A

RESEARCH PROJECT REPORT

ON

A Comparative study of bikanar and haldiram

Submitted for the Partial fulfillment of the Requirement of the

Award of Degree of Master of Business Administration
from

AKTU Technical University, Lucknow

(2015-2017)

Submitted to: Submitted By

Dr sandeep kumar SHALU GAUTOM
[HOD] MBA 4th Sem
1507270033

IIMT MANAGEMENT COLLEGE, MEERUT

1
 DECLARATION

I Shalu hereby declare that the project titled Comparative of

bikanar and haldiram is my own work and efforts which is
completed under the supervision of Mr. PARITOSH SHARMA.

The Research report has been submitted to IIMT MANAGEMENT

COLLEGE MEERUT for the purpose of the compliance of any

requirement of any examination or any degree earlier.

Shalu gautom

1507270033

PREFACE

2
The purpose of my research report was to learn the practical

application of Recruitment and Selection Process and its importance

in along with the HR policies which prides itself to be the market

leader.

While carrying out the study I have gained a good amount of

knowledge and insights of how HR department works but I have

touched the tip of iceberg. There was more to learn but due to

constraint of time it was not possible. The HRD manager has to

work with the missionary spirit. Unlike many roles in an

organization where tangible short- term benefits can be obtained, it

is difficult for HRD functionary to demonstrate any tangible short-

term accomplishment. Yet HRD managers are tempted to show to

the top management, line manager and themselves that they are

making things happen through training program, recruitment&

selection.

In meticulously natural team stands at the very heart of the group.

4,000 Personnel evince perfect camaraderie. A steadfast dedication

3
to qualify an attainment of maximum team potential is the

touchstones of the company.

The company is engaged in constant learning process through

intensive selection and training program. Indeed, the aspiration is to

shape a winning team of self motivated, empowered, professionals

with knowledge and confidence to take independent decision. Dabur

recognizes each employees individuality, ability and efforts and also

applauds for their contribution to the success of the group.

CHAPTER-1

INTRODUCTION

After China, India is the second largest food producer in the world with
the potential of being the number one in the future. The recent surprising
rise in the packaged and processed foods demands noted mainly in the
metropolises, are due to a variety of reasons. The metropolises are the
biggest consumer of packaged food. This can be attributed to the drastic
change in the lifestyle of the consumers of packaged food in the metros. i .exe

Prevalence of nuclear families, working parents, bachelors refusing to

eat out in the, who are mostly engaged in time pressured jobs hardly
have the time and expertise needed to cook a conventional meal, which
4
has affected their food habits in a major way. Packaged food is a smart
solution which saves both the time and rigors of cooking a conventional
meal. Increasing health awareness amongst the consumers also makes
packaged food a ready preference since packaged food contains
ingredients such as herbs, vitamins, minerals, pro-biotic and other
essential nutrients.

In India, there are many brands which deal in the packaged food like
Haldiram, Bikano, Satmola, Pooja, Lays, kurkure, diamond, Bingo,
Parle etc.

In this project we compare the two company which are Haldiram and
Bikano, with the help of questionnaire which will asked form the retailer
and consumer

CHAPTER-2

COMPANY PROFILE

2.1 HALDIRAM

5
 HaldiRams Corporate Success Story Dreams Blooming into
Reality

HaldiRams : The Company which is today synonymous with Indian

snacks and sweet food market started the first chapter of the saga, as a
small sweet shop in Bikaner, Rajasthan in 1935 . By 1982, the company
had set up its business in Kolkata, Nagpur & the bustling Chandni-
Chowk in Delhi.

An important diversification was inroads into the restaurant business

with HaldiRam having 11 restaurants cum showrooms at premium
locations of Delhi & NCR with plan to open various outlets in Northern
India.

Promoted by two 1st generation entrepreneurs Mr. M.L. Agarwal & Mr.
M. S. Agarwal and backed by Board of Directors ( Mr. Pankaj, Anand,
Amit, Ashish & Umesh Agarwal) and Management Team (Dr. A.K Tyagi
(Pres), P.K. Agarwal (Consultant) , Rahul Kathuria , VK Gupta, Mr.
A.K. Tyagi) , today, the Vision and Mission of the company is to have
global presence as Food & beverage company through
Innovation
Professionalization

6
 Expansion
Strategic Approach
and, Business Acquisition

Haldiram is on the way of its vision as today it is an ISO 9001 &

HACCP certified company and has presence all over India, 62 countries
(UK, US , Germany, Australia, UAE- to name a few) in world and top
supermarkets of the world like TESCO, SOMMERFIELD, SPINNEYS,
CARREFOUR. The fact that today HaldiRam exports 60 mn dollars
goods and has registered 40% growth over last 5 years itself tells its
success story

Haldirams success saga is because of the pro-active thinking of making

access into the traditional, fresh homemade food and skillfully converting
it into a product line extension. With it they have busted the myth that
Indian consumers will not pay extra for western concept of packaged food
and that two of the Indian Household kitchen category.

Haldirams ingredients of success recipe includes a diversified product

portfolio, stringent quality controls, good raw material, storage,
production and packaging processes which has resulted in unparallel
taste and extended shelf life, Also Haldirams sensitivity to catering to
the local palates (30 40% of Haldiram flavours are sensitized to suit

7
local taste) has resulted in creating a loyal consumer base . Also no
Modern trade is complete without stocking HaldiRams products.

Also the Supply Chain which is broken down into two categories of
retail and institutional sales is managed well by strong network of C&F,
Distributors, Wholesalers and Retailers to make the product available at
remotest town of the country.

HaldiRam has managed details of right technology, packaging

standardizations, consumer affordability, quality tasty products, and
volume deliverables extremely well to weave the magical success saga.

Last but not the least, the People behind the product the local talent
needs mentioning as they have helped HaldiRam grow big.

Today, Haldiram can proudly claim that what began as a small-time

enterprise in India is a global phenomenon now and HALDIRAMS IS
WAY OF LIFE FOR INDIANS NO MATTER WHICH COUNTRY
THEY LIVE IN.

Present Stock Now

Today, Haldirams is a 1735.9 cr brand that is a familiar sight on shelves
across the USA, UK and the Middle East. Non Resident Indians carry

8
back packets of Haldirams along with the farewells and nostalgia. And
it is this name that they look for as they scan shops for familiar scents
and sights.
Presently it has four plants in and around Delhi that produce 50 tonnes
of namkeens (56 varieties), 20 tonnes of chips, papad (7 varieties) and
fun food and 5 tonnes of tinned sweets (12 varieties) and soan papdi, on
daily basis. Two more production units are coming up which will not
only increase capacity but also makes it possible for us to introduce new
product lines.
For over 60 years now, the firm has been unifying the palate of India. It
has not been the simplest of tasks; India speaks different taste buds to
match. However, today it is a name that has become synonymous with
taste and quality not only within India but the world over.
Today Haldirams occupies considerable shelf space at prominent
supermarkets the world over: Tesco, Summerfield, Sipneys, and
Carrefore. From traditional Indian sweets and savouries to the more
international chips, cookies, nuts and sherbets, its products are fast
capturing the imagination of people making it possible for it to aim for
deep penetration in the Middle East, East Europe and parts of North
Africa.

Future Leveraging Our Existing Equity

9
The firm plans to leverage its equity in the domestic and international
market to become a food corporation with not just branded products
under its belt but also restaurants, retail chains and wide portfolio that
includes such diverse products as milk-based food and noodles.

In the near future it hopes to be in places such as Algeria, Jorden,

Yemen, Taiwan, Columbia, Cyprus, Ukraine, Libya, Tunisia, Egypt,
Armenia, West Indies, Sweden, Finland, Trinidad, and Tobago.
Haldirams success saga is because of the pro-active thinking of making
access into the traditional, fresh homemade food and skilfully
converting it into a product line extension. With they have busted the
myth that Indian consumers will not pay extra for western concept of
packaged food and that too of the Indian Household kitchen category.

It has also invested considerably in an advanced processing and

packaging unit, which enables it to marry tradition with technology.
This is why, no matter whose shelf our product sits on, it always stands
on its own.
Also the Supply Chain which is broken down into two categories of
retail and institutional sales is managed well by strong network of C&F,
Distributors, Wholesalers and Retailers to make the product available at
remotest town of the country.

10
PRODUCTS OF HALDIRAM

11
2.2 BIKANERVALA

Bikanervala is one of India's most prominent families in the business of

traditional hospitality products like Sweets

and Namkeens. Our forefathers devoted their lifetime in developing

exclusive recipes which are now our proud family secrets. To this wealth
of inherited knowledge our new generation has now added another
dimension - Modern Technology.

Today, BIKANERVALA FOODS PVT. LTD. is an ISO 9001:2000,

HACCP and SQF 2000cm certified company with four modern
manufacturing units in the National Capital Region and a chain of 101
outlets in India and abroad, serving vegetarian North Indian, South
Indian, Continental, Chinese cuisine and Fast food along with a vast
variety of traditional Indian sweets and snacks.

12
The traditional Indian sweet shop cum
restaurant is an experience in itself. Here
you can find the pleasure & warmth of
traditional Indian Sweets, Namkeens,
Chaat & Snacks and 100% pure
Vegetarian multi cuisine restaurant which
is served & delivered with passion and celebration.

Bikanervalas concept always has been to innovate and yet maintain the
original flavour of traditional Indian food with primary focus on quality,
hygiene and affordability.

Customer satisfaction is like a religion at Bikanervala and that is why we

have been able to keep our century old tradition alive. Bikanervala
showrooms are located in India, Nepal, UAE & New Zealand.

13
14
BIKANO

Bikano is our international brand of packaged Sweets, Namkeens, Papad

and Sherbets, manufactured to the world standards of hygiene and
quality. Bikanos packaged products have always been a big hit with
customers in both India and abroad.
Their food products like namkeens, cookies and syrups have made it the
most preferred in between meal snack all over the world.

Bikanos concept of constant innovation through the use of modern

technology for packaging retains its original flavour for maximum time
period. With this vast variety of finest packaged products one can
always ready to celebrate a sweet moment , any time , any where.
Bikano products are available in Bikanervala & Bikano Chat Cafe
showrooms and in leading super markets and retail stores in India &
abroad.

15
BIKANO CHAT CAF

Bikano Chat Caf is a new age concept of Bikanervala aimed at

establishing a strong network in the corporate and the retail segment.

It is a chain of fast food restaurants and Tuck Shops serving traditional

Indian Chat, Combo Meals, Burger, Pizza and Snacks in a modern
hygienic enviornment.Their main focus has been to provide exquisitely
packaged traditional food at an affordable price to wherever their
customer groups are located, be it corporate houses, malls or even
exhibition stalls.

Their innovative menu and state-of-the-art manufacturing and delivery

systems ensures original flavour from base-kitchen-to-customer.

VISION

To savour and share the century old

culinary heritage of Bikanervala with
ultimate taste and relishing freshness and ensuring superior customer
experience by providing highest standards of product quality & service.

16
 Business Network

National Business

Bikano has always been a name to reckon with for its traditional Indian
snacks like namkeens, sweets, cookies and sherbets. With the advent of
modern technology of packaging, its products reached far and wide
across India and became an instantly popular. There is a stringent control
on quality of each and every product that goes out of its factory, which is
why it has been awarded ISO 9001: 2000 by UL India Ltd.

Also, it is one of the very first packaged food export house registered
with the government of India and it is one of the largest in its sector.

The snacks and savouries are packed in convenient sizes and can be
brought at affordable rates. Moreover, there are special gift packs, with
assorted range of sweets and namkeens for festivals and occasions that
makes Bikano a perfect gift item.

Its large distributor network across India ensures that the products reach
every nook and corner.

17
International Business

Traditionally, Bikano has always been well known for its exquisite
Indian snacks the world over. And it has been growing at an amazing
200% since past 2 years which is a testament of its demand in the
foreign countries. USA, Canada , UK , Germany , Australia , Singapore
and Middle-East are few countries where their products are in high
demand.

Highest standards of quality are employed both during the production of

their snacks and savories. It is because of this reason, they have been
awarded ISO 9001: 2000 by UL India Ltd. Bikano is also a HACCP and
SQF 2000 CM certified organization by SGS India Ltd. The quality
standards are in line with the requirements of FDA according to
Australian and New Zealand regulations. Bikano also has a large

18
distributor network across the world, which ensures its products get a
wide reach.

MANUFACTURING

PRODUCTION

Bikano prides itself in successfully integrating ultra modern

technology to manufacture its traditional food products in their 5
factories across India.

19
 Their products are quite well known for being healthier than the
oily snacks that are found outside since they are fried in machines
which are programmed by Programmable Logic Controllers (PLC).

They have always been in the forefront in pioneering new

technology for modifying traditional sweet recipes of Kaju Burfi,
Khoya Burfi, Patisa, Soan Papdi etc. to having a longer shelf life
and exporting them abroad.

They are specially packed under ambient conditions through an

application called MAP (Modified Atmosphere Packaging).

The canned food products are very popular amongst Indians

abroad, and utmost care is taken to ensure that each of the products
undergoes stringent quality test.

PACKAGING

Bikano has always been in the forefront in adopting new

technology for its products. Their state of the art canning and
packaging technology ensures that the products have a longer shelf
life without losing their freshness.

The 3-ply laminate packaging extends the shelf life up to a year. It

has successfully adopted the system of Baby Carton and Master
Carton to facilitate the sale of items in Departmental Stores and
Shopping Malls, which are very popular in the Western Countries.
20
 Even the highly perishable sweets are packaged in such a way that
they have a longer shelf life without losing their traditional taste.

QUALITY CONTROL

Every product that comes out of Bikanos factory is passesthrough

stringent quality checks before it reaches the customers.

Their state of the art manufacturing process has been awarded ISO
9000: 2008 by UL India Ltd and they are also an HACCP and SQF
2000 CM certified organisation by SGS India Ltd.

The Quality Assurance Department has world class testing

facilities for Colorimetric, Chromatographic, Chemical,
Bacteriological and Physical analyses thereby ensuring quality of
raw material, packaging material, packing material and finished
goods.

The quality standards are at par with the requirements of FDA, and
Australian and New Zealand regulations. The demand for their products
are a testament to the quality standard held by Bikanervala.

21
PRODUCT OF BIKANO

NAMKEEN & SNACKS

22
PAPAD

23
 SWEETS

GIFT PACKS

24
CHAPTER-3

25
 COMPETITORS
SOME COMPETITORS OF HALDIRAMS AND BIKANO
The snack industry in New delhi is highly competitive where not only
National and International brands exist but also local brands have made
their prominently.
Snacks
Bingo

lays,

kurkure,

oye oye,

Diamond

Some local regional players

Namkeens

Bikaji

Bikaner,

jains,

Balaji

Lehar

Some local regional players

26
Papad

Lijjat

Bikaji

Some local regional players

Sweets

Bengali sweets

Bikaner

Some local regional players ( sudha ,paras)

Syrups

Roohafza

Kisan

Dabur

Some local regional players

Ready To Eat (RET)

27
 milk maid

nestle

Biscuit

Britannia

priya gold

bakemans

parle

sunfeast

Some local regional players

RESTAURANT

Nathus

Evergreens

Bengali Sweets

28
 Sagar Ratna

McDonalds & Nirulas

Yo! China

Local Sweet Shops

29
 CHAPTER-4

RESEARCH METHODOLOGY

4.1 OBJECTIVES OF THE STUDY

The objective of my project

To study the marketing strategies and brand loyalty of Bikano
and Haldiram.

To study of product mix of Bikano and Haldiram.

To study the behavior of the retailer with respect to attributes

such as brand loyalty and come up with recommendations as
to what all needs to be considered keeping the retailer in
mind.

30
4.2 RESEARCH METHODOLOGY OF THE STUDY
The study adopted in the project exploratory the project makes use of
sample amount of data to arrive at the conclusions. It does so by paying
equal attention to both quantitative as well as qualitative data. This data
is of extreme help as almost all the steps of the study are dependent on
the reliability & accuracy of this data. Care has been taken to ensure that
these figures are foolproof.

Methodology that was adopted while collecting data is tried to be kept as

free of subjectivity. The following methods were employed:
Collection of the data from the retailer & customers.
Verification of this data & preparation of revised project report and
projections submitted by the company and suitability of the mix of
old & new propose machinery to process this product mix.
Market survey regarding comprehensive study of product and price
of Bikano vs Haldiram.

4.3 DATA SOURCES

31
 a PRIMARY DATA

It is a fresh data, which is collected by the researcher himself.

The primary data that collected were the first hand information,
which I received through personal interview with the retailers &
customers and through questionnaires. This data gave the most
vital information for making my analysis of preference of
retailers & customer in Namkeen.

b SECONDARY DATA

It is data, which is already present in the records and is collected

by someone else. Secondary data involved in my research were
the information that I collected through the internet service of
Bikano and Haldiram and through the various books of
marketing.

4.4 QUESTIONNAIRE DESIGN

Questionnaire is one of the most important and commonly used

research instruments to collect primary data.

32
 It is self-administered process whereby the respondent himself
reads the questions and records his answers without the assistance
of an interviewer.

Multiple-choice questions were asked from the interviewer as it

consumes less time and give us the exact answers. The main
objective of choosing such question was to extract the clear picture
of preference, comprehension in the Namkeen Company between
Bikano and Haldiram.

4.5 SAMPLE DESIGN

Sample element: The member selected from the population

for doing the survey constitutes the sampling element. A
sample 50 retailers & 100 customers were taken as sample
elements.

33
 Extent: The survey was conducted in the south-west Delhi
region only.

Time frame: Total time duration for the survey took almost
two months.

Sample size: 150 were the sample size of the survey.

Technique: The technique is used in the collecting data is

descriptive.

4.6 LIMITATIONS OF THE STUDY

The method will be unsuitable if the number of people to be

surveyed is very less as it will be difficult to draw logical
conclusions regarding the satisfaction level of retailers.

34
 Interpretation of data may vary from individual depending on the
individual understanding of the product features and services of the
Bikano and Haldiram.

The method lacks flexibility. In case of inadequate or incomplete

information the result may deviate.

It is very difficult to check the accuracy of the information

provided.

35
 CHAPTER-5

DATA ANALYSIS& INTERPRETATION

ACCORDING TO RETAILER
AWARENESS OF

BIKANO 0%
HALDIRAM 8%
BOTH 92%

HALDIRAM; 8%

BIKANO HALDIRAM BOTH

BOTH; 92%

36
 Figure-1
The figure-1 shows that 8% retailers are aware of Haldiram and 92%
retailers are aware of both the company like Haldiram along with
Bikano.

37
 HALDIRAM IS FAMOUS FOR

NAMKEEN 60%
SWEET 4%
GIFT PACK 8%
ALL 28%

70%

60%
60%

50%

40%

30% 28%

20%

10% 8%
4%
0%
NAMKEEN SWEET GIFT PACK ALL

Figure-2
The figure-2 shows that according to retailers the haldiram is famous for
60% Namkeen, 4% sweet, and 8% gift pack and 28% for all and 10%
are not aware about Bikano.

38
 BIKANO IS FAMOUS FOR

NAMKEEN 10%
SWEET 40%
GIFT PACK 36%
ALL 6%

ALL; 7%
NAMKEEN; 11%

GIFT PACK ; 39% NAMKEEN

SWEET; 43% SWEET
GIFT PACK
ALL

Figure-3
The figure-3 shows that according to retailers the Haldiram is famous for
84% Namkeen, 2% sweet, 0% gift pack and 14% for all.

39
 PREFER TO SALE

HALDIRAM 52%
BIKANO 36%
BOTH 12%
60%

52%
50%

40%
36%

30%

20%

12%
10%

0%
HALDIRAM BIKANO BOTH

Figure-4
The figure-4 shows that 52% retailers are prefer to sale Haldiram,36%
retailer are prefer to sale Bikano and 12% retailer are prefer to sale both
brands.

40
 FACTOR EFFECTED THE PREFERENCES TO SALE
MORE PROFIT 60%
MORE CUSTOMER DEMAND 28%
MORE PRODUCT 0%
STOCK AVAILABILTY 12%

70%
60%
50%
40%
30% 60%
20%
28%
10%
12%
0% 0%

Figure-5

The figure-5 shows that factor affected the preference of retailer to

selling the particular brands. The 60% retailer are prefer to the more
profit,28% retailer are prefer to the more customer demand,0% retailer
are prefer to the more product,12% retailer are prefer to stock
availability.

41
 FACTOR EFFECTED THE CONSUMER PREFERENCES TO
BUY
POPULARITY 30%
TASTE 36%
PACKING 4%
PRICE 30%

PRICE; 30%
POPULARITY; 30%

PACKING; 4%

TASTE; 36%

Figure-6
The figure-6 shows that the 30% consumers are prefer to popularity,
36% prefer to taste, 4% prefer to packing and 30% prefer to price for
buying the product according to retailers.

42
 HAVING THE INNOVATIVE PRODUCT

HALDIRAM 70%
BIKANO 26%
BOTH 14%

70%

60%

50%

40% 70%

30%

20% 26%
14%
10%

0%
HALDIRAM BIKANO BOTH

Figure-7
The figure-6 shows that 70% retailers believe that Haldiram have more
innovative product,26% retailer believe that Bikano have more
innovative product,14% retailer believe that both (Haldiram and Bikano)
have more innovative product.

43
 PROVIDES THE BETTER SCHEMES TO RETAILERS

HALDIRAM 16%
BIKANO 74%
NONE 10%

80%

70%

60%

50%

40% 74%

30%

20%

16%
10% 10%
0%
HALDIRAM BIKANO NONE

Figure-8

The figure-8 shows that 16% retailers says that Haldiram and 74%
Bikano provides the better scheme to the retailers but 10% retailers says
that none of these company(Haldiram and Bikano).

44
 PROVIDES THE BETTER REPLACEMENT SERVICE TO
RETAILERS

HALDIRAM 62%
BIKANO 30%
NONE 4%
BOTH 4%

70%
62%
60%

50%

40%

30%
30%

20%

10%
4% 4%
0%
HALDIRAM BIKANO NONE BOTH

Figure-9

The figure-9 shows that 62% retailers says that Haldiram provides them
the better replacements,30% retailers says Bikano but 4% retailer says
that none of these company provide the replacement to them and 4%
says both ( Haldiram and Bikano) provide the replacement service to the
retailers.

45
 PROVIDES THE FAST DELIVERY

HALDIRAM 40%
BIKANO 48%
NONE 6%
BOTH 2%

50%

45%

40%

35%

30%
48%
25%
40%
20%

15%

10%

5% 6%
2%
0%
HALDIRAM BIKANO NONE BOTH

Figure-10
The figure-10 shows that 42% retailers says that Haldiram provides
them the fast delivery service,44% retailers says Bikano but 4% retailer
says that none of these company provide the fast delivery service to

46
them and 10% says both ( Haldiram and Bikano) provide the fast
delivery service to the retailers.

ACCORDING TO CONSUMER
AWARENESS OF

BIKANO 0%
HALDIRAM 18%
BOTH 82%

HALDIRAM; 18%

BIKANO HALDIRAM BOTH

BOTH; 82%

47
 Figure-11

The figure-11 shows that 18% consumers are aware about the Haldiram,
on other hand 0% consumers who are not aware about the Bikano alone,
but 82% consumers are aware about both of company (Haldiram and
Bikano).

48
 AWARENACE OF THE RESTAURENTS OF BIKANO

YES 45%
NO 55%

60%

50%

40%
55%
30% 45%

20%

10%

0%
YES NO

Figure-12
The figure-12 shows that 45% consumers are aware about the
restaurants of Bikano which is known as bikanerwala on the other hand
55% consumers are not aware about restaurant of Bikano. 55%
consumers include 18% consumers, who are not aware about the
Bikano.

49
 AWARENACE OF THE RESTAURENTS OF HALDIRAM

YES 100%
NO 0%

120%

100%

80%

60%

100%
40%

20%

0%

YES NO

Figure-13
The figure-12 shows that 100% consumers are aware about the Haldiram
which means that everyone is aware about the restaurant of Haldiram in
north-west Delhi.

50
 BIKANO IS FAMOUS FOR

NAMKEEN 6%
SWEET 25%
GIFT PACK 38%
ALL 13%
NOT AWARE 18%

40%

35%

30%

25%

20% 38%

15% 25%

10% 18%
13%
5% 6%

0%
NAMKEEN SWEET GIFT PACK ALL NOT AWARE

Figure-14
The figure-14 shows that according to consumers the Bikano is famous
for 6% Namkeen, 25% sweet, and 38% gift pack and 13% for all and
18% are not aware about Bikano.

51
 HALDIRAM IS FAMOUS FOR

NAMKEEN 44%
SWEET 16%
GIFT PACK 11%
ALL 29%

ALL; 29%
NAMKEEN
NAMKEEN; 44% SWEET
GIFT PACK
ALL
GIFT PACK ; 11%

SWEET; 16%

52
 Figure-15
The figure-15 shows that according to consumers the Haldiram is
famous for 44% Namkeen, 16% sweet, 11% gift pack and 29% for all.

53
 PREFER TO BUY

HALDIRAM 47%
BIKANO 28%
OTHERS 25%

OTHERS ; 25%

HALDIRAM; 47%
HALDIRAM
BIKANO
BIKANO; 28%
OTHERS

Figure-16
The figure-16 shows that 47% consumers are prefer to buy
Haldiram,28% consumers are prefer to buy Bikano and 25% consumers
are prefer to buy others brands.

54
 FACTOR EFFECTED THE CONSUMER PREFERENCES TO
BUY
POPULARITY 24%
TASTE 38%
PACKING 10%
PRICE 28%

40%

35%

30%

25%

20%
38%
15%
28%
24%
10%

5% 10%

0%
POPULARITY TASTE PACKING PRICE

Figure-17
The figure-17 shows that the 24% consumers are prefer to popularity,
38% prefer to taste, 10% prefer to packing and 28% prefer to price for
buying the product.

55
CHANGE THE BRAND ON THE BASIS OF PRICE REDUCTION

YES 57%
NO 43%

60%

50%

40%

57%
30%
43%

20%

10%

0%
YES NO

Figure-18
The figure-18 shows that 57% consumers will change the brand on the
basis of price reduction on other hand 43% consumers will not change
the brand on the basis of price reduction.

56
 HAVING THE INNOVATIVE PRODUCT

HALDIRAM 60%
BIKANO 36%
NONE 2%
BOTH 2%

60%

50%

40%

60%
30%

20% 36%

10%

2% 2%
0%
HALDIRAM BIKANO NONE BOTH

Figure-19
The figure-6 shows that 60% consumers believe that Haldiram have
more innovative product, 36% consumers believe that Bikano have more
innovative product, 2% consumers believe that none have more
innovative product and 2% consumers believe that both (Haldiram and
Bikano) have more innovative product.

57
58
 SIZE PERFERANCE IN NAMKEEN

18g 2%
40g 18%
90g 16%
200g 31%
500g 23%
1kg 10%

1kg; 10% 18g; 2%

40g; 18%

500g; 23%
18g 40g 90g 200g 500g 1kg
90g; 16%

200g; 31%

59
 Figure-20
The figure-20 shows that 2% consumers are prefer to buy the Namkeen
in 18g, 18% consumers are prefer to buy the Namkeen in 40g, 16%
consumers are prefer to buy the Namkeen in 90g,31 % consumers are
prefer to buy the Namkeen in 200g, 23% consumers are prefer to buy the
Namkeen in 500g and 10% consumers are prefer to buy the Namkeen in
1kg.

60
 CHAPTER-6

FINDINGS

After analyzing the primary data which is collected from the sample
with the help of questionnaire and sensory evaluation form conclusion
formed at this ground that:
Customer purchasing decision is mostly influenced by popularity
and price of the product in the area of study.

Customer shows a very good loyalty towards brand of Haldiram.

Bikano has a very good scope in the future for becoming rank one
brand in the market of packaged food product.

Customers are well aware of most of the brands.

Bikano has less market share in comparison to its major competitor

Haldiram.

Some problems which were noticed during the research done

in South-West Delhi

The first and the major problem is that the company does not have
direct and permanent contact with retailers. Due to the
communication gap between the company and the retailers,
61
 replacement of family packs of the products was a major problem
faced by most of the retailers.

The second problem of retailers is non availability of quick

response of distributors.

Distributors do not send the ready stock and thus the delivery man
suffers the problems when the retailer demands in emergency.

One of the major problems is the price difference. They are getting
same product in different price from others suppliers (the other
suppliers are giving on less price and schemes) thus this problem is
very big for distributors and suppliers both.

Another problem i.e. wholesale market; the wholesale market is

creating problem entering in distributors areas (HALDIRAM).

The problem faced by the distributors is lack of stands in market.

This problem disturbs the distributors and retailers both. Retailers
demand stands to distributors because executive of others company
does not allow to use their stands to put our product.

There are no any wall paintings or banners in canteens as signage

of Bikanos product while the competitors are providing many
facilities like this.

62
 CHAPTER-7

SUGGESTIONS
On the basis of findings from the research made there are some points on
which the company should take care of:
Company should increase its product length in packaged food
product.

They should work on the improvement in the product quality and

their unique selling proposition.

63
 They should have increased their outlet chains to reach large number
of customers as the maximum buyers like to buy directly from the
retail outlets.

Company should increase the numbers of Sales Representatives of

family pack in the north- west Delhi.

Company should increase the awareness of its restaurants which is

not known by more than 50% consumers.

Company should give the stands and racks to each and every counters
where its product is sold.

Company should prevent the interference of distributor in each others

areas.

Company should prevent the undercutting in market.

Company should prevent the wholesale disturbance.

Company should give the incentives to its executives as extra benefits

after salary.

64
 Company should spend some amount on advertisement of its products
because the competitors are using celebrities as their promoter in ads.
For Kurkure Juhi Chawla and for Lays Saif Ali Khan

Company should provide display to canteens and cafeterias.

Company should paint the walls of cafeterias time to time, like its
competitors do, which in return will help the retailers to sale the
companys products.

65
 CHAPTER-8

ANNEXURE
QUESTIONNAIRE
FOR RETAILER

NAME: - ______________________________

PLACE: - ___________________________________

Q.1. ARE YOU AWARE ABOUT?

a) Bikano b) Haldiram c) Both

Q.2. ACCORDING TO YOU, BIKANO IS FAMOUS FOR?

a) Namkeen b) Sweets c) Gift Pack d) All

Q.3. ACCORDING TO YOU, HALDIRAM IS FAMOUS FOR?

a) Namkeen b) Sweets c) Gift Pack d) All

Q.4. WHICH BRAND DO YOU PREFER TO SALE?

a) Haldiram b) Bikano c) Others

Q.5. WHY DO YOU PERFER THE HALDIRAM OR BIKANO

FOR SELLING?

66
 a) More Profit b) More Customer Demand
c) More products d) Stock availability
e) Other Reason
Q.6. WHICH FACTOR AFFECTS CONSUMER PREFERENCES
THE MOST?
a) Popularity b) Taste
c) Packing d) Price

Q.7. WHICH BRAND HAVING THE INNOVATIVE PRODUCT?

a) Haldiram b) Bikano c) None d) Both

Q.8. WHICH COMPANY PROVIDES YOU THE BETTER

SCHEMES?
a) Haldiram b) Bikano c) None d) Both

Q.9. WHICH COMPANY PROVIDES YOU BETTER

REPLACEMENT SERVICE?
a) Haldiram b) Bikano c) None d) Both

Q.10. WHICH COMPANY PROVIDES YOU THE FAST

DELIVERY SERVICES?
a) Haldiram b) Bikano c) None d) Both

67
 QUESTIONNAIRE
FOR CONSUMER

NAME: - ______________________________

PLACE: - ___________________________________

Q.1. ARE YOU AWARE OF?

a) Bikano b) Haldiram c) Both

Q.2. DO YOU AWARE OF RESTAURENTS OF BIKANO?

a) YES b) NO

Q.3. DO YOU AWARE OF RESTAURENTS OF HALDIRAM?

a) YES b) NO

Q.4. ACCORDING TO YOU, BIKANO IS FAMOUS FOR?

a) Namkeen b) Sweets c) Gift Pack d) All

Q.5. ACCORDING TO YOU, HALDIRAM IS FAMOUS FOR?

a) Namkeen b) Sweets c) Gift Pack d) All

68
Q.6. WHICH BRAND DO YOU PREFER TO BUY?
b) Haldiram b) Bikano c) Others

Q.7. WHICH FACTOR AFFECTS YOUR PREFERENCES THE

MOST?
b) Popularity b) Taste
c) Packing d) Price

Q.8. DO YOU CHANGE THE BRAND ON THE BASIS OF

PRICE REDUCTION?
a) Yes b) No

Q.9. WHICH BRAND IS HAVING THE INNOVATIVE

PRODUCTS?
b) Haldiram b) Bikano

Q.10. IN WHICH SIZE, DO YOU PERFER TO BUY IN

NAMKEEN?

a) 18g b) 40g c) 90g d) 200g e) 500g f)

1kg

69
70
 CHAPTER-9

BIBLIOGRAPHY

Books-

KOTLER, PHILIP GARY ARMSTRONG, PRAFULLA Y.

AGNIHOTRI, ESHAN UL Haque 2010. A South Asian
Perspective, 13th Edition.

Pallant, Julie (2007). SPSS Survival Manual, 3rd edition, Open

University Press, The McGraw-Hill Companies

Malhotra, N. K. (2004). Marketing research: an applied

orientation, 4th edition, Prentice-Hall International, London

William G Zikmund, Barry J Babin, Jon C Carr(2009). Business

Research Methods, 8th Edition, South Western Educational
Publishing, United States.

Websites

http://www.haldiram.com

http://en.wikipedia.org/wiki/Sampling

http://www.emeraldinsight.com/

71
 Dr. Pankaj Madan, Gurukul Kangri, Retail industry: Next growth
engine for Indian Economy. Available from :
http://www.scribd.com/doc/18286308/Retail-Industry
http://www.indiainbusiness.nic.in/

http://en.wikipedia.org/wiki/Retailing_in_India

http://www.bizmove.com/general/m6j.htm

http://www.business-standard.com/india/news/modern-format-
stores-growing-strongly-acnielsen/262342/

www.bikanervala.com

www.businessline.com

72