A STUDY ON CONSUMER BUYING BEHAVIOR ON BRITANNIA MARIE GOLD BISCUITS

Author’s Name : S Gomathi | G Kothandapani

Volume 04 Issue 03  Year 2017  ISSN No:  2349-7289  Page no: 1-4

Abstract:

Every organization envisioned at maximizing the productivity and the profit never fails to show immense interest on knowing their customer requirements. Fulfilling the needs and satisfying the customers becomes very much essential, since a satisfied customer becomes an unpaid advertisement for the company. It is equally important to satisfy the dealers and retailers if the company is in the business of fast moving Consumer Goods This project is a study on consumer buying behavior on Britannia. Through this study work, major brand leaders in the market, the reason for which a particular brand is preferred and the satisfaction level are identified. A questionnaire was set containing appropriate questions and survey was made on 200 respondents belonging to different categories. The statically tools such as run test weighted average, Percentage method and confidence interval was used. the brand due to high consumer preference and brand image .They are satisfied services provided by the company.

Keywords:

Britannia Biscuits, Consumer Satisfaction, Brands and Retail

References:

1. FY of Britannia Industries Limited Retrived 21 September 2012
2. Ruchita Saxena Battle scarred Britannia on expansion spree Business Standard 6 October 2007.
3. Abhrajit Gangopadhyay,Danone Move may hit Britannia’s dairy plans Hindu Business Line,7 January 2002.
4. RuthDavid(20september2007).”Indian Cookie Maker Taking Danone To court”.Forbes Archived from the Original on 25 November 2007.Retrieved 27 February 2012.