FIELD STUDY REPORT

On

“A Study of Brand Awareness of Anmol

Biscuits in Rural Area of Lucknow”
Towards partial fulfillment of

Bachelor of Business Administration (BBA)

School of Management, Babu Banarasi Das University, Lucknow

Submitted by

Aarsh Bajpai

BBD 3rd Semester

Roll No- 1170671001

Session 2018-2019

School of Management

Babu Banarasi Das University

Lucknow
 Declaration

I hereby declare that the field work entitled of “A STUDY OF BRAND

AWARENESS OF ANMOL BISCUITS IN RURAL AREA OF LUCKNOW”

submitted to the BABU BANARASI DAS UNIVERSITY, Lucknow is a record of an

original work done by me under the guidance of Ms. Shachi Kacker and this field study

report is submitted in the partial fulfillment of Bachelor in Business Administration.

Aarsh Bajpai
 Acknowledgement

Before I get into the thick of the things I would like to add a few heartfelt words for the

people who were part of this research report in numerous ways and people who gave

unending support right from the stage the project was started, appreciated and encouraged

when being depressed.

In this context I would like to express my gratitude towards my parents and family

members who have constantly supported and played a pivotal role in shaping my career.

I owe my sincere gratitude towards my faculty guide Ms. Shachi Kacker, BBDU,

LUCKNOW for extending the support towards the completion of the Filed Study

Report.

And finally I would like to thank my friends for their unending

support

(Aarsh Bajpai)

Page iii
 Preface

Filed Study Report is an important part of the Management studies. It bears immense

importance in the field of Business Management. It offers the student to explore the

valuable treasure of experience and an exposure to real work culture followed by the

industries and thereby helping the students to bridge gap between the theories explained

in the book and their practical implementations.

Filed Study plays an important role in future building of an individual so that

we can understand the real world in which he has to work in future. The theories greatly

enhance our knowledge and provide opportunities to blend theoretical with the practical

knowledge where researcher gets familiar with certain aspect of research. I feel proud to

get myself to do Filed Study at topic “A STUDY OF BRAND AWARENESS OF

ANMOL BISCUITS IN RURAL AREA OF LUCKNOW”.

(Aarsh Bajpai)

Page iv
 TABLE OF CONTENT

Certificate

Acknowledgement

Preface

Sr. Topic

1. Introduction 1

2. Company profile 2

3. Objectives of the study 3

4. Research methodology 4

5. Data analysis 5

6. Findings 21

7. Suggestions & Recommendations 23

8. Conclusion 24

9. Bibliography 26

10. Appendix 27

Page v
 INTRODUCTION

Brand equity refers to the marketing effects or outcomes that accrue to a product with its

brand name compared with those that would accrue if the same product did not have the

brand name. And, at the root of these marketing effects is consumer’s knowledge .In

other words consumers knowledge about a brand makes manufacturer’s/advertiser’s

respond differently or adopt appropriately adept measures for the marketing of the brand.

The study of brand equity is increasingly popular as some marketing researchers have

concluded that brands are one of the most valuable assets the company has.

Consumer behavior is the study of individuals, groups, or organizations and the processes

they use to select, secure, use and dispose of products, services, experiences or ideas to

satisfy needs and the impacts that these processes have on the consumer and society.

Sweet or salty.Soft or crunchy. Simple or exotic everybody loves munching on biscuits,

but do u know how biscuits began? The history of biscuits can be traced back to a recipe

created by the Roman chef Apices, in which "a thick paste of fine wheat flour was boiled

and spread out on a plate. When it had dried and hardened it was cut up and then fried

until crisp, then served with honey and pepper." The word 'Biscuit' is derived from the

Latin words 'Bis'(meaning 'twice') and 'Coctus' (meaning cooked or baked). The word

‘Biscotti' is also the generic term for cookies in Italian. Back then, biscuits were

unleavened, hard and thin wafers which, becauseof their low water content, were ideal

food to store

Page 1
 COMPANY PROFILE
About the company

Anmol Biscuits came into being almost a decade back, when Mr. Baijnath Choudhary

initiated the setting up process of the first plant at Kolkata. Anmol, which was started as a

single plant, now has a strong hold in the highly competitive biscuit market. Under the

guidance of Mr. Baijnath Choudhary, Mr. Bishwanath Choudhary, Mr. Dilip K.

Choudhary, Mr. Gobind Ram Choudhary and Mr. Bimal Kumar Choudhary, Anmol has

succeeded in maintaining a hold in the market very efficiently.

Products -Anmol offers its customers a wide variety of biscuits in various tempting

flavors to suit all tastes. The consumers can take their pick from Glucose Biscuits,

Coconut Biscuits, Butter Biscuits, Chocolate Biscuits, Cream Biscuits, etc.

Anmol biscuits came into being about a decade ago. Anmol has a strong hold in the

highly competitive biscuit market.Anmol has succeeded in maintaining a hold in the

market very efficiently.

Anmol offers its customers a wide variety of biscuits in various tempting flavors to suit

all tastes. The consumers can take their pick from Glucose Biscuits, Coconut

Biscuits, Butter Biscuits, Chocolate Biscuits, Cream Biscuits, etc.

Page 2
RESEARCH OBJECTIVES
 To study the biscuit industry.

 To study the company profile of Anmol biscuit.

 To study customer satisfaction of Anmol biscuit.

 To study various Marketing activities provided by Anmol biscuit.

 To study the brand image of Anmol biscuit

 To know the consumer behavior of Anmol biscuit.

Page 3
 Research Methodology

 DESCRIPTIVE RESEARCH:

The research undertaken was a descriptive research as it was concerned with

specific predictions, with narration of facts and characteristics concerning Brand

Awareness of Anmol Biscuits in Rural Area of Lucknow.

 SAMPLING DESIGN:

The following factors have been decided within the scope of sample design:

 UNIVERSE OF STUDY:

Universe of the study means all the persons who are the customers of Anmol

Biscut of Rurel Area.

 SAMPLE SIZE:

A sample of minimum respondents will be selected from various Rural Area of

Lucknow. An effort was made to select respondents evenly. The survey will be

carried out on 50 respondents.

 SAMPLE UNIT:

In this project sampling unit consisted of the various individuals who are the

customers of Anmol Biscuits

 SAMPLING TECHNIQUE:

For the purpose of research convenient sampling technique was used.

Page 4
 DATA COLLECTION:

There were two types of data used in this research. These were

 PRIMARY DATA:

Primary data is the data collected for the first time from the source and never have

been used earlier. The data can be collected through interviews, observations and

questionnaires.

 SECONDARY DATA:

Secondary data is the data collected from already been use or published

information like journals, diaries, books, etc .In this research project, secondary

source used were various journals, and website of various online journals.

 TOOLS OF DATA PRESENTATION:

Pie chat

Bar Graph

Page 5
 Data Analysis
Table – 1

Income level
Monthly income No. of respondents Percentage (%)
Below 5000 21 42
5001 - 10,000 8 16
10,001 – 15,000 18 36
Above 15,000 3 6
Total 50 100
Source: Field work

Figure-1

Income level

6%

16%
Less than 5000
42%
5001 - 10,000
10,001 – 15,000
More than 15,000
36%

Above table and figure exhibits the income of the sample size, as evident the majority of
the sample has a monthly income of less than Rs.5000. It is found that out of 50
respondents 21 respondents belong to the income group of less than Rs. 5000 per month.
In terms percentage it is 42%. In this study it is also found that there are some
respondents who belong to the income group of more than Rs.15000 per month. Whereas
36% and 16% respondents belongs to the income group of Rs. 5001 - 10,000 and Rs.
10,001 – 15,000 respectively. From this study it is observed that majority of the
respondents are from low income groups.

Page 6
 Table – 2

Place of purchase

Place of purchase No. of respondents Percentage (%)

Street side shops 32 64

Super markets 18 36

Total 50 100
Figure – 2

no. of respondents

36%

street side shops

super markets

64%

Above table shows that 32 respondents purchase biscuit from street side shops and 18
respondents purchase from super markets. In terms of percentage it is 64 and 36
respectively. The study reveals that though there are some respondents who purchase
biscuit from wholesalers shop, the majority of the respondents buy the biscuit from street
side shops.

Page 7
 Table - 3

Source of information

Source: Field work

Source No. of respondents Percentage (%)

Advertisement 21 42
Friends 11 22
Family members 6 12
Neighbors 12 24
Total 50 100
Figure -3

Source of information

24%

Advertisement
42%
Friends
Family members
12%
Others

22%

Above table and figure shows that 21 respondents i.e. 42% of the respondents come to
know about the biscuit from advertisement. Then 12 respondents i.e. 24% come to know
from the Neibhours. 11 and 6 respondents i.e. 22% and 12% respondents come to know
from their friends and family members respectively. The study clearly reveals that
advertisement is the source of information from which majority of the respondents come
to know about the biscuit.

Page 8
 Table – 4

Preferred Brand

Company
no. of respondents Percentage (%)

Anmol 20 40
Parle 11 22
Sunfeast 8 16
Britannia 5 10
Others 6 12
Total 50 100
Source: Field work

Figure – 4

The data presented in table 4 shows the brands preferred by the respondents. Out of 50,
20 respondents i.e. 40% of the respondents are buying Britannia biscuits and 11
respondents (22%) are buying Parle company’s biscuit. Sunfeast and Anmol biscuits are
purchased by 8 and 5 respondents i.e. 12% and 14% respondents respectively. Whereas 6
respondents prefer other brands. In terms of percentage it is 12%. From this study it is
observed that majority respondents are consumer of Britannia biscuits. So Britannia is the
most preferred brand in the area.

Page 9
 Table – 5

Type of biscuits the respondents prefer(loose biscuits or packet biscuits):-

Attributes no. of respondents Percentage (%)

Loose biscuits 3 6
Packet biscuits 35 70
Both 12 24
Total 50 100
Source: Field work

Figure – 5

Type of biscuits the respondents prefer

6%

24%

Loose biscuits
Packet biscuits
Both

70%

The data presented in table 5 shows whether the respondents prefer loose biscuit or
packet biscuit. Above graph shows that 12 respondents i.e. 24% of the respondents buy
both loose and packet biscuits. Whereas 35 respondents i.e. 70% of the respondents
prefer only packet biscuits. There are also 3 respondents i.e. 6% of the respondents who
prefer only loose biscuits. Thus the study clearly indicates that majority of the
respondents prefer packet biscuits.

Page 10
 Table – 6

Decision maker for purchasing Anmol biscuit in a family:

Source No. of respondents Percentage (%)

Mother 21 42
Father 10 20
Children 12 24
Others 7 14
Total 50 1oo
Source: Field work

Figure – 6

Decision maker for purchasing Anmol biscuit in

a family

14%

Mother
42%
Father
24% Children
Others

20%

The above table and figure shows that according to 21 respondents i.e. 42 % of the
respondents mothers are the decision makers for purchasing biscuits and 12 respondents
i.e.24 % respondents says that children are the decision makers for purchasing biscuit.
There are also some respondents according to whom Fathers (20%) and other members
(14%) are the decision makers regarding consumption of biscuit in their families. Thus it
can be reveal from the study that in majority of the respondents’ family mothers are the
decision maker for purchasing biscuit.

Page 11
 Table – 7

Habit of consuming Anmol biscuit:

Frequency Habit of eating biscuit Percentage (%)

Rarely 7 14
Regularly 28 56
Often 15 30
Total 50 100
Source: Field work

Figure – 7

Habit of eating Anmol biscuit

14%

30%

Rarely
Regularly
Often

56%

As par the table and figure, 7 out of 50 respondents i.e. 14% of the respondents eat
biscuits rarely.28 of the respondents i.e. 56% consume biscuit regularly, whereas 15 of
the respondents i.e. 30% of the respondents use to consume biscuit often. It is observed
from the study that majority of the respondents have the habit of consuming biscuit
regularly. Thus it is a good market for biscuit.

Page 12
 Table – 8

Factor/factors influencing buying decision of Anmol biscuits

Factors Percentage No. of respondents for

whom factor is influential

Taste 50 25
Goodwill 16 8
Availability 12 6
Packaging 8 4
Price 10 5
Other Factors 4 2
Total 100 50
Source: Field work Figure-8

Buying Decision of Anmol biscuits

4
10 Taste

8 Goodwill
Availability
50
12 Packaging
Price
other factors
16

The data in the above table shows the factors which influence the buying decision of
respondents while purchasing biscuits. Above graph shows that 25 respondents gives
importance to taste, 16 respondents give importance to company’s goodwill. 6 and 5
respondents are influenced by availability and price respectively. 4 respondents are
influenced by packaging, whereas 2 respondents are influenced by other factors of the
biscuit while buying biscuit. Thus the study shows that the respondents are mostly
influential by taste, company’s goodwill and price while purchasing biscuit.

Page 13
 Table-9
Pack size/weight of the Anmol biscuit purchase by respondents:
Size(grams) No. of respondents Percentage (%)

50-100 8 16
101-150 23 46
151-200 13 26
above 200 6 12
Total 50 100
Source: Field work

Figure-9

Pack size/weight of the Anmol biscuit

purchased by respondents

12% 16%

50-100
101-150
26%
151-200
above 200
46%

From the above figure it is clearly indicate that 26 % respondents buy 151-200 grams
weighted biscuit packs. 12% and 46% respondents purchase above 200, and 100-150
grams biscuit packs respectively. There are also some respondents who purchase biscuits
of weight 50-100 grams. Thus the study shows that majority respondents go for 101-150
grams weighted biscuit packs.

Page 14
 Table 10

Preference of biscuit in terms of quality

Attributes no. of respondents Percentage (%)

Branded 40 80
Non-branded 3 6
Both 7 14
Total 50 100
Source: Field work

Figure – 10

Preference of biscuit in terms of quality

14%

6%
Branded
Non-branded
Both

80%

The above table shows the preference of biscuit in terms of quality by the respondents.
The table clearly indicates that 40 respondents i.e. 80% of the respondents prefer branded
biscuits. Whereas 7 respondents (14%) prefer both branded and non-branded biscuits. It
is also found that there are 3 respondents who buy only non-branded biscuits. In terms of
percentage it is 6. Thus it observed from the study that majority of the respondents prefer
branded biscuit i.e. majority of them are quality conscious.

Page 15
 Table – 11

Price paid for 100 grams biscuits:

Price no. of respondents Percentage (%)

Below Rs.5 7 14
Rs.5-10 24 48
Rs10-15 14 28
Rs.15-20 5 10
Total 50 100
Source: Field work

Figure – 11

Price paid for 100 grams biscuits

10% 14%

Below Rs.5
Rs.5-10
28%
Rs10-15
Rs.15-20
48%

Above table and graph exhibits the price paid by respondents for 100 grams of biscuit
they purchase. It is found that 24 respondents belong to the group who purchase 100
grams of biscuit at Rs.5-10. In terms of percentage it is 48%. In this study it is also found
that there are some respondents who purchase the same amount of biscuit at price below
Rs.5 Whereas 14 respondents i.e. 28 % of the respondents pay Rs.10-15 for 100 grams of
biscuit and 5 respondents i.e. 10 % of the respondents pay Rs. 15-20 for the same amount
of biscuit. From this study it is observed that different amount is paid by different
respondents for 100 grams of biscuit. This is because the difference in preferred brands
by the respondents. But majority of the respondents pay Rs.5-10 for 100 grams of biscuit.

Page 16
 Table -12

Consumption of Anmol biscuit (in years)

Time periods no. of respondents Percentage (%)

Less than 1year 9 18
1-2 years 16 32
More than 2 years 25 50
Total 50 100
Source: Field work

Figure – 12

Consumption of Anmol biscuit (in years)

18%

Less than 1year

50% 1-2 years
More than 2 years

32%

The data presented in table 13 shows how long have been the respondents purchasing the
biscuit. The data presented in table shows 25 respondents i.e.50 % of the respondents
have been purchasing the biscuit for more than 2 years and 16 respondents i.e. 32% of the
respondents are purchasing the biscuit from 1-2 years. There are 9 respondents who are
buying the biscuit from less than one year. In terms of percentage it is 18. The study
clearly reveals that majority of the respondents are consuming the same biscuit from
more than two years i.e. they are stick to the same brand.

Page 17
 Table – 13

Availability of brands

No. of respondents
Total no. of No. of respondents
Brands saying it is not
respondents saying it is available
available
Britannia 16 16 0
Parle 15 15 0
Sunfeast 12 8 4
Anmol 7 4 3
Total 50 41 9
Source: Field work

Figure – 13

16

14

12

10 No of respondents saying it is
available
8
No of Respondents Saying it is
6 not available
4

0
Britania Parle Sunfeast Anmol

The data presented in table no. 14 shows the availability of brands. Out of 16 respondents
preferring Britannia, all the respondents says it is available in the market. Similarly all the
15 respondents consuming parle biscuits, also says that the biscuit is available in the
market. But both in case of Sunfeast and Anmol, 8 and 4 respondents says it is available
whereas 4 and 3 respondents says it is not available in the market. From this study it can
be observed that Brittannia and Parle biscuit are mostly available biscuit in the market.

Page 18
 Table – 14

Satisfaction regarding Brands

No. of respondents No. of respondents Total no. of

Brands
satisfied dissatisfied respondents
Britannia 20 0 20
Parle 11 0 11
Sunfeast 7 2 9
Anmol 3 1 4
Others 4 2 6
Total 45 5 50
Source: Field work

Figure – 14

25

20
20

15

11 No. of respondents satisfied

10 No. of respondents dissatisfied

7

5 4
3
2 2
1
0 0
0
Britannia Parle Sunfeast Anmol Others

The above table shows that out of 20 respondents preferring Britannia biscuits, all are
satisfied. Similarly all the respondents consuming Parle biscuits are also satisfied, But in
case of Sunfeast out of 9, 7 respondents are satisfied and 2 respondents are not satisfied,
in case of Anmol out of 4, 3 respondents are satisfied and 1 respondents is not satisfied.
Whereas in case of other biscuits out of 6 respondents 4 are satisfied and 2 are
dissatisfied. Thus the study reveals that Britannia and Parle have able to satisfy the
respondents very well.

Page 19
 Table – 15

Most influential Advertising media for Anmol biscuit

Advertising Media No .of respondents Percentage (%)
Television 23 46%
News paper 8 16%
Magazine 5 10%
Banners & Posters 11 22%
Others 3 6%
Total 50 100%
Source: Field work

Figure – 15

Most influential Advertising media

6%

Television
22%
News paper
46%
Magazine
Banners & Posters
10%
Others

16%

From the data presented in table no. 16 and figure no. 16, it can be considered that
Television is preferred by 46% of respondents i.e. 23 respondents while purchasing but
other 10%, 16%, 22% and 6% of the respondents i.e. 5, 8, 11, 3 respondents prefer,
magazine, newspaper, banners and posters and other media respectively. It is therefore
clear from the above table that Television is more preferable advertising media as
selected by the respondents other than different media of advertising.

Page 20
 FINDINGS
 In current market scenario, respondents give importance to taste then after they

consider company’s goodwill and price.

 Biscuits of price Rs. 5-10 (for 100 grams) are well moving in market.

 The study shows that maximum no. of respondents are consumers of Britannia

biscuits. So Britannia is the most popular biscuit company in study region.

 Majority respondents go for packet biscuits.

 The study show that maximum no. of respondents are came to know about the

biscuit they purchase from ―advertisements and 25 respondents came to know

from ―others.

 The study shows that more respondents purchase biscuit from street side shops

than from super markets.

 The study shows that in most cases mothers are the decision takers regarding

biscuit.

 The study shows that Britannia and parle are the most available biscuit in the

market.

 Maximum respondents prefer to buy biscuits weekly, may be because of majority

of the respondents have higher income and thus have more purchasing capacity.

 101-150 grams weighted biscuit packs are well moving in market.

 Consumers are quality conscious in case of biscuits. Very few prefer non-branded

biscuits.

 Maximum no. of respondents is purchasing the same biscuit from more than two

years.

Page 21
 Television is more influential advertising media as selected by the respondents

than other media of advertising.

 86% of the respondents’ view that they satisfied with the price or/quality of

product..

Page 22
 RECOMMENDATIONS

1. Sunfeast, Anmol and the other brands should try more to satisfy the

consumers.

2. Except Britannia and Parle, the other companies should concentrate on better

availability of the product.

3. Companies should make their goods available in street side shops as most of

the consumers buy biscuit from these shops.

4. Size of the biscuit pack should be between 150-200 grams because this is the

size people prefer most.

5. Companies should give importance on advertisement.

6. Instead of packaging Biscuit companies should give more importance on taste

and improving the brand name among the public, because they are the most

influential factors in taking buying decision of biscuit.

7. Companies should do advertisement on television as it is observed from the

study that television is the most influential advertising media for biscuit.

Page 23
 Conclusion

The major point that emerges out of this detailed study is that the study area is

dominated by Britannia. Though there are also consumers of Parle, Anmol, sunfeast and

some other brands.

With a population more than 1000 the study area can be a potential market for

biscuit. As the study shows the majority of the people has high income and thus have

high purchasing capacity. More over it can be observed from the study that majority of

the respondents consume biscuits regularly. This makes the area a very good market of

biscuits. One more important thing that the study reveals is advertisement is the source of

information from which majority of the respondents came to know about the biscuit.

Therefore advertisement can be regarded as the best media for publicity of the product

and thus increasing sales.

Biscuit is a popular food product in our country. Biscuit has become the common

man’s food. Thus there is lot of opportunities for the producers to exploit the Indian

biscuit industry. The Federation of Biscuit Manufacturers of India (FBMI) has confirmed

a bright future of Indian Biscuits Industry. According to FBMI, a steady growth of 15

percent per annum in the next 10 years will be achieved by the biscuit industry of India.

There is no doubt that the biscuit industry may be growing with a double digit

figure still the companies have a long way to travel. And the key to sell and excel in the

market is possible by knowing the needs and demands of the customers and this is

Page 24
possible by conducting this type of study on buying behaviour of biscuits in various area

and sell the products because ultimately only that product survives which sells!

Customers are created and maintained through marketing strategies. And the

quality of marketing strategies depends on knowing, serving, and influencing consumers.

This suggests that the knowledge & information about consumers is essential for

developing successful marketing strategies and thus it is necessary for the marketers to

study the consumer behaviour and develop the marketing strategies accordingly.

Probably every company’s aim is to popularize in market with new brands and

attract the customers with offering varieties. The customers every time ask for

satisfaction. If manufacturing company satisfies the consumer needs then behaviour is no

matter.

Page 25
 BIBLIOGRAPHY

Websites:

 http://www.biscuitfederation.org the Indian Biscuits federation official Website.

 http://www.anmolbiscuits.com the official website of Anmol Biscuits

Books:

 Marketing Management and Contemporary practices, 3rd Edition, Philip Kotler

 Business Research Methods, Cooper and Schindler, 3rd edition
 ICMR publications on Biscuit sector
 Management consultancy: A Guide to the Profession, Milan Kubr

Magazines:

 Consumers voice

Page 26
 Questionnaire
Name: _______________________
Age__________________ Gender_______________
Address________________________________________
1. Monthly income:
a) Below Rs.5000 b) Rs.5000-10000
c) Rs.10000-15000 d) Above Rs.15000
2. From where do you purchase the biscuits?
a) Street side shops b)Super market
3. How did you come to know about the biscuit?
a) Advertisement b) Friends
c) Family members d) Neighbors
4. Which is the most preferred brand in biscuits?
a)Britania b)Parle c)Sunfeast
d)Anmol e)Others
5. What type of biscuits do you prefer?
a) Loose biscuits b)packed biscuits c) Both
6. Who is the decision maker for purchasing biscuit in your family?
a) Mother b) Father c) Children d) others
7. Do you have the habit of eating biscuits?
a) Rarely b) Regularly c) Often

8. Which of the following factor / factors influence in taking buying decision?

a) Taste b) Company’s goodwill c) Availability
d) Packaging
e) Price f) Other factors

Page 27
9. What pack size do you prefer to buy?
a) 50-100 grams b)101-150 grams
c) 151-200 grams d) above 200 grams
10. What company biscuits do you buy / prefer at present?
a) Branded b) Non-branded
c) both
11. Which price do you buy the biscuit (100 grams)?
a) below Rs 5 b) Rs.5-10
c) Rs.10-15 d) Rs.15-20
12. How long have you been purchasing the biscuit?
a) Less than one year b) 1 to 2 years
c) More than 2 years
13. Whether the biscuit is available sufficiently in the market?

Yes No
Britannia
Parle
Sunfeast
Anmol
Others

14. Are you satisfied with your preferred Brand.

Yes No
Britannia
Parle
Sunfeast
Anmol
Others

15. Which of the following advertising media influence you most in purchasing biscuit?
a) Television b)News paper c)Magazine
d)Banners & Posters e)Others

Page 28