , Germany , Australia , Singapore and
Middle-East are few countries where their products are in high demand.
Highest standards of quality are employed both during the production of their snacks and
savories. It is because of this reason, they have been awarded ISO 9001: 2000 by UL India Ltd.
Bikano is also a HACCP and SQF 2000 CM certified organization by SGS India Ltd. The quality
standards are in line with the requirements of FDA according to Australian and New Zealand
regulations. Bikano also has a large distributor network across the world, which ensures its
products get a wide reach.

MANUFACTURING

PRODUCTION

PACKAGING

QUALITY CONTROL

11

 PRODUCTION

Bikano prides itself in successfully integrating ultra modern technology to manufacture

its traditional food products in their 5 factories across India.
Their products are quite well known for being healthier than the oily snacks that are
found outside since they are fried in machines which are programmed by Programmable
Logic Controllers (PLC).
They have always been in the forefront in pioneering new technology for modifying
traditional sweet recipes of Kaju Burfi, Khoya Burfi, Patisa, Soan Papdi etc. to having a
longer shelf life and exporting them abroad.
They are specially packed under ambient conditions through an application called MAP
(Modified Atmosphere Packaging).
The canned food products are very popular amongst Indians abroad, and utmost care is
taken to ensure that each of the products undergoes stringent quality test.
PACKAGING
Bikano has always been in the forefront in adopting new technology for its products.
Their state of the art canning and packaging technology ensures that the products have a
longer shelf life without losing their freshness.
The 3-ply laminate packaging extends the shelf life up to a year. It has successfully
adopted the system of Baby Carton and Master Carton to facilitate the sale of items in
Departmental Stores and Shopping Malls, which are very popular in the Western
Countries.
Even the highly perishable sweets are packaged in such a way that they have a longer
shelf life without losing their traditional taste.

12

 QUALITY CONTROL
Every product that comes out of Bikanos factory is passesthrough stringent quality
checks before it reaches the customers.
Their state of the art manufacturing process has been awarded ISO 9000: 2008 by UL
India Ltd and they are also an HACCP and SQF 2000 CM certified organisation by SGS
India Ltd.

The Quality Assurance Department has world class testing facilities for Colorimetric,
Chromatographic, Chemical, Bacteriological and Physical analyses thereby ensuring
quality of raw material, packaging material, packing material and finished goods.
The quality standards are at par with the requirements of FDA, and

Australian and New

Zealand regulations. The demand for their products are a testament to the quality standard held
by Bikanervala.

13

PRODUCT OF BIKANO
NAMKEEN & SNACKS

14

PAPAD

SWEETS

GIFT PACKS

15

CHAPTER-3
COMPETITORS
16

SOME COMPETITORS OF HALDIRAMS AND BIKANO

The snack industry in New delhi is highly competitive where not only National and International
brands exist but also local brands have made their prominently.
Snacks

Bingo

lays,

kurkure,

oye oye,

Diamond

Some local regional players

Namkeens

Bikaji

Bikaner,

jains,

Balaji

Lehar

Some local regional players

Papad

Lijjat

Bikaji
17

Some local regional players

Sweets

Bengali sweets

Bikaner

Some local regional players ( sudha ,paras)

Syrups

Roohafza

Kisan

Dabur

Some local regional players

Ready To Eat (RET)

milk maid

nestle

Biscuit

Britannia

priya gold

bakemans
18

parle

sunfeast

Some local regional players

RESTAURANT
Nathus
Evergreens
Bengali Sweets
Sagar Ratna
McDonalds & Nirulas
Yo! China
Local Sweet Shops

CHAPTER-4
RESEARCH METHODOLOGY

4.1 OBJECTIVES OF THE STUDY

The objective of my project
To study the marketing strategies and brand loyalty of Bikano and Haldiram.

To study of product mix of Bikano and Haldiram.

To study the behavior of the retailer with respect to attributes such as brand
loyalty and come up with recommendations as to what all needs to be considered
keeping the retailer in mind.
19

4.2 RESEARCH METHODOLOGY OF THE STUDY

The study adopted in the project exploratory the project makes use of sample amount of data to
arrive at the conclusions. It does so by paying equal attention to both quantitative as well as
qualitative data. This data is of extreme help as almost all the steps of the study are dependent on
the reliability & accuracy of this data. Care has been taken to ensure that these figures are
foolproof.
Methodology that was adopted while collecting data is tried to be kept as free of subjectivity. The
following methods were employed:

Collection of the data from the retailer & customers.

Verification of this data & preparation of revised project report and projections submitted
by the company and suitability of the mix of old & new propose machinery to process

this product mix.

Market survey regarding comprehensive study of product and price of Bikano vs
Haldiram.

4.3 DATA SOURCES

a

PRIMARY DATA
It is a fresh data, which is collected by the researcher himself. The primary data that
collected were the first hand information, which I received through personal interview
with the retailers & customers and through questionnaires. This data gave the most
20

vital information for making my analysis of preference of retailers & customer in

Namkeen.
b

SECONDARY DATA
It is data, which is already present in the records and is collected by someone else.
Secondary data involved in my research were the information that I collected through
the internet service of Bikano and Haldiram and through the various books of
marketing.

4.4 QUESTIONNAIRE DESIGN

Questionnaire is one of the most important and commonly used research instruments to
collect primary data.
It is self-administered process whereby the respondent himself reads the questions and
records his answers without the assistance of an interviewer.
Multiple-choice questions were asked from the interviewer as it consumes less time and
give us the exact answers. The main objective of choosing such question was to extract
the clear picture of preference, comprehension in the Namkeen Company between
Bikano and Haldiram.

4.5 SAMPLE DESIGN

21

Sample element: The member selected from the population for doing the survey
constitutes the sampling element. A sample 50 retailers & 100 customers were
taken as sample elements.

Extent: The survey was conducted in the south-west Delhi region only.

Time frame: Total time duration for the survey took almost two months.

Sample size: 150 were the sample size of the survey.

Technique: The technique is used in the collecting data is descriptive.

4.6 LIMITATIONS OF THE STUDY

The method will be unsuitable if the number of people to be surveyed is very less as it
will be difficult to draw logical conclusions regarding the satisfaction level of retailers.

Interpretation of data may vary from individual depending on the individual

understanding of the product features and services of the Bikano and Haldiram.

The method lacks flexibility. In case of inadequate or incomplete information the result
may deviate.

It is very difficult to check the accuracy of the information provided.

22

CHAPTER-5
DATA ANALYSIS& INTERPRETATION
ACCORDING TO RETAILER
AWARENESS OF
BIKANO

0%

HALDIRAM

8%

BOTH

92%

HALDIRAM; 8%

BIKANO

HALDIRAM

BOTH

BOTH; 92%

Figure-1
The figure-1 shows that 8% retailers are aware of Haldiram and 92% retailers are aware of both
the company like Haldiram along with Bikano.
23

HALDIRAM IS FAMOUS FOR

NAMKEEN
SWEET
GIFT PACK
ALL

60%
4%
8%
28%

70%
60%

60%

50%
40%

28%

30%
20%
10%

8%

4%

0%
NAMKEEN

SWEET

GIFT PACK

ALL

Figure-2
The figure-2 shows that according to retailers the haldiram is famous for 60% Namkeen, 4%
sweet, and 8% gift pack and 28% for all and 10% are not aware about Bikano.

24

BIKANO IS FAMOUS FOR

NAMKEEN
SWEET
GIFT PACK
ALL

ALL; 7%

10%
40%
36%
6%

NAMKEEN; 11%
NAMKEEN

GIFT PACK ; 39%

SWEET; 43%

SWEET
GIFT PACK
ALL

Figure-3
The figure-3 shows that according to retailers the Haldiram is famous for 84% Namkeen, 2%
sweet, 0% gift pack and 14% for all.

25

PREFER TO SALE
HALDIRAM
BIKANO
BOTH

52%
36%
12%

60%

52%
50%

40%

36%

30%

20%

12%
10%

0%
HALDIRAM

BIKANO

BOTH

Figure-4
The figure-4 shows that 52% retailers are prefer to sale Haldiram,36% retailer are prefer to sale
Bikano and 12% retailer are prefer to sale both brands.

26

FACTOR EFFECTED THE PREFERENCES TO SALE

MORE PROFIT
MORE CUSTOMER DEMAND
MORE PRODUCT
STOCK AVAILABILTY

60%
28%
0%
12%

70%
60%
50%
40%
30%
20%
10%

60%
28%

0%

0%

12%

Figure-5
The figure-5 shows that factor affected the preference of retailer to selling the particular brands.
The 60% retailer are prefer to the more profit,28% retailer are prefer to the more customer
demand,0% retailer are prefer to the more product,12% retailer are prefer to stock availability.

27

FACTOR EFFECTED THE CONSUMER PREFERENCES TO BUY

POPULARITY
TASTE
PACKING
PRICE

PRICE; 30%

30%
36%
4%
30%

POPULARITY; 30%

PACKING; 4%

TASTE; 36%

Figure-6
The figure-6 shows that the 30% consumers are prefer to popularity, 36% prefer to taste, 4%
prefer to packing and 30% prefer to price for buying the product according to retailers.

28

HAVING THE INNOVATIVE PRODUCT

HALDIRAM
BIKANO
BOTH

70%
26%
14%

70%
60%
50%
40%

70%

30%
20%

26%
14%

10%
0%
HALDIRAM

BIKANO

BOTH

Figure-7
The figure-6 shows that 70% retailers believe that Haldiram have more innovative product,26%
retailer believe that Bikano have more innovative product,14% retailer believe that both
(Haldiram and Bikano) have more innovative product.

29

PROVIDES THE BETTER SCHEMES TO RETAILERS

HALDIRAM
BIKANO
NONE

16%
74%
10%

80%
70%
60%
50%

74%

40%
30%
20%
10%

16%

10%

0%
HALDIRAM

BIKANO

NONE

Figure-8
The figure-8 shows that 16% retailers says that Haldiram and 74% Bikano provides the better
scheme to the retailers but 10% retailers says that none of these company(Haldiram and Bikano).

30

PROVIDES THE BETTER REPLACEMENT SERVICE TO RETAILERS

HALDIRAM
BIKANO
NONE
BOTH

62%
30%
4%
4%

70%

62%
60%
50%
40%

30%

30%
20%
10%

4%

4%

NONE

BOTH

0%
HALDIRAM

BIKANO

Figure-9
The figure-9 shows that 62% retailers says that Haldiram provides them the better
replacements,30% retailers says Bikano but 4% retailer says that none of these company provide
the replacement to them and 4% says both ( Haldiram and Bikano) provide the replacement
service to the retailers.

PROVIDES THE FAST DELIVERY

HALDIRAM
BIKANO

40%
48%
31

NONE
BOTH

6%
2%

50%
45%
40%
35%
30%
25%

48%
40%

20%
15%
10%
6%

5%

2%

0%
HALDIRAM

BIKANO

NONE

BOTH

Figure-10
The figure-10 shows that 42% retailers says that Haldiram provides them the fast delivery
service,44% retailers says Bikano but 4% retailer says that none of these company provide the
fast delivery service to them and 10% says both ( Haldiram and Bikano) provide the fast delivery
service to the retailers.

ACCORDING TO CONSUMER
AWARENESS OF

32

BIKANO

0%

HALDIRAM

18%

BOTH

82%

HALDIRAM; 18%

BIKANO

HALDIRAM

BOTH

BOTH; 82%

Figure-11
The figure-11 shows that 18% consumers are aware about the Haldiram, on other hand 0%
consumers who are not aware about the Bikano alone, but 82% consumers are aware about both
of company (Haldiram and Bikano).

33

AWARENACE OF THE RESTAURENTS OF BIKANO

YES
NO

45%
55%

60%
50%
40%
55%
45%

30%
20%
10%
0%

YES

NO

Figure-12
The figure-12 shows that 45% consumers are aware about the restaurants of Bikano which is
known as bikanerwala on the other hand 55% consumers are not aware about restaurant of
Bikano. 55% consumers include 18% consumers, who are not aware about the Bikano.

34

AWARENACE OF THE RESTAURENTS OF HALDIRAM

YES
NO

100%
0%

120%

100%

80%

60%

100%
40%

20%

0%

YES

NO

Figure-13
The figure-12 shows that 100% consumers are aware about the Haldiram which means that
everyone is aware about the restaurant of Haldiram in north-west Delhi.

35

BIKANO IS FAMOUS FOR

NAMKEEN
SWEET
GIFT PACK
ALL
NOT AWARE

6%
25%
38%
13%
18%

40%
35%
30%
25%
38%

20%
15%

25%
18%

10%
5%

13%
6%

0%
NAMKEEN

SWEET

GIFT PACK

ALL

NOT AWARE

Figure-14
The figure-14 shows that according to consumers the Bikano is famous for 6% Namkeen, 25%
sweet, and 38% gift pack and 13% for all and 18% are not aware about Bikano.

36

HALDIRAM IS FAMOUS FOR

NAMKEEN
SWEET
GIFT PACK
ALL

44%
16%
11%
29%

ALL; 29%
NAMKEEN
NAMKEEN; 44%

SWEET
GIFT PACK
ALL

GIFT PACK ; 11%

SWEET; 16%

Figure-15
The figure-15 shows that according to consumers the Haldiram is famous for 44% Namkeen,
16% sweet, 11% gift pack and 29% for all.

37

PREFER TO BUY
HALDIRAM
BIKANO
OTHERS

47%
28%
25%

OTHERS ; 25%
HALDIRAM; 47%
BIKANO; 28%

HALDIRAM
BIKANO
OTHERS

Figure-16
The figure-16 shows that 47% consumers are prefer to buy Haldiram,28% consumers are prefer
to buy Bikano and 25% consumers are prefer to buy others brands.

38

FACTOR EFFECTED THE CONSUMER PREFERENCES TO BUY

POPULARITY
TASTE
PACKING
PRICE

24%
38%
10%
28%

40%
35%
30%
25%
20%

38%

15%
10%

28%

24%
10%

5%
0%
POPULARITY

TASTE

PACKING

PRICE

Figure-17
The figure-17 shows that the 24% consumers are prefer to popularity, 38% prefer to taste, 10%
prefer to packing and 28% prefer to price for buying the product.

39

CHANGE THE BRAND ON THE BASIS OF PRICE REDUCTION

YES

57%

NO

43%

60%

50%

40%
57%
30%
43%
20%

10%

0%

YES

NO
Figure-18

The figure-18 shows that 57% consumers will change the brand on the basis of price reduction
on other hand 43% consumers will not change the brand on the basis of price reduction.

40

HAVING THE INNOVATIVE PRODUCT

HALDIRAM
BIKANO
NONE
BOTH

60%
36%
2%
2%

60%

50%

40%

30%

60%

36%

20%

10%
2%

2%

NONE

BOTH

0%

HALDIRAM

BIKANO

Figure-19
The figure-6 shows that 60% consumers believe that Haldiram have more innovative product,
36% consumers believe that Bikano have more innovative product, 2% consumers believe that
none have more innovative product and 2% consumers believe that both (Haldiram and Bikano)
have more innovative product.

41

SIZE PERFERANCE IN NAMKEEN

18g
40g
90g
200g
500g
1kg

2%
18%
16%
31%
23%
10%

1kg; 10% 18g; 2%

40g; 18%
18g

500g; 23%
40g
90g

200g
500g
90g; 16%

200g; 31%

42

1kg

Figure-20
The figure-20 shows that 2% consumers are prefer to buy the Namkeen in 18g, 18% consumers
are prefer to buy the Namkeen in 40g, 16% consumers are prefer to buy the Namkeen in 90g,31
% consumers are prefer to buy the Namkeen in 200g, 23% consumers are prefer to buy the
Namkeen in 500g and 10% consumers are prefer to buy the Namkeen in 1kg.

43

CHAPTER-6
FINDINGS
After analyzing the primary data which is collected from the sample with the help of
questionnaire and sensory evaluation form conclusion formed at this ground that:

Customer purchasing decision is mostly influenced by popularity and price of the product
in the area of study.

Customer shows a very good loyalty towards brand of Haldiram.

Bikano has a very good scope in the future for becoming rank one brand in the market of
packaged food product.

Customers are well aware of most of the brands.

Bikano has less market share in comparison to its major competitor Haldiram.

Some problems which were noticed during the research done in South-West Delhi

The first and the major problem is that the company does not have direct and permanent
contact with retailers. Due to the communication gap between the company and the
retailers, replacement of family packs of the products was a major problem faced by most
of the retailers.

The second problem of retailers is non availability of quick response of distributors.

Distributors do not send the ready stock and thus the delivery man suffers the problems
when the retailer demands in emergency.

One of the major problems is the price difference. They are getting same product in
different price from others suppliers (the other suppliers are giving on less price and
schemes) thus this problem is very big for distributors and suppliers both.
44

Another problem i.e. wholesale market; the wholesale market is creating problem
entering in distributors areas (HALDIRAM).

The problem faced by the distributors is lack of stands in market. This problem disturbs
the distributors and retailers both. Retailers demand stands to distributors because
executive of others company does not allow to use their stands to put our product.

There are no any wall paintings or banners in canteens as signage of Bikanos product
while the competitors are providing many facilities like this.

CHAPTER-7
SUGGESTIONS
On the basis of findings from the research made there are some points on which the company
should take care of:

Company should increase its product length in packaged food product.

They should work on the improvement in the product quality and their unique selling
proposition.

45

They should have increased their outlet chains to reach large number of customers as the
maximum buyers like to buy directly from the retail outlets.

Company should increase the numbers of Sales Representatives of family pack in the northwest Delhi.

Company should increase the awareness of its restaurants which is not known by more than
50% consumers.

Company should give the stands and racks to each and every counters where its product is
sold.

Company should prevent the interference of distributor in each others areas.

Company should prevent the undercutting in market.

Company should prevent the wholesale disturbance.

Company should give the incentives to its executives as extra benefits after salary.

Company should spend some amount on advertisement of its products because the
competitors are using celebrities as their promoter in ads. For Kurkure Juhi Chawla and for
Lays Saif Ali Khan

Company should provide display to canteens and cafeterias.

Company should paint the walls of cafeterias time to time, like its competitors do, which in
return will help the retailers to sale the companys products.

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CHAPTER-8
ANNEXURE
QUESTIONNAIRE
FOR RETAILER

Q.1.

NAME: -

______________________________

PLACE: -

___________________________________

ARE YOU AWARE ABOUT?

a) Bikano

Q.2.

b) Haldiram c) Both

ACCORDING TO YOU, BIKANO IS FAMOUS FOR?

a) Namkeen b) Sweets

Q.3.

c) Gift Pack

d) All

WHICH BRAND DO YOU PREFER TO SALE?

a) Haldiram

Q.5.

d) All

ACCORDING TO YOU, HALDIRAM IS FAMOUS FOR?

a) Namkeen b) Sweets

Q.4.

c) Gift Pack

b) Bikano

c) Others

WHY DO YOU PERFER THE HALDIRAM OR BIKANO FOR SELLING?

a) More Profit

b) More Customer Demand

c) More products

d) Stock availability

e) Other Reason
Q.6.

Q.7.

WHICH FACTOR AFFECTS CONSUMER PREFERENCES THE MOST?

a) Popularity

b) Taste

c) Packing

d) Price

WHICH BRAND HAVING THE INNOVATIVE PRODUCT?

a) Haldiram b) Bikano

c) None

d) Both
47

Q.8.

WHICH COMPANY PROVIDES YOU THE BETTER SCHEMES?

a) Haldiram b) Bikano

c) None

d) Both

Q.9. WHICH COMPANY PROVIDES YOU BETTER REPLACEMENT SERVICE?

a) Haldiram b) Bikano

c) None

d) Both

Q.10. WHICH COMPANY PROVIDES YOU THE FAST DELIVERY SERVICES?

a) Haldiram b) Bikano

c) None

d) Both

48

QUESTIONNAIRE
FOR CONSUMER

Q.1.

NAME: -

______________________________

PLACE: -

___________________________________

ARE YOU AWARE OF?

a) Bikano

Q.2.

b) Haldiram c) Both

DO YOU AWARE OF RESTAURENTS OF BIKANO?

a) YES

Q.3.

DO YOU AWARE OF RESTAURENTS OF HALDIRAM?

a) YES

Q.4.

b) NO

b) NO

ACCORDING TO YOU, BIKANO IS FAMOUS FOR?

a) Namkeen b) Sweets

Q.5.

c) Gift Pack

d) All

WHICH BRAND DO YOU PREFER TO BUY?

b) Haldiram

Q.7.

d) All

ACCORDING TO YOU, HALDIRAM IS FAMOUS FOR?

a) Namkeen b) Sweets

Q.6.

c) Gift Pack

b) Bikano

c) Others

WHICH FACTOR AFFECTS YOUR PREFERENCES THE MOST?

b) Popularity

b) Taste

c) Packing

d) Price

49

Q.8.

DO YOU CHANGE THE BRAND ON THE BASIS OF PRICE REDUCTION?

a) Yes b) No

Q.9.

WHICH BRAND IS HAVING THE INNOVATIVE PRODUCTS?

b) Haldiram

b) Bikano

Q.10. IN WHICH SIZE, DO YOU PERFER TO BUY IN NAMKEEN?

a) 18g b) 40g c) 90g

d) 200g

e) 500g

50

f) 1kg

CHAPTER-9
BIBLIOGRAPHY
Books PHILIP KOTLER, GARY ARMSTRONG, PRAFULLA Y. AGNIHOTRI, ESHAN UL
Haque 2010. A South Asian Perspective, 13th Edition.
Pallant, Julie (2007). SPSS Survival Manual, 3rd edition, Open University Press, The
McGraw-Hill Companies
Malhotra, N. K. (2004). Marketing research: an applied orientation, 4th edition, PrenticeHall International, London
William G Zikmund, Barry J Babin, Jon C Carr(2009). Business Research Methods, 8th
Edition, South Western Educational Publishing, United States.
Websites
http://www.haldiram.com
http://en.wikipedia.org/wiki/Sampling
http://www.emeraldinsight.com/
Dr. Pankaj Madan, Gurukul Kangri, Retail industry: Next growth engine for Indian
Economy. Available from : http://www.scribd.com/doc/18286308/Retail-Industry
http://www.indiainbusiness.nic.in/
http://en.wikipedia.org/wiki/Retailing_in_India
http://www.bizmove.com/general/m6j.htm
http://www.business-standard.com/india/news/modern-format-stores-growing-stronglyacnielsen/262342/

www.bikanervala.com

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 www.businessline.com

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