CUSTOMERSATISFACTIONTOWARDSGOODDAYBISCUITS

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 CUSTOMER SATISFACTION TOWARDS GOOD DAY BISCUITS,

Customer satisfaction is the primary source of any business activity, retaining

the customers
to their product is most important in the business. The main objective of the
study is to find out the customer satisfaction and loyalty towards Britannia
Good day biscuits. Descriptive research is followed in this research. The
universe of the population includes the respondents who are the consumers of
Britannia biscuits,Bangalore, Karnataka. The samples (i.e. sample size
50) were selected among the consumers of Biscuits, in Bangalore for this
research. The major findings of the study are, most (90%) of the respondents
are willing to recommend Britannia Good day biscuits to their friends and
relatives. From the research, it is concluded that the demographic variables such
as age group, gender and occupation are having less impact on the factors of
customer satisfaction. The research outcome also indicates that, most of
the customers were satisfied towards consuming BritanniaGood Day biscuits
with respect to the chosen factors.

KEYWORDS: Britannia Good Day, Britannia biscuits, Customer

loyalty, Customer satisfaction, Customer value.

I.INTRODUCTI
ON
Consumers usually face a broad array of products, services that might
satisfy a given
need. Satisfied customers buy again and tell others about their good experiences.
Dissatisfied customers often switch to competitors and disparage the product to
others.Marketers must be careful to set the right level of expectations. If they set
expectations too low, they must satisfy those who buy but fail to attract enough
buyers. If they raise expectations too high, buyers will be disappointed.
Customer value and customer satisfaction are key building blocks for developing
and managing customer relationships.We have chosen this topic
because Britannia is sustaining in the food industry since 120 years, till
now the success of the products offered by Britannia is very high it is also not
declined in the market. The purpose of this study is to understand the
factors influencing customer satisfaction towards BritanniaGood Day
biscuits. More specifically, the focus is on examining the grouped impact of the
factors on customer satisfaction. This research draws on existing research on the
factors influencing customer satisfaction.

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II.COMPANY PROFILE OF BRITANNIA
INDUSTRIES
In the year 1892 the company was started with an initial investment
of Rs.295 in
Calcutta. Britannia was acquiring a reputation for quality and value. As
time moved on Britannia took over the distribution of biscuits from
Parry’s who till now distributed Britannia biscuits in India.In the year
1983 Britannia crossed Rs.100 crores revenuemark.The CEO of Britannia
industries is NulsiWadia,Britannia strode into the 21st century as one of India’s
biggest brands and the pre-eminent food brand of the industry. The company
unveiled its new corporate identity “Eat Healthy, Think Better”. It was equally
recognized for its innovative approach to products and marketing. The
company’s offerings are spread across the spectrum with products ranging
from the healthy and economical biscuits.

III.REVIEW OF
LITERATURE
According to Mittal and Kamakura (2001) also address the link between
satisfactions
and repurchase behavior. Their major findings indicate that despite
identical rating on satisfaction, due to respondent characteristics such as age,
education, marital status, sex and area of residence, significant difference was
observed in repurchase behavior. Over the past decade, retailers use
manufacturer brands to generate consumer interest, patronage and loyalty in
a store.

Jegan, A. and Dr. Sudalaiyandi, S.( 2013) A study on consumer

buying behaviour towards various types of Sunfeast (ITC) biscuits in
Kovilpatti is conducted to know the consumers’ preferable taste, awareness
about various brands, about the choice and their frequency of preference,
satisfaction of Sunfeast Biscuit. The result of the study shows that Sunfeast
biscuits have a good market share in Kovilpatti city.

Dr. M. Arutselvi,( 2012), ”A Study On Consumers’ Preference

Towards Various Types Of Britannia Biscuits In Kanchipuram Towns”.
The topic deals with the study of consumer behaviour towards Britannia
Biscuits. The consumer behavior varies from brand to brand on the basis of
quality, quantity, price, taste, advertisement etc. It is concluded that the market
study on biscuits at Kanchipuram town as helped to know the status of biscuits.
It has revealed the requirements of the taste of the consumer of biscuits.
Britannia Biscuits are having a good market share in Kanchipuram Town.

IV.OBJECTIVES OF THE
STUDY

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 To study about the Customer satisfaction inGood Day biscuits, in
Bangalore, Karnataka.
To assess the association between demographic variables and factors
of customer satisfaction.
To access the customer satisfaction towards quality,availability, price
of Britannia biscuits.
To suggest suitable measure to improve customer satisfaction
towards Good Day
Britanniabiscuitsforits even more reputation in the industry.

V.LIMITATIONS OF THE
STUDY
The study is limited to Bangalore town with 50 respondents.
The respondents’ response may have bias, which may not give a true
picture about the chosen research topic.
The sampling unit chosen is the respondent who are consuming Britannia
biscuits in
Bangalore, the survey result may vary in other locations, based on their
preference.

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VI.RESEARCH
METHODOLOGY
Descriptive research is done in this research. The universe of the
population includes
the respondents who are the consumers of Britannia biscuits, in Bangalore.
The samples (i.e. sample size 50) were selected among the consumers of
BritanniaGood Day biscuits, with respect to Bangalore for this research. The
samples were chosen from the population, by using Convenience sampling
technique (i.e. Non-probability sampling technique), because the exact
population size is unknown. For collecting the surveys the Social media network
have been used& the questions were selected through Google forms. The
primary data were collected using structured questionnaire in Google forms.

VII. DATA ANALYSIS AND

INTERPRETATION
1.FREQUENCY
ANALYSIS
Percentage analysis is one of the descriptive statistical measures used
to describe
the characteristics of the sample or population in totality. Percentage
analysis involves computing measures of variables selected of the study
and its finding will give easy interpretation for the reader.

Table1:Frequency analysis – Demographic profile of the

respondents
S.No Particulars Frequency Percentage
1 Age group
15-25years 30 60
25-35years 11 22
35-45years 7 14
Above 45years 2 4

2 Gender
Male 40 80
Female 10 20

3 Qualification
SSLC/HSC 6 12
UG 6 12
PG 28 56
Others 10 20

4 Occupation
Student 30 60
Self-employed/Businessman 10 20
Employee public/private 4 8
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 INFERENCE
From the above Table1,It is inferred that majority of 54% respondents are
consuming
Britannia biscuits and majority of 66% respondents coming under age group 15-
25 years are consuming Britannia biscuits and 70% of male are consuming
Britannia biscuits.

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 Table 2. Customer satisfaction towards Good Day Biscuits
S.No Particulars Frequency Percent
1 Frequency of consuming Good Day Biscuits
Daily 15 30
Once in a week 10 20
Once in 2 week 12 24
Once in a month 11 22
Rarely 2 4

2 Consumption of Good Day Biscuits

Less than 6 months 11 22
6months-1year 11 22
1-2 years 12 24
Above 2years 16 32

3 More Famous In The Market

Britannia 27 54
Sunfeast 14 28
Parle-G 6 12
Any other company biscuits 3 6

4 Favourite Biscuit from Britannia Products

Good Day 16 32
Bourbon 9 18
Parle G 14 28
Milk Bikis 10 20
Marie light 1 2

5 Purchase of the biscuit based on the Brand image

Always 24 48
Often 19 38
Sometimes 3 6
Rare 3 6
Never 1 2

Table 2 depicts that, 30% of the respondents consumes Good day biscuits daily,
32% of the
respondents consumes Good Day biscuits more than 2 years. Majority
(54%) of the respondents perceives that Britannia biscuits are more famous
in the market. 32% of the respondents’ favourite biscuit is Good Day biscuits.
48% of the respondents purchase biscuits based on the brand image .

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2. Mean and standard Deviation
Table3Mean and Standard - Factors of customer satisfaction
S.No Particulars N Mean Standard deviation
1 Taste 50 3.98 0.807
2 Quality 50 3.02 0.979
3 Quantity 50 3.28 0.917
4 Availability 50 3.40 1.107
5 Flavours 50 3.48 1.129
6 Ingredients 50 3.58 1.032
7 Packaging 50 3.82 0.919
8 Price 50 3.78 0.679
9 Brand image 50 3.90 1.055
10 Packing 50 3.78 0.954
11 Advertisement 50 3.44 1.033
(Primary data)
Table 3 presents that, Most of respondent are satisfied with respect to taste,
brand
Image,Packaging and Packing of the biscuits with mean value of 3.90.

3. INDEPENDENT SAMPLE T-TEST

HYPOTHESIS 1
Null hypothesis: There is no significant difference between male and female
respondents
with respect to the factors of customer satisfaction towards BritanniaGood Day biscuits.

Table4:t-test for significant difference between male and female respondents with
respect to the factors of customer satisfaction towards Good Day biscuits.
S.No Particulars Gender Mean Standard t value p value
deviation
1 Taste Male 3.83 0.891 1.831 0.073
Female 4.33 0.900
2 Quality Male 3.51 1.040 1.835 0.073
Female 4.07 0.799
3 Quantity Male 3.23 1.003 1.651 0.105
Female 3.73 0.961
4 Availability Male 3.31 1.105 0.834 0.408
Female 3.60 1.121
5 Flavours Male 3.40 1.063 0.762 0.450
Female 3.67 1.291
6 Ingredients Male 3.49 1.011 0.987 0.329
Female 3.80 1.082
7 Packaging Male 3.71 0.893 1.250 0.217
Female 4.07 0.961
8 Price Male 3.69 0.676 1.520 0.135
Female 4.00 0.655
9 Brand image Male 3.83 1.150 0.728 0.470
Female 4.07 0.799
10 Packing Male 3.74 0.817 0.417 0.679
Female 3.87 1.246
11 Advertisement Male 3.46 1.094 0.177 0.860

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 EXCELInternationalJournalofMultidisciplinaryManagementStudiesISSN2249-8834
EIJMMS,Vol.5(6),JUNE (2015)
Onlineavailableatzenithresearch.org.in

INFERENCE
In the above table it is inferred that the p value for taste is 0.073 in which the
null
hypothesis is accepted at 5% level of significance& the alternate hypothesis is
rejected. Male customers are comparatively more satisfied with the quality of
Britannia biscuits. Other factors of customer satisfaction like quantity,
availability, flavor, ingredients, packaging, price,brand image in which the pvalue
is less than 0.05 hence the alternative hypothesis is accepted at 1% level of
significance. Hence it is concluded that there is no significant difference
between male and female respondents with respect to the factors of customer
satisfaction towards BritanniaGood Day biscuits.

VIII. DISCUSSIONS
There is no difference between male and female of the respondents with
respect to the
taste, quality, quantity, availability, flavours, ingredients, packaging,
price, brand image, packing, and advertisement.
There is a significant difference in association between male and female
respondents with respect to the products introduced by Britannia, where male
customers are more satisfied than female customers.
From the mean and standard deviation, it is inferred that the
satisfaction level of customers are moderate with respect to taste and
brand image of Britannia biscuits with the mean value from 3.90 to 3.98.

IX. IMPLICATIONS
Britannia industries may bring a variety of new tastes in biscuits.
They may also use innovative packing methods for covering the biscuits
packs.
They may concentrate in advertisements in order to have new
customers for their product.
They may also give some attractive gifts for the kids, inside the biscuits
packs.

X. CONCLUSION
Through the research paper entitled,“A study on customer satisfaction
towards
BritanniaGood Day biscuits”, it is concluded that the demographic variables
such as age group, gender and occupation are having less impact on the factors of
customers satisfaction. The research outcome also indicates that, most of the
customers were satisfied towards Britannia biscuits with respect to the chosen
factors. This study also indicates that the customers’ loyalty towards the
Britannia biscuit is good.
 EXCELInternationalJournalofMultidisciplinaryManagementStudiesISSN2249-8834
EIJMMS,Vol.5(6),JUNE (2015)
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Priya Gold Biscuits

Priya Gold is a part of Surya Foods & Agro Ltd that was established during
November 1992. Its commercial operations, which included selling and making
biscuits under the brand name Priya Gold started during October 1993. Following are
the various biscuits and cookies offered by Priya Gold:
 Italiano Cookies
 Glucose V
 Chatpatta Jeera and Cashew
 Butter Bite
 Cheez Bit
 Cheese Cracker
 CNC
 Marie Lite
 Snacks Zig Zag
 Coconut Crunch
 Kids Cream
 Classic Cream
Anmol
Anmol Biscuits is especially popular in eastern and northern India. It has a couple of
top class production units at Noida and Dankuni in West Bengal. Following are its
main products:
 Lemon Mazaa
 Dil Khush
 Funfill Choco Vanilla
 Dream Lite
 Yummy - Milk Cream
 E-Time
 Tip Top Kajoo Kurkure Masala
 Funfill Orange
 Coconutty
 Funfill Rich Chocolate
 Thin Arrowroot
 Golmol
 Marie
 Jadoo
 Veg Munch
 Marie Time
 2 in 1
 Snackles
 Butter Bake
 Milk Made
 EXCELInternationalJournalofMultidisciplinaryManagementStudiesISSN2249-8834
EIJMMS,Vol.5(6),JUNE (2015)
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Horlicks
Biscuits were introduced during 1992 and since then the brand has witnessed
increasing popularity. These are liked by both children and parents. Every pack
provides 100 percent calcium and the biscuits are available in elaichi and standard
flavors.

CREMICA
CREMICA is one of the most prominent biscuit brands in northern India. Its products
are primarily available in four categories – crackers, cookies, cream biscuits, and
glucose biscuits. The company is setting up a new plant in Himachal Pradesh, which
is expected to have a capacity of 5 thousand tons on a monthly basis. This will be a
fully automated plant and is supposed to be one of the very best in its kind in the
country.
In a recent survey done by Insight, a famous consumer magazine, as per parameters
stated by the BIS, the glucose biscuits of CREMICA came first in the category for
sweet biscuits.
It is also a part of the Indian government’s program to create fortified biscuits for
people in Afghanistan. The whole program is being done under the guidance of the
World Food Organization. It has also been entrusted with the responsibility of
exporting biscuits to Iraq as part of the World Food Program.

1. Parle Products Ltd SWOT Analysis, Competitors

& USP

SWOT analysis of Parle Products Ltd analyses the brand/company with its strengths,

weaknesses, opportunities & threats. In Parle Products Ltd SWOT Analysis, the

strengths and weaknesses are the internal factors whereas opportunities and threats are

the external factors.

SWOT Analysis is a proven management framework which enables a brand like Parle

Products Ltd to benchmark its business & performance as compared to the

competitors and industry. Parle Products Ltd is one of the leading brands in the food

& beverages sector. The table below also lists the top Parle Products Ltd competitors

and elaborates Parle Products Ltd market segmentation, target group, positioning &

Unique Selling Proposition (USP).

 EXCELInternationalJournalofMultidisciplinaryManagementStudiesISSN2249-8834
EIJMMS,Vol.5(6),JUNE (2015)
Onlineavailableatzenithresearch.org.in

2. Mother Dairy SWOT Analysis, Competitors & USP

SWOT analysis of Mother Dairy analyses the brand/company with its strengths,

weaknesses, opportunities & threats. In Mother Dairy SWOT Analysis, the strengths

and weaknesses are the internal factors whereas opportunities and threats are the

external factors.

SWOT Analysis is a proven management framework which enables a brand like

Mother Dairy to benchmark its business & performance as compared to the

competitors and industry. Mother Dairy is one of the leading brands in the food &

beverages sector. The table below also lists the top Mother Dairy competitors and

elaborates Mother Dairy market segmentation, target group, positioning & Unique

Selling Proposition (USP).

3. Amul SWOT Analysis, Competitors & USP

Posted in Food & Beverages, Total Reads: 41024
SWOT analysis of Amul analyses the brand/company with its strengths, weaknesses,
opportunities & threats. In Amul SWOT Analysis, the strengths and weaknesses are
the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like

Amul to benchmark its business & performance as compared to the competitors and

industry. Amul is one of the leading brands in the food & beverages sector. The table

below also lists the top Amul competitors and elaborates Amul market segmentation,

target group, positioning & Unique Selling Proposition (USP).

SUNFEAST ANALYSIS

Good combination of Mid tier and Mass biscuits – Sunfeast has Glucose biscuits for
the mass segments and also has a variant known as Sunfeast marie light. Similarly, it
 EXCELInternationalJournalofMultidisciplinaryManagementStudiesISSN2249-8834
EIJMMS,Vol.5(6),JUNE (2015)
Onlineavailableatzenithresearch.org.in
has a range of biscuits targeted towards mid tier and mass segment. The portfolio is
deep but not wide.

Dark fantasy range of premium biscuits – In premium biscuits, Sunfeast has the dark
fantasy range of biscuits for which they had a fantastic marketing campaign to portray
the product as premium. Since its inception, the Dark fantasy range has worked really
well in the market considering there are not many premium range of biscuits in Parle.

Sub brand of Sunfeast Yippee – Sunfeast Yippee is the snacks segment concentrated
brand which is known for Yippee noodles. Although the taste is good, the brand has
not been able to make a major dent in the huge noodles market because of the
presence of Maggi, Top Ramen, Chings and Knorr noodles.