“CONSUMER BUYING BEHAVIOUR OF BISCUIT IN DIBRUGARH TOWN WITH SPECIAL REFERENCE TO SOUTH AMOLAPATTY AREA,

DIBRUGAH”

A project report submitted to Dibrugarh University in partial fulfillment of the Requirement for the Bachelor Degree in Commerce with Specialization in Marketing.

SUBMITTED by:-

Shri Bhaibyajit Borgohain

Roll No.

Regn. No. 09000930

D.H.S.K. COMMERCE COLLEGE

Dibrugarh (Assam)

2010-2011

CHAPTER 1

INTRODUCTION

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The term ‘consumer’ can be described as a person who acquires goods and services for

self satisfaction and is often used to describe two different kinds of consuming entities: the

personal consumers and organizational consumers. The personal consumers buy goods and

services for his/her own use. In this context, the goods are bought for final use by individual.

Thus consumer buying behaviour is defined as the behaviour that consumers display in

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

expect will satisfy their needs. Consumer behaviour 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 it off.

As a consumer we are all unique and this uniqueness is reflected in the consumption pattern

and process of purchase. The study of consumer behaviour provides us with reasons why consumer

differs from one another in buying/using products and services. The study of consumer behaviour

towards any products is an important area of study for all company’s/ producer/ manufacturer/ marketer

in the field of marketing. Such a study help to understand what is going on in the market & how the

consumer act in the process of consuming or using products. It emphasis on the present as well as the

future demands of products or services which are available in the market.

Biscuit is one of the most common purchases that an Indian household make. It has become one

of the most loved fast food products for every age group. Biscuits are eaten by all sections of

people throughout the year. Biscuits are easy to carry, tasty to eat and reasonable at cost. They

are, thus, mass consumption items with number of varieties and shapes. Market for biscuits is

scattered all over the country. Urban and semi-urban markets are dominated by many national

and regional brands but even then many local manufacturers are doing a good business as their

products are fresh, they offer many varieties and they are cheaper. The main purpose of this study is

to know the behaviour of consumer in buying biscuits. From this study we will able to find out the

various factors that determines the choice of consumers regarding biscuits. As there are many

companies manufacturing biscuits, it difficult to know the thinking of customer on whether, what, how,

and from whom to purchase the biscuit. Therefore, research is required to examine the customers’

perception towards biscuits. So the problem is to identify what are the criteria that prospective

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customer takes into consideration before buying biscuit. Also after purchasing are customers being

satisfied or not?

1,1 - Objectives of the study:-

1. To study the behaviour of consumer in buying biscuits.

2. To find out the various factors that determines the choice of consumers regarding

biscuits.

3. To examine the customers’ perception towards biscuits.

1.2 - Scope

This study is confined to South Amolapatty area of Dibrugarh.

It is aimed to study the behaviour of the customers in buying biscuits. The project

analyzed the demographic, psychographic and buying characteristics of the customers in

buying the biscuit. It includes the detailed study of customers focusing on the various

parameters that lead to identifying and understanding the perception of the customer in

buying biscuits.

1.3 - Profile of the study area:

About the district (Dibrugarh):

Dibrugarh is situated on the banks of the Brahmaputra River, in Upper Assam, India, about

435 kilometres north east of Guwahati. It is the gateway to the three tea producing districts of

Tinsukia, Dibrugarh, and Sibsagar. These three areas account for approximately 50% of India's

Assam tea crop and thus Dibrugarh is rightly named as the Tea City of India. Oil and Timber are

the other big two industries in and around Dibrugarh. The town is well connected with all the rural

areas and easily reachable by the consumers from different parts of the district and town.

As par 2001 India census, Dibrugarh had a population of 102,523. Males constitute 54% of the

population and females 46%.Dibrugarh has an average literacy rate of 81%, higher than the

national average of 59.5%: male literacy is 82% and, female literacy is 80%. In Dibrugarh, 9% of

the population is under 6 years of age. Dibrugarh is part of Dibrugarh Lok Sabha constituency.

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South Amolapatty:

Amolapatty is a very crowded place in dibrugarh town. To the south it is South Amolapatty area

with a population more than 1000 where the study is made. The area is close to the bank of

Brahmaputra River. This area has been taken due to the fact that different classes of consumers

in respect of economic status, lifestyle, literacy level, religion, language etc are found in this

area. This enables the study to be wide and not dependent on a set class of people.

1.4 - Methodology:-

The relevant information and data for the study have been collected from various primary and secondary

sources. Secondary data are collected from various websites, books etc. and the shops of the study area

are also visited for the purpose.

For primary data a series of field works has been carried out in the selected area, i.e. South

Amolapatty of Dibrugarh. A questionnaire was prepared on the basis of the objectives of the study.

Questionnaires were distributed to 50 households in the selected area in a random basis. Data

thus collected has been tabulated and analyzed.

For data presentation bar diagrams, graphs, tables are used and for data analyses simple statistical

tools like simple average, percentage etc. are used.

1.5 - Limitations of the study

All the research projects are hindered in their smooth flow by some unforeseen problems. The

problems arise in the form of constraints by budget, time and scope of the study. The current

project was also faced by certain problem. Some of the problems faced in the course of the

research are as follows:

A strong unwillingness on the part of the consumers to participate and aid the research.

The boredom and wavering concentration that set in among the respondents while

answering the long questionnaire: thus in turn led to the difficulty of preventing

incomplete questionnaires.

Sampling error: the research include a sample size of 50 customers which is not sufficient

to reflect a conclusive decision about the buying behaviour for biscuit.

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The study was limited to the geographical region of SOUTH

AMLAPATTY,DIBRUGARH.

Shortage of time is also reason for incomprehensiveness.

1.6 - Significance of the study:-

The consumer science is largely used by marketer to find out whether a particular product will be

purchase by consumer or not. In competitive environment one cannot thrust a product on

consumer. He has to produce what is demanded or what can be demanded. By studying

consumer behaviour a marketer can find out what can be sold and what goods or services are

likely to be rejected.

There are number of importances of this study which are as follows:-

1. Save from disaster: - The failure rate of new products is surprisingly high not only in

highly competitive economies of USA, Europe and Japan etc but even in India. This

study will help the new comers of biscuit industry/marketers in avoiding disasters.

2. Helps in formatting right marketing strategy: -By knowing what factors influence the

demand of biscuit, a producer can produce accordingly and marketing strategies can be

framed.

3. Helpful in sales promotion: -Through the study of consumer behaviour we will able to

know correctly the factors which influence buying decisions of the consumer. This will

help the biscuit producers/distributors to promote sales of existing or new products.

4. Development of new products: -Before launching a new product proper study of

consumer tastes i.e. behaviour avoids later failure and loss. This is particularly true for

food items and daily consumption product.

5. Product orientation is helped: -The study of consumer behaviour helps to find out why

consumers are drifting away from a product or why they are not liking it. In this instance

a new flavoured biscuit can be developed or reoriented by the biscuit manufacturers to

capture the market.

6. Segmentation of market can be done: - The study of consumer behaviour suggested that

everyone does not buy on price consideration or utility consideration only. Thus this

study will be helpful for biscuit manufacturers/market intermedieries in segmenting their

market.

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7. Helps consumers to study their behaviour: -The consumers often are guided by their

income, emotions, opinion of others and they do not undertake the study of their

behaviour whether it is scientific or not. The science however can help them to study cost

benefit of their buying decision. The study can reveal them whether buying an expensive

item is rational or not.

1.7 - CHAPTERISATION SCHEME:

The project contents have been organized in the following chapters:

CHAPTER 1: The first chapter contains introduction of consumer behaviour and biscuit, objectives of

the study, scope of the study, methodology, limitation and significance of the study.

CHAPTER 2: The second chapter includes a profile of Biscuit industry and consumer behaviour in

India.

CHAPTER 3: The third chapter contains the analysis and interpretation of the data collected from

respondents.

CHAPTER 4: The fourth chapter contains the summary of the study, major finding, problems,

suggestions and conclusion of the study.

References: WEBSITES: en.wikipedia.org, www.foodbizdaily.com,

www.business.mapsofindia.com, BOOKS: Modern Marketing, Principles and practices Fourth

Revised Edition. S. Chand & Company Ltd, by R.S.N. Pillai and Bagavathi; Consumer

Behaviour in Indian context, Second revised Edition 2008, S. Chand &Company Ltd., by Dr.

P.C. Jain and Monika Bhatt

CHAPTER 2

A profile of Biscuit industry and consumer behaviour in India

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2.1 - A profile of Biscuit industry

The biscuit Industry in India accounts for a total turnover of Rs.3000 crores. India is

considered to be the third largest biscuit manufacturer in the world only after USA and China.

India's biscuit industry is categorized into the organized and unorganized sectors. Bread and

biscuits are the major part of the bakery industry and covers around 80 percent of the total

bakery products in India. This belongs to the unorganized sector of the bakery Industry and

covers over 70% of the total production.

Though bakery industry in India has been in existence since long, real boost came only in

the later part of 20th century. The contributing factors were urbanization, resulting in increased

demand for ready to eat products at reasonable costs etc. In India States that have the larger

intake of biscuits are Maharashtra, West Bengal, Andhra Pradesh, Karnataka, and Uttar Pradesh.

Maharashtra and West Bengal, the most industrially developed states, hold the maximum amount

of consumption of biscuits. Nearly 55% of the biscuits are consumed by rural sector. The higher

consumption of biscuits in rural area could be attributed to its position as a snack, longer shelf

life and better taste which is liked by different cross sections of population. There is no

marketing problem as every shop may be a market for wafer biscuits.

The total production of bakery products have risen from 5.19 lakh tonnes in 1975 to

18.95 lakh tonnes in 1990. Biscuits contributes to over 33 percent of the total production of

bakery and above 79 percent of the biscuits are manufactured by the small scale sector of bakery

industry comprising both factory and non-factory units.

The production capacity of wafer biscuits is 60 MT and the cost is Rs.56,78,400 with a

motive power of 25 K.W. Indian biscuit industry has occupied around 55-60 percent of the entire

bakery production. Few years back, large scale bakery manufacturers like cadbury, nestle, and

brooke bond tried to trade in the biscuit industry but couldn't hit the market because of the local

companies that produced only biscuits.

Summary of Indian Biscuit Industry:

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The total production of biscuits in India is estimated to be around 30 lakh MT, the

organized sector accounts for 65% and the unorganized sector accounts for 35% of the

total industry volume.

The organized sector is valued at above Rs 8000 crores.

The biscuit industry is estimated to grow over 15-17% in the next few years.

The per capita consumption of biscuits in India is 2.0 kg.

India is ranked 3rd after US and China amongst the global biscuits producers.

The export of biscuits is approximately 17% of the annual production, the export of sweet

biscuits for year 2007-08 was Rs 145.93 Cr and for year 2008-09(April-Dec) was Rs 280

Cr, the major exporting regions were Haiti, Angola, USA, Ghana, UAE.

The imports are not significant amount as compared to the total consumption.

The penetration of biscuits in urban and rural market is 85% and 55% respectively.

The Biscuit industry employs almost 3.5 lakh people directly and 30 lakh people

indirectly.

The organized biscuit manufacturing industries annual production is in the table below:

Table – 2.1

Year 2003-04 2004-05 2005-06 2006-07 2007-08 2008-09

Annual Production(Lakh MT) 11.00 12.54 14.29 16.14 17.14 19.5

Main Categories of Biscuits: Glucose, Marie, Sweet, Salty, Cream & Milk. Glucose biscuits

accounts for more than 50% of the total biscuit market value, Parle G dominate this market with

more than 60% share followed by Britannia and ITC.

Top brands in India:

The Indian biscuit market has quite a few dominant players who have managed to establish a

strong customer base over the years.

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Major brands: The Indian biscuit industry is dominated by major brands like Parle, Britannia,

and Sunfeast. Also the category has strong regional brands such as Priya Gold-North, Cremica-

North & West, Dukes-South and Anmol,-East & North.

Other popular brands: Horlicks, Biskfarm-East, Rose-Andhra Pradesh & South, Sobisco-East

and North East also launched in Andhra Pradesh and Madhya Pradesh., Nezone- North East,

Bakewell.

Britannia Industries Ltd

Based in Bangalore Britannia Industries Ltd is reputed as being one of the top biscuit brands in

India. The company was established way back in 1892 and till today has managed to maintain a

distinctive position in the Indian biscuit industry specially with its most popular brand called

Tiger. Britannia holds a 38% market share in the biscuit industry in India. Some of the famous

biscuit brands offered by Britannia include; Good Day, Timepass, Bourbon, 50-50, Treat, Milk

Bikis, Marie Gold, NutriChoice, Little Hearts etc.

Key Products: Tiger, Good Day, Bourbon, 50-50, Treat, Milk Bikis, Marie Gold, NutriChoice,

Timepass, Little Hearts

Parle Products Pvt. Ltd

Founded in 1929, Parle Products Pvt. Ltd ranks among the top biscuit brands in India. The

company has 7 manufacturing units of its own and 51 manufacturing units on contract.

Accounting for about 30-35% of market share in the biscuit industry this company is famous for

brands like Parle - G , ,Krackjack ,Hide & Seek Milano,Hide and Seek, Magix and Monaco

Key Products : Parle - G , Hide and Seek ,Krackjack ,Hide & Seek Milano ,Magix ,Digestive

Marie ,Monaco ,Parle Marie ,Kreams ,Milk Shakti ,Parle 20-20 Cookies ,Golden

arcs ,Nimkin ,Kreams Gold ,Chox ,Monaco Jeera

ITC Ltd

The famous ITC Group ventured into the biscuits market in July 2003 with the introduction of

the Sunfeast range of biscuits. Sunfeast currently holds a market share of ~10% is surely on its

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way to becoming a top biscuit brand in India. Some of the popular biscuit brands by ITC ltd are

Sunfeast Marie Light ,Sunfeast,Sunfeast Dream Cream, Golden Bakery, Sunfeast Dark Fantasy.

Key Products : Sunfeast Milky Magic ,Sunfeast Marie Light ,Sunfeast Golden Bakery ,Sunfeast

Dark Fantasy ,Sunfeast Dream Cream ,Sunfeast Snacky ,Sunfeast sweet 'n salt ,Sunfeast

Nice ,Sunfeast Benne Vita Flaxseed Biscuits ,Sunfeast Special.

Anmol Biscuits Ltd

Anmol is a popular brand of eastern & northern region, having manufacturing facilities in W.B

& U.P.

Key Products : Lemon Mazaa , Funfill Choco Vanilla , Yummy - Milk Cream , Tip Top Kajoo

Kurkure Masala, Coconutty , Thin Arrowroot , Marie,2 in 1, Butter Bake , Cream Cracker , Dil

Khush , Dream Lite , E-Time , Funfill Orange , Funfill Rich Chocolate ,Golmol ,Jadoo ,Marie

Time , Snackles ,Milk Made.

Bisk Farm

Bisk farm was launched in year 2000 in West Bengal and it is owned by Aparna group of

Industries under the company called  SAJ Industries Pvt Ltd.

Consumption Pattern across Various Regions:

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2.2 CONSUMER BUYING BEHAVIOUR

Definition

“Consumer behaviour can be defined as the activities and the actions of people and

organisation that purchase and use economic goods and services, including the influence on these

activities and actions.” -JF Engel

Process by which individuals search for, select, purchase, use, and dispose of goods and

services, in satisfaction of their needs and wants. Buying Behaviour is the decision processes and

acts of people involved in buying

Characteristic of consumer Behaviour

The chief characteristics of the consumer Behaviour are as follow:--

(1) It consists of mental and physical activities which consumers undertake to get goods and

services and obtain satisfaction from them..

(2) It includes both observable activities such as walking through the market to examine

merchandise and making a purchase and mental activities such as forming attitudes, perceiving

advertising material, and learning too prefer particular brands.

(3) Consumer behaviours are very complex and dynamic too constantly changing. And

therefore,, management need to adjust with the change otherwise market may be lot..

(4) The individuals specific behaviours in the market place is affected by internal factor,, such as

Need , motives, perception, and attitudes, as well as by external of environmental influences such

as the family social groups,, culture ,,economics and business influences..

Consumer behaviour refers to the mental and emotional process and the observable

behaviour of consumers during searching, purchasing and post consumption of a product or

service. Consumer behaviour involves study of how people buy, what they buy, when they buy

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

anthropology and economics. It also tries to assess the influence on the consumer from groups

such as family, friends, reference groups and society in general. Buyer behaviour has two

aspects: the final purchase activity visible to any observer and the detailed or short decision

process that may involve the interplay of a number or complex variables not visible to anyone.

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CONSUMER BUYING DECISION PROCESS

Definition

Process by which (1) consumers identify their needs, (2) collect information, (3) evaluate

alternatives, and (4) make the purchase decision. These actions are determined by psychological

and economical factors, and are influenced by environmental factors such as cultural, group, and

social values.

Introduction of buying decision process:

Consumers make many buying decisions every day. Mostly large companies do extensive

research on consumer buying decision, to answer questions like what does consumer buy, where

they buy, how they buy, how much they buy, when they buy and why do they buy a product. The

consumer passes through different stages with every purchase, but in more routine purchases,

consumers often skip or reverse some of these stages.

Consumer decision making process generally involves five stages:

1) Problem Recognition

Purchase decision making process begins when a buyer becomes aware of an unsatisfied need or

problem. This is the vital stage in buying decision process, because without recognizing the need

or want, an individual would not seek to buy goods or service.

There are several situations that can cause problem recognition, these include:

Depletion of stock

Dissatisfaction with goods in stock

Environmental Changes

Change in Financial Situation

Marketer Initiated Activities

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Post purchaseActions

PurchaseAction

AlternativeEvaluation

InformationSearch

ProblemRecognition

2) Information Search

After the consumer has recognized the need, he / she will try to find the means to solve that need.

First he will recall how he used to solve such kind of a problem in the past, this is called nominal

decision making. Secondly, a consumer will try to solve the problem by asking a friend or goes

to the market to seek advice for which product will best serve his need, this is called limited

decision making.

Sources of information include:

Personal sources

Commercial Sources

Public sources

Personal experience

3) Alternatives evaluation

Consumers’ evaluates criteria refer to various dimension; features, characteristics and benefits

that a consumer desires to solve a certain problem. Product features and its benefit is what

influence consumer to prefer that particular product. The consumer will decide which product to

buy from a set of alternative products depending on each unique feature that the product offers

and the benefit he / she can get out of that feature.

4) Purchase Action

This stage involves selection of brand and the retail outlet to purchase such a product.

Retail outlet image and its location are important. Consumer usually prefers a nearby retail outlet

for minor shopping and they can willingly go to a far away store when they purchase items

which are of higher values and which involve higher sensitive purchase decision. After selecting

where to buy and what to buy, the consumer completes the final step of transaction by either cash

or credit

5)Post-purchase Actions

Consumer favorable post-purchase evaluation leads to satisfaction. Satisfaction with the

purchase is basically a function of the initial performance level expectation and perceived

performance relative to those expectations. Consumer tends to evaluate their wisdom on the

purchase of that particular product. This can result to consumer experiencing post purchase

dissatisfaction. If the consumer’s perceived performance level is below expectation and fail to

meet satisfaction this will eventually cause dissatisfaction, and so the brand and/ or the outlet

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will not be considered by the consumer in the future purchases. This might cause the consumer

to initiate complaint behaviour and spread negative word-of-mouth concerning that particular

product.

Factors Affecting Consumer Behaviour

Consumer behaviour refers to the selection, purchase and consumption of goods and services for

the satisfaction of their wants. There are different processes involved in the consumer behaviour.

Initially the consumer tries to find what commodities he would like to consume, then he selects

only those commodities that promise greater utility. After selecting the commodities, the

consumer makes an estimate of the available money which he can spend. Lastly, the consumer

analyzes the prevailing prices of commodities and takes the decision about the commodities he

should consume. Meanwhile, there are various other factors influencing the purchases of

consumer such as social, cultural, personal and psychological. The explanation of these factors is

given below.

1. Cultural Factors

Consumer behaviour is deeply influenced by cultural factors such as: buyer culture, subculture,

and social class. In India there are so many cultures, habits, preferences that without in depth

study of them one cannot optimize sales.

• Culture: Basically, culture is the part of every society and is the important cause of person

wants and behaviour. The influence of culture on buying behaviour varies from country to

country therefore marketers have to be very careful in analyzing the culture of different groups,

regions or even countries.

• Subculture: Each culture contains different subcultures such as religions, nationalities,

geographic regions, racial groups etc. Marketers can use these groups by segmenting the market

into various small portions. For example marketers can design products according to the needs of

a particular geographic group.

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• Social Class: Every society possesses some form of social class which is important to the

marketers because the buying behaviour of people in a given social class is similar. In this way

marketing activities could be tailored according to different social classes. In India social classes

are based on two different criteria and there are two types of social class. First is based on level

of income and the other on caste, religion and region.

2. Social Factors

Social factors also impact the buying behaviour of consumers. The important social factors are:

reference groups, family, role and status.

• Reference Groups: Reference groups have potential in forming a person attitude or behaviour.

The impact of reference groups varies across products and brands.

• Family: Buyer behaviour is strongly influenced by the member of a family. Therefore

marketers are trying to find the roles and influence of the husband, wife and children. If the

buying decision of a particular product is influenced by wife then the marketers will try to target

the women in their advertisement.

• Roles and Status: Each person possesses different roles and status in the society depending

upon the groups, clubs, family, organization etc. to which he belongs. For example a woman is

working in an organization as finance manager. Now she is playing two roles, one of finance

manager and other of mother. Therefore her buying decisions will be influenced by her role and

status.

3. Personal Factors

Personal factors can also affect the consumer behaviour. Some of the important personal factors

that influence the buying behaviour are: lifestyle, economic situation, occupation, age,

personality and self concept.

• Age: Age and life-cycle have potential impact on the consumer buying behaviour. It is obvious

that the consumers change the purchase of goods and services with the passage of time. Family

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life-cycle consists of different stages such young singles, married couples, unmarried couples etc

which help marketers to develop appropriate products for each stage.

• Occupation: The occupation of a person has significant impact on his buying behaviour. For

example a marketing manager of an organization will try to purchase business suits, whereas a

low level worker in the same organization will purchase rugged work clothes.

• Economic Situation: Consumer economic situation has great influence on his buying behaviour.

If the income and savings of a customer is high then he will purchase more expensive products.

On the other hand, a person with low income and savings will purchase inexpensive products.

• Lifestyle: Lifestyle of customers is another import factor affecting the consumer buying

behaviour. Lifestyle refers to the way a person lives in a society and is expressed by the things in

his/her surroundings. It is determined by customer interests, opinions, activities etc and shapes

his whole pattern of acting and interacting in the world.

• Personality: Personality changes from person to person, time to time and place to place.

Therefore it can greatly influence the buying behaviour of customers. Actually, Personality is not

what one wears; rather it is the totality of behaviour of a man in different circumstances. It has

different characteristics such as: dominance, aggressiveness, self-confidence etc which can be

useful to determine the consumer behaviour for particular product or service.

4. Psychological Factors

There are four important psychological factors affecting the consumer buying behaviour. These

are: perception, motivation, learning, beliefs and attitudes.

• Motivation: The level of motivation also affects the buying behaviour of customers. Every

person has different needs such as physiological needs, biological needs, social needs etc. The

nature of the needs is that, some of them are most pressing while others are least pressing.

Therefore a need becomes a motive when it is more pressing to direct the person to seek

satisfaction.

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• Perception: Selecting, organizing and interpreting information in a way to produce a

meaningful experience of the world is called perception. It means the response given to a stimuli

at different point of time.

• Beliefs and Attitudes: Customer possesses specific belief and attitude towards various products.

Since such beliefs and attitudes make up brand image and affect consumer buying behaviour

therefore marketers are interested in them. Marketers can change the beliefs and attitudes of

customers by launching special campaigns in this regard.

5.Economic factors: Personal income, family income, income expectation, savings, liquid asset

of the consumer, consumers credit and other economic factors like inflation, business cycle etc.

are the various economic factors which largely influence the consumer behaviour Some other

factors including the above factors also influenced the preference of consumer, which may be

legal factors, technological factors, ethical factors, Political factors etc

The Model of Consumer Behaviour

This model shows how the marketing and other stimuli enter the consumer “black box” and

produce certain responses.

Stimulus -- Response model for buyer behaviour:-

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Marketing Stimulus

Product

Price

Promotion

Place

Other Stimulus

Economic

Political

Social

Technological

Buyer Response

Product Choice

Brand Choice

Retail Choice

Dealer Choice

Purchases Timing

Purchases Amount

Purchases frequency

Buyer

Characteristics

Buyer

Decision Making

Process

Why Study Consumer Behaviour ?

Consumer is the most important person to the marketer because the marketer takes in to

consideration on the liking and disliking of the consumer and he produces the goods and services

accordingly.

Consumer behaviour is important for the three persons.

1: For consumer:

As a consumer most of the time we spend time in the market and a lot on decision making that

what to buy and how to buy and meeting and conferencing with different types of peoples and

friends with different types of good and services. After all these things we come to the

conclusion and then take some steps for the purchasing of different goods and services. If we

don't have know how of the market we can suffer huge losses.

For example: A consumer buys a set of mobile company without consulting with his friends or

other people. It may be of no use for him.

2: For producer:

Consumer behaviour is also important for producer because he design and manufacture different

types of product and services keeping in view the wants and needs of consumer.

3:For scientists:

The knowledge of consumer behaviour is also important for scientists, whether he is working for

profitable organization or non profitable organization.

______________________________________________________________________

References:

Books: Modern Marketing, Principles and practices Fourth Revised Edition. S. Chand &

Company Ltd, by R.S.N. Pillai and Bagavathi; Consumer Behaviour in Indian context, Second

revised Edition 2008, S. Chand &Company Ltd., by Dr. P.C. Jain and Monika Bhatt

Websites: www.business.mapsofindia.com, www.market research.org, www.foodbizdaily.com,

www.consumerbuyingbehaviour.com, www.learnmarketing.net, en.wikipedia.org

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CHAPTERS 3

Consumer buying behaviour of biscuits in south Amolapatty Area,Dibrugarh

This study is confined to South Amolapatty area of Dibrugarh. This area has been taken due to

the fact that different classes of consumers in respect of economic status, lifestyle, literacy level,

religion, language etc are found in this area. This enables the study to be wide and not dependent

on a set class of people.

The main religions found in South Amolapatty area are Hindus and Muslim. As we know

every religion has its own values, beliefs, faith which greatly affects consumer behaviour. This

can be seen with the people of this area. For example, both the religious community has different

traditional styles of dress. Similarly there is difference in basic food habits. These differences can

be seen in the behaviour of both the religious communities in buying different types of goods.

Similarly, in this area different people are engage in different occupation and thus have

different income levels. The people of this area does not have the same purchasing power. As a

result they show different behaviour in purchasing different type of products at different point of

time. For example the buying behaviour of a salary earner is not the same as the behaviour of a

daily wage earning labour.

All these diversity similarly affects the buying behaviour of the people of South

Amolapatty area while buying biscuits. In this area, or even in the nearby areas there is no

shopping mall or wholesalers shop. There is 6 street side shops in this area and these shops are

the main place of purchase for different types of goods for the people of this area. Usually biscuit

is also purchased from these shops by the people. However the choice of brand, frequency of

purchase, level of satisfaction may be different from person to person depending on the

individuals’ purchasing power, religion, occupation, life style etc. The major brands found in this

area are Britannia, bisk farm, parle, sunfeast etc.

This study aims at determining and analyzing the behaviour of consumer and find out the

various factors that determines the choice of consumers regarding biscuits. A simple survey is

carried out among 50 consumers who are targeted as respondents. In this chapter data collected by

19

questionnaire are presented and analyzed through text, tables and figures in order to get a clear view of

the buying behavior of consumer of the study area towards biscuits.

Table-3.1

Income level

Monthly income No. of respondents Percentage (%)Less than 5000 3 65001 - 10,000 8 16

10,001 – 15,000 18 36More than 15,000 21 42

Total 50 100Source: Field work

Figure-3.1

6%

16%

36%

42%

Income level

Less than 50005001 - 10,00010,001 – 15,000More than 15,000

Above table and figure exhibits the income of the sample size, as evident the majority of the sample has a

monthly income of above Rs.15000. It is found that out of 50 respondents 21 respondents belong to the

income group of more than Rs. 15000 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 less than Rs.5000 per month.

Whereas 16% and 36% 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 have more purchasing

capacity due to their high income.

20

Table – 3.2

Place of purchase No. of respondents Percentage (%)

Street side shops 32 64

Super markets 18 36

Total 50 100

Place of purchase

Source: Field work

Figure – 3.2

64%

36%

no. of respondents

street side shopssuper markets

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.

21

Table - 3.3

Source of information

Source No. of respondents Percentage (%)

Advertisement 21 42

Friends 11 22

Family members 6 12

Others 12 24

Total 50 100

Source: Field work

Figure -3.3

42%

22%

12%

24%

Source of information

AdvertisementFriendsFamily membersOthers

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 other sources. 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.

22

Table – 3.4

Preferred Brand

Companyno. of respondents Percentage (%)

Britannia 20 40

Parle 11 22

Sunfeast 6 12

Bisk Farm 7 14

Others 6 12

Total 50 100

Source: Field work

Figure – 3.4

40%

22%

12%

14%

12%

Prefered brands

BritanniaparleSunfeastBisk FarmOthers

The data presented in table 3.4 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 Bisk Farm biscuits are purchased by 6 and 7 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.

23

Table – 3.5

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 – 3.5

6%

70%

24%

Type of biscuits the respondents prefer

Loose biscuitsPacket biscuitsBoth

The data presented in table 3.5 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.

24

Table – 3.6

Decision maker for purchasing biscuit in a family:

Source No. of respondents Percentage (%)Mother 21 42Father 10 20

Children 12 24Others 7 14Total 50 1oo

Source: Field work

Figure – 3.6

42%

20%

24%

14%

Decision maker for purchasing biscuit in a family

MotherFatherChildrenOthers

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.

25

Table – 3.7

Habit of consuming biscuit:

Frequency Habit of eating biscuit Percentage (%)

Rarely 7 14

Regularly 28 56

Often 15 30

Total 50 100

Source: Field work

Figure – 3.7

14%

56%

30%

Habit of eating biscuit

RarelyRegularlyOften

As par the table and figure, 7 out 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.

26

Table – 3.8

Factor/factors influencing buying decision of biscuits

Factors Total no of respondents No. of respondents for whom factor is influential

Taste 50 42Packaging 50 15

Price 50 31Availability 50 8

Company’s goodwill 50 35Other factors 50 2

Source: Field work

Figure – 3.8

Other factors

Company'sgoodwill

Availability

Price

Packaging

Taste

0 5 10 15 20 25 30 35 40 45

2

35

8

31

15

42

No. of respondents for whom the factor is in-fluencial

No. of respondents for whom the factor is influencial

The data in the above table shows the factors which influence the buying decision of respondents

while purchasing biscuits. Above graph shows that 42 respondents gives importance to taste, 8

respondents give importance to company’s goodwill. 31 and 15 respondents are influenced by

price and packaging respectively. 8 respondents are influenced by availability, 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.

27

Table-3.9

Pack size/weight of the 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-3.9

16%

46%

26%

12%

Pack size/weight of the biscuit purchased by respondents

50-100101-150151-200above 200

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.

28

Table 3.10

Preference of biscuit in terms of quality

Attributes no. of respondents Percentage (%)Branded 40 80

Non-branded 3 6Both 7 14Total 50 100

Source: Field work

Figure – 3.10

80%

6%

14%

Preference of biscuit in terms of quality

BrandedNon-brandedBoth

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.

29

Table – 3.11

Time of purchasing

Frequency No. of respondents Percentage(%)

Weekly 26 52

Fortnightly 19 38

Monthly 5 10

Total 50 100

Source: Field work

Figure 3.11

52%38%

10%

Time of purchasing

WeeklyFortnightlyMonthly

As par the data presented in table 3.11, Out of 100 respondents, 26 respondents i.e. 52% of the

respondents use to purchase biscuit weekly and. 19 and 5 respondents purchase biscuit

fortnightly and monthly respectively. In terms of percentage it is 38 and 10 respectively. The

graph shows that majority of the respondents purchase biscuit weekly.

30

Table – 3.12

Price paid for 100 grams biscuits:

Price no. of respondents Percentage (%)Below Rs.5 7 14

Rs.5-10 24 48Rs10-15 14 28Rs.15-20 5 10

Total 50 100Source: Field work

Figure – 3.12

14%

48%

28%

10%

Price paid for 100 grams biscuits

Below Rs.5Rs.5-10Rs10-15Rs.15-20

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.

31

Table -3.13

Consumption of 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 – 3.13

18%

32%

50%

Consumption of biscuit (in years)

Less than 1year1-2 yearsMore than 2 years

The data presented in table 3.13 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.

32

Table – 3.14

Availability of brands

BrandsTotal no. of respondents

No. of respondents saying it is available

No. of respondents saying it is not available

Britannia 20 20 0Parle 11 11 0

Sunfeast 6 4 2Bisk Farm 7 4 3

Others 6 2 4Total 50 41 9

Source: Field work

Figure – 3.14

Britannia Parle Sunfeast Bisk Farm Others0

5

10

15

20

25

No. of respondents saying it is availableNo. of respondents saying it is not available

The data presented in table no. 3.14 shows the availability of brands. Out of 20 respondents

preferring Britannia , all the respondents says it is available in the market. Similarly all the 11

respondents consuming parle biscuits, also says that the biscuit is available in the market. But

both in case of Sunfeast and Bisk Farm, 4 respondents says it is available whereas 2 and 3

respondents says it is not available in the market. In case of other brands according to 2

respondents the biscuit is available and according to 4 respondents it is not available. From this

study it can be observed that Brittannia and Parle biscuit are mostly available biscuit in the

market.

33

Table – 3.15

Satisfaction regarding Brands

BrandsNo. of respondents

satisfiedNo. of respondents

dissatisfiedTotal no. of respondents

Britannia 20 0 20

Parle 11 0 11

Sunfeast 4 2 6

Bisk Farm 6 1 7

Others 4 2 6

Total 45 5 50

Source: Field work

Figure – 3.15

Britannia Parle Sunfeast Bisk Farm Others0

5

10

15

20

25

20

11

4

6

4

0 0

21

2

No. of respondents satisfiedNo. of respondents dissatisfied

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 6, 4 respondents are satisfied and 2 respondents are not satisfied, in case of Bisk Farm out

of 7, 6 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.

34

Table – 3.16

Most influetial Advertising media for 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 – 3.16

46%

16%

10%

22%

6%

Most influential Advertising media

TelevisionNews paperMagazine Banners & PostersOthers

From the data presented in table no. 13 and figure no. 13, 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.

References: Field work, unpublished research works.

35

CHAPTER 4

SUMMURY AND CONCLUSIONS

4.1 - Summary of the study:

The main purpose of this study “CONSUMER BUYING BEHAVIOUR OF BISCUIT IN

DIBRUGARH TOWN WITH SPECIAL REFERENCE TO SOUTH AMOLAPATTY AREA,

DIBRUGAH” is to examine the customers’ perception towards biscuits in Dibrugarh.

Questionnaires were distributed to 50 households in the South Amolapatty area of Dibrugarh in a

random basis. The project consists of four Chapters.

CHAPTER 1: The first chapter contains introduction of consumer behaviour and biscuit,

objectives of the study, scope of the study, methodology, limitation and significance of the study.

CHAPTER 2: The second chapter includes a profile of Biscuit industry and consumer behaviour

in India.

CHAPTER 3: The third chapter contains the analysis and interpretation of the data collected

from respondents.

CHAPTER 4: The fourth chapter contains the summary of the study, major finding, problems,

suggestions and conclusion of the study.

The main objective of the study is to study the behaviour of consumer in buying biscuits

available in the study area. It also aims to find out the various factors that determine the choice

of consumers regarding biscuits.

The study is based on primary and secondary source. The primary source of information

is collected from questionnaire, prepared and presented before 50 respondents. Secondary data

are collected from various websites; books etc. and the shops of the study area are also visited for

the purpose. The information thus collected have been tabulated and analyzed. The major point

that emerges out of this detailed study is that the market of the study area is dominated by

Britannia in comparison to other brands of biscuits available in the market. It is also found that

majority respondents give importance to taste then after they consider company’s goodwill and

price to choose and purchase between different brands available in the market. It has also been

36

found that that majority of people purchase biscuit from street side shops than from super

markets in the study area. Therefore the marketers should make their goods available in street

side shops. One more thing revealed by the study is that maximum no. of respondents came to

know about the biscuit they purchase from advertisements. Therefore advertisement can be

regarded as the best media for publicity of the product.

4.2 - Major Findings of the study:

1. In current market scenario, respondents give importance to taste then after they consider

company’s goodwill and price.

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

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

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

4. Majority respondents go for packet biscuits.

5. 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.

6. The study shows that more respondents purchase biscuit from street side shops than from

super markets.

7. The study shows that in most cases mothers are the decision takers regarding biscuit.

8. The study shows that Britannia and parle are the most available biscuit in the market.

9. Maximum respondents prefer to buy biscuits weekly, may be because of majority of the

respondents have higher income and thus have more purchasing capacity.

10. 101-150 grams weighted biscuit packs are well moving in market.

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

biscuits.

12. Maximum no. of respondents are purchasing the same biscuit from more than two years.

13. Television is more influential advertising media as selected by the respondents than other

media of advertising.

37

4.3 - Problems and limitation of different companies regarding satisfaction of

customers’ needs and demands:

Though 100% of the respondents preferring Britannia and Parle biscuits are satisfied, in

case of Sunfeast, Bisk Farm and other brands it is not so. Among the respondents consuming

Sunfeast, Bisk Farm and other brands there are few respondents who are not satisfied with the

biscuit.

Moreover from this study it is observed that the availability of Britannia and Parle

biscuits in the market is very good. But in case of Sunfeast, Bisk Farm and other brands there are

few respondents according to whom the biscuit is not available in the market.

Other problems:

1. Not many respondents are buying biscuits from super markets or shopping mall.

2. Above 200 grams weighted biscuit packs are not being purchased by respondents.

3. There are still some people who are purchasing non branded biscuits.

4. Packaging and availability are not influencing the buying decision of consumers. Taste,

company’s goodwill, price are the factors influencing their decision.

5. Newspaper, magazine and other Medias of advertisement are not so influential as

compared to television.

4.4 - Suggestions:

1. Sunfeast, Bisk Farm 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.

38

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.

4.5 - Conclusion:

The major point that emerges out of this detailed study is that the study area i.e. South

Amolapatty area of Dibrugarh is dominated by Britannia. Though there are also consumers of

Parle, Bisk Farm, 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 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!

39

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.

__________________________________________________________________________

References:

Field work

WEBSITES: www.business.mapsofindia.com, www.market research.org.

40

BIBLIOGRAPHY

Books:

Modern Marketing, Principles and practices Fourth Revised Edition. S. Chand & Company Ltd, by R.S.N. Pillai and Bagavathi

Consumer Behaviour in Indian context, Second revised Edition 2008, S. Chand & Company Ltd., by Dr. P.C. Jain and Monika Bhatt

Websites:

www.business.mapsofindia.com www.market research.org www.foodbizdaily.com www.consumerbuyingbehaviour.com www.learnmarketing.net en.wikipedia.org

Research Work (unpublished):

41

APPENDIX

Questionnaire:

NOTES: Please reply to each question by filling the appropriate alternative(s). Note that more than one alternative may be applicable.Name:

Monthly income:

a) Below Rs.5000 b) Rs.5000-10000

c) Rs.10000-15000 d) Above Rs.15000

1) Do you have the habit of eating biscuits?

a) Rarely b) Regularly c) Often

2) What company biscuits do you buy / prefer at present?

a) Branded b) Non-branded

Mention the name: ________________________

3) What type of biscuits do you prefer?

a) Loose biscuits b) Packet biscuits

4) Which of the following factor / factors influence in taking buying decision?

a) Taste b) Size c) Packaging

d) Price e) Availability f) Company’s goodwill

g) Other factors

5) How long have you been purchasing the biscuit?

a) Less than one year b) 1 to 2 years

c) More than 2 years

6) How did you came to know about the biscuit?

a) Advertisement b) Friends

c) Family members d) Neighbours

7) What is the purchasing frequency?

a) Weekly b) Fortnightly c) Monthly

42

8) Who is the decision maker for purchasing biscuit in your family?

a) Mother b) Father c) Children d)others

9) Place of purchase:

a) Retail outlet b) Wholesaler’s shop

10) At what price do you buy the biscuit(100 grams)?

a) Rs.5-10 b) Rs.10-15

c) Rs.15-20 c) Above Rs.20

11) What pack size do you prefer to buy?

a) 50-100 grams b)100-150 grams

c) 150-200 grams d) above 200 grams

12) Whether the biscuit is available sufficiently in the market?

a) Yes b) No

13) Which of the following advertising media influence you most in purchasing biscuit?

a) Television b) News paper c) Magazine d) Banners & Posters

e) Others

14) Are u satisfied or dissatisfied with the biscuit?

a) Dissatisfied b) Satisfied

Thanks for your participation

43