Consumer Behaviiour Towards Britania Premium Cookies
Consumer Behaviiour Towards Britania Premium Cookies
Submitted By
Abheri Das
MBA
Reg no – 145 – 1221 – 0430 - 16
Goenka College of Commerce and Business
Administration
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“Project Report on Good Day and study of consumer behaviour for Good Day brands”
CERTIFICATE OF APPROVAL
__________________________
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“Project Report on Good Day and study of consumer behaviour for Good Day brands”
ACKNOWLEDGEMENT
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“Project Report on Good Day and study of consumer behaviour for Good Day brands”
DECLARATION
I hereby declare that the project entitled “ consumer behaviour on GOOD DAY ”
conducted at
Place: HOWRAH
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“Project Report on Good Day and study of consumer behaviour for Good Day brands”
CONTENTS
INTRODUCTION
Chapter I Products Profile 8
Store details 8
CHAPTER VI Annexure 35
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“Project Report on Good Day and study of consumer behaviour for Good Day brands”
EXECUTIVE SUMMARY
The study was conducted at Super Shopping (a unit of super
retails Pvt Ltd ). The objective of the study is
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CHAPTER I
INTRODUCTION
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Store details
Name – super shopping (a unit of super retails Pvt Ltd ) (ISO
9001:2015 certified company)
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CHAPTER II
PRODUCT DETAILS
AND PRODUCT
SPECIFICATION
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It’s a Smile that makes it a Good Day! The smaller joys of life that
can brighten up one’s life everyday often get ignored in the
pursuit of larger joys. With its tagline of “Har cookie mein kayi
Smiles.” Good Day will act as an enabler in enjoying all those small
moments in everyday life!
In its brand new tastier avatar, Britannia Good Day brings alive its
philosophy of Smiles through its new Logo, packaging and cookie,
the New Good Day cookie comes with a smiley design on it as well
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Product
Good Day Cashew, Badam and Pista
Choco Chip and Choco Nut
Good Day Wonderfulls
Price
Pricing strategies :-
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Place:
REGISTERED OFFICE
5/1A Hungerford Street, Kolkata -700 017
West Bengal
EXECUTIVE OFFICE
Britannia Industries Limited Prestige Shantiniketan, Tower C,
The Business Precinct, 16th & 17th Floor,Whitefield Main Road,
Mahadevapura Post,
Bangalore - 560 048
KOLKATA
15, Taratola Road, Kolkata - 700 088 West Bengal
CHENNAI
Britannia Industries Limited India Land and Properties Limited
One Indiabulls Park #14, Tower B, 5th Floor 3rd Main Road
Ambattur Industrial Estate, Ambattur Chennai - 600 058 ,Tamil Nadu
MUMBAI
Reay Road East, Mazgaon ,Mumbai - 400 010
Maharashtra
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DELHI
33, Lawrence Road, Britannia Chownk , New Delhi - 110 035
ODISHA
Plot no. F-21, Industrial Estate , KHURDA - 652 056 ,Dist. Khurda,
Odisha.
UTTARANCHAL
Britannia Industries limited
Plot no-1 Sector-1 Integrated Industrial Estate,Pant Nagar,
Rudrapur,Udham Singh Nagar
PIN:-263153
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Promotion
Advertising
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SWOT Analysis
SWOT
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CHAPTER III
CONSUMER
BEHAVIOUR
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Sub-cultures :
Example :
Social classes:
People from different social classes tend to have different desires and
consumption patterns. Disparities resulting from the difference in
their purchasing power, but not only. According to some researchers,
behavior and buying habits would also be a way of identification and
belonging to its social class as follows :
Example :
lower class – Good day
middle class – Good day , pure magic
upper class – Chunkies , Wonderfulls ,
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Example :
As for social status, some consumers may also look for the “social
value” of products they buy in order to show “external indications” of
their incomes and their level of purchasing power..
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Lifestyle:
Example :
Lower middle class – good day butter, good day cashew etc
Upper middle class – good day choco chips , good day nut cookies .
While the self-concept is the image that the individual has – or would
like to have – of him and he conveys to his entourage. These two
concepts greatly influence the individual in his choices and his way of
being in everyday life. And therefore also his shopping behavior and
purchasing habits as consumer.
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Motivation:
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Learning:
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CHAPTER IV
MAJOR
COMPETITOR
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BISK FARM
Since its inception in the year 2000, Bisk Farm has been
recognised for its delectable biscuits, cookies, cakes and rusks.
The brand is owned and marketed by SAJ Food Products (P) Ltd, a
part of the Aparna Group of Companies.
SUNFEAST(itc)
Delishus
Dark fantasy
Mom’s magic rich butter
Mom’s magic cashew & almond
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CHAPTER V
RESEARCH
METHODOLOGY
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Design the method of data collection. Here the data is collected over
the internet and in person through a structured questionnaire (Refer
to Annexure)
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2. Interview
Data analysis:
The term analysis refers to the computation of certain measure along with
searching for patterns of relationship that exist among data groups. This
study involves cross tabulation and percentage analysis. pie-charts & bar
diagrams are used to reach at conclusion.
Data collection:
Here the data is collected over the internet and in person through a
structured questionnaire (Refer to Annexure)
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CHAPTER VI
Annexure
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GENDER: M / F
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THANK YOU
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CHAPTER VII
FINDINGS AND
SUGGESTIONS
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DATE
1st week 2nd week 3rd week 4th week 5th week
(4.7.17- (11.7.17- (18.7.17- (25.7.17- (1.8.17-
10.7.17) 17.7.17) 24.7.17) 31.7.17) 4.7.17)
BRAND ₹ ₹ ₹ ₹ ₹
Britannia 20555 13780 9695 12350 8560
20555
13780
12350
9695
8560
1st week 2nd week 3rd week 4th week 5th week
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DATE
1st week 2nd week 3rd week 4th week 5th week
(4.7.17- (11.7.17- (18.7.17- (25.7.17- (1.8.17-
10.7.17) 17.7.17) 24.7.17) 31.7.17) 4.7.17)
BRAND ₹ ₹ ₹ ₹ ₹
20555 13780 9695 12350 8560
Britannia
britannia sunfeast
20555
13780
10350
9695
8560
1st week 2nd week 3rd week 4th week 5th week
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9%
yes
no
91%
10%
monthly
31% between 15 days
59%
anytime
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yes
50% 50%
no
14%
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28%
Super shopping
other
72%
79% Newspaper
15%
3% Pricing
Packaging
7%
Advertisement
60% 15% Variety
taste
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28%
Britannia
Bisk farm
Sunfeast (itc)
71%
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MY WORKINGS
Display for innovation product
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My Observations
During the summer internship programme I got the
chance to observe the effect of sales promotion on
consumer behaviour
Sales Promotion - Sales promotion is the techniques
mainly are used by us (the marketer) in order to influence
and encourage consumers and end users to purchase
certain product in a certain time period.
Different types of sales promotion we used
i) Discounts
ii) Bundling
iii) Display promotion
iv) Buy More, Save More
v) Discounted products
Affects of sales promotion on consumer behavior
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CHAPTER VIII
BIBILIOGRAPHY
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Books Referred:
Websites Referred:
www.wikipedia.com
www.google.com
www.managementparadise.com
http://britannia.co.in
Documents:
Brochures
leaflets
sales figures collected during internship.
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