A Study on the Consumer Behaviour of Goldflake Kings Lights Consumers

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A Study on the Consumer Behaviour|
Of Gold Flake Kings Lights consumers|
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P11134|
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Contents

Introduction2
Company Profile3
Product Profile4
Research Methodology5
Findings6
Conclusion7
Annexures8

Introduction

ITC limited is a Kolkata based conglomerate. The company started off as the Imperial Tobacco Company of India and was then rechristened as India Tobacco Company. The named was again changed to I.T.C Limited in 1974. Even though ITC limited is a very diverse company, a major chunk of its revenue comes from its cigarettes business. Gold Flake is ITC’s premium cigarette brand. Gold Flake is one of the largest selling cigarette brands in India. It is sold in various varieties, including Gold Flake Kings, Gold Flake Kings Lights, Gold Flake and Gold Flake Lights. Within the Gold Flake brand itself, the Gold Flake Kings varieties are consider to a be a much more premium brand. Gold Flake Kings Lights is known for its distinctive honeydew smooth flavor which is lighter than the traditional Gold Flake Kings and the Gold Flake brands. This study was conducted to find out how the consumers of Gold Flake Kings Lights brand of cigarettes go about their purchases and the various factors that influence them to purchase the product.

Company Profile

ITC Limited is an Indian public conglomerate company headquartered in Kolkata, India. Its diversified business includes 4 segments: Fast Moving Consumer Goods (FMCG), Hotels, Paperboards, Paper & Packaging and Agri Business. Itc’s annual turnover stood at $7 billion and market capitalization of over $34 billion. The company started off as the Imperial Tobacco Company, and shares ancestry with Imperial Tobacco of the United Kingdom, but now it is fully independent and rechristened to India Tobacco Company in 1970 and then to I.T.C Limited in 1974.ITC currently employs around 29000 people at more than 60 locations across India and is also listed on Forbes 200. ITC limited completed 100 years on 24 August 2010. ITC was formed on 24 August, 1910 under the name of Imperial Tobacco Company of India Limited. The earlier decades of the company’s existence were mainly depending on growth and consolidation of the Cigarettes and Leaf Tobacco businesses. Only in the 1970’s did the company start to transform into a corporate. In 1985, ITC set up Surya Tobacco co. in Nepal as an Indo-Nepal and British joint venture. ITC is the market leader in cigarettes in India. With its wide range of invaluable brands, ITC has a leadership position in every segment of the market. ITC’s highly popular portfolio of brands includes Insignia, India Kings, Lucky Strike, Classic, Gold Flake, Navy Cut, Players, Scissors, Capstan, Berkeley, Bristol, Flake, Silk Cut, Duke & Royal. The Company has been able to consolidate its leadership position with single minded focus on continuous value creation for consumers through significant investments in creating & bringing to market innovative product designs, maintaining consistent & superior quality, state-of-the-art manufacturing technology, & superior marketing and distribution. With consumers & consumer insights driving strategy, ITC has been able to fortify market standing in the long-term, by developing & delivering contemporary offers relevant to the changing attitudes & aspirations of the constantly evolving consumer. ITC's pursuit of international competitiveness is reflected in its initiatives in overseas markets. In the extremely competitive US market, ITC offers high-quality, value-priced cigarettes and Roll-your-own solutions. In West Asia, ITC has become a key player in the GCC markets through its export operations. ITC's cigarettes are manufactured in state-of-the-art factories at Bengaluru, Munger, Saharanpur, Kolkata and Pune, with cutting-edge technology & excellent work practices benchmarked to the best globally. An efficient supply-chain & distribution...
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