LALA LAJPATRAI COLLEGE OF COMMERCEAND ECONOMICS

MAHALAXMI, MUMBAI – 400034

“CUSTOMER SATISFACTION TOWARDS BRITANNIA PRODUCTS IN INDIA, WITH SPECIAL

REFERENCE TO CITY OF MUMBAI”

Submitted for

PROJECT WORK FOR THIRD YEAR - SEMESTER VI

BACHELOR OF COMMERCE (MANAGEMENT STUDIES)

PROGRAMME

OF THE UNIVERSITY
OF MUMBAI
BY

PIYUSH JAYANTILAL JAIN

ROLL NO- 192001197

UNDER THE GUIDANCE OF: Prof. Sheikh Famida

March – 2022
 DECLARATION BY LEARNER

I hereby declare that this project report entitled ― “CUSTOMER SATISFACTION TOWARDS

BRITANNIA PRODUCTS IN INDIA, WITH SPECIAL REFERENCE TO CITY OF

MUMBAI” which is being submitted in partial fulfilment of the requirement of the Project Work

as part of Third Year Semester VI of the ―Bachelor of Commerce (Management Studies) program

by the University of Mumbai is the result of the work carried out by me under the guidance and

supervision of

Prof. Sheikh Famida.

I further declare that I have not previously submitted this project report to any other

institution/university for any other degree/ diploma or for any other person.

Signature of the Student

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 CERTIFICATE

It is certified that this project on “CUSTOMER SATISFACTION TOWARDS

BRITANNIA PRODUCTS IN INDIA, WITH SPECIAL REFERENCE TO
CITY OF MUMBAI” has been prepared and submitted by PIYUSH
JAYANTILAL JAIN, ROLL NUMBER: 192001197 under my guidance during the
academic year 2021-2022, which is being submitted in partial fulfilment of the
requirement of the Project Work as part of Third Year Semester VI of the ―Bachelor
of Commerce (MANAGEMENT STUDIES) program by the University of Mumbai.

Signature

Prof. Sheikh Famida

(ProjectGuide)

Date of submission:

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 ABSTRACT
This Project studies about “A Study on Customer satisfaction toward Britannia products in India, with special reference
to city of Mumbai”. Britannia Industries Limited is an India food products corporation based in Kolkata, West Bengal in
India. It is famous for its Britannia a Tiger brands of biscuits. Which are popular thought the country. Britannia has an
estimated 38% market share. The objective is to study about consumer behavior regarding Britannia, to identify factors
which affect the purchasing decisions of the buyers, to find the satisfaction level towards Britannia products in India etc.
Both the primary and secondary data is used in this study with the sample size of 81 respondents. Hypothesis is framed
in this study and it is analyzed with help of statistical tools.

Key words:- customer satisfaction, consumer behavior, customer loyalty, purchasing decisions.

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 TABLE OF CONTENTS

SR.NO TOPIC
1. CHAPTER 1: INTRODUCTION
1.1 An introduction to Consumer Behavior
1.2 Britannia overview
1.3 History
1.4 products of Britannia
1.5 portfolio of Britannia
1.6 Mission Statement of Britannia
1.7 Motto

2. Chapter 2: LITERATURE REVIEW

3. Chapter 3:RESEARCH METHODOLOGY

3.1 Statement of problem
3.2 Objective of the study
3.3 hypothesis
3.4 Scope of research
3.5 Research Methods
3.6 Data collection methods
3.7 Sampling
3.8 Limitations

4 Chapter 4: THEORETICAL CONCEPTS

4.1 Pestle Analysis
4.2 Market Segmentation
4.3Target Marketing
4.4 Market Positioning
4.5 Advertising Strategy
4.6 BCG Matrix
4.7 Marketing Mix of Britannia
4.8 Britannia in Society

5 Chapter 5: CASE STUDY

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6 CHAPTER6 : DATA ANALYSIS AND FINDINGS

7 CHAPTER7: RECOMMENDATIONS

8 CHAPTER 8: CONCLUSION

9 CHAPTER 9: BIBLOGRAPHY

10 CHAPTER 10:ANNEXURE

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 CHAPTER 1: INTRODUCTION

1.1 An introduction to Consumer Behaviour.

Consumer behaviour is the study of how individual customers, groups or organizations select, buy, use, and
dispose ideas, goods, and services to satisfy their needs and wants. It refers to the actions of the consumers
in the marketplace and the underlying motives for those actions.

Marketers expect that by understanding what causes the consumers to buy particular goods and services,
they will be able to determine—which products are needed in the marketplace, which are obsolete, and how
best to present the goods to the consumers.

The study of consumer behaviour assumes that the consumers are actors in the marketplace. The
perspective of role theory assumes that consumers play various roles in the marketplace. Starting from the
information provider, from the user to the payer and to the disposer, consumers play these roles in the
decision process.

The roles also vary in different consumption situations; for example, a mother plays the role of an
influencer in a child’s purchase process, whereas she plays the role of a disposer for the products consumed
by the family.

Consumer behaviour is an inter-disciplinary social science that blends elements from psychology,
sociology, social anthropology, anthropology, ethnography, marketing and economics, especially
behavioural economics. It examines how emotions, attitudes and preferences affect buying behaviour.
Characteristics of individual customers such as demographics, personality, lifestyles and behavioural
variables such as usage rates, usage occasion, loyalty, brand advocacy, willingness to provide referrals, in
an attempt to understand people’s wants and consumption are all investigated in formal studies of consumer
behaviour. The study of consumer behaviour also investigates the influences on the consumer from groups
such as family, friends, sports, reference groups and society in general.

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5 stages of consumer buying behaviour

Consumers go through a set of sequential steps while buying a product. A buying process is the sequence of
steps that a consumer takes while making a purchasing decision. A normal consumer purchase includes the
recognition of needs and wants. Next comes the information search, followed by an evaluation of all the
choices. Finally the purchase happens, and post-purchase evaluation follows a purchase.

Let’s go over each stage of a consumer buying process:

1. Identify the Problem

This is the first stage of the buying process. A consumer will not initiate a purchase without the
recognition of the needs or wants. When a consumer feels the need to buy a particular product, he will
go for a purchase decision. There is an unmet need or there is a problem which can be solved by buying
a particular product.

Needs arise as there is a problem. For example, you broke your table that you were regular ling using for
your business. And due to this problem, you now have to buy a new table.

Wants arise either because you have need a product or just because you are influenced by external
factors. For example, you see your friends using a laptop for their project work. You might also have
seen numerous advertisements about how a laptop can help you in your project work. Due to this
influence, you feel you want to upgrade to a laptop though you may already have a desktop.

In this stage, the marketer should identify the needs of the consumers and offer the products based on the
desire.

2. Information search
At this stage, the consumer is aware of his need or want. He also knows that he wants to buy a product
that can relive his problem. Therefore, he wants to know more about the product that can relive of his
problem. This leads to the information search stage.

The consumer will try to find out the options available and the best solution for his problem. The buyer
will look for information in internal and external business environments. A consumer may look into
advertisements, print, videos, online and even might ask his friends and family.
When consumers want to buy a laptop, they look for a laptop, its features, price, discounts, warranty,
after sales service, insurance, and a lot of other important features.

Here, a marketer must offer a lot of information about the product in the form of informative videos,
demos, blog, how-to-do videos, and celebrity interviews.

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3. Evaluation of Alternatives
By now the consumer has done enough research about the kind of product that can solve his problem.
The next step is to evaluate alternative products that can solve his problem. Various points of
information gathered from different sources are used in evaluating alternatives.

Generally, consumers evaluate the alternatives based on a number of attributes of the product. Looks,
durability, quality, price, service, popularity, brand, social media reviews are some to the factors that
consumers consider.

The market offers many products that can solve the problem of a consumer. Hence the consumer has to
make a choice after evaluating the various alternatives available.

At the end of this stage, the consumer will rank his choices and pick a product that best matches his
needs and wants.

4. Purchase decision/ Purchase

At this point, customers have already explored multiple options. They are aware of the pricing and
payment options available. Here, consumers are deciding whether to buy that product or not. Yes, even
at this stage they can still drop the purchase and walk away.

Philip Kotler (2009) says, the final purchase decision may be ‘interrupted’ by two factors. Customer may
get a negative feedback from friends or other customers who bought it. For example, a customer
shortlisted a laptop, but his friend gave a negative feedback. This will make him to change
his decision. Furthermore, the decision might also change. Sudden change in business plans, financial
crunch, unexpected higher prices, etc. might lead the consumer to drop the idea of buying the laptop.
The Consumer, chooses the product that he wants to buy, but many times, he may not actually buy it for
various reasons. At this stage, a marketer should find out the various reasons due to which the consumer
is hesitating to buy. The reasons could be price, value, and change in the needs of the consumer.

Marketer needs to step up the game. Start by reminding the customers of the reason behind their
decision to buy the product. Furthermore give as much information regarding your brand reiterating that
you are the best provider of the product that can fulfill his needs.

Retargeting by simple email reminders can enforce the purchase decision.

5. Post-Purchase Evaluation
This is the last stage and most often ignored by marketers.

After buying the product, customers compare products with their expectations. There can be two
outcomes: Either satisfied or dissatisfied. Consumers will be happy after buying the product if it has
satisfied their needs. But in case the product was not up to his expectations, the consumer will be
dissatisfied. A consumer can be lost even at this stage.

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A dissatisfied customer might feel as though he took an incorrect decision. This will result in returns!
Offering an exchange will be a straightforward action. However, even when a customer is satisfied, there
is no guarantee that the customer might be a repeat customer.

Customers, either satisfied or dissatisfied, can take actions tot distribute their experience in the form of
customer reviews. This may be done through reviews on customer forums, website, social media
conversations or word of mouth.

A marketer has to make sure that the consumer will be satisfied with the product so that his experience
will lead to repeat customers. Brands need to careful to create positive post-purchase experience.

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 Factors affecting Consumer Behaviour
In a general scenario, there are five main factors that determine consumer behavior, i.e these
factors regulate if a target customer purchases a product or not. These factors are namely
Psychological, Social, Cultural, Personal, and Economic factors.

1. Psychological Factors
Interestingly, human psychology is actually an integral factor that influences consumer behavior
although these factors aren’t exactly easy to measure. A few integral psychological factors
driving the behavior of consumers are :

 Motivation
Motivation actually becomes a considerable defining factor influencing a person’s buying
behavior. A popular motivation theory is Maslow's theory of hierarchy of needs in which he
developed a model that lays the foundation for 5 different levels of human needs where he lays
the base with psychological needs and moves on to safety needs, social needs, esteem needs and
finally heading to self-actualization needs. Amongst these requirements, our basic requirements
and security needs are generally put above all needs.

 Perception

 Our perception is shaped when we gather information regarding a product and examine it to

generate a relevant image regarding a certain product.

Whenever we see an advertisement, review, feedback or promotion regarding a product, we form

an image of that item. As a result, our perception plays an integral role in shaping our purchasing

decisions.

Being in the times where we are gathering constant information by simultaneously surfing

through the Internet, watching TV, and exploring through our cell phones, the perception we gain

through all these resources plays a definite role in regulating our consumer behavior.

 Learning

Every time we purchase a product we get a deeper knowledge about it through experience. This

learning mainly depends on our experience, knowledge, and skills.

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 This learning can either be cognitive or conditional. While in cognitive learning, we use our

knowledge for finding satisfaction and fulfilling his needs with the item we purchase, conditional

learning is where we get constantly exposed to a situation, enabling us to respond towards it.

 Attitude and beliefs

We’ve all got certain attitudes or beliefs that consciously or subconsciously prompt our

purchasing decisions. For instance, while your friend who believes caffeine is adverse for one’s
health may prefer tea, you who believe that caffeine energizes us, may prefer coffee. Our attitude

and what we believe influence our behavior towards a product and also play a key role in shaping

the product’s brand image. So understanding a consumer’s attitude and belief becomes useful for

marketers to design their marketing campaigns.

2. Social Factors
We are all social animals so of course our purchasing decisions are impacted to some extent by

the people around. We are constantly working on imitating other human beings, longing to fit in

our surroundings. As a result social factors influence our buying behavior regarding items. Some

of these factors include :

 Family

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 Our families actually have a considerable role to play in impacting our purchasing behavior. We

form an inclination or aversion towards certain products from our childhood by observing our

families use that product and persist in using those products as we grow up.

 Reference Group

Reference groups are basically groups of people with whom we associate ourselves. These

include clubs, schools, professional or playgroups, churches, and even acquaintances or a group
of friends, etc. The people in the reference groups normally have a common pattern of purchasing

and an opinion leader who influences them in terms of their buying behavior.

 Role and status

We are all of course influenced by the role that we hold in society. The higher position we hold,

the more our status affects what and how much we purchase. For instance, the CEO of a company

and a normal employee would have a varied buying pattern.

3. Cultural Factors

We all have our values and ideologies that are shaped by the values and ideologies of the society

we exist in and the community we belong to. Our behavior is consciously or subconsciously

driven by the culture followed by that particular community.

A few significant cultural factors include :

 Culture

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 Our cultural factors are basically basic requirements, values, wants behaviors, and preferences

that are observed and absorbed by us from our close family members as well as other significant

people around us.

 Subculture

Amongst a cultural group, we have several subcultures. These groups share a common set of

values and beliefs. They can consist of people from varied nationalities, religions, caste, and

geographies. An entire customer segment is formed by this customer segment.

 Social class

Each society all over the globe is defined and known by some form of social class. This social

class is determined collectively by our family backgrounds, occupation, education, and residence

location. Our social class is another component holding the reins for consumer behavior.

4. Personal Factors
Alongside social, psychological, and cultural factors, we all have factors that are personal to us

that influence our choices. These factors vary from person to person, introducing varied

perceptions and behavior.

Some of these personal factors include:

 Age

Age is one of the primary factors that impact our preferences. The vibrant and flashy purchasing

choices of a teenager would obviously differ from what an elderly person purchases. Meanwhile,

we have middle-aged people who are naturally more focused on purchasing properties, houses, or
vehicles.

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 Income

Our income definitely impacts our purchasing behavior. The higher our income, the more

purchasing power we hold and vice versa. Higher disposable income compels us to spend more

on luxurious items while a lower or mediocre income makes us spend more on our basic needs

like education, groceries, and clothing.

 Occupation

Our occupation largely steers our purchasing decision making. We all tend to purchase the items

that are relevant or suitable for our profession. For instance, a businessman would have a

different clothes purchasing pattern in comparison to an artist.

 Lifestyle

Our way of life is one of the most powerful influencers that controls our choices. Our lifestyle

dominates our buying behavior quite significantly. Suppose we are on a diet then the products we

purchase will also complement our diet, from food, weighing scale to using protein.

5. Economic Factors
The purchasing quirks and decisions of the consumer largely rely upon the market or nation’s

economic circumstances. The more that a nation is prosperous and its economy stable, the larger

will be the money supply of the market and the consumer’s purchasing power.

A strong, healthy economy brings purchasing confidence while a weak economy reveals a

strained market, marked by a weakened purchasing power and unemployment.

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 Some significant economic factors include:

 Personal Income:

Our personal income is the criteria that dictate the level of money we will spend on buying goods

or services. There are primarily two kinds of personal incomes that a consumer has namely

disposable income and discretionary income.

Our disposable income is mainly the income that remains in hand after removing all necessary

payments such as taxes. The greater the disposable personal income the greater would be the

expenditure on several products, and the same would be the case when it is the other way round.

 Consumer Credit

The credit facilities at our behest also impact our purchasing behavior. This credit is normally

provided by sellers, either directly or indirectly via banks or financial institutions. If we have

flexible credit terms as well as accessible EMI schemes, our expenditure on items is likely to

increase and in less flexible credit terms would result in the opposite.

 Savings

The savings generated from our personal income are also regulating our buying behavior. For

instance, if we take the decision of saving more from our income for a certain period of time, our

expenditure on goods and services would be lesser and for that period and if we wish to save less,

our expenditure on such items would increase.

1.2 BRITANNIA:- OVERVIEW

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Britannia Industries is one of India’s leading food companies with a 100 year legacy and annual revenues in
excess of Rs. 9000 Cr. Britannia is among the most trusted food brands, and manufactures India’s favorite
brands like Good Day, Tiger, NutriChoice, Milk Bikis and Marie Gold which are household names in India.
Britannia’s product portfolio includes Biscuits, Bread, Cakes, Rusk, and Dairy products including Cheese,
Beverages, Milk and Yoghurt. Britannia is a brand which many generations of Indians have grown up with
and our brands are cherished and loved in India and the world over. Britannia products are available across
the country in close to 5 million retail outlets and reach over 50% of Indian homes.

The company’s Dairy business contributes close to 5 per cent of revenue and Britannia dairy products
directly reach 100,000 outlets.

Britannia Bread is the largest brand in the organized bread market with an annual turnover of over 1 lac
tons in volume and Rs.450 crores in value. The business operates with 13 factories and 4 franchisees selling
close to 1 mn loaves daily across more than 100 cities and towns of India.

They have presence in more than 60 countries across the globe. Our international footprint includes
presence in Middle East through local manufacturing in UAE and Oman, are the No 2 biscuit player in
UAE with a strong contention to leadership and have a similarly strong market position in the other GCC
countries. We are also the market leaders in Nepal and are in the process of investing a manufacturing
facility in the country.
Britannia takes pride in having stayed true to its credo, ‘Eat Healthy, Think Better’. Having removed over
8500 tonnes of Trans Fats from products, Britannia became India’s first Zero Trans Fat Company. Over
50% of the Company’s portfolio is enriched with essential micro- nutrients which nourish the body.

1.3 HISTORY OF BRITANNIA

If the British introduced us to a cuppa tea, biscuits were not too far behind. Here, is the brief history of
Britannia from 1892 to 2020. What began as a small nameless biscuit making unit set up in 1892 in Calcutta

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 with an investment of rupees 295, changed hands in 1897. Then on March 21, 1918, an Englishman C.H.
Holmes partnered with the owners Gupta brothers to incorporate the unit and Britannia Biscuit Company
Ltd (BBCo) was formed. Besides the British, the locals too began to develop a taste for biscuits which
resulted in its demand to slowly grow. Encouraged by this growth, in 1921, the partners imported industrial
gas ovens and even added a new factory at Kasara Pier Road, Bombay in 1924. But the real large scale
operations happened during the World War II (1939-1945), when the government of British India needed a
continuous supply of biscuits for its soldiers. Since then to date, Britannia Industries Limited (BIL)
continues to supply customized biscuits to fulfill specific nutrient requirements in war zones and during
emergencies working closely with the United Nations World Food Programme.

Changing hands

Partnership, ownership, and shareholding also changed. From Gupta Brothers and CH Holmes Limited, to Peek
Freans, and later ABIL, Britannia the biscuit company was going through constant change. Only in 1978, with a
public issue, the company firmly established itself as Indian, with a shareholding of over 60%. In 1979, the
company changed its name from Britannia Biscuit Co Ltd to Britannia Industries Ltd (BIL).

In 1983, BIL sales crossed INR 100 crores.

But, the saga was far from over. Rajan Pillai, the ‘Biscuit Raja’ was at the helm in the 80s. Accusations were
surfacing of him defrauding Britannia. The twists and turns and Pillai-Wadia bitter boardroom struggles came to
the fore. It all changed in 1993, when Nusli Wadia of the well-known Bombay Dyeing Wadia Group acquired a
stake in Associated Biscuits International (ABIL) and became an equal partner along with the Danone Group in
Britannia Industries Limited. Rajan fled to Singapore and was later taken into police custody in Tihar jail where
he passed away in 1995.

The turn of the century

During the year 1997 with BIL entering into the dairy products market, a new corporate identity was being
established. The mission was ‘Eat Healthy Think Better’ and ‘Make every third Indian a Britannia
consumer’. Under Nusli Wadia’s leadership, the company was preparing for a new century with new rules.

 In 2000, Forbes Global Ranking rates BIL among Top 300 – small companies.
 The company enters into a joint venture with the leading dairy group, Fonterra Cooperative Group New
Zealand, in 2002.
 Pure Magic wins the Worldstar Asiastar and Indiastar award for packaging in 2002.

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 Receives the status of ‘Super brand’ in 2004.
 2007 acquires a 70% stake Strategic Foods International Co. LLC, Dubai and a 65.4% stake in Al Sallan
Food Industries Co., Oman.
 BIL ranks 27th place in the list of India’s Fastest Growing Large Companies by Business Today Special in
June of the year 2008.
 In 2009 buys out New Zealand’s Fonterra joint venture.
 2009, Wadia Group becomes the largest shareholder in BIL after acquiring stake holdings from Group
Danone. In the same year, it also starts the Britannia Nutrition Foundation to address malnutrition amongst
underprivileged children and women.
 2012 The Global Performance Excellence Award by Asia Pacific Quality Organization.
 2012-13 receives Golden Peacock National Quality Award.
 2014 ties up with Amazon for online sales.
 Wins The Platinum Award (Packaged Foods category) in the Reader’s Digest Trusted Brand Awards 2014.
 2017 enters into JV with Greek company Chipita S.A. to manufacture croissants.
 Receives special recognition at the Renewable Energy India Awards 2016, under the Leading RE Investor
category.
And all along BIL continues to launch new products in the market.

India’s oldest becomes a leading food company

India is the world’s third largest biscuit manufacturing country after the US and China. In India, BIL enjoys a
38% market share. BILs core business is the manufacture and sale of biscuits (since 1892), breads (since 1954),
cakes (since 1963), croissants (since 2017), crème wafers, rusk, and dairy products (since 1997). It has
manufacturing facilities in Kolkata, Delhi, Chennai, Mumbai, and Uttarakhand. Today BIL has a presence in
more than 60 countries across the globe. Like Godrej of 1897, Britannia too has stood the test of time

BIL which started its business with an investment of INR 295, earned a revenue of INR 10,672.97 crores (USD
1.5 billion) in 2019.

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1.4 PRODUCTS OF BRITANNIA

BISCUITS

Britannia Biscuits is famous world-wide for its taste which is sold at a reasonable and affordable price.
Many millions of people enjoy eating biscuits which is a healthy snack and which is available in all over the
stores at any time, anywhere and everyday.

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Britannia Industries sells biscuits, rusk toast, breads, cake, chocolate biscuit and dairy products in India.
Good day, Marie Gold 50 50, Treat, Bourbon and Tiger brands of biscuits are the most popular Biscuit of
Britannia in India.

BREADS

It is the largest selling brand of breads in India with an annual turnover of over 1 lac tons in volume and
Rs.450 crores in value. It has got variety of breads like whole wheat bread, white sandwhich bread, bread
assortment, daily breads, etc.

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DAIRY :
Britannia dairy products include a wide variety of products such as cheese, milk based beverages, Fresh
dairy, everyday goodness, etc.

CAKES:
Britannia Cakes have soft spongy and fluffy slices that deliciously melts in your mouth. Believing in
delivering fresh and healthy products, Britannia India manufactures some of India's favourite cakes.

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Britannia has wide range of cakes which includes gobbles cake, tiffin cake, nut& raisin cake, muffills,
layerz, Rollyo, and fudgeit etc.

Crème wafers:
It’s a newly launched product of Britannia which has wafer biscuit on both the sides and a layer of cream in
between.

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1.5 PORTFOLIO OF BRITANNIA

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1.6 Mission Statement of Britannia
To dominate the food and beverage market in India through a profitable range of “Tasty Yet Healthy”
products by making every Indian a Britannia consumer. We want to be part of our consumer at home, out of
home, and a natural part of his life.

1.7 MOTTO

“Exciting Goodness”
The brand’s new positioning of Exciting Goodness espouses the increasingly relevant idea of balance. The
new logo celebrates this beautiful balance between the two fundamental choice drivers - Wellbeing and
Excitement as also between accessibility and premium. Remarkably, Britannia is uniquely placed to
champion this growing philosophy for consumption as well as lifestyle.

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 CHAPTER 2:- LITERATURE REVIEW

According to Vu Minh Ngo in the article “MEASURING CUSTOMER SATISFACTION” (2015), customer
satisfaction (CS) has attracted serious research attention in the recent past. This paper reviews the research on
how to measure the level of CS, and classify research articles according to their approaches and methodologies.
This paper also tries to supply some insights about the state of measuring CS in Vietnam. The main objective is
to provide a conceptual basic to understand existing methodologies used for measuring CS. A total of 103
articles from more than 50 journals and international conferences are reviewed. A number of important
methodologies used for measuring CS are defined and classified into two different approaches based on their
nature. Another important contribution of this study is to suggest some criteria which should be considered to
make CS measurement as a leading indicator of the financial performance. This paper can be helpful for
managers to gain basic conceptual ideas of the methodologies used for measuring CS and also the criteria which
make CS measurements more likely as a driver of financial performance when they are satisfied.

According to Theo Muller in the article “Loyal customers don’t quit... Satisfied customers do” (2010), In
conclusion, measuring customer satisfaction is a useful, but incomplete, way of determining what your
customers think of your company or brand. Measuring customer engagement is more meaningful and
strategically relevant as it measures not only customer satisfaction and willingness to recommend, but also the
emotional connection between the customer and your brand.William J McEwan summed it up very succinctly:
”Satisfaction” is a rather poor measure of the strength of a customer relationship, and it's an inappropriate goal
to set for company managers. "Good" performance won't deliver brand passion. And yet, as Jim Collins pointed
out in his book Good to Great , too many companies have become content with pursuing "good" - the enemy of
great. Marriages require more; loving involves a whole lot more than liking.”

According to Lucjan Kierczak in the article “5 Reasons why Customer Satisfaction is important in 2020”, You
should never ignore the importance of customer satisfaction. There are dozens of factors contributing to the
success (or failure) of a business, customer satisfaction is one of them. It’s important to track this factor and
work on improving it in order to make your customers moreloyal and eventually turn them into brand
ambassadors. Providing great customer service will satisfy both you and your targets. They get proper service,
you get a proper revenue and everyone is happy. As simple as that. Think, is there something more you can do
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to better treat your audience? That’s why you should never forget the importance of customer satisfaction. It’s
high time to face the truth – your brand can always do better!

According to Terry Grapentine in the article “Why customer satisfaction is hard to define”, this article presents
an argument for not measuring the concept of customer satisfaction as researchers typically measure it: by using
a direct rating scale such as the typical 0-10, very dissatisfied to very satisfied scale. (For purposes of
discussion, I refer to that scale as the satisfaction scale.) The article’s fundamental premise is that the
satisfaction scale is too ambiguous to be used as a good summary measure of a respondent’s overall affective,
i.e., emotional, response of varying intensity to a brand. This is because consumers who are identical in their
beliefs, needs, wants and evaluation of a brand can give widely different answers to the satisfaction scale, based
on their interpretation of the term satisfaction. This article is organized as follows: satisfaction is an ambiguous
concept; the marketing literature does not offer a uniform definition of the satisfaction concept; satisfaction can
be an emotion.

According to Nigel Hill, Greg Roche and Rachel Allen in the book “Customer Satisfaction” (2007), customer
satisfaction is a relative concept based on the extent to which an organisation has met its customer’s
requirements. Customer satisfaction is an attitude based on the customer’s subjective perception of an
organisation. Loyalty is a behaviour that is driven primarily by customer’s satisfaction attitude attitudes. Many
managers don’t understand the extent to which they have to make customers very satisfied, rather than merely
satisfied to achieve the full organisational benefits of customer satisfaction. By over-emphasising the
importance of cost control, many 33 companies make decisions that adversely affect customer satisfaction and
in the long run, customer loyalty and business performance. Measures are essential to effectively manage
employee’s behaviours and organisational performance. Many organisations failed to improve customer
satisfaction because their measures are based on flawed methodologies.

According to By Paul Szwarc in the book “Researching Customer Satisfaction & Loyalty” (2005), Customer
satisfaction and loyalty has been one of the largest areas of market research for the past twenty years, and
interest in it continues to increase. Organizations today invest heavily in programmes designed to retain
customers as they recognize the importance of having loyal, committed customers to sustain and increase
company profits. It examines how to research customer satisfaction from both a client and a supplier
perspective, and how to get the best results from that research. The breadth of detail is exhaustive and topics
covered include: the development of customer satisfaction and loyalty, management theories about it, qualitative
and quantitative research, and how market research projects get commissioned. The book also looks at the

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factors that both supplier and client need to consider when preparing a research brief and proposal, how interest
in this area is changing and what the future holds for research into customer satisfaction.

According to By Morpace International in the book “A Handbook for Measuring Customer Satisfaction and
Service Quality”, The primary focus of this handbook is how to measure customer satisfaction and how to
develop transit agency performance measures in response to research findings. These are key elements of an
ongoing customer satisfaction monitoring process. However, before proceeding with these tasks, it is helpful to
consider the framework implied when customer feedback becomes the driver of agency service improvement
actions. The results of a customer satisfaction measurement program cannot be expected to drive transit agency
service improvement plans unless the findings correlate with agency-based performance measures, i.e. that data
which the agency collects on a regular basis to document service performance. Customer perspectives must also
be validated or understood by frontline transit agency employees if corrective action plans are to translate into
Successful implementation. Hence, the customers' perspective, as measured, must be effectively communicated
to agency personnel. This communication should facilitate management's use of customer feedback in
determining which service improvements require immediate attention, which require further monitoring, and
which indicate a need for educating customers about service parameters. For while customers must always be
first, customers may not always be right. A fully diagnostic approach to customer satisfaction measurement is
essential, rather than reliance on ratings and ranking of service attributes alone.

According to Nigel Hill, Jim Alexander in the book “The Handbook of Customer Satisfaction and Loyalty
Measurement”, Customer satisfaction and loyalty are becoming increasingly important to most
organizationssince the financial benefitsfrom improving them have been well documented. This book presents a
thorough examination of how to use research to understand customer satisfaction and loyalty. It takes the reader
step by-step through the process of designing and conducting a survey to generate accurate measures of
customer satisfaction and loyalty. The research process is explained in detail, including questionnaire design,
analysis and reporting, but the book also covers other elements of an effective customer satisfaction process.
These include project planning, communicating with customers before, during and after the survey, as well as
providing internal feedback and taking effective action to address issues raised by the survey. There is also
comprehensive coverage of loyalty measurement methodologies as well as the satisfaction-profit chain and
associated modelling and forecasting techniques.

According to Evangelos Grigoroudis, Yannis Siskos in the book “Customer Satisfaction Evaluation”, Customer
satisfaction measurement is one of the most important issues concerning business organizations of all types,
which is justified by the customer orientation philosophy and the main principles of continuous improvement of
modern enterprises. In fact, measurement constitutes one of the five main functions of the management science
allowing for the understanding, the analysis, and the improvement (Massnick, 1997). As it is rumoured, Lord

28
Kelvin (19th century) said that “if you cannot measure something, you cannot understand it” For these reasons,
customer satisfaction should be measured and translated into a number of measurable parameters. In the recent
decades, the importance of customer satisfaction for business organizations has been increased. Thus, customer
satisfaction measurement is now considered as the most reliable feedback, taking into account that it provides in
an effective, direct, meaningful and objective way the customers’ preferences and expectations. In this way,
customer satisfaction is a baseline standard of performance and a possible standard of excellence for any
business organization (Gerson, 1993).

According to Sarah Chambers in the article “The Importance of Customer Loyalty”, The importance of
customer loyalty impacts almost every metric important to running a business. Without happy customers that
continue to buy from you, the business won’t survive. New customers (as we’ll talk about below) tend to cost
more to acquire, and don’t spend as much money as loyal, repeat customers. Keeping customers coming back
for more is critical to business success. And it’s why short term profit grabs don’t work. Loyal customers are
just better for business: they help you grow and they keep profits high. Customer loyalty is the act of choosing
one company’s products and services consistently over their competitors. When a customer is loyal to one
company, they aren’t easily swayed by price or availability. They would rather pay more and ensure the same
quality service and product they know and love. Customer loyalty is the result of a company consistently
meeting and exceeding customer expectations. Customers that trust the companies they do business with will be
more likely to purchase again in the future.

According to Nicole Leinbach-Reyhle in the article “Customer Loyalty In Today's Modern Retail World”,
Customer loyalty isn't what it used to be. In fact, research company Access Development reported that 79% of
customers would take their business to a competitor within a week of experiencing poor customer service, while
the estimated cost of customers switching their choice of businesses due to poor service is $1.6 trillion. Keeping
this in mind, how can businesses strengthen their customer loyalty in a world where customer sentiment is
constantly shifting and consumers have more options than ever before of where to spend their money? Chris
Luo, VP of Marketing of loyalty technology company FiveStars, believes that "from our experience, almost all
retailers who generate some kind of repeat business have the opportunity to boost their ROI and profitability by
increasing the retention of their customers. For fast casual restaurants, as an example, oftentimes 60% of
customers never come back after their first visit." Retention - as Luo points out - is essential in maintaining
customer loyalty. But many questions remain as to why customers aren't being loyal. Are customers not
returning due to bad customer service alone? Or are customers not returning because there are other options? Or
possibly, however, are customers not returning because they have been given another reason to dismiss a
specific business, including the possibility of preferring a competitor? Whatever the reasons are, one thing is for
certain... customer retention is vital in sustaining a healthy business.

29
According to Kurtz and Boone (1984) in their research work entitled “consumer behaviour interpersonal and
social influences in rural area” concluded that one’s family is also an inter-personal determinant of consumer
behaviour. The influence of household members is often significant in the purchase decision process. Because
of the close, continuing interactions among family members, the family often represents the strongest source of
group influence on the individual”.

According to Noe (2000) the purpose of this paper is the study of factors responsible for brand preference in
FMCG products, increasing competition, more due to globalization, is motivating many companies to base their
strategies almost entirely on building brands. Brand preference means to compare the different brands and opt
for the most preferred brand. This brand preference is influenced by various factors. In the identification of
factors affecting the brand preference, it was concluded that brand persona is the most effective factor that
affects the brand preference. This brand person a deals with the personality aspects or the external attributes of
brand, thus it can be said that consumer prefer any brand by looking at the external attributes of a brand.

According to George Bobinskri Jr.,Bringhamton, retailers often advertise products at “reduced” prices. Past
research has suggested this is an effective way to appeal to consumers; but recent evidence indicates growing
consumer mistrust of this type of advertising claim. This paper presents an experiment that suggests consumer
perceptions of retail price reductions may depend on the rationale the retailer provides for the reductions.

According to Dena Cox and Anthony Cox, Marking up to mark down and referring to a fictious “regular” price
in retail advertising can deceive consumers and cause consumer injury. The practice, known as high-low
pricing, has become widespread in the intensively competitive retail environment. Consumers respond to this
practice by drawing one of the several inferences about the value of the product and the prevailing competitive
price. Whether the consumer is deceived depends on the inference drawn. This paper integrates legal, public
policy, consumer behavior, and retailing perspectives to examine the issue and the purpose retailer and
regulatory solutions.

The study by Apoorva (2004) [2] conducted to know consumer preference in purchasing ready to eat snacks,
with a random sample of 150 consumers and 50 retailers. It is found that 60% people prefer lays over pepy,
Cheetos and Kurkure. The spicy and the salty flavours are found to be highly preferred ones. Nearly 66% people
buy ready to eat snacks at least once a week andtaste is most important factor for purchasing ready to eat snacks.

Another study by Vincent (2006) [12]concluded that quality is a most important factor that takes consumers
towards branded product. People see Branded product as good quality products and also people do not mind
30
paying extra for those product, as they get value for their money. The author also concluded that media is the
key constituent is promoting and influencing the brand image. It is found that children insistence affects
family’s buying decision. Now a days children are highly aware about the brands and they always insist family
to select that brand.

The study by Khor (2010)[5]conducted a research to know how consumer buying behaviouraffected with regard
to luxury branded goods. The study analysed is there any interaction between the independent variable (price,
perceived quality, perceived societal status and brand loyalty) and moderating variable (income) with the
dependent variable consumer buying behaviour. Random Sample of 200 respondent was studied and it was
found that perceived social status and brand loyalty are significantly related to factors affecting consumer
buying behaviour. Where price and perceived quality are not significantly related and SPSS result also revealed
that monthly income does not moderate the interactions between the independent variable brand loyalty and
dependent variable consumer buying behaviour

.Srivastava & Sharma (2013) [10] in their study determined that perceived quality had a greater impact on
consumer attitude for services than FMCG and durables. Whereas, there was a stronger effect of perceived risk
and involvement on assessment of durables and services than FMCG brand extensions.

The study by Khare, A. (2014) [4] identified that assortment, service, store facility and relationship are the
major drivers for Indian consumers, for their preference towards small retailers. Out of these, service and
assortment has a comparatively strong influence the relationship between consumer and small retailer.

Beck & Kenning (2015) [3] in their study revealed that there is direct positive effect of perceived FFI (Family
Firm Image) on NPA (New Product Acceptance) and an indirect effect, when it is mediated by perceived
trustworthiness of the retailer. Furthermore, these relationships are moderated by the customers’ perceived
uncertainty with the product.

Another study by Thapa (2012) [11] was conducted in Jammu to know factors, elements which influence the
consumers to buy shampoo of particular brand and also tried to know the reasons for their switching over to
other brands. It has been seen that people are aware of cosmetic brand more than the herbal ones. Factors like
price, availability and packaging of the product also plays an important role in buying shampoo products. It has
been found that consumers prefer gift, extra quantity, discounts and price off. Moreover, factors for switching
brands are packaging, price rise, advertisement and non-availability of brands.

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The study by Anandan, Raj &Madhu (2006) [1] concluded that majority of the respondents (54%) will buy
other brand if the one they want is not available, 15% of respondent will postpone their purchase and 18%
people will go to another shop to buy the brand which they want.

The study by McIntyre &Schwanke (2010) [8] indicated that the process of adult consumption of biscuits
comprisesaspirations towards an overall better‐life. In addition, there was negative effect of organic labelling on
buyers.

The findings of the study by Kitchen (1989) [6] revealed thatfor the purpose of market analysis, competitive
metrics and market rivalry measures with advancement, will be beneficial tools for marketing managers of
FMCG markets.

The study by Shaikh & Gandhi (2016) [9] determined that primary parameter for retailers while accepting the
new product is retail margin. Moreover, small retailers would considerpromotional support, sales potential of
the new product, relationship of salesperson with the retailer, fairness in this relationship, corporate goodwill,
relevant information about the product, and product availability with competitive retailers, while accepting a
new product.

The study by Leahy, R. (2011) [7] highlighted that relationship doesn’t and couldn’t exist in the FMCG market,
from consumers’ perspective and therefore marketers and retailers should focus on other effective strategies for
the marketing purpose.

Hemant J.Katole (2018) in his study customer brand loyalty and buying behaviour of consumers for fast-moving
consumer goods, especially biscuits. Two parameters have been studying gender and age are considered to
verify the brand and health consciousness of consumers while buying the biscuits. By using the observation
method and questionnaire method researchers have collected the data of actual timing taken by the consumer for
buying biscuits. The study was found that the customers behave health-conscious irrespective of gender while
buying the product especially biscuits.

Dr. V.Kannan's (2017) study examined that biscuit as a portion of delicious food in the morning and also
evening as refreshment. Hence the Britannia and Parle G products are moving fast in the market and people
consume a variety of biscuits, bread, rusk, cakes, and dairy products. The retailers are only the intermediaries
who frequently meet the ultimate end-user of the Britannia product. They now show the client Perception,
choice, and mindset in the direction of products. They never lose the present purchaser, Hence it is inevitable to
have a thorough look at on client's notion, desire, and mindset toward Britannia biscuits

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 CHAPTER 3: RESEARCH METHODLOGY

3.1 Statement of Problem

This study will primarily investigate customer satisfaction towards Britannia products in India.

It is about all those factors that induces a customer to purchase a Britannia product and thereby achieving customer
satisfaction and also analyzing the customer profile, understanding the effectiveness of marketing strategy and examine
the loyalty of customer.

Thus, the research is titled “Customer satisfaction towards Britannia products in India, with Special reference to city of
Mumbai”.

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 3.2 Objectives of study.
1. To study consumer behaviour regarding Britannia.

2. To identify different factors which affects the purchasing decision of the buyers.

3. To identify the strategies that would lead to increased customer satisfaction and increase the market
share by fulfilling the needs of the customer.

4. To examine the loyalty of customer.

5. To identify the factors contributing in the purchase Decision Making Process of Britannia Biscuits.

6. To find the satisfaction level towards Britannia products in India.

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 3.3 HYPOTHESIS

H0: Pricing is not an important factor in consumer buying process.

H1: Pricing is an important factor in consumer buying process.

H0: Quality is not an important factor in consumer buying process.

H1: Quality is an important factor in consumer buying process.

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 3.4 SCOPE OF RESEARCH

Consumers of Britannia product refers to the level of happiness or dissatisfaction with product and brand. The
scope of my study refers to the sample size of 81 respondents of students, children, businessman, servicemen
and housewives because majority these people consume Britannia product in the market. The main objective of
the research is to study about consumer satisfaction of Britannia product with understanding the consumer
profile, understanding the effectiveness of marketing strategy and examine the loyalty of consumer. The
research design chosen is descriptive in nature. For this study, the sampling technique chosen is convenience
sampling. This paper is a result of research carried out in Mumbai city and it is based on the information given
by respondents through questionnaire. Hence, it will provide me with a holistic view and give me the responses
which will help me in my study.

With the increase in the consumption of Britannia products, with this analysis, I have tried to point whether the
customers are satisfied with the products offered by Britannia or not or if they want any modification or
development in the products. I would target those sections of the society that use Britannia products on a daily
basis, analyze the conclusions and understand their consumer behavior. It will then give me a clearer picture of
the present scenario of Britannia products and the ways in which I can recommend solutions for its
improvement.

Thus, the advent of consumer food products has brought an immense change in the field of the consumer’s food
habit. Britannia has done well to enhance its customer’s loyalty operating as a market challenger in its industry.
Britannia is one of the largest food processing companies. Their products and quality mainly depends on their
experience and efficiency.

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 3.5 RESEARCH METHODS

Primary as well as secondary research was employed in this project.

Primary research is the first hand research that the researcher collects, by interacting with sample
population and the conclusions and analysis he/she draws from the data that has been obtained.

Primary research in this project involved interacting with 60 consumers to know, understand and comprehend
the impact of Britannia products on the consumers and their satisfaction towards the brand.

Secondary research is the background research done by the researcher on already existing information
regarding the topic. This helps the researcher in determining whether previous research papers have been
written on that particular topic and if and how new ground on that particular topic can be covered. It also helps
the researcher in building a base for the questions to be asked to the sample population and to construct an
informative questionnaire and ask all the right questions.

Secondary research in this project involved reading and examining various research papers, articles, websites,
case study to understand the current situation related to ‘Customer satisfaction towards Britannia products in
India’.

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 3.6 DATA COLLECTION METHODS

Quantitative data: Surveys

This method captures information through the input of responses to a research instrument containing questions
(such as a questionnaire). Information can be input either by respondents themselves (E.g. An online Survey) or,
the researcher can input the data (e.g. a phone survey, a one-on-one survey, a mall intercept).

The main methods for distributing surveys are via a website, postal mail, phone or in person. However, newer
technologies creating additional delivery options including through wireless devices, such as smart phones and
technologies wherein the information gets recorded in real time and can be viewed and intercepted very easily
through pie charts and bar graphs.

Survey for this study was undertaken via an online questionnaire. Questions included views of the people from
various backgrounds.

Qualitative data collection

Qualitative data collection requires researchers to interpret the information gathered, most often without the
benefit of statistical support. If the researcher is well trained in interpreting respondents’ comments and
activities, this form of research can offer very good information. However, it may not hold the same level of
relevancy as quantitative research due to lack of scientific controls with this data collection method.

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 3.7SAMPLING

Sampling is the process of selecting units (e.g., people, organizations) from a population of interest so that by
studying the sample we may fairly generalize our results back to the population from which they were chosen.

Survey started: 26TH February 2022

Survey completed: 1ST March 2022

Geographical area covered by the survey: Across Mumbai city

Definition of the population The survey was done for consumers who indulge in buying process and make
purchases for themselves and their households.

Population: Age Group 15- 45 & Above

Sample size: 81

Research instrument: Questionnaire

Statistical tool: Pie charts, tables, graphs

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 3.8 LIMITATIONS OF STUDY

1. The study contains the survey of Mumbai city’s customers only.

2. The possibility of respondents being biased cannot be ruled out.

3. Lack of finance and time may prevent from carrying out in depth study.

4. Opinions of respondents may change over time and situation.

5. Consumers may not be aware of all the products offered by Britannia.

6. The sample size was limited.

7. Being an opinion survey, a lot of subjectivity is involved in the study.

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 CHAPTER 4: THEORETICAL CONCEPTS

4.1 PESTEL ANALYSIS

A PESTEL analysis is a framework or tool used by marketers to analyze and monitor the macro-environmental
(external marketing environment) factors that have an impact on an organization, company, or industry. It
examines the Political, Economic, Social, Technological, Environmental, and Legal factors in the external
environment.

PESTLE Analysis of Britannia analyses the brand on its business tactics. Britannia PESTLE Analysis examines
the various external factors like political, economic, social, technological (PEST) which impacts its business
along with legal & environmental factors. The PESTLE Analysis highlights the different extrinsic scenarios
which impact the business of the brand.
PESTLE analysis is a framework which is imperative for companies such as Britannia, as it helps to understand
market dynamics & improve its business continuously. PESTLE analysis is also referred to as PESTEL analysis.

Let us start the Britannia PESTLE Analysis:

Political Factors:

Britannia is one of the largest FMCG companies having a wide product portfolio. There are a number of political factors
which influences the FMCG industry as a whole. For Britannia, the raw materials, manufacturing and selling of its
products require right government policies, GST regulations etc. as well as associated government incentives. There is
approval of investment of up to 100% foreign equity in single brand retail and 51% in multi brand retail. Even the union
Government’s production linked incentive scheme can give a major boost to export its products in the international
market.

Economic Factors:

A number of economic factors have an impact on buying power of consumers and overall profitability for Britannia.

During the pandemic lockdown, people usually preferred packed trusted consumer goods like that from Britannia. And
even now with the situation improving, people prefer and trust brands for daily consumer goods like a biscuit etc. The
overall economic conditions which include employment rate, wages, inflation and prices affect the decision of consumers.
People nowadays go after the trusted brand names keeping in mind the hygiene and confidence aspect. They tend to keep a
stock for themselves and buy in large quantities with given discounts. With the inflation and unemployment going down,
it has a positive market stand with rising consumer demand for its products.

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Social Factors:

Some of the social factors such as age, gender, family size and structure, location, education level and population density
affect the consumer’s lifestyle and demand for consumer goods from companies like Britannia. As we move towards
urban areas and cities, people tend to buy more packed goods. Children usually have the power to influence their parents
to buy products like biscuits, cakes etc. Society impacts the choices and buying decision of consumers. People usually
prefer safe and hygiene eatables for them now as Covid-19 pandemic spread. All these factors make it preferable among a
large diverse consumer in the market. If the right STP (Segmentation, targeting, positioning) is done, it can prove
profitable for the company.

Technological Factors:

With the emerging digital technology such as AI, cognitive intelligence and handy smart phones trend, FMCG companies
like Britannia stands in a good position. As E-commerce websites and applications attract a lot of potential and existing
consumer base, online ordering and selling of consumer goods is catching up. With its wide and growing portfolio of
products ranging from Biscuit, Bread, Cake, Rusk, Dairy etc., it has a competitive advantage of selling through product
bundling on E-commerce platforms. Technological factors are very important whether in terms of supply chain, sales or
customer service. Online order and delivery mechanism is leading to exponential growth of Britannia by reaching a wider
market than through only brick and mortar stores. With lockdown in place, online demand was huge for its dairy as well as
bakery product ranges with the convenience provide by technology.

Legal Factors:

It can get impacted by numerous legal factors in any country it has business presence. Some of the factors such as time
taken for court proceedings and the delay in the enforcement of rules in a timely manner can impact the business. Even the
laws regarding monopoly and restrictive trade practices in a country is a major factor and can be an opportunity as well as
a threat in different ways. The consumer protection law and even the protection of intellectual property rights can affect
Britannia. Consumer petitions and many other challenges from authorities can influence the FMCG companies. The
functional level strategies should be legally bounded for Britannia to keep its business growing and for generating
maximum profits.

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Environmental Factors:

Companies face a lot of regular scrutiny by environmental agencies like NGT etc. for anti-environment related activities
and processes which leads to environmental disturbance. A lot of customer activism is also taking a toll on the business
processes and products. Even the products packaging in the form of plastic is not allowed in many countries. This leads to
high costs sometimes and ultimately affects the business sales and revenues.

There are a lot of ethical issues as well in the marketing campaigns which can impact the business environment. As
awareness on waste management is on rise, Britannia is obliged to follow environment friendly practices in all the
operating countries. These environmental factors are inevitable for the company today to take into account as people have
become more environment conscious and so do other competitors.

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4.2 MARKET SEGMENTATION

This is the process of separating the customers into smaller categories on common factors to better understand
and generalise their needs and wants. Britannia’s segmentation strategy is as follows:

1. Demographic Segmentation
 Kids:- Fruity Rolls, Tiger and treat
 Matured People:- Good Day, Cream Cracker
 Youth:- Little Hearts, Cream Biscuits
 Gender:- For All

2. Behavioural segmentation
 Benefits:- for health benefits, all Nutri products, tea time snack biscuits
 User Status:- Little Heart Biscuit and time pass.
 Usage Rate:- Marie Gold is for high usage rate Customers.
 Occasion:- Snack Biscuit, Fruit rolls.

3. Psychographic Segmentation
Britannia in the past 100 years has adapted accordingly to the Indian market and requirements like running a
few of the successful campaigns and offering some great products according to age group.

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 4.3 TARGET MARKETING
Targeting is the step that follows segmentation, in which the company selects the customer types it
wants to serve. Britannia in the past 100 years has not only focused on the new generation of kids but
also has focused on elderly people by various products:

 Britannia Tiger- Low price and for low-income group

 Britannia Marie Gold:- Biscuit and Family size.
 Treat fruit roll:- For children during the celebration and occasional time.

Britannia has spent the last 100 years focusing on the next generation of children and the elderly
through a variety of goods. The Britannia Tiger is low-cost and aimed at low-income individuals,
whilst the Britannia Marie Gold is aimed at families. Treat fruit rolls are intended for use by
youngsters on rare occasions.

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 4.4 MARKET POSITIONING

This is the final step of the process in which after deciding the customer the company wishes to target, it decides
what kind of messaging or kind of stance they should take while marketing the product.

Britannia has many brands in its portfolio and it smartly manages to use each of them to position itself in all
segments. Have a look at their smart positioning:
 Tiger:- Positioning for the mother to choose for kids
 Little Hearts:- Positioned as snacks for young people.
 Good Day:- Positioning is as everyday biscuits which brings happiness in everyone lives
After discussing the marketing mix of Britannia, let us now discuss the social media strategy employed by
Britannia to win over its customers.

4.5 ADVERTISING STRATEGY

Britannia employs various strategies in its promotional marketing mix, including television commercials, print
advertisements, and billboards. Britannia has negotiated deals with celebrities to market its brand. However, the
deals have varied depending on the product. The sports industry accounts for a more significant portion of its
promotional operations. Cricket bats with the Britannia emblem, which international players approve, are an
essential advertising tool. Britannia also markets its product as "vital for excellent health," which appeals to
consumers who are more concerned about the nutritional content of what they eat.

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 4.6 BCG MATRIX

The Boston Consulting Group Matrix (BCG Matrix), also referred to as the product portfolio matrix, is a
business planning tool used to evaluate the strategic position of a firm’s brand portfolio. The BCG Matrix is one
of the most popular portfolio analysis methods. It classifies a firm’s product and/or services into a two-by-two
matrix. Each quadrant is classified as low or high performance, depending on the relative market share
and market growth rate.

The horizontal axis of the BCG Matrix represents the amount of market share of a product and its strength in the
particular market. By using relative market share, it helps measure a company’s competitiveness.

The vertical axis of the BCG Matrix represents the growth rate of a product and its potential to grow in a
particular market.

In addition, there are four quadrants in the BCG Matrix:

1. Question marks: Products with high market growth but a low market share.
2. Stars: Products with high market growth and a high market share.
3. Dogs: Products with low market growth and a low market share.

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4. Cash cows: Products with low market growth but a high market share.

The following section outlines the BCG Matrix for Britannia Industries Limited:

1. CASH COWS
The first category that has been considered in the BCG Matrix is cash cows which includes all those
products that serve as the financial foundation for an organization. These products have a high market
share and are in high demand by the consumers which helps in securing a significant amount of profit.
Even though the market offers limited room for further growth, the current level of development holds a
promising future for these items as they are likely to remain in demand. As a result, these products are
expected to remain a significant source of earning and financial gain. There are 3 products that can be
identified as cash cow for Britannia, namely, Good Day, Marie Gold and treat. Good Day biscuit has
received a change in terms of its packaging, branding and marketing which has resulted in higher sales
of the product. Even before these changes, Good Day had been a key source of earning for Britannia.
Shashidhar (2015) has further reported that in 2015, the company has added new items in the range of
Good day such as Good Day chunkies which has helped in bringing in higher level of profits for the
firm, making it a cash cow. Moreover, Chengappa (2015) has indicated that Marie Gold is one such
brand manufactured by Britannia that has helped the company in dealing with competitive pressure from
rival firms such as Parle. Treat is another biscuit manufactured by Britannia that is a cash generator as it
has a high demand among the Indian consumers.

2. STARS
The second category is related to those products which are not cash cows in the present scenario but can
become a cash cow as they are bringing in significant sales and revenues. These products have two main
defining features. Firstly they have a high market share, secondly they seem to have further chances of
development in terms of increased sales and market share. The stars make a good option for financial
investment as the company can gain significant return on the resources invested in this domain.
Britannia has several products that are stars for the company, a few of the examples being Tiger, 50-50
and little hearts. Shah (2013) has identified Tiger biscuit playing a significant role in strengthening the
financial performance of Britannia. The decision to reshape the brand has been a supporting step in
strengthening the position of this product in the BCG matrix.

3. QUESTIONS MARKS
The question marks on the other hand, depict products that are not performing up to the managerial
expectations. These products have more of an uncertain future, rather than a clear course of development
as evident in case of stars. There is a chance that continued investment in this area may bring in positive
results for the organization. However, the decision to invest in these products needs to be taken after
careful analysis as the outcome of investment is uncertain and these products have the risk of becoming
a financially burden for the firm. The potential for market growth is one motivator that could encourage
the management to work on strengthening these items. There are some products for Britannia that have
an uncertain future in the product portfolio of the company. Two such product are Bourbon and pure
magic that have not been able to capture the market in a successful manner. Bourbon has not been able
to deal with the competitive pressure from the rival company Parle’s biscuit range, resulting in lower

48
 sales (Jaiswal, 2010). Dalal (2012) has shared the observation that the launch of a premium brand in the
form of pure magic is likely to take time in creating a high demand in the specific market niche. The
company has been investing in the brand, assuming that despite the high cost of advertising, pure magic
will eventually become a source of stable revenue for Britannia. However, the product is a question
mark in the current scenario as it holds the potential to grow but it is not supporting Britannia in terms of
financial gain.

4. DOGS
The dogs include the products that have a poor performance in terms of sales and revenues. These items
are regarded as cash traps as the investment is not bringing in the desired results for the organization.
The low market share and limited growth chances in the industry makes these products a financial
burden for a company. Lastly, Britannia has some products that can be positioned as dogs in the BCG
matrix due to the poor performance evident from their sales and revenues. Nutrichoice is one such
example which is an underperforming products for Britannia as it is currently facing set back due to the
packaging issues of its digestive zero brand (Law, 2016). Due to the legal issues over packaging, the
management has to consider the decision of redesigning the packaging and dealing with the potential
loss of dealing with the stock that has been supplied in the market. The similarity issue would require
Britannia to recall the digestive zero and replace it with the new packaging of the same brand which
would incur a significant amount of financial resources.

4.7 MARKETING MIX OF BRITANNIA

It is about putting the right product or a combination thereof in the place, at the right time, and at the right price.
The difficult part is doing this well, as you need to know every aspect of your business plan

Marketing Strategy of Britannia analyses the brand with the marketing mix framework which covers the 4Ps
(Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing
approach, promotion planning etc. These business strategies, based on Britannia marketing mix, help the brand
succeed.
Britannia marketing strategy helps the brand/company to position itself competitively in the market and achieve
its business goals & objectives.

Following are the Britannia Marketing Strategy & Mix to understand its product, pricing, advertising & distribution
strategies:

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Britannia Product Strategy:
The product strategy and mix in Britannia marketing strategy can be explained as follows:
Britannia manufactures wide variety of biscuits and dairy products. Britannia’s product strategy in its marketing
mix width primarily consists of biscuits, bread, dairy, cakes and rusk. The product line depth is highest for
biscuits consisting of several products, followed by cakes and breads. Britannia manufactures biscuits for
various segments of consumers, types include sugar free biscuits, cream biscuits and jam biscuits. Some of its
popular brands are Britannia Nutrichoice, Britannia Marie Gold, Britannia Pure Magic, Britannia Little Hearts
etc. Britannia Tiger biscuits is the most famous of all products. Tiger biscuits also cater to the international
markets like Australia, Malaysia and Indonesia. With their joint ventures with dairy companies, Britannia are
now able to manufacture and sell cheese, dahi, ghee and butter. Its products are primarily intended for middle
class people India, which forms the bulk of the population.

Britannia Price/Pricing Strategy:

Britannia is one of the leading food brands in India.

The food manufacturing industry is very competitive. The base of Britannia’s marketing mix pricing strategy is
competition. Also the primary segment for being middle class people, who are highly price sensitive, forces
Britannia to play price war with its competitors. Britannia tries to bundle its products, which in turn reduces the
price of their products, specially this can be seen in their products which are designed for the family packs.
Their strategy of discrimination of prices help them earn larger profits from consumers who are willing to pay
for healthier products and greater benefits. The price of Britannia products is very much comparable with its
competitors, especially with that of Parle products, and they are almost the same.

Britannia Place & Distribution Strategy:

Britannia distributes its products primarily via retail chain. The online segment, which contributes to less
purchases, has been possible by having tie ups with large ecommerce organizations. Britannia products can be
purchased from online portals. With extensive and strong distribution network Britannia products, can be found
in all large and small urban areas across India. But the rural distribution network is not as good as that of the
urban market. As a large FMCG player in India, Britannia primarily depends on distributors who then decide on
dealers and retailers for distribution.

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Britannia has made deals with large retailers like spencers, big bazaar which hosts large quantity of Britannia products and
provides better display location.

Britannia Promotion & Advertising Strategy:

The promotional and advertising strategy in the Britannia marketing strategy is as follows:
Since the brand, Britannia is present for more than 100 years, perception about Britannia is always good and
enjoys high brand recall among consumers, this tends to be a great advantage for Britannia. Advertisements for
Television, print media and billboards are few of the many techniques used by Britannia in their promotional
marketing mix. Britannia has signed agreements with famous personalities to promote their brand, but this has
been different for different products. A bigger part of their promotional activities is done in the sports sector.
Britannia logo tagged cricket bats endorsed by international players plays an important promotional activity.
Britannia also promotes their product as “essential for good health”, this captures the mind of consumers as
nowadays people tend to be more conscious about the nutrient value of what they consume. Hence, this
concludes the Britannia marketing mix.

4.8 BRITANNIA IN SOCIETY

The Corporate Social Responsibility (CSR) initiatives focus strongly on Nutrition and Health, and aim to
help break the intergenerational cycle of malnutrition, which is a major public health concern in India
today. Through various community-based programs run by the Britannia Nutrition Foundation (BNF),
we address the nutrition requirements of Severe and Moderately Acute Malnourishment in children,
adolescents and women. In FY 2020 - 21, BNF’s efforts to address malnutrition and anaemia reached 77,
012 people in 1,383 communities. In light of COVID – 19 last year, our efforts with the Sir Ness Wadia
Foundation (SNWF) focused mainly on relief activities including providing over 27 lakh cooked meals
to those stranded in urban locations or walking home during the national lockdown. Recognizing that
those affected the worst would be at risk of malnutrition, we also distributed 1,13,673 grocery kits to
affected communities and included malnourished children in the scope of this initiative.

Britannia Nutrition Foundation (BNF)

Britannia has a strong legacy of social responsibility and giving. Our Corporate Social Responsibility (CSR)
initiatives focus on Nutrition and Health and Britannia directs significant resources to break the
intergenerational cycle of malnutrition and the prevalence of iron deficiency anaemia, a serious public health
issues that India faces. The initiatives of Britannia Nutrition Foundation are targeted at improving the health and
nutritional well-being of children with Severe and Moderate Acute Malnutrition (SAM and MAM), anaemic and
underweight adolescents and expectant/new mothers.

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BNF was set up in 2010, with the aim to contribute to every child’s right to growth and nutrition by
implementing sustainable, replicable programs and pursuing product innovation. The vision of BNF is to help
address child malnutrition and it strives towards this by implementing community-based programs addressing
the main contributing factors of malnutrition and anaemia including health, hygiene, sanitation and nutrition.
The programs promote community’s participation, linkages with village level institutions and empowering
women and adolescent girls to foster ownership and sustainability, conducting research and innovating in
nutrition. The programs are implemented in collaboration with the District administration, Integrated Child
Development Services (ICDS), health and local organizations.

Some of the high-impact initiatives as part of Malnutrition and Anaemia reduction program include:

Setting-up of Nutrition Gardens (Poshan Vatika)

The nutrition garden initiative aims to enhance food security and nutritional status among the target population.
Vegetables and fruits grown in the gardens help bring more variety in the diet, ensure year-round availability,
saving on expenditure related to purchase of vegetables, fruits at regular intervals- less affected with price
escalation and availability.
Improve Nutrition in first 1,000 days of life
Promoting good infant and young child feeding practices, nutritional practices for expectant/ new mothers,
linking with government health services for getting complete health check-ups during pregnancy and lactation
period, ensure safe delivery. Mother, families and communities are sensitized for prevention of common
childhood illness.

Capacity building support to service providers

Anganwadi centre is a conduit for delivery of nutrition and health services for children, expectant/new mothers
and adolescent girls. To strengthen the functioning of anganwadi workers, helpers and ASHA workers, capacity
building support is provided to equip them with the knowledge and skills to deliver quality services.
Identifying, engaging & sustaining community champions
Women and adolescent girls are identified based on their influence, motivation and interest to drive positive
change in their communities. Women are called ‘Suposhan Sakhi’ and adolescent girls are called ‘Nutrition
Champion’. They are trained to conduct outreach and promote participation of mothers/caregivers in anganwadi
activities, support in conducting growth monitoring and identifying malnourished children and underweight

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adolescent girls, encourage expectant mothers to register themselves in anganwadi centre, educate new and
mothers of malnourished children to adopt good practices with respect to health, hygiene and nutrition.

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 CHAPTER 5: CASE STUDY
A study on how pandemic bought significant shifts in consumer preferences.

The pandemic has brought significant shifts in consumer preferences and behaviours, including the growth of
online business channels, which are likely to strengthen and present new opportunities for food business in
future, according to Britannia Industries.

The company is well placed to sustain growth and is confident of addressing the evolving situation with its wide
distribution network, intrinsic brand strengths, innovation and technology capabilities and cost efficiency
programmes, it said in its latest annual report.

“Significant shifts in consumer preferences and behaviours, growth of online business channels and higher
demand for staples and value products are some of the changes brought about by the pandemic. These trends are
likely to strengthen and present new opportunities for the food business in future,” the company said.

According to Britannia, it foresees opportunities to scale up its dairy business by leveraging product innovation
and accelerating the growth of value-added products into the segment.

The company is going for expansion of distribution for the dairy portfolio, growth of e-commerce & digital
subscription platforms and culinary experimentation at home with categories like cheese due to the lockdown.

In the segment, Britannia sees quality milk procurement and infrastructure improvement, including cold chain,
as the primary growth challenges.

“To address these challenges, your company has been continuously investing in farmer connect programmes,
scaling up milk procurement capabilities, ensuring consistency in quality of raw material and strengthening cold
chain distribution,” it said.

While talking about the biscuit segment, Britannia said India continues to provide significant opportunities for
growth as the per capita consumption is much lower than that of developed countries.

“High levels of household penetration (above 90 per cent) augurs well for an increase in consumption. There is
potential to spur consumption growth through innovative, healthy and premium products,” the annual report
said.

In the cake segment, Britannia said its immediate strategic priorities are to strengthen and scale up innovation,
renovate and make the base cake segment more premium and in new-to-market formats with affordable prices.

“There are opportunities for growth through the launch of innovative products at different price points and
expansion in rural markets,” said Britannia Industries.

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In rusk, Britannia’s strategy is to grow by investing in technology, renovate existing portfolio and expand the
category with new varieties at affordable price points.

“These measures are intended to attain segment leadership by understanding consumer preferences and meeting
their expectations,” it said.

While talking about bread, Britannia said it has continued to grow and strengthen its leadership in the Health
Segment with superior and differentiated products like ''atta'' pizza, multigrain and cheese garlic bread, etc.

The category is evolving rapidly due to entry of new players and market consolidation, it added.

“With the entry of significant competitors and signs of consolidation in this space, your company has renewed
its focus on further diversification of portfolio, strengthening manufacturing capability, expansion into new
markets and e-commerce as well as Brand building through launch of refreshed packaging and relevant
products,” it said.

In the international business, Britannia’s strategy is to achieve growth and market share by increasing presence
among the Indian diaspora, develop new products to recruit local ethnic clusters and establish local operations in
fast growing emerging markets like contract manufacturing, acquisitions, joint ventures etc.

“The Export markets in Americas, Asia and Africa that were developed in previous years shows promising
growth potential and the company is focused on mainstream channel expansion and opening more white space
markets, in these geographies,” it said.

For the financial year ended March 31, 2021, Britannia Industries’ consolidated sales were at Rs 12,883.04
crore, up 12.6 per cent as against Rs 11,443.99 crore in the previous year.

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 CHAPTER 6: DATA ANALYSIS, INTERPRETATIONS & FINDINGS

QUESTIONNNAIRE

1) AGE GROUP

OPTIONS RESPONSE
15-25 70.4%
26-35 18.5%
36-45 2.5%
45&ABOVE 8.6%

INTERPRETATION :
From this above pie diagram, we can see that the highest representation of respondents is between the age group
of 15-25 years, that is 70.4% of the population as compared to the other age groups. Age group 26-35 comprise
of 18.5% of this statistic, 36-45 comprise of 2.5% of the statistics and 45 & above comprise of 8.6%.

56
2) Gender

Options Response

59.3%
Male
40.7%
Female

INTERPRETATIONS:-
From the above pie diagram it can be seen that the Male respondents in the survey are more than
the female respondents. The percentage of male respondents is 59.3% whereas the percentage of
female respondents is 40.7%.

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3) OCCUPATION

OPTIONS RESPONSE
65.4%
STUDENT
7.4%
EMPLOYED
16%
SELF-EMPLOYED
8.6%
HOME MAKER
2.5%
RETIRED
0%
UNEMPLOYED

INTERPRETATIONS:
From the above pie diagram it can be observed that majority of respondents are Students(65.4%)
more than the other categories. 16% of respondents are self –employed. 8.6% of respondents are
home makers whereas 7.4% of them are employed, 2.5% are retired and none are unemployed.

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4) Are you aware of the brand Britannia ?

OPTIONS RESPONSES
97.5%
YES
2.5%
NO
-
MAYBE

INTERPRETATIONS:
From the above pie diagram, it can be seen that 97.5% of the population is aware about the brand
Britannia. 2.5% of the population isn’t aware of the Brand. It clearly indicates high presence of
the brand.

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 5) Do you purchase Britannia products?

OPTIONS RESPONSES
YES 96.3%
NO 0%
MAYBE 3.7%

INTERPRETATIONS:

From the above pie diagram, it can be seen that 96.3% of the population purchases Britannia products. 3.7% of
the population is unsure about themselves purchasing Britannia products whereas there is no such respondent
who doesn’t purchase Britannia products. It clearly indicates the presence of the brand and how well satisfied
customers are and their loyalty towards the product.

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 6) Which Britannia products do you purchase?

OPTIONS RESPONSES
Jim Jam 62.5%
Bourbon 60%
Britannia bread 43.75%
Cheese slice 28.75%
Marie gold 42.5%
Britannia rusk 21.25%
Crème wafers 7.5%

From the above chart it can be seen that 62.5% people Purchases jim jam, while 60% of them purchases
bourbon biscuit. These two biscuits have got significant responses from the respondents. The consumption of
Britannia breads is 43.75%, Marie gold which is a house hold name has 42.5% preference. While cheese slices,
Britannia rusk, and crème wafers have got 28.7%, 21.25% and 7.5% responses respectively.

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 7) WHERE DO YOU BUY BRITANNIA PRODUCTS FROM?

OPTIONS RESPONSES
ONLINE 8.6%
GENERAL STORE 61.7%
SUPERMARKET 18.5%
CONVENIENCE STORE 9.9%
NOWHERE 1.2%

INTERPRETATIONS:
From the above chart it can be seen that 61.7% of population Purchases Britannia products from General store,
while 18.5% of the population purchases Britannia products from supermarket. More than 80% of the
population purchases products from general store and supermarket. While 9.9% of the population purchases
product from convenience store and 8.6 % of the population purchases it from online.

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 8) How often do you consume Britannia products?

OPTIONS RESPONSES
EVERYDAY 13.6%
WEEKLY 51.9%
MONTHLY 22.2%
RARELY 11.1%
NEVER 1.2%

INTERPRETATIONS:
From the above pie diagram, it can be seen that nearly 52% of the population consumes Britannia products
weekly, which shows regular demand for Britannia products. While 22.2% of the population consumes
Britannia products are monthly. Moreover, 13.6% of the population consumes it daily which absolutely shows
strong demand for the product. However, 11.1% of the population consumes it rarely which can help the
company to focus where they are lacking.

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 9) How do you see Britannia Company as?

OPTIONS RESPONSES
CEREAL COMPANY 2.5%
BISCUIT COMPANY 86.4%
DAIRY COMPANY 9.9%
CHOCOLATE COMPANY 1.2%

INTERPRETATIONS:
From the above chart it can be seen that 86.4% of the population see Britannia as a Biscuit Company whereas
9.9% of the population see Britannia as Dairy Company. It clearly shows that consumer perception about
Britannia Company is clearly a biscuit manufacturing company. Less than 3% of the population believes it’s a
cereal company.

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 10) What do you think Britannia as a brand?

OPTIONS RESPONSES
EXCELLENT 29.6%
GOOD 55.6%
NEUTRAL 9.9%
AVERAGE 3.7%
POOR 1.2%

INTERPRETATIONS:
From the above pie diagram, it can be seen that nearly 30% of the population finds Britannia as an excellent
brand and 55.6% of the people consider it as a good brand. While 10% of the population finds it as a neutral
brand. 3.7% of the people find Britannia as an average brand whereas only 1.2% of them consider it as a poor
brand.

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 11) Rate the quality of Britannia products?

Options Responses
Highly satisfied 25.9%
Satisfied 59.3%
Neutral 12.3%
Unsatisfied 1.2%
Highly unsatisfied 1.2%

INTERPRETATIONS:
From the above pie diagram, it can be seen that 25.9% of the population is highly satisfied with the brand.
Whereas 59.3% of them are satisfied, 12.3% of them have neutral opinions, 1.2% of them are unsatisfied with
brand and 1.2% of them are highly unsatisfied with Britannia. Looking at the pie chart it show that majority of
the Population are satisfied with Britannia products.

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 12) Does change in price of Britannia products affects in your buying behavior?

OPTIONS RESPONSES
YES 37%
NO 46.9%
MAYBE 16%

INTERPRETATIONS:

From the above pie diagram, it can be seen that 37% of the population gets affected if there’s change in price of
Britannia products whereas 46.9% of the people don’t get affected by it. 16% of the population’s buying
behaviour may or may not get affected if there is change in price of Britannia products.

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 13) According to you who is Britannia's biggest Competitor?

OPTIONS RESPONSES
CADBURY 9.9%
NESTLE 27.2%
PARLE 42%
TATA CONSUMER PRODUCTS 9.9%
AMUL 11.1%

INTERPRETATIONS:

From the above chart, it can be seen that 42% of the population finds Parle as Britannia biggest competition,
whereas 27.2% of them find Nestle, 9.9% of them find Tata Consumer Products and Cadbury and 11.1% of
population find Amul as the biggest competitor of Britannia.

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14)If another brand of the same product appears in the market , will you prefer to stop buying Britannia
products and buy the products of the new brand?

Options Responses
Yes 29.6%
No 21%
Maybe 49.4%

Interpretation

From the above pie diagram, it can be seen that 29.6% of the population will stop buying Britannia products if
there is another brand with similar products, whereas 21% of them will still stick to buying Britannia products
and nearly 50% of them are unsure about it.

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15) Your opinion on Britannia products.(quality, price , improvements, etc.)?

There are a lot of responses to this question but I have selected a few of them which are as follows:

1. I like that the brand is affordable for the middle class people, i.e. the product can be bought by a large
population considering India's class hierarchy. However, i wish it improves the quality of the
products in terms of for eg. How dry or extra sweet it's biscuits can be.
2. I would recommend Britannia to diversify their product range in order to have wider customer base
and create a challenge for competitors like nestle, Parle etc.
3. Britannia’s products are much better than other ones so no complaint about it but price is much
higher i guess and quality no doubts its good
4. Britannia is a good brand in it's own way with it's own specialities so there are some of my favourites
that i pick and if they launch anything new i always tend to try it out
5. Britannia have wide range of products but have not quite developed it . For example, it has made
cakes which are cheap but the quality is not up to the mark. I would recommend that the company
should focus on delivering better quality and should charge so the quality is not compromised for the
price.
6. There is a high risk of brand switching so it should further reduce it's prices and it should increase it's
expenditure towards marketing and advertising. It should convert it's weakness intro strength in the
dairy segment. Apart from this the products have top quality and taste.
7. Prices doesn’t matter much if the quality of the product has sustained the market for a huge period of
time
8. Should concentrate to develop biscuits which cater to fitness fraternity as this market has a huge
scope ahead .
9. The biscuits get soggy faster. I would recommend the company that they should bring solution to this
.
10. Have to introduce new products regularly.

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 CHAPTER 7: RECOMMENDATIONS
On the basis of the result of the study, following recommendations can be made:

1. Quality in FMCG products can be achieved through training in business development, quality product
development and marketing external monitoring of quality.

2. The company must keep a continuous watch on its direct and indirect competitors to maintain its
position and also to keep itself fully prepared to increase its market share.

3. The company has to improve their taste as in the beginning of the stage for the customer satisfaction.
Most of the customer are happy about the price, package, quantity of the good day biscuits and they
consumer it.

4. Respondents want a solution to the sogginess of the biscuits. Britannia has to work more on research and
development in order to find a solution to this product.

5. Employees should be trained according to the changing standards of the organizations. The company
should introduce creativity in the work so that the employees can do their active mindedly.

6. Britannia should produce more products that are suitable for older people such as protein milk and cereal
with necessary nutrition where every older people can make it as their daily use and also they should
produce some organic product which targets the fitness fraternity.

7. Since children obesity is increasing, Britannia can produce a chocolate biscuit with less sugar so that
obesity will not increase and children can stay healthy and gain protein and vitamins from that healthy
snack.

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 CHAPTER 8: CONCLUSION
The advent of consumer food products has brought an immense change in the field of the consumer’s food
habit. Britannia has done well to enhance its customers loyalty operating as a market challenger in its industry.
Britannia is one of the largest food processing Company. Their products and quality mainly depends on their
experience and efficiency. Britannia believes on quality that leads to good business and good development. It
has segmented approach to meet individual needs of the customers. Offering new products would close its
existing product gaps to a great extend ensuring satisfaction and loyalty.

I believe Marketing plays a pivotal role in the growth and development of country. The development of
marketing has always kept pace with the economic growth of the country. Now the modern marketing faces the
high competition in their activities. Competition is to the order of the day. Businessmen have started realizing it.
Earning profit is possible only through customer satisfaction by means of loyalty. This is possible only when
information are collected from the consumer.

Britannia believes that its brands are its business . Adequate investment in brands and focusing on customers,
quality standards and differentiating products are the key factors .Strong orientation to brand/line extensions and
innovation contribute to enhance the corporate brand. Also, catering to the emerging needs of customers helped
boost brand loyalty. Distinctive and clear identity allowed Britannia to diversify into new categories and write a
success story .

My study reveals that Britannia has a high image among the consumer than the others in respect of quality,
taste, price etc. In order to retain brand loyalty, the manufacturer must know the consumer’s habits, and
encourage them to continue purchasing the products in future. Moreover, the demand for Britannia products is
price inelastic as majority of the population would not substitute to other brand due to increase in the price of
Britannia products. This would encourage Britannia to increase its overall profitability due to strong brand
recall.

My study also reveals that price doesn’t matter if the quality of the Britannia products is maintained and the
product meets the expectation of the consumers. As most of the population is concerned about the brand’s
quality, Britannia should focus more on quality that would help it to retain existing consumers and remain
competitive in the market. This in result would lead to higher customer satisfaction and directly targets the
company’s growth.

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heads-available-on-snapdeal-1422082
 https://www.businessinsider.in/advertising/brands/article/heres-how-britannia-is-strengthening-its-
dairy-portfolio/articleshow/89434668.cms
 https://www.exchange4media.com/marketing-news/britannia-and-interbrand-partner-to-launch-
britannia's-new-brand-image-92033.html
 https://www.exchange4media.com/marketing-news/britannia-and-interbrand-partner-to-launch-
britannia's-new-brand-image-92033.html
 https://www.exchange4media.com/marketing-news/britannia-and-interbrand-partner-to-launch-
britannia's-new-brand-image-92033.html
 https://www.scribd.com/document/444106762/BRITANNIA
 https://www.scribd.com/document/444106762/BRITANNIA

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 CHAPTER10: ANNEXURE

SURVEY: Customer satisfaction towards Britannia products in India, with special reference to city of Mumbai.

Dear Survey Respondent.

I am Piyush jayantilal jian from Lala Lajpat Rai College of Commerce and Economics, who is conducting this
research as a part of my academic project.

The purpose of this study will be to assess- ‘Customer satisfaction towards Britannia products in India”

Your responses will be kept confidential.

Thank you for participating in my survey!

Piyush jayantilal jain.

Q.1. Age group

• 15-25

• 26-35

• 36-45

• 45 & above

Q.2. Gender

• Male

• Female

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Q.3.What is your Occupation?

Occupation

• Student

• Employed

• Self-employed

• Home maker

• Retired

• unemployed

Q4. Are you aware of the brand Britannia?

• Yes

• No

• Maybe

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Q5. Do you purchase Britannia products?

• Yes

• No

• Maybe

Q6. Which Britannia product do you purchase?

• jim jam

• bourbon

• Britannia bread

• cheese slices

• marie gold

• Britannia rusk

• crème wafers

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Q7. Where do you buy Britannia products from ?

• Online Shop

• General stores

• Supermarket

• Convenience store

• nowhere

Q8. How often do you consume Britannia products?

• Everyday

• Weekly

• Monthly

• Rarely

• Never

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Q9. How do you see Britannia company as?

• Biscuit company

• Cereals Company

• dairy company

• Chocolate Company

Q10. What do you think of Britannia as a Brand?

• Excellent

• Good

• Neutral

• Average

• Poor

Q11. Rate the quality of Britannia products ?

• Highly satisfied

• Satisfied

• Neutral

• Unsatisfied

• Highly unsatisfied

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Q12. Does change in price of Britannia products affects in your buying behaviour?

• Yes

• No

• Maybe

Q13. According to you which is Britannia’s biggest competition?

• Cadbury

• Amul

• Parle

• Tata Consumer Products

• nestle

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Q14. If another brand of the same product appears in the market, will you prefer to stop buying Britannia products and buy
the new brand?

• Yes

• No

• Maybe

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