A STUDY ON CONSUMER BEHAVIOR IN AURO FOOD

(TRUE BISCUITS) PVT LTD, THIRUCHITRAMBALAM

SUMMER PROJECT REPORT

Submitted by

KARTHI D

REGISTER NO: 27348318

Under the Guidance of

Mr. D. SARAVANAN, M.B.A., M.Phil., M.F.C., M.H.R.M Ph.D.,Faculty, Department of Management Studies

in partial fullfilment for the award of the degree

of

MASTER OF BUSINESS ADMINISTRATION

DEPARTMENT OF MANAGEMENT STUDIES

SRI MANAKULA VINAYAGAR ENGINEERING COLLEGE

PONDICHERRY UNIVERSITY

PUDUCHERRY

SEPTEMBER- 2007

SRI MANAKULA VINAYAGAR ENGINEERING COLLEGE

MADAGADIPET, PUDUCHERRY

DEPARTMENT OF MANAGEMENT STUDIES

BONAFIDE CERTIFICATE

This to certify that the project work entitled “A Study On Consumer Behavior In Auro

Food (True Biscuits) Pvt Ltd, Thiruchitrambalam” is a bonafide work done by

KARHI D [ REGISTER NO: 27348318 ] in partial fulfillment of the requirement for the

award of Master of Business Administration by Pondicherry University during the academic year

2007 – 2008.

INTERNAL GUIDE HEAD OF DEPARTMENT

Submitted for Viva-Voce Examination held on

EXTERNAL EXAMINER

ACKNOWLEDGEMENT

First and foremost, I thank the God for his substantial blessing and mercy at all stages in

the completion of the project.

I take this opportunity to express my deep sense of gratitude to SHRI N.KESAVAN,

Founder Chairman, SHRI M.DHANASEKARAN, Managing Director and

SHRI S.V.SUGUMARAN, Vice-Chairman of our college for their good wishes for this project.

I express my immense gratitude to our Principal

DR. V.S.K.VENKATACHALAPATHY for his support and encouragement for the completion

of my project.

I extend the immense gratitude to the Head of the Department MR. S.JAYAKUMAR for

his motivation, inspiration, and encouragement for the completion for my project.

The valuable and unflinching requital support in this Endeavor

MR. D.SARAVANAN my internal guide, Department of Management Studies whose assistance

was immeasurable to the completion of this project.

I am sincerely thankful to MR. A.GOVINARAJ, executive Sales-Administration for his

help and support throughout the project. I extend my thanks to MR. R.RAMESH, for his help to

complete my project and also my external guide.

I would also like to thank all the staff of the organization for helping me directly and indirectly to

conclude this work. Last, but not the least, my heart felt gratitude to my parents, relatives and my

friends for their constant encouragement, support, help and valuable advice to make this project a

success.

ABSTRACT

The project report entitle “A STUDY ON CONSUMER BEHAVIOR IN AURO

FOOD (TRUE BISCUITS), THIRUCHITRAMBALAM.” is intended to determine the buying

behavior and awareness of the product.

Consumer behavior focuses on how individuals make decisions to spend their available

resources (time, money, effort) on consumption related items. That includes what they buy, why

they buy, when they buy it, where they buy it, how often they buy it for purchase and the impact

of such evaluations on future purchases, and how they dispose of it.

To achieve this defined objective structured questionnaire based on the behavior study

made is prepared. The prepared questionnaire is used to get the direct responses from the

consumers in Auro Food, Thiruchitrambalam.

The response given to the consumers in Puducherry were analyzed and interpreted using

different type of statistical tools used are percentage analysis and weighted average method.

After analysis and interpretation, it reveals the following points are important in

improving the buying behavior attitudes, awareness, advertisement and choice of product range.

After that the purchasing frequency were found out.

CONTENTS

CHAPTER TITLES PAGE NO.

LIST OF TABLES

LIST OF CHARTS

I

INTRODUCTION

PROFILE OF THE COMPANY

NEED FOR THE STUDY

1

2

9

II REVIEW OF LITERATURE 10

III OBJECTIVES OF THE STUDY 17

IV RESEARCH METHODOLOGY 18

V DATA ANALYSIS AND INTERPRETATION 22

VIFINDINGS OF THE STUDY,

SUGGESTION AND RECOMMENDATIONS

37

38

VII CONCLUSION 39

VIIILIMITATIONS OF THE STUDY

SCOPE FOR THE FUTHER STUDY

40

41

APPENDICES

ANNEXURE-1

ANNEXURE-2

42

44

LIST OF TABLES

TABLE NO. NAME OF THE TABLE PAGE NO.

5.1.1 TRUE BISCUITS CONSUMED 22

5.1.2 CONSUMPTION TRUE BISCUITS UNDER SEX 23

5.1.3 CONSUMPTION BASED ON OCCUPATION 24

5.1.4 CONSUMED BASED ON OCCUPATION 25

5.1.5 SELECTING BRAND 26

5.1.6 TRUE CONSUMED BASED ON AGE 27

5.1.7 NO. OF TRUE BISCUIT CONSUMED 28

5.1.8 TRUE BISCUIT KNOWN FROM 29

5.1.9 TRUE BISCUIT BASED ON PRICE 30

5.1.10 ALTERNATIVE 31

5.1.11 TRUE BISCUIT CONSUMED UNDER 32

5.1.12 NO. OF FLAVOR 33

5.1.13 SUGGESTION 34

5.2.1 LEVEL OF SATISFACTION 35

LIST OF CHARTS

CHART NO. NAME OF THE CHART PAGE NO

5.1.1 TRUE BISCUITS CONSUMED 22

5.1.3 CONSUMPTION BASED ON OCCUPATION 24

5.1.5 SELECTING BRAND 26

5.1.8 TRUE BISCUIT KNOWN FROM 29

5.1.9 TRUE BISCUIT BASED ON PRICE 30

5.1.10 ALTERNATIVE 31

5.1.11 TRUE BISCUIT CONSUMED UNDER 32

5.1.12 NO. OF FLAVOR 33

5.1.13 SUGGESTION 34

5.2.1 LEVEL OF SATISFACTION 36

CHAPTER-I

1.1 INTRODUCTION

The term consumer behavior is defined as the behavior that consumers display in

searching for purchasing, using, evaluating and disposing of products and services that they

expect will satisfy their needs. Consumer behavior focuses on how individuals make decisions to

spend their available resources (time, money, effort) on consumption related items. That includes

what they buy, why they buy, when they buy it, where they buy it, how often they buy it for

purchase and the impact of such evaluations on future purchases, and how they dispose of it.

Consumer behaviour is the study of how people buy, what they buy, when they buy and

why they buy. It blends elements from psychology, sociology, sociopsychology, anthropology

and economics. It attempts to understand the buyer decision making process, both individually

and in groups. It studies characteristics of individual consumers such as demographics,

psychographics, and behavioural variables in an attempt to understand people's wants. It also tries

to assess influences on the consumer from groups such as family, friends, reference groups, and

society in general.

The process of consumption has long been associated with sex and gender, thus, it comes

as no surprise that consumer researchers often examine the effects of these variables on consumer

behaviors. It also comes as no surprise that much is known about sex and gender and how they

impact buying and consuming activities. Yet there is one gender-related variable, gender identity,

that has both intrigued and perplexed consumer behavior researchers for over four decades.

1.2 PROFILE OF THE M/S AUROFOOD PRIVATE LTD.

AUROFOOD LIMITED is a diversified company comprising seven major manufacturing

divisions, Six of these manufacturing factories are located in a sprawling estate of over 112 acres,

where the corporate office is also situated about 23 Km away from the estate.

1.2.1 BASICS

“Go for the Best” - Whether it is Men, Machinery Materials it has been Aurofood's policy

to go to the best in the world to give its customers the BEST IN QUALITY.

World-class machineries, dedicated team with prime motive of customer satisfaction, the

best of ingredients with love and care, these are the secrets of the success, the quality leader has

achieved in the last three decades.

1.2.2 ORIGIN

This complex comprises of Flour Mill, Biscuit and wafter plants, paste (Vermicelli) Plant

Animal Feed plant, Masala Unit and an Engineering Unit. Added to this is the Edible Oil

Refinery situated in Thirubuvanai in Puducherry.

In the late sixties, Aurofood was started by Manibhai Patel, a first generation’s

entrepreneur when he returned from kenys in 1965. The main architect, Manibhai Patel was

attracted to India by the teachings and philosophy of The Mother of Sri Aurobindo Ashram. With

his entrepreneurial Skill, he set up this manufacturing complex.

1.2.3 MANAGEMENT

The company has on its Board as advisors, eminent personalities, with rich experience in

Marketing and Finance. The company's management has a healthy blend of qualified techno-

commercial managers and profit center heads other well qualified manager/executives to

supervise functional areas.

1.2.4 OPERATION

Thirty years before, the first Flour Mill with a capacity of 100 tons per day was

commissioned in a place where no wheat was grown. Aurofood expanded its capacity mill is

designed and supplied by Erstwhile Henry Simon of U.K. Even today, this is the single largest

Flour, Mill in India.

Manufacturing of Biscuits started with the first plant supplied by Simon Vicars of U.K. in

1972. It is urgently producing “TRUE” range of Biscuits including Marie time, True milk, True

nice, True Cream varieties, etc. Aurofood makes best efforts to insure value for money (VFM)

for its customers. Aurofood can proudly claim to have pioneered the VFM packs.

Biscuits and Wafer production facilities are now under the control of a new company -

International bakery Products .Limited, wherein Aurofood Limited and its associates hold 49%

share in its equity.

Pioneering any new concepts has always been a habit to Aurofood. One such thing was to

introduce Pasta products for the first time in the organized sector in India. Three independent

lines of machinery- two for long vermicelli ands one for short, supplied by Braibanti, Italy is a

fully automatic facility capable of producing orthodox long and short vermicelli, Ada, Macaroni,

Apaghetti, Noodles etc. All these are packed and sold under TRUE brand.

Engineering division was commenced in 1981 as a part of Aurofood's major diversification

programmed with sophisticated imported machineries including CNC equipment. Focused more

on high precision engineering components for the defense in the manufacture of helicopters,

aircraft and satellites launched by India.

Aurofood has also ventured into Animal Feeds to produce cattle and poultry feeds.

Though the market is more price sensitive, Aurofood has its own high quality oriented niche

market to cater.

The new addition in its diversification spree was the Edible Oil Plant. It is 50 tons per day

state of the art continuous refining plant for refining raw sunflower oil into edible grade. It is

marketed under the brand name "AUROLA".

This chapter deals with an overview of the company in brief and this chapter discusses

about the organization and its infrastructure and manufacturing.

Aurofood limited was found 1968. It was established in 1970. Its first manufacturing unit

produced 100 tones of wheat flour per day through flourmill. Flourmill was expanded in 1975 to

produce around 400 tones of wheat flour per day. Again in 1987 - 88 when the mill was

modernized the wheat milling capacity was increased to 450 tones per day.

The mill is fully designed and supplied by Mr.Henry Simon. The mill is designed in a

modern manner. Though the first mill was established in 1970 efforts have been taken regularly

to modernize machinery department. In 1988 technovator grain tempering system using gamma-

ray microprocessor was installed and today the mill can easily be regarded as most modern and

up-to-date in terms of machinery and technology.

The company is multi-plant, multi-product Company with five self-contained

manufacturing plants. The range of major products exceeds 40 in number. Over 750 employees

are engaged in manufacturing and administration and around, 120 staff engaged in

selling/marketing functions.

The divine mother of Sri Aurobindo ashram is the grinding spirit of Aurofood, growth, a

the managing director endeavors to discharge his responsibilities & in the spirit of the messages

given to Aurofood, by the divine mother. The mother's first message, “WE SHALL WORK FOR

A BETTER TOMORROW" inspires a strategic decision.

This chapter deals with an overview of the company in brief and. this chapter discusses

about the organization and its infrastructure and manufacturing.

1.2.5 INFRASTRUCTURE

All the factories (including branches), housing colony and essential infrastructure occupy

around 45 acres of the 115 acres campus. Thus an area of nearly 70 acres is available for further

expansion and growth of the existing and new industries. Water requirements of-the company are

met by its own bore wells and similarly its entire power requirement (whenever the state

government is unable to meet) is met by captive generators. The power requirements or partial as

the need may be. Thus company is completely self-sufficient in all essential resources.

Some little known facts "True”-true refers to one kind of biscuits and breads. The biscuits

are sold in Tamil Nadu, Andhra Pradesh, Kerala, and Puducherry. Where, as “True" bread is

highly regionalized. Breads are made available only in service centers of Aurofood Company.

Their flour mill products are available in bulk and all the wholesale and retail shops. The

Aurofood Company is retaining customers very well. So the products like (flour, biscuits, pasta,

dry-mixes) are demanded by the customers and bought.

1.2.6 MANUFACTURE FACILITIES

DRY MIX (1989)

Capacity : Dependent on the product to be produced.

Products : Wide range of dry mixes.

ENGINEERING (1981)

Products : Precision Engineering components for defense

Application and contract engineering jobs. Flour

Milling and Cereal Processing machinery.

ANIMAL FEEDS (1989)

Capacity : 36,000 TPA (Tonnes per annum)

Design and Supply : Spectomsof Baroda, India.

Products : Cattle and Poultry Feeds in the form of Mash and Pellets.

EDIBLE OIL (1994)

Capacity : 15,000 TPA (Tonnes per annum)

Design and Supply : Alfa Laval, India.

Products : Range of vegetable Edible Oils.

1.2.7. QUALITY CONTROL

Centralized Laboratory cum R&D and individual quality for each division available.

Wet, Chemistry analytical facilities and modern instruments such as near infrared analysis,

water, activity apparatus and Brabender dough rheology centre available for the food division.

Laboratory recognized by the Department of Science and Technology, Government of India,

1.2.8 MAN POWER

Each plant and functional d pat1ments are headed by accountable and competent

managers assisted by a team of executives and staff committed to excellence. Aurofood

employees about one thousand persons are very much integrity and zeal pm1icipating in the

growth of the company.

1.2.9 ABOUT THE COMPANY WORKING AT GLANCE

Name Aurofood (P) Ltd

Trade name TRUE

Address Thiruchitrambalam - 605111.

Date of registration 22-06- I 992

Status Leading mill in south India.

Products produced Manufacture of Kadir ,brand, Maida, Sooji,

Atta & Bran, Biscuits, vermicelli, Wafer &

Aurola oil.

1.2.10 NAME OF HIGHER OFFICIALS

Managing director - B.M.Patel

Administration manager - V. Siva Kumar

Technical director - M.M Patel

Business manager - Dr. R. Gopinath

The external audit is performed by M/S. A. Vengatagire & co.

1.2.11 Bankers

State bank of India

Sirothozbie branch

Kamaraj salai, Puducherry.

Registered office of Aurofood Company is situated at

No,2, Lawrence Bazaar Street,

Puducherry.

1.2.12 Purchase department

Purchasing is a function of procuring goods and services from sources external to the

organization.

The purchase department is one of the functional departments of the company. The

activities of the purchase department include rising of purchase orders, selecting suppliers,

placing orders and receiving materials according to the stationary, machines tools, spares, etc. All

the activities of the purchase department are performed by the purchase manager of company. In

this company, most of the purchases are made from north India i.e., northern states such as

Punjab, Uttar Pradesh and Maharashtra.

Purchase department also undertakes the storage function. Storage function refers to the

storing of raw materials n the company. There is no storage department separately. The purchase

department itself performs storage function by locating the raw materials in the concerned place.

1.2.13 ORGANISATIONAL CHART

Managing Director

Business Manager V.P. OperationsFinance Manager

Floor Mill

Purchase

Accounts

Production

Maintenance

Sales & Marketing

Floor Mill

Purchase Purchase

ProductionProduction

Maintenance Maintenance

Edible Oil

Sales & Marketing

Sales & Marketing

Personnel

HRD

Security

1.3 NEED FOR STUDY

A study of consumer behavior in Aurofood (true biscuits) for special purpose of to know

about the consumer behavior for improve the product and marketing function for consumer

satisfaction.

To know about how many people to get aware about TRUE BISCUITS.

To find the competitors and analyze the methods for competition marketing.

To find the choice and which flavor is very well moving in market

How many people to consume TRUE BISCUITS in market

To get suggestion from public for further improvement

Why some people did not consume TRUE BISCUITS and find out what their reason.

Who is the main consumer in TRUE BISCUITS?

CHAPTER-II

REVIEW OF LITERATURE

2.1 MEANING OF COSUMER BEHAVIOR

The term consumer behavior is defined as the behavior that consumers display in

searching for purchasing, using, evaluating and disposing of products and services that they

expect will satisfy their needs. Consumer behavior focuses on how individuals make decisions to

spend their available resources (time, money, effort) on consumption related items. That includes

what they buy, why they buy, when they buy it, where they buy it, how often they buy it for

purchase and the impact of such evaluations on future purchases, and how they dispose of it.

2.2 PERCEPTION

We use our senses (sight, smell, taste, touch, and hearing) to interpret information and

give meaning to what object around us. Perception is the process by which we organize and select

information received through the senses and give meaning to the objects in the world around us.

This is done by our brain. We do not always do this correctly. How do you determine whether

furniture is durable? Suppose a marketer finds that you lift it and if it is heavy you conclude that

it is durable.

2.3 SUBLIMINAL PERCEPTION

The idea that you can influence consumer behavior by flashing subliminal messages is

something that started in the early 1950’s.

PERCEIVED RISK

Some products are perceived as high risk (sports car, house) and some are seen as low

risk (flour, a deck of playing cards). In general, two factors affect the perceived risk of a

product that is uncertainty and consequences.

FINANCIAL RISK

Sometimes consumers are concerned about losing money if a product does not work well.

PERFORMANCE RISK

You might be worried that the product does not work. Do you worry that salt will not

work.

PSYCHOLOGICAL RISK

Sometimes people are concerned that a product may not fit their self-image. This is

mainly true for clothing.

2.4 ATTITUDES

Attitudes have three components: the cognitive deals with beliefs and knowledge the

affective deal with emotion likes and dislikes and the cognitive, which is more behavioral, deals

with actions, motives, and intent. The teacher evaluation scale completed by students every

semester measures your attitude towards a particular instructor.

ATTITUDES CHANGES

Marketers use several approaches in order to try to changes the attitudes of

consumers. As was noted above, the attributes of a product play an important role in the

consumer decision making process. It means the consumer to change the product.

REFERENCE GROUP

People who are members of a gang tend to dress alike and buy the same brand of

beer and cigarettes. It means to purchase same thing of products.

2.5 FIVE STAGES OF CONSUMER BUYING BEHAVIOR

Need awareness:

The beginning point of most purchasing is your potential buyer recognition of a need

in their life. This need can be established by encountering a problem or prompted by a

company marketing.

Information search:

With the rise of the internet, it has never been easier for buyers to research their

purchase. Make sure your small business is in the game by providing educational material

on your website.

Check options:

After an information search, the customer will evaluate all the available options.

Options include wanted features pricing and company credibility.

Purchase decision:

This is the moment when the customer wants to buy. Deals are easily lost when you

keep selling to the customer. There an old adage in sales when the customer says “I will

take it.” Keep your mouth closed, and close the deal.

Post buying behavior:

An overlooked piece of consumer buying behavior is what occurs after the purchase.

The buyer will look for reinforcement from media friends and other sources confirming

they made the right decision.

2.6 FACTORS INFLUENCING CONSUMER BEHAVIOR

Personal factors.

Psychological factors.

Social factors.

Cultural factors.

Personal factors:

Age and life cycle stage, occupation, economic situation, lifestyle, personality and

self concept are called personal factors. It affect the buying behavior to the consumer

Psychological factors:

Motivation, perception, learning are called psychological factors. It affects the

consumer behavior in way of mentally.

Social factors:

Social factors means around the society methods and traditions followers. Simply

they are group of people under religions and caste.

Cultural factors:

To follow some traditions means culture the people live with in some restrictions

and conditions it also to affect the consumer behavior.

2.7 A LITERATURE REVIEW FROM MONEESHA PACHAURI

Meaning

Consumer behaviour is the study of how people buy, what they buy, when they buy and

why they buy. It blends elements from psychology, sociology, sociopsychology, anthropology

and economics. It attempts to understand the buyer decision making process, both individually

and in groups. It studies characteristics of individual consumers such as demographics,

psychographics, and behavioural variables in an attempt to understand people's wants. It also tries

to assess influences on the consumer from groups such as family, friends, reference groups, and

society in general.

Consumer Behavior and Marketing Strategy

The study of consumers helps firms and organizations improve their marketing strategies by

understanding issues such as how,

The psychology of how consumers think, feel, reason, and select between different

alternatives (e.g., brands, products);

The psychology of how the consumer is influenced by his or her environment (e.g.,

culture, family, signs, media);

The behavior of consumers while shopping or making other marketing decisions;

Limitations in consumer knowledge or information processing abilities influence

decisions and marketing outcome; 

How consumer motivation and decision strategies differ between products that differ in

their level of importance or interest that they entail for the consumer; and

How marketers can adapt and improve their marketing campaigns and marketing

strategies to more effectively reach the consumer.

Understanding these issues helps us adapt our strategies by taking the consumer into

consideration.

There are four main applications of consumer behavior:

The most obvious is for marketing strategy i.e., for making better marketing campaigns.

For example, by understanding that consumers are more receptive to food advertising

when they are hungry, we learn to schedule snack advertisements late in the afternoon. By

understanding that new products are usually initially adopted by a few consumers and

only spread later, and then only gradually, to the rest of the population, we learn that (1)

companies that introduce new products must be well financed so that they can stay afloat

until their products become a commercial success and (2) it is important to please initial

customers, since they will in turn influence many subsequent customers’ brand choices.

A second application is public policy. In the 1980s, Accutane, a near miracle cure for

acne, was introduced. Unfortunately, Accutane resulted in severe birth defects if taken by

pregnant women. Although physicians were instructed to warn their female patients of

this, a number still became pregnant while taking the drug. To get consumers’ attention,

the Federal Drug Administration (FDA) took the step of requiring that very graphic

pictures of deformed babies be shown on the medicine containers.

Social marketing involves getting ideas across to consumers rather than selling

something. Marty Fishbein, a marketing professor, went on sabbatical to work for the

Centers for Disease Control trying to reduce the incidence of transmission of diseases

through illegal drug use. The best solution, obviously, would be if we could get illegal

drug users to stop. This, however, was deemed to be infeasible. It was also determined

that the practice of sharing needles was too ingrained in the drug culture to be stopped. As

a result, using knowledge of consumer attitudes.

As a final benefit, studying consumer behavior should make us better consumers.

Common sense suggests, for example, that if you buy a 64 liquid ounce bottle of laundry

detergent, you should pay less per ounce than if you bought two 32 ounce bottles. In

practice, however, you often pay a size premium by buying the larger quantity. In other

words, in this case, knowing this fact will sensitize you to the need to check the unit cost

labels to determine if you are really getting a bargain.

2.8 GENDER IDENTITY IN CONSUMER BEHAVIOR RESEARCH

The process of consumption has long been associated with sex and gender, thus, it comes

as no surprise that consumer researchers often examine the effects of these variables on consumer

behaviors. It also comes as no surprise that much is known about sex and gender and how they

impact buying and consuming activities. Yet there is one gender-related variable, gender identity,

that has both intrigued and perplexed consumer behavior researchers for over four decades.

Gender identity, sometimes referred to as an individual's psychological sex, has been

defined as the fundamental, existential sense of one's maleness or femaleness" (Spence 1984, p.

83). Since gender is culturally derived, gender identity is similarly rooted in cultural

understandings of what it means to be masculine or feminine (Firat 1991; Lerner 1986). For

many years, sex and gender were thought to be inseparable--that is, men were masculine and

women were feminine. But what consumer behavior researchers, among others, recognized long

ago was that some men were more feminine than masculine while some women were more

masculine than feminine. In the postmodern culture in which we now live, this separation of

gender from sex is even more apparent.

CHAPTER-III

OBJECTIVES OF THE STUDY

PRIMARY OBJECTIVE

To analyze the behavior of consumer in true biscuits.

SECONDARY OBJECTIVES

To find the awareness of people about TRUE BISCUITS.

To analyze the various parameters that determines the choice of Consumer in

TRUE BISCUITS.

To offer suggestions to the TRUE BISCUITS to improve its activities.

CHAPTER-IV

RESEARCH METHODOLOGY

4.1 RESEARCH

Research in common place refers to a search for knowledge. Research is defined as

systematic and scientific search for pertinent information on specific topic or area of study.

4.2 METHODOLOGY

Methodology is a plan of action for a research project and explains in detail how data are

collected analyzed and presented, so that they will provide meaning information.

4.3 RESEARCH DESIGN

A Research design is purely and simply the framework or plan for the guides the

collection and analysis of data.

It is the overall operational pattern or framework of the project that stipulated the

information to be collected, from which source and what procedures. A Research design might be

described as a series of advance decision that taken together from a specific master plan or the

model for the conduct of the investigation. Descriptive research is used in this project.

4.4 DESCRIPTIVE RESEARCH

This type of research design is undertaken in many circumstances. When the researcher is

interested in knowing the characteristics of certain groups such as age, sex, education level,

Occupation or income etc. The Objective of such study is to answer the “Who, What, When,

Where, and How” of the subject under investigation, so in this project study comes under

descriptive research design.

4.5 RESEARCH INSTRUMENT USED

The questionnaire was found to be the most suitable type of research instrument to collect

data. It is important tool of the research; it is used to generate the raw data on which findings

were based.

4.6 QUESTIONNAIRE CONSTRUCTION

A questionnaire is an assembly of carefully formulated questions, designed to collect facts

and options from the respondents. It’s an important tool of the research; it is used to generate the

raw data on which findings were based.

4.7 AIM OF THE QUESTIONNAIRE

To obtain accurate data.

To make interview as interesting and stimulating.

To be easily analysis.

To facilitate efficient administration of information.

4.8 SOURCE AND COLLECTION OF DATA

The task of data collection begins after research problems have been defined and research

design chalked out. Data is the foundation for all marketing research. The researchers can obtain

data form.

Primary Data

Questionnaires are prepared and personal interview was conducted. Most of the

questions are consist of multiple choices. The structured interview method was undertaken. The

interview was conducted in English as well as in Tamil. Proper care was taken to frame the

interview schedule in such a manner it should be easily understood in view of educational level

of the consumers. Generally 22 questions are prepared and asked to the consumers of the in the

Puducherry.

Secondary Data

Secondary data was collected from Internets, various books, Journals, and

Company Records.

4.9 SAMPLING PLAN

Due to cost and time involved in collecting the data from all the respondents, it becomes a

compulsion to choose representation. Sampling plan explains as under,

Sampling Unit:

The sampling unit is who is to be surveyed? That is sampling unit is who are all

the respondent is called sampling unit. The sampling units for this study are customers of

Ponlait, Puducherry.

Sampling Size:

The sample size for this study is 100.

Sampling Method:

Different types of sampling methods are available. In this study the convenience

sampling was selected for this research. This sampling method used the principles of non-

probability technique.

Area Of Sampling:

The area of sampling was taken in Puducherry State.

4.10 STATISTICAL TOOLS

To arrange and interpret the collected data the following statistical tools were used.

Percentage Method.

Weighted Average Method.

PERCENTAGE METHOD:

The percentage method was extensively used for findings various details. It is used for

making comparison between two or more series of data. It can be generally calculated.

No. of respondents favorable

Percentage of Respondents = x 100

Total no. of respondents

WEIGHTED AVERAGE METHOD:

In the weighted Average method, the weighted average can be calculated by the following

formula

Here

XW represents the weighted average

“X1, X2, X3……..Xn” represents the value for variable values

“W1, W2, W3……..Wn” represents the weightage give to the variable.

Steps:-

Multiply the weights (W) by the variables (x) to obtain WX

Add all WX to obtain ∑WX

Divide WX by sum of the weights (∑X) to get weighted average.

XW = ΣWX /ΣX

CHAPTER-V

DATA ANALYSIS AND INTERPRETATION

5.1 ANALYSIS USING PERCENTAGE METHOD

TABLE 5.1.1TRUE BISCUITS CONSUMER

No. of Respondents

Percentage

ValidYes 59 59

No 41 41

Total 100 100

Inference:

Out of 100 samples 59 people consumed true biscuits 41 people did not consumed.

CHART 5.1.1

TABLE 5.1.2CONSUMPTION OF TRUE BISCUITS UNDER SEX

Inference: Total male is 48 but a true biscuit consumer is 33 and total no of female are 52 but true

biscuits consumer is 26.

Consumption of True BiscuitsTotal

Yes No

Sex

Male 33 15 48

Female 26 26 52

Total 59 41 100

TABLE 5.1.3CONSUMPTION BASED ON OCCUPATION

.

Inference:In table shows that, how the consumer purchase True Biscuits under their occupation.

Occupation No. of Respondents

Percentage

Valid

Agriculture 7 7

Business 7 7

Salaried

20 20

Student 41 41

Housewife 25 25

Total 100 100

CHART 5.1.3

TABLE 5.1.4

CONSUMED TRUE BISCUITS BASED ON OCCUPATION (Out of 100)

Occupation

Total

Agriculture

Business Salaried Student Housewife

Consumed True

Yes5 5 13 20 16 59

Yes2 2 7 21 9 41

Total 7 7 20 41 25 100

Inference:

Total 100 sample there occupation is different (agriculture, Business, salaried, student and

housewife. In that category the percentage diagram shows student are important buyer for true

biscuits out of 59 students was 20 were consumed true biscuits.

TABLE 5.1.5

SELECTING BRAND

No. of Respondents

Percentage

Valid

Quality 38 38

Brand name 24 24

Price 30 30

Package 8 8

Total 100 100

Inference:

The people consumed true biscuits under their quality, because they first preference to

quality and next is price.

CHART 5.1.5

TABLE 5.1.6

TRUE CONSUMPTION BASED ON AGE

No. of Respondents

Percentage

Valid

10-20 38 38

20-30 37 37

30-40 15 15

40-50 10 10

Total 100 100

Inference:

The table shows that Consumption of True biscuits in age wise. Highly age belonging to

10-20 consumes more biscuits.

TABLE 5.1.7

NO. OF TRUE BISCUITS CONSUMED

Age Consumed True Total

Yes No

10-20 17 21 38

20-30 25 12 37

30-40 9 6 15

40-50 8 2 10

Total 59 41 100

Inference:

I done survey 10-50 age people in that report give information am 20-30 age people are

consumed truer biscuits compare to other group age people.

TABLE 5.1.8TRUE BISCUIT KNOWN FROM

Inference: People get aware from advertisement and friends, family members, neighbors. Out of the

source more number of people gets aware from their friends and advertisement.

Known From No. of Respondents Percentage

Valid

Advertisement 18 18

Friends 18 18

Family members 15 15

Neighbors 8 8

Total 59 59Missing System 41 41

Total 100

CHART 5.1.8

TABLE 5.1.9

TRUE BISCUIT CONSUMED BASED ON PRICE

Price Range No. of Respondents

Percentage

Valid

5-10 9 9

10-15 14 14

15-20 20 20

>20 16 16

Total 59 59

Missing System 41 41

Total 100 100

Inference: From the above table and the diagram it shows that from Rs15 to 20 product is moving

highly in the market.

CHART 5.1.9

TABLE 5.1.10

ALTERNATIVE

AlternativeNo. of

RespondentsPercentage

Valid

Britannia 47 47

Sun feast 28 28

Parle 21 21

None 4 4

Total 100 100

Inference:

From the above table and diagram, the alternative for the true biscuit is Britannia and

Sunfeast.

CHART 5.1.10

TABLE 5.1.11

TRUE BISCUITS CONSUMED UNDER

Ranges No. of Respondents

Percentage

Valid Regular 23 23

Flavor 36 36

Total 59 59

Missing System 41 41

Total 100 100

Inference:

From the above table, when comparing the regular biscuit and flavors biscuit. The flavors

biscuit is well moving in the market.

CHART 5.1.11

TABLE 5.1.12

NO. OF FLAVOR

RangesNo. of

RespondentsPercentage

ValidCustard cream 11 11

Crunch cream 5 5

Bourbon 10 10

Choco Marie 10 10

Total 36 36

Missing System 64 64

Total 100 100

Inference:

When we comparing the true biscuits flavors, custard cream is moving highly in the

market.

CHART 5.1.12

TABLE 5.1.13

SUGGESTION

Suggestions No. of Respondents

Percentage

Valid

More advertisement 38 38

Attractive package

14 14

Introduce new flavor

15 15

Better quality 17 17

Less price 16 16

Total 100 100

Inference:

From the above table and the diagram, most of the people suggestion is to give

advertisement.

CHART 5.1.13

5.2 ANALYSIS USING WEIGHTED AVERAGE METHOD

TABLE 5.2.1

LEVEL OF SATISFACTION

Inference:

From the above table the average for taste and quality is high. So the consumer gives

more preferences.

IT SHOWS THE SATISFACTION LEVEL

XW = ΣWX / ΣX

Factors High Satisfaction

Satisfaction Dissatisfaction

Taste 36 108 22 44 1 1Price 16 48 42 84 1 1

Quality 28 84 30 60 1 1Design 15 45 42 84 2 4

High Satisfaction

Satisfaction Dissatisfaction Total Average

108 44 1 153 5148 84 1 133 44.3384 60 1 145 48.3345 84 4 133 44.33

High Sat-isfaction

Satisfac-tion

Dissatis-faction

0

20

40

60

80

100

120

Taste

Price

Quality

Design

Inference:

From the above chart shows taste and quality is high. So the consumer gives more

preferences

CHAPTER-VI

6.1 FINDINGS OF THE STUDY

Out of 100 (59 no of people consume true biscuits and 41 no of people did not consumed).

Out of 59 (33 male and 26 female consume true biscuits).

Most number of people consumes true biscuits under quality based.

Student and house wife give most preference to true biscuits.

20-30 age people is to buy more (25) out of 59.

Many people true biscuits know about through advertisement.

15-20 price products are well moving in market..

Compare to flavor and regular biscuits, flavor is well moving in market out of 59 (36 is flavor).

In flavor custard cream is high moving compare to other flavor.

Most competitor is Britannia.

The people consume True Biscuit mostly in street vendors.

6.2 SUGGESTIONS AND RECOMMENDATIONS

The suggestions are collect from public for to develop the true biscuits.

The most of the people to give suggestions about the advertisements because they did

not have much more advertisement compare to Britannia biscuits.

They can improve the quality with favor prices.

To improve the brand name among the public, because brand name is very important to

every product now people, to ask the product to it their brand name.

They can improve the brand awareness through educational institutions by giving the

sample piece.

To improve in the rural market.

CHAPTER-VII

CONCLUSION

Consumer Behavior will help to learn consumer buying attitude. In true biscuits not get

much more awareness from public, so kindly to improve the advertisements and other

improvements process.

To concentrate more on channel of distribution particularly in street vendors. The most

true biscuits consumer is student and housewife, to introduce more flavors and improve the taste

and quality of the biscuits. The most buyers to consume under quality of the biscuits and other

option are price. To give important to street vendors because more number of people consumed

under street vendors. So kindly improve the advertisement and give more awareness to the

people.

CHAPTER-VIII

8.1 LIMITATIONS OF STUDY

The project area is Pondicherry, so the population size is very high for

Taking survey and also difficult in to find the true biscuits consumers.

Research has been done only to limited consumer so has to be expand

One of the important limitation is consumer behavior is changed according to there mind setting.

8.2 SCOPE FOR FURTHER STUDY

The project throws on the need for learning buying behavior for successfully marketing.

The project was developed based on benefits of sales towards organization.

It will be helpful for the management to identify the needs and benefits of the consumer

and to take decision to promote the marketing .

This project can be base for the students who are doing the project in the related area and

to the organization in viewing the worth of the consumer and attitude of the buying

decision making.

APPENDICES

ANNEXURE- 1

QUESTIONNAIRE

A STUDY ON CONSUMER BEHAVIOR IN AURO FOOD

(TRUE BISCUITS) PVT LTD, THIRUCHITRAMBALAM

1. Name :

2. Age :

3. Sex :

4. Place :

5. Occupation : a. Agriculture b. Business c. Salaried d. Student

6. Do you have the habit of eating biscuit? a. Rarely b. Regularly c. Often d. Never

7. When will you prefer to eat biscuit?a. Morning b. Evening c. Anytime d. Sometime

8. In what basis you are selecting your Brand? a. Quality b. Brand name c. Price d. Package

9. Whether did you consumed TRUE biscuit or not? If no what is your alternative product? ___________

a. Yes b. No

10. Rank the following factors of your Brand?

Factors Good Very good Moderate Poor Very poor

Value for money

Timely delivery

Interact packing

Required quality

Availability

11. How did you come to know about the True biscuit?

a. Advertisement b. Friends c. Family members’ d. neighbors

12. How long have you been purchasing True biscuits? a. Less than 1 year b. 1-2 years c. More than 2 years

13. Purchasing frequency a. Weekly b. Fortnight c. Monthly d. Festival time e. Rarely

14. Place of purchase a. Retail outlets b. Neighboring town c. Street vendors d. Supermarket

15. In True biscuits whether will you purchase under flavored or regular biscuits? __________

16. Which flavor do you like? a. Custard cream b. Crunch cream c. Bourbon d. Choco Marie

17. At what price do you buy the True biscuit? a. Rs.5-10 b. Rs.10-15 c. Rs.15-20 d. above Rs.20

18. What pack size do you prefer to buy true biscuit? a. 80 gm b.100 gm c.150gm d.180 gm e.300 gm

19. Indicate your satisfaction level?

Factors Highly satisfied

Satisfied Neither satisfied

Dissatisfied Highly dissatisfied

Taste

Price

Quality

Design

20. Whether the True biscuit is available sufficiently in the market? a. Yes b. No

21. If True biscuit is not available in the market which Brand do you prefer? a. Britannia b. Sunfeast c. Parle d. None

22. Your comments and suggestions regarding True biscuits?

ANNEXURE-2

BIBILIOGRAPHY

REFERENCE BOOKS

Leon G. Sehiffman on Consumer Behavior.

Philip Kotler Marketing Management.

WEB SITES

www.bpotimes.com

www.managementorg.com

www.answers/topic/consumerbehavior.com