Brand and Biscuits

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CONSUMER BUYING BEHAVIOUR AND EFFECTIVENESS OF MARKETING STRATEGIES ADOPTED FOR BISCUITS

ABSTRACT
In this project the various marketing strategies adopted by the company has been studied and compared on the basis of current market scenario. It gives the idea about the market share enjoyed by the different companies in the Biscuit Industry. It provides the adequate coverage of many issues related to biscuit industry.. It has been made possible by knowing the consumers behavior and by studying the patterns adopted by the retailers. It gives us very precise view about the existing demand of different brands of biscuits and demand as compared to other competitors. It also highlights the changing market trends an consumers preferences, why they have shifted family pack to pouch pack.

The present study on Biscuit Industry is also trying to find Consumer Perception about different varieties of biscuits and Availability and how Price,

Environment, Packaging , Quantity , Easy affecting the sale of biscuits.

Variety are

The advertisements have an impact on the formation of brand image. The message of the advertisement followed by its picturization affect the brand image in the minds of consumers. The higher frequency of an advertisement makes the image of a brand positive in consumers' minds.

The sales promotion schemes have a positive effect on the sales and brand image in the short run. But regularity of schemes with a brand creates a negative impression, in the long run. Discount on price and exchange schemes are the two most preferred schemes

I hope that this project will clear all the doubts and perception, which come up in your minds occasionally and I hope that our data analysis and key findings will throw some more light on Biscuit industry.

ACKNOWLEDGEMENT

TABLE OF CONTENTS
S.NO.
1 2 3 4 5 6

CONTENTS
ABSTRACT………………………………………… ACKNOWLEDGEMENT…………………………. INTRODUCTION AND LITERATURE REVIEW… COMPANIES PROFILE……………………………. METHEDOLOGY……………………………………. DETAILS OF MARKEING STRATEGY USED BY MAJOR PLAYER IN INDUSTRY…………….......

PAGE NO.

7 8 9 10 11

QUESTIONNIER & DATA ANALYSIS…………… OBSERVATION & FINDINGS…………………..... CONCLUSION & RECOMMENDATION………… APENDECIS………………………………………… BIBLIOGRAPHY…………………………………….

SYNOPSIS
NAME: SAPNA PANDEY BATCH: PGDM(2011-13) SPECIALIZATION: FINANCE & MARKETING PHONE NO: 9716227586 ROLL NO. :2K11B28 AREA OF RESEARCH: MARKETING TITLE : CONSUMER BUYING BEHAVIOUR AND EFFECTIVENESS OF MARKETING STRATEGIES ADOPTED FOR BISCUITS.

RESEARCH OBJECTIVE:
To understand the marketing strategies adopted for biscuits by major companies, to identify different factors that influence consumer buying behavior towards purchase of biscuits and for the improvements in marketing strategies used by lower selling brands.

INTRODUCTION TO THE AREA OF RESEARCH:
This research investigates the buying behavior of the target market as the essential task of marketing management under marketing concept.

SCOPE :
Scope of thesis work is to identify the consumer behavior and attract the consumer, to purchase biscuit categories from different retail outlets by lowering the price at the same time adding quality and taste in the biscuits.

RESEARCH METHODOLOGY:
Provides maximum information. The data will be collected from primary and secondary sources. Primary data include the survey with the help of questionnaire fieldwork collecting necessary data. Secondary data involve data from internet, economic survey, reports published by various institutes and articles published in different journals. Preparing the research methodology is very useful for any research as it

REASON FOR CHOOSING A PARTICULAR RESEARCH PROPOSAL:
This particular research is of my carrier oriented and of my interest to achieve superior returns for different level of market.

OBJECTIVES

Research Objectives:  To study and review the marketing strategies adopted for biscuits by major companies.  To identify...
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