A survey was conducted on 3 different sections based on the following criteria: Lower middle class- This class comprise of the labor class who works in shop, canteens, factories, and the vendors having stalls outside company. Students and Working class in MNC- This comprise of students and people working in MNC, who enjoy eating biscuits. Upper Middle Class-This class comprise of a family whose annual income is more than around 6 LPA. Through the survey we tried to figure out the frequency on how often a class of customer purchase biscuits. What we came to know was quite apparent as the lower middle class purchases biscuits once in 2 weeks; while the students purchase biscuits on the daily basis. The upper middle class purchases biscuits twice in a week. The major consumers of biscuits are students and upper middle class families. The second thing we noticed from survey is about the customer’s perspective towards buying a biscuit. The upper middle class buys almost all kind of biscuits varying from cream with various tastes to light biscuits such as Marie and Monaco. The students are more inclined towards cream biscuits majorly chocolate flavored than the normal salty biscuits. The lower middle class purchases biscuits majorly for their guests and they purchase brands like Monaco, Parle and Marie.
Generally customer buys biscuits for different reasons like a student eat a biscuit when he/she is hungry or feels like having something sweet and light. While in a family the buying behavior is driven by taste, price and variety. Below is the tabular representation of how various factors drives the customer to buy a biscuit. Factors| Lower middle class| Student| Upper middle class| Price| * | | |
Brand| | * | * |
Taste| * | * | * |
Table 1: Factors influencing purchasing behavior across all sections As seen in the table taste is the driving factor across all the classes. The student and upper middle...