A STUDY ON CONSUMER BEHAVIOR IN AURO FOOD (TRUE BISCUITS) PVT LTD, THIRUCHITRAMBALAM

SUMMER PROJECT REPORT Submitted by KARTHI D REGISTER NO: 27348318 Under the Guidance of Mr. D. SARAVANAN, M.B.A., M.Phil., M.F.C., M.H.R.M Ph.D.,
Faculty, Department of Management Studies

in partial fullfilment for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION

DEPARTMENT OF MANAGEMENT STUDIES

SRI MANAKULA VINAYAGAR ENGINEERING COLLEGE PONDICHERRY UNIVERSITY PUDUCHERRY

SEPTEMBER- 2007

SRI MANAKULA VINAYAGAR ENGINEERING COLLEGE

MADAGADIPET, PUDUCHERRY

DEPARTMENT OF MANAGEMENT STUDIES

BONAFIDE CERTIFICATE

This to certify that the project work entitled A Study On Consumer Behavior In Auro Food (True Biscuits) Pvt Ltd, Thiruchitrambalam is a bonafide work done by

KARHI D [ REGISTER NO: 27348318 ] in partial fulfillment of the requirement for the award of Master of Business Administration by Pondicherry University during the academic year 2007 2008.

INTERNAL GUIDE

HEAD OF DEPARTMENT

Submitted for Viva-Voce Examination held on

EXTERNAL EXAMINER

ACKNOWLEDGEMENT

First and foremost, I thank the God for his substantial blessing and mercy at all stages in the completion of the project.

I take this opportunity to express my deep sense of gratitude to SHRI N.KESAVAN, Founder Chairman, SHRI M.DHANASEKARAN, Managing Director and

SHRI S.V.SUGUMARAN, Vice-Chairman of our college for their good wishes for this project.

express

my

immense

gratitude

to

our

Principal

DR. V.S.K.VENKATACHALAPATHY for his support and encouragement for the completion of my project.

I extend the immense gratitude to the Head of the Department MR. S.JAYAKUMAR for his motivation, inspiration, and encouragement for the completion for my project.

The

valuable

and

unflinching

requital

support

in

this

Endeavor

MR. D.SARAVANAN my internal guide, Department of Management Studies whose assistance was immeasurable to the completion of this project.

I am sincerely thankful to MR. A.GOVINARAJ, executive Sales-Administration for his help and support throughout the project. I extend my thanks to MR. R.RAMESH, for his help to complete my project and also my external guide.

I would also like to thank all the staff of the organization for helping me directly and indirectly to conclude this work. Last, but not the least, my heart felt gratitude to my parents, relatives and my friends for their constant encouragement, support, help and valuable advice to make this project a success.

ABSTRACT

The project report entitle A STUDY ON CONSUMER BEHAVIOR IN AURO FOOD (TRUE BISCUITS), THIRUCHITRAMBALAM. is intended to determine the buying behavior and awareness of the product.

Consumer behavior focuses on how individuals make decisions to spend their available resources (time, money, effort) on consumption related items. That includes what they buy, why they buy, when they buy it, where they buy it, how often they buy it for purchase and the impact of such evaluations on future purchases, and how they dispose of it.

To achieve this defined objective structured questionnaire based on the behavior study made is prepared. The prepared questionnaire is used to get the direct responses from the consumers in Auro Food, Thiruchitrambalam.

The response given to the consumers in Puducherry were analyzed and interpreted using different type of statistical tools used are percentage analysis and weighted average method.

After analysis and interpretation, it reveals the following points are important in improving the buying behavior attitudes, awareness, advertisement and choice of product range. After that the purchasing frequency were found out.

CONTENTS CHAPTER LIST OF TABLES LIST OF CHARTS INTRODUCTION I PROFILE OF THE COMPANY NEED FOR THE STUDY II III IV V REVIEW OF LITERATURE OBJECTIVES OF THE STUDY RESEARCH METHODOLOGY DATA ANALYSIS AND INTERPRETATION 1 2 9 10 17 18 22 37 38 39 TITLES PAGE NO.

VI

FINDINGS OF THE STUDY, SUGGESTION AND RECOMMENDATIONS

VII

CONCLUSION

VIII

LIMITATIONS OF THE STUDY SCOPE FOR THE FUTHER STUDY APPENDICES ANNEXURE-1 ANNEXURE-2

40 41

42 44

LIST OF TABLES

TABLE NO. 5.1.1 5.1.2 5.1.3 5.1.4 5.1.5 5.1.6 5.1.7 5.1.8 5.1.9 5.1.10 5.1.11 5.1.12 5.1.13 5.2.1

NAME OF THE TABLE

TRUE BISCUITS CONSUMED CONSUMPTION TRUE BISCUITS UNDER SEX CONSUMPTION BASED ON OCCUPATION CONSUMED BASED ON OCCUPATION SELECTING BRAND TRUE CONSUMED BASED ON AGE NO. OF TRUE BISCUIT CONSUMED TRUE BISCUIT KNOWN FROM TRUE BISCUIT BASED ON PRICE ALTERNATIVE TRUE BISCUIT CONSUMED UNDER NO. OF FLAVOR SUGGESTION LEVEL OF SATISFACTION

PAGE NO. 22 23 24 25 26 27 28 29 30 31 32 33 34 35

LIST OF CHARTS

CHART NO. 5.1.1 5.1.3 5.1.5 5.1.8 5.1.9 5.1.10 5.1.11 5.1.12 5.1.13 5.2.1

NAME OF THE CHART TRUE BISCUITS CONSUMED CONSUMPTION BASED ON OCCUPATION SELECTING BRAND TRUE BISCUIT KNOWN FROM TRUE BISCUIT BASED ON PRICE ALTERNATIVE TRUE BISCUIT CONSUMED UNDER NO. OF FLAVOR SUGGESTION LEVEL OF SATISFACTION

PAGE NO 22 24 26 29 30 31 32 33 34 36

CHAPTER-I 1.1 INTRODUCTION

The term consumer behavior is defined as the behavior that consumers display in searching for purchasing, using, evaluating and disposing of products and services that they expect will satisfy their needs. Consumer behavior focuses on how individuals make decisions to spend their available resources (time, money, effort) on consumption related items. That includes what they buy, why they buy, when they buy it, where they buy it, how often they buy it for purchase and the impact of such evaluations on future purchases, and how they dispose of it.

Consumer behaviour is the study of how people buy, what they buy, when they buy and why they buy. It blends elements from psychology, sociology, sociopsychology, anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups. It studies characteristics of individual consumers such as demographics, psychographics, and behavioural variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general.

The process of consumption has long been associated with sex and gender, thus, it comes as no surprise that consumer researchers often examine the effects of these variables on consumer behaviors. It also comes as no surprise that much is known about sex and gender and how they impact buying and consuming activities. Yet there is one gender-related variable, gender identity, that has both intrigued and perplexed consumer behavior researchers for over four decades.

1.2 PROFILE OF THE M/S AUROFOOD PRIVATE LTD.

AUROFOOD LIMITED is a diversified company comprising seven major manufacturing divisions, Six of these manufacturing factories are located in a sprawling estate of over 112 acres, where the corporate office is also situated about 23 Km away from the estate.

1.2.1 BASICS Go for the Best - Whether it is Men, Machinery Materials it has been Aurofood's policy to go to the best in the world to give its customers the BEST IN QUALITY.

World-class machineries, dedicated team with prime motive of customer satisfaction, the best of ingredients with love and care, these are the secrets of the success, the quality leader has achieved in the last three decades. 1.2.2 ORIGIN This complex comprises of Flour Mill, Biscuit and wafter plants, paste (Vermicelli) Plant Animal Feed plant, Masala Unit and an Engineering Unit. Added to this is the Edible Oil Refinery situated in Thirubuvanai in Puducherry. In the late sixties, Aurofood was started by Manibhai Patel, a first generations entrepreneur when he returned from kenys in 1965. The main architect, Manibhai Patel was attracted to India by the teachings and philosophy of The Mother of Sri Aurobindo Ashram. With his entrepreneurial Skill, he set up this manufacturing complex.

1.2.3 MANAGEMENT The company has on its Board as advisors, eminent personalities, with rich experience in Marketing and Finance. The company's management has a healthy blend of qualified technocommercial managers and profit center heads other well qualified manager/executives to supervise functional areas. 1.2.4 OPERATION Thirty years before, the first Flour Mill with a capacity of 100 tons per day was commissioned in a place where no wheat was grown. Aurofood expanded its capacity mill is designed and supplied by Erstwhile Henry Simon of U.K. Even today, this is the single largest Flour, Mill in India. Manufacturing of Biscuits started with the first plant supplied by Simon Vicars of U.K. in 1972. It is urgently producing TRUE range of Biscuits including Marie time, True milk, True nice, True Cream varieties, etc. Aurofood makes best efforts to insure value for money (VFM) for its customers. Aurofood can proudly claim to have pioneered the VFM packs. Biscuits and Wafer production facilities are now under the control of a new company International bakery Products .Limited, wherein Aurofood Limited and its associates hold 49% share in its equity. Pioneering any new concepts has always been a habit to Aurofood. One such thing was to introduce Pasta products for the first time in the organized sector in India. Three independent lines of machinery- two for long vermicelli ands one for short, supplied by Braibanti, Italy is a fully automatic facility capable of producing orthodox long and short vermicelli, Ada, Macaroni, Apaghetti, Noodles etc. All these are packed and sold under TRUE brand. Engineering division was commenced in 1981 as a part of Aurofood's major diversification programmed with sophisticated imported machineries including CNC equipment. Focused more on high precision engineering components for the defense in the manufacture of helicopters, aircraft and satellites launched by India.

Aurofood has also ventured into Animal Feeds to produce cattle and poultry feeds. Though the market is more price sensitive, Aurofood has its own high quality oriented niche market to cater.

The new addition in its diversification spree was the Edible Oil Plant. It is 50 tons per day state of the art continuous refining plant for refining raw sunflower oil into edible grade. It is marketed under the brand name "AUROLA".

This chapter deals with an overview of the company in brief and this chapter discusses about the organization and its infrastructure and manufacturing.

Aurofood limited was found 1968. It was established in 1970. Its first manufacturing unit produced 100 tones of wheat flour per day through flourmill. Flourmill was expanded in 1975 to produce around 400 tones of wheat flour per day. Again in 1987 - 88 when the mill was modernized the wheat milling capacity was increased to 450 tones per day.

The mill is fully designed and supplied by Mr.Henry Simon. The mill is designed in a modern manner. Though the first mill was established in 1970 efforts have been taken regularly to modernize machinery department. In 1988 technovator grain tempering system using gammaray microprocessor was installed and today the mill can easily be regarded as most modern and up-to-date in terms of machinery and technology.

The company is multi-plant, multi-product Company with five self-contained manufacturing plants. The range of major products exceeds 40 in number. Over 750 employees are engaged in manufacturing and administration and around, 120 staff engaged in selling/marketing functions.

The divine mother of Sri Aurobindo ashram is the grinding spirit of Aurofood, growth, a the managing director endeavors to discharge his responsibilities & in the spirit of the messages given to Aurofood, by the divine mother. The mother's first message, WE SHALL WORK FOR A BETTER TOMORROW" inspires a strategic decision.

This chapter deals with an overview of the company in brief and. this chapter discusses about the organization and its infrastructure and manufacturing.

1.2.5 INFRASTRUCTURE

All the factories (including branches), housing colony and essential infrastructure occupy around 45 acres of the 115 acres campus. Thus an area of nearly 70 acres is available for further expansion and growth of the existing and new industries. Water requirements of-the company are met by its own bore wells and similarly its entire power requirement (whenever the state government is unable to meet) is met by captive generators. The power requirements or partial as the need may be. Thus company is completely self-sufficient in all essential resources. Some little known facts "True-true refers to one kind of biscuits and breads. The biscuits are sold in Tamil Nadu, Andhra Pradesh, Kerala, and Puducherry. Where, as True" bread is highly regionalized. Breads are made available only in service centers of Aurofood Company. Their flour mill products are available in bulk and all the wholesale and retail shops. The Aurofood Company is retaining customers very well. So the products like (flour, biscuits, pasta, dry-mixes) are demanded by the customers and bought.

1.2.6 MANUFACTURE FACILITIES

DRY MIX (1989) Capacity Products : : Dependent on the product to be produced. Wide range of dry mixes.

ENGINEERING (1981) Products : Precision Engineering components for defense Application and contract engineering jobs. Flour Milling and Cereal Processing machinery.

ANIMAL FEEDS (1989) Capacity Design and Supply Products : 36,000 TPA (Tonnes per annum) : Spectomsof Baroda, India. : Cattle and Poultry Feeds in the form of Mash and Pellets.

EDIBLE OIL (1994) Capacity Design and Supply Products : 15,000 TPA (Tonnes per annum) : Alfa Laval, India.

: Range of vegetable Edible Oils.

1.2.7. QUALITY CONTROL

Centralized Laboratory cum R&D and individual quality for each division available.

Wet, Chemistry analytical facilities and modern instruments such as near infrared analysis, water, activity apparatus and Brabender dough rheology centre available for the food division. Laboratory recognized by the Department of Science and Technology, Government of India,

1.2.8 MAN POWER

Each plant and functional d pat1ments are headed by accountable and competent managers assisted by a team of executives and staff committed to excellence. Aurofood employees about one thousand persons are very much integrity and zeal pm1icipating in the growth of the company.

1.2.9 ABOUT THE COMPANY WORKING AT GLANCE

Name Trade name Address Date of registration Status Products produced

Aurofood (P) Ltd TRUE Thiruchitrambalam - 605111. 22-06- I 992 Leading mill in south India. Manufacture of Kadir ,brand, Maida, Sooji, Atta & Bran, Biscuits, vermicelli, Wafer & Aurola oil.

1.2.10 NAME OF HIGHER OFFICIALS

Managing director

- B.M.Patel

Administration manager - V. Siva Kumar Technical director Business manager - M.M Patel - Dr. R. Gopinath

The external audit is performed by M/S. A. Vengatagire & co.

1.2.11 Bankers State bank of India Sirothozbie branch Kamaraj salai, Puducherry. Registered office of Aurofood Company is situated at No,2, Lawrence Bazaar Street, Puducherry.

1.2.12 Purchase department Purchasing is a function of procuring goods and services from sources external to the organization. The purchase department is one of the functional departments of the company. The activities of the purchase department include rising of purchase orders, selecting suppliers, placing orders and receiving materials according to the stationary, machines tools, spares, etc. All the activities of the purchase department are performed by the purchase manager of company. In this company, most of the purchases are made from north India i.e., northern states such as Punjab, Uttar Pradesh and Maharashtra. Purchase department also undertakes the storage function. Storage function refers to the storing of raw materials n the company. There is no storage department separately. The purchase department itself performs storage function by locating the raw materials in the concerned place.

1.2.13 ORGANISATIONAL CHART Managing Director

Finance Manager

Business Manager

V.P. Operations

Accounts Floor Mill Floor Mill Edible Oil Personnel Security

Purchase

Purchase

Purchase

Production

Production

Production

HRD

Maintenance

Maintenance

Maintenance

Sales & Marketing

Sales & Marketing

Sales & Marketing

1.3 NEED FOR STUDY

A study of consumer behavior in Aurofood (true biscuits) for special purpose of to know about the consumer behavior for improve the product and marketing function for consumer satisfaction. To know about how many people to get aware about TRUE BISCUITS. To find the competitors and analyze the methods for competition marketing. To find the choice and which flavor is very well moving in market How many people to consume TRUE BISCUITS in market To get suggestion from public for further improvement Why some people did not consume TRUE BISCUITS and find out what their reason. Who is the main consumer in TRUE BISCUITS?

CHAPTER-II REVIEW OF LITERATURE

2.1 MEANING OF COSUMER BEHAVIOR The term consumer behavior is defined as the behavior that consumers display in searching for purchasing, using, evaluating and disposing of products and services that they expect will satisfy their needs. Consumer behavior focuses on how individuals make decisions to spend their available resources (time, money, effort) on consumption related items. That includes what they buy, why they buy, when they buy it, where they buy it, how often they buy it for purchase and the impact of such evaluations on future purchases, and how they dispose of it.

2.2 PERCEPTION We use our senses (sight, smell, taste, touch, and hearing) to interpret information and give meaning to what object around us. Perception is the process by which we organize and select information received through the senses and give meaning to the objects in the world around us. This is done by our brain. We do not always do this correctly. How do you determine whether furniture is durable? Suppose a marketer finds that you lift it and if it is heavy you conclude that it is durable.

2.3 SUBLIMINAL PERCEPTION The idea that you can influence consumer behavior by flashing subliminal messages is something that started in the early 1950s.

PERCEIVED RISK
Some products are perceived as high risk (sports car, house) and some are seen as low risk (flour, a deck of playing cards). In general, two factors affect the perceived risk of a product that is uncertainty and consequences.

 FINANCIAL RISK Sometimes consumers are concerned about losing money if a product does not work well. PERFORMANCE RISK You might be worried that the product does not work. Do you worry that salt will not work.

PSYCHOLOGICAL RISK
Sometimes people are concerned that a product may not fit their self-image. This is mainly true for clothing.

2.4 ATTITUDES Attitudes have three components: the cognitive deals with beliefs and knowledge the affective deal with emotion likes and dislikes and the cognitive, which is more behavioral, deals with actions, motives, and intent. The teacher evaluation scale completed by students every semester measures your attitude towards a particular instructor.

ATTITUDES CHANGES Marketers use several approaches in order to try to changes the attitudes of

consumers. As was noted above, the attributes of a product play an important role in the consumer decision making process. It means the consumer to change the product.

REFERENCE GROUP People who are members of a gang tend to dress alike and buy the same brand of

beer and cigarettes. It means to purchase same thing of products.

2.5 FIVE STAGES OF CONSUMER BUYING BEHAVIOR

Need awareness: The beginning point of most purchasing is your potential buyer recognition of a need in their life. This need can be established by encountering a problem or prompted by a company marketing. Information search: With the rise of the internet, it has never been easier for buyers to research their purchase. Make sure your small business is in the game by providing educational material on your website. Check options: After an information search, the customer will evaluate all the available options. Options include wanted features pricing and company credibility. Purchase decision: This is the moment when the customer wants to buy. Deals are easily lost when you keep selling to the customer. There an old adage in sales when the customer says I will take it. Keep your mouth closed, and close the deal. Post buying behavior: An overlooked piece of consumer buying behavior is what occurs after the purchase. The buyer will look for reinforcement from media friends and other sources confirming they made the right decision.

2.6 FACTORS INFLUENCING CONSUMER BEHAVIOR Personal factors. Psychological factors. Social factors. Cultural factors.

Personal factors: Age and life cycle stage, occupation, economic situation, lifestyle, personality and self concept are called personal factors. It affect the buying behavior to the consumer

Psychological factors: Motivation, perception, learning are called psychological factors. It affects the consumer behavior in way of mentally.

Social factors: Social factors means around the society methods and traditions followers. Simply they are group of people under religions and caste.

Cultural factors: To follow some traditions means culture the people live with in some restrictions and conditions it also to affect the consumer behavior.

2.7 A LITERATURE REVIEW FROM MONEESHA PACHAURI

Meaning Consumer behaviour is the study of how people buy, what they buy, when they buy and why they buy. It blends elements from psychology, sociology, sociopsychology, anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups. It studies characteristics of individual consumers such as demographics, psychographics, and behavioural variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general. Consumer Behavior and Marketing Strategy The study of consumers helps firms and organizations improve their marketing strategies by understanding issues such as how,

The psychology of how consumers think, feel, reason, and select between different alternatives (e.g., brands, products);

The psychology of how the consumer is influenced by his or her environment (e.g., culture, family, signs, media);

The behavior of consumers while shopping or making other marketing decisions; Limitations in consumer knowledge or information processing abilities influence decisions and marketing outcome;

How consumer motivation and decision strategies differ between products that differ in their level of importance or interest that they entail for the consumer; and

How marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer. Understanding these issues helps us adapt our strategies by taking the consumer into

consideration.

There are four main applications of consumer behavior:

The most obvious is for marketing strategy i.e., for making better marketing campaigns. For example, by understanding that consumers are more receptive to food advertising when they are hungry, we learn to schedule snack advertisements late in the afternoon. By understanding that new products are usually initially adopted by a few consumers and only spread later, and then only gradually, to the rest of the population, we learn that (1) companies that introduce new products must be well financed so that they can stay afloat until their products become a commercial success and (2) it is important to please initial customers, since they will in turn influence many subsequent customers brand choices.

A second application is public policy. In the 1980s, Accutane, a near miracle cure for acne, was introduced. Unfortunately, Accutane resulted in severe birth defects if taken by pregnant women. Although physicians were instructed to warn their female patients of this, a number still became pregnant while taking the drug. To get consumers attention, the Federal Drug Administration (FDA) took the step of requiring that very graphic pictures of deformed babies be shown on the medicine containers.

Social marketing involves getting ideas across to consumers rather than selling something. Marty Fishbein, a marketing professor, went on sabbatical to work for the Centers for Disease Control trying to reduce the incidence of transmission of diseases through illegal drug use. The best solution, obviously, would be if we could get illegal drug users to stop. This, however, was deemed to be infeasible. It was also determined that the practice of sharing needles was too ingrained in the drug culture to be stopped. As a result, using knowledge of consumer attitudes.

As a final benefit, studying consumer behavior should make us better consumers. Common sense suggests, for example, that if you buy a 64 liquid ounce bottle of laundry detergent, you should pay less per ounce than if you bought two 32 ounce bottles. In practice, however, you often pay a size premium by buying the larger quantity. In other words, in this case, knowing this fact will sensitize you to the need to check the unit cost labels to determine if you are really getting a bargain.

2.8 GENDER IDENTITY IN CONSUMER BEHAVIOR RESEARCH The process of consumption has long been associated with sex and gender, thus, it comes as no surprise that consumer researchers often examine the effects of these variables on consumer behaviors. It also comes as no surprise that much is known about sex and gender and how they impact buying and consuming activities. Yet there is one gender-related variable, gender identity, that has both intrigued and perplexed consumer behavior researchers for over four decades. Gender identity, sometimes referred to as an individual's psychological sex, has been defined as the fundamental, existential sense of one's maleness or femaleness" (Spence 1984, p. 83). Since gender is culturally derived, gender identity is similarly rooted in cultural understandings of what it means to be masculine or feminine (Firat 1991; Lerner 1986). For many years, sex and gender were thought to be inseparable--that is, men were masculine and women were feminine. But what consumer behavior researchers, among others, recognized long ago was that some men were more feminine than masculine while some women were more masculine than feminine. In the postmodern culture in which we now live, this separation of gender from sex is even more apparent.

CHAPTER-III OBJECTIVES OF THE STUDY

PRIMARY OBJECTIVE

To analyze the behavior of consumer in true biscuits.

SECONDARY OBJECTIVES

To find the awareness of people about TRUE BISCUITS.

To analyze the various parameters that determines the choice of Consumer in TRUE BISCUITS.

To offer suggestions to the TRUE BISCUITS to improve its activities.

CHAPTER-IV

RESEARCH METHODOLOGY
4.1 RESEARCH Research in common place refers to a search for knowledge. Research is defined as systematic and scientific search for pertinent information on specific topic or area of study.

4.2 METHODOLOGY Methodology is a plan of action for a research project and explains in detail how data are collected analyzed and presented, so that they will provide meaning information.

4.3 RESEARCH DESIGN A Research design is purely and simply the framework or plan for the guides the collection and analysis of data. It is the overall operational pattern or framework of the project that stipulated the information to be collected, from which source and what procedures. A Research design might be described as a series of advance decision that taken together from a specific master plan or the model for the conduct of the investigation. Descriptive research is used in this project.

4.4 DESCRIPTIVE RESEARCH This type of research design is undertaken in many circumstances. When the researcher is interested in knowing the characteristics of certain groups such as age, sex, education level, Occupation or income etc. The Objective of such study is to answer the Who, What, When, Where, and How of the subject under investigation, so in this project study comes under descriptive research design.

4.5 RESEARCH INSTRUMENT USED The questionnaire was found to be the most suitable type of research instrument to collect data. It is important tool of the research; it is used to generate the raw data on which findings were based. 4.6 QUESTIONNAIRE CONSTRUCTION A questionnaire is an assembly of carefully formulated questions, designed to collect facts and options from the respondents. Its an important tool of the research; it is used to generate the raw data on which findings were based. 4.7 AIM OF THE QUESTIONNAIRE To obtain accurate data. To make interview as interesting and stimulating. To be easily analysis. To facilitate efficient administration of information. 4.8 SOURCE AND COLLECTION OF DATA The task of data collection begins after research problems have been defined and research design chalked out. Data is the foundation for all marketing research. The researchers can obtain data form. Primary Data Questionnaires are prepared and personal interview was conducted. Most of the questions are consist of multiple choices. The structured interview method was undertaken. The interview was conducted in English as well as in Tamil. Proper care was taken to frame the interview schedule in such a manner it should be easily understood in view of educational level of the consumers. Generally 22 questions are prepared and asked to the consumers of the in the Puducherry. Secondary Data Secondary data was collected from Internets, various books, Journals, and Company Records.

4.9 SAMPLING PLAN Due to cost and time involved in collecting the data from all the respondents, it becomes a compulsion to choose representation. Sampling plan explains as under,

Sampling Unit: The sampling unit is who is to be surveyed? That is sampling unit is who are all

the respondent is called sampling unit. The sampling units for this study are customers of Ponlait, Puducherry.

Sampling Size: The sample size for this study is 100.

Sampling Method: Different types of sampling methods are available. In this study the convenience sampling was selected for this research. This sampling method used the principles of nonprobability technique.

Area Of Sampling: The area of sampling was taken in Puducherry State.

4.10 STATISTICAL TOOLS To arrange and interpret the collected data the following statistical tools were used. Percentage Method. Weighted Average Method. PERCENTAGE METHOD: The percentage method was extensively used for findings various details. It is used for making comparison between two or more series of data. It can be generally calculated.

No. of respondents favorable Percentage of Respondents = x 100

Total no. of respondents WEIGHTED AVERAGE METHOD:

In the weighted Average method, the weighted average can be calculated by the following formula

XW = WX /X Here XW represents the weighted average X1, X2, X3..Xn represents the value for variable values W1, W2, W3..Wn represents the weightage give to the variable. Steps: Multiply the weights (W) by the variables (x) to obtain WX Add all WX to obtain WX Divide WX by sum of the weights (X) to get weighted average.

CHAPTER-V DATA ANALYSIS AND INTERPRETATION 5.1 ANALYSIS USING PERCENTAGE METHOD
TABLE 5.1.1 TRUE BISCUITS CONSUMER

No. of Respondents

Percentage

Yes Valid No

59

59

41

41

Total

100

100

Inference: Out of 100 samples 59 people consumed true biscuits 41 people did not consumed.

CHART 5.1.1

consumedtrue
70 60

50

40

30

20

Percent

10 0 yes no

consumedtrue

TABLE 5.1.2 CONSUMPTION OF TRUE BISCUITS UNDER SEX

Consumption of True Biscuits

Total

Yes

No

Male Sex Female

33 26

15 26

48 52

Total

59

41

100

Inference: Total male is 48 but a true biscuit consumer is 33 and total no of female are 52 but true biscuits consumer is 26.

TABLE 5.1.3 CONSUMPTION BASED ON OCCUPATION

Occupation .

No. of Respondents 7

Percentage

Agriculture

Business Valid Salaried

20

20

Student

41

41

Housewife

25

25

Total

100

100

Inference: In table shows that, how the consumer purchase True Biscuits under their occupation.

CHART 5.1.3
occupation
50

40

30

20

Frequency

10

0 agriculture business salaried student housew if f e

occupation

TABLE 5.1.4 CONSUMED TRUE BISCUITS BASED ON OCCUPATION (Out of 100)

Occupation

Total

Agriculture Business Salaried

Student Housewife

Consumed True

Yes

13

20

16

59

Yes

21

41

Total

20

41

25

100

Inference: Total 100 sample there occupation is different (agriculture, Business, salaried, student and housewife. In that category the percentage diagram shows student are important buyer for true biscuits out of 59 students was 20 were consumed true biscuits.

TABLE 5.1.5 SELECTING BRAND No. of Respondents Quality 38 Percentage

38

Valid

Brand name

24

24

Price

30

30

Package

Total

100

100

Inference: The people consumed true biscuits under their quality, because they first preference to quality and next is price.

CHART 5.1.5
selecting brand
40

30

20

Frequency

10

0 quality brand name price package

selecting brand

TABLE 5.1.6 TRUE CONSUMPTION BASED ON AGE

No. of Respondents 10-20 38

Percentage

38

20-30 Valid 30-40

37

37

15

15

40-50 Total

10

10

100

100

Inference: The table shows that Consumption of True biscuits in age wise. Highly age belonging to 10-20 consumes more biscuits.

TABLE 5.1.7 NO. OF TRUE BISCUITS CONSUMED

Age

Consumed True

Total

Yes

No

10-20

17

21

38

20-30

25

12

37

30-40

15

40-50

10

Total Inference:

59

41

100

I done survey 10-50 age people in that report give information am 20-30 age people are consumed truer biscuits compare to other group age people.

TABLE 5.1.8 TRUE BISCUIT KNOWN FROM Known From No. of Respondents Advertisement 18 Friends Family members Valid Neighbors Total Missing Total System 18 15 8 59 41

Percentage 18 18 15 8 59 41 100

Inference: People get aware from advertisement and friends, family members, neighbors. Out of the source more number of people gets aware from their friends and advertisement.

CHART 5.1.8
know about
advertisement

Missing

f riends

neighbors

f amily members

TABLE 5.1.9 TRUE BISCUIT CONSUMED BASED ON PRICE

Price Range 5-10 10-15 Valid 15-20 >20 Total Missing Total System

No. of Respondents 9 14 20 16 59 41 100

Percentage 9 14 20 16 59 41 100

Inference: From the above table and the diagram it shows that from Rs15 to 20 product is moving highly in the market.

CHART 5.1.9

price true

5-10

10-15 Missing

15-20

>20

TABLE 5.1.10 ALTERNATIVE

Alternative

No. of Respondents

Percentage

Britannia Sun feast Valid Parle None Total Inference:

47 28 21 4 100

47 28 21 4 100

From the above table and diagram, the alternative for the true biscuit is Britannia and Sunfeast.

CHART 5.1.10

alternative

none

parle

britannia

sunfeast

TABLE 5.1.11 TRUE BISCUITS CONSUMED UNDER

Ranges

No. of Respondents

Percentage

Valid

Regular

23

23

Flavor Total Missing Total Inference: System

36 59 41 100

36 59 41 100

From the above table, when comparing the regular biscuit and flavors biscuit. The flavors biscuit is well moving in the market.

CHART 5.1.11

purchase under
40

30

20

Frequency

10

0 regular flavore

purchase under

TABLE 5.1.12 NO. OF FLAVOR

Ranges Valid Custard cream Crunch cream Bourbon Choco Marie Total Missing Total Inference: System

No. of Respondents

Percentage

11 5 10 10 36 64 100

11 5 10 10 36 64 100

When we comparing the true biscuits flavors, custard cream is moving highly in the market.

CHART 5.1.12
flavor
12

10

Frequency

0 custard cream crunch cream bourbon choco marie

flavor

TABLE 5.1.13 SUGGESTION

Suggestions More advertisement Attractive package Valid Introduce new flavor Better quality Less price Total Inference:

No. of Respondents 38 14 15 17 16 100

Percentage 38 14 15 17 16 100

From the above table and the diagram, most of the people suggestion is to give advertisement.

CHART 5.1.13
suggestion
40

30

20

Frequency

10

0 more advertisement introduce new f lavor better quality less price attractive package

suggestion

5.2 ANALYSIS USING WEIGHTED AVERAGE METHOD

XW = WX / X

TABLE 5.2.1 LEVEL OF SATISFACTION

Factors Taste Price Quality Design

High Satisfaction 36 16 28 15

Satisfaction 108 48 84 45 22 42 30 42 44 84 60 84

Dissatisfaction 1 1 1 2 1 1 1 4

High Satisfaction 108 48 84 45

Satisfaction 44 84 60 84

Dissatisfaction 1 1 1 4

Total 153 133 145 133

Average 51 44.33 48.33 44.33

Inference: From the above table the average for taste and quality is high. So the consumer gives more preferences.

IT SHOWS THE SATISFACTION LEVEL

120 100 80
Taste

60 40 20 0 High Satisfaction Satisfaction Dissatisfaction

Price Quality Design

Inference: From the above chart shows taste and quality is high. So the consumer gives more preferences

CHAPTER-VI 6.1 FINDINGS OF THE STUDY

Out of 100 (59 no of people consume true biscuits and 41 no of people did not consumed). Out of 59 (33 male and 26 female consume true biscuits). Most number of people consumes true biscuits under quality based. Student and house wife give most preference to true biscuits. 20-30 age people is to buy more (25) out of 59. Many people true biscuits know about through advertisement. 15-20 price products are well moving in market. . Compare to flavor and regular biscuits, flavor is well moving in market out of 59 (36 is flavor). In flavor custard cream is high moving compare to other flavor. Most competitor is Britannia. The people consume True Biscuit mostly in street vendors.

6.2 SUGGESTIONS AND RECOMMENDATIONS

The suggestions are collect from public for to develop the true biscuits. The most of the people to give suggestions about the advertisements because they did not have much more advertisement compare to Britannia biscuits. They can improve the quality with favor prices. To improve the brand name among the public, because brand name is very important to every product now people, to ask the product to it their brand name. They can improve the brand awareness through educational institutions by giving the sample piece. To improve in the rural market.

CHAPTER-VII CONCLUSION

Consumer Behavior will help to learn consumer buying attitude. In true biscuits not get much more awareness from public, so kindly to improve the advertisements and other improvements process.

To concentrate more on channel of distribution particularly in street vendors. The most true biscuits consumer is student and housewife, to introduce more flavors and improve the taste and quality of the biscuits. The most buyers to consume under quality of the biscuits and other option are price. To give important to street vendors because more number of people consumed under street vendors. So kindly improve the advertisement and give more awareness to the people.

CHAPTER-VIII 8.1 LIMITATIONS OF STUDY

The project area is Pondicherry, so the population size is very high for Taking survey and also difficult in to find the true biscuits consumers. Research has been done only to limited consumer so has to be expand One of the important limitation is consumer behavior is changed according to there mind setting.

8.2 SCOPE FOR FURTHER STUDY

The project throws on the need for learning buying behavior for successfully marketing. The project was developed based on benefits of sales towards organization. It will be helpful for the management to identify the needs and benefits of the consumer and to take decision to promote the marketing .

This project can be base for the students who are doing the project in the related area and to the organization in viewing the worth of the consumer and attitude of the buying decision making.

APPENDICES
ANNEXURE- 1 QUESTIONNAIRE

A STUDY ON CONSUMER BEHAVIOR IN AURO FOOD (TRUE BISCUITS) PVT LTD, THIRUCHITRAMBALAM
1. Name : 2. Age : 3. Sex : 4. Place : 5. Occupation : a. Agriculture

b. Business

c. Salaried

d. Student

6. Do you have the habit of eating biscuit? a. Rarely b. Regularly c. Often 7. When will you prefer to eat biscuit? a. Morning b. Evening c. Anytime 8. In what basis you are selecting your Brand? a. Quality b. Brand name c. Price d. Package

d. Never

d. Sometime

9. Whether did you consumed TRUE biscuit or not? If no what is your alternative product? ___________ a. Yes b. No 10. Rank the following factors of your Brand? Factors Good Very good Value for money Timely delivery Interact packing Required quality Availability

Moderate

Poor

Very poor

11. How did you come to know about the True biscuit? a. Advertisement b. Friends c. Family members d. neighbors 12. How long have you been purchasing True biscuits? a. Less than 1 year b. 1-2 years c. More than 2 years 13. Purchasing frequency a. Weekly b. Fortnight c. Monthly d. Festival time e. Rarely 14. Place of purchase a. Retail outlets b. Neighboring town c. Street vendors d. Supermarket 15. In True biscuits whether will you purchase under flavored or regular biscuits? __________ 16. Which flavor do you like? a. Custard cream b. Crunch cream

c. Bourbon

d. Choco Marie

17. At what price do you buy the True biscuit? a. Rs.5-10 b. Rs.10-15 c. Rs.15-20 d. above Rs.20 18. What pack size do you prefer to buy true biscuit? a. 80 gm b.100 gm c.150gm d.180 gm e.300 gm 19. Indicate your satisfaction level? Factors Taste Price Quality Design 20. Whether the True biscuit is available sufficiently in the market? a. Yes b. No 21. If True biscuit is not available in the market which Brand do you prefer? a. Britannia b. Sunfeast c. Parle d. None 22. Your comments and suggestions regarding True biscuits? Highly satisfied Satisfied Neither satisfied Dissatisfied Highly dissatisfied

ANNEXURE-2 BIBILIOGRAPHY

REFERENCE BOOKS

Leon G. Sehiffman on Consumer Behavior. Philip Kotler Marketing Management.

WEB SITES

www.bpotimes.com www.managementorg.com www.answers/topic/consumerbehavior.com