A STUDY ON CONSUMER PREFERENCE TOWARDS BRITANNIA BISCUITS IN MADURAI

Abstract

In modern business it is important to know the brand preference of the product this
can increase the level of the consumer satisfaction and value of profit by selling the
products. Only when the consumer give preference for a particular brand, consumer will
buy and they will not buy any other product other than a particular brand.

Full text

Vol. 3 No. 4 April 2016 ISSN: 2321 – 788X
Shanlax International Journal of Arts, Science & Humanities 120
A STUDY ON CONSUMER PREFERENCE TOWARDS BRITANNIA BISCUITS IN MADURAI
Dr. V. Suresh Babu
1
and G. Chinna Durai
2
1
Assistant Professor,
2
Ph. D Research Scholar
PG & Research Department of Commerce, Mannar Thirumalai Naicker College, Madurai
Introduction
The present study entitled consumer preference towards Britannia biscuits, a study
with reference to Madurai is intended to enquire into the factor that influences their choice
of biscuits with respect to Britannia biscuit. Consumer preference varies from brand to
brand on the basis of quality, price, style, taste, advertising and peer influence. The
complication undergone by the researcher to identify customers reaction are many the
researcher’s interest to know the degree to which consumer preference varies with age,
education, occupation or other, characteristics prompted the selection of this study.
In modern business it is important to know the brand preference of the product this
can increase the level of the consumer satisfaction and value of profit by selling the
products. Only when the consumer give preference for a particular brand, consumer will
buy and they will not buy any other product other than a particular brand.
Objectives
• To analyze the profile of Britannia Biscuit Industries Limited, Calcutta, and the
profile of the study area,
• To evaluate the factors that influences the preference of the consumer using
Britannia biscuit.
• To offer suggestions and recommendations based on the findings of the study to
improve the level of preference of consumer’s.
Methodology
In this Research Paper, have been collected both primary and secondary sources.
The primary data were collected from the consumers consuming Britannia biscuits in
Madurai. The secondary data has been collected from published materials, Annual Report of
Britannia Industries, journals, books, and published research thesis.
There are 100 Sample respondents are taken for in this research paper through
Convenience Sampling Method. The study has extensively made use of Percentage Analysis,
Garett ranking techniques, Standard Deviation, and Co-Variation Analysis.
Origin of Indian Biscuit Industries
In India the biscuit industry started in the middle of the 19
th
century. In 1887, the
first bakery was set up in India. There were four factories during Second World War. The
Second World War helped the industry to proper with an increase for its products both for
military civilian consumption. After the Second World War the biscuit production in India

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Shanlax International Journal of Arts, Science & Humanities 121
increased rapidly. Now there are more than 31 units in the organized sectors but also there
are so many small scale sectors involved in biscuit productions.
Biscuit making is made adaptable to small–scale units because of the simple
Manufacturing process, easy availability of raw materials and the low cost involved in its
production. The ingredients that go in its production are wheat flour, sugar, leavening
agents, permitted emulsifier, flavors and dough conditioners. A survey conducted by the
Institute of Industry and Market Research in New Delhi, indicated that during 1973-1974
there were about 180 units manufacturing biscuits in factory sector and about 3000 units in
the family sector.
Britannia Industries Limited
Britannia Industries Limited has deep rooted its name firmly in each and every one
mind and heart, the company deals with producing wide range of biscuits, cakes, dairy
products and snacks. The corporate identity –“Eat Healthy, think better proves its quality.
As at
Year
ended
31
st
March
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Sale of
products
1,615.45 1,817.92 2,317.21 2,616.98 3,142.89 3,426.64 4,230.59 5,005.66 5,649.66 6,347.85 7,100.46
Source: 2004-05 to 2014-15 Annual Report of Britannia Industries Limited
Figure 1: Sale of Products

Vol. 3 No. 4 April 2016 ISSN: 2321 – 788X
Shanlax International Journal of Arts, Science & Humanities 122
A humble beginning was made to manufacture biscuits in a small house in central
Calcutta with an investment of Rs. 295. In the year 1918 Gupta Brothers took
Mr. C.H. Holmes, an English businessman in Calcutta, as a partner. The Britannia Biscuit
Company Limited (BBCo.) was registered on March 21, 1918 and brand name ‘Britannia’ was
launched. In the year 1979 they changed the company name as Britannia Industries Limited
(BIL). In 1968 BIL celebrated Golden Jubilee and in 1992 BIL celebrated its Platinum
Jubilee.
In 1998, company’s sales were Rs.1000 crores. Britannia now produces over
1,00,000 tones of biscuits every year and over 60,000 tones of bread and cake with
4 production units, over 5800 employees and 21 franchise manufacturers, and of course in
excellent distribution network of more than 34 warehouse and more than 2,00,000 retails
outlets. BIL produces 28 brands of bakery biscuits, breads, 8 varieties of cakes, 5 brands of
dairy products and 8 brands of snackings.
Sourcing almost all
their requirements
from India
Wheat
Madhya Pradesh, Uttar Pradesh, Punjab, Haryana, Bihar,
Rajasthan, Maharashtra & Gujarat
Sugar
Maharashtra, Karnataka, Uttar Pradesh, Tamilnadu,
Andhra Pradesh & Bihar
Cashew
Kerala
Dairy
Haryana, West Uttar
Pradesh, North Madhya Pradesh,
Maharashtra & Andhra Pradesh
Creating a
prosperous
Ecosystem around
their factories from
Farm gate to Dinner
plate
•
5 lakhs farm families (
wheat, sugar & dairy
)
• 100 Grain market yards
• 400 Food processing units and 300 Packing units
• 400 Truck delivering goods per day
• 80 Britannia Manufacturing Units
• 2.8 Crore packs of Britannia products produced per day
• 12 Crore liters p.a. of locally procured milk converted into a host
of value-added categories.
List of Products
Bourbon cream
Brita
Checkers
Elaichi cream
Orange cream
Pineapple cream
Mango cream
Good day
Jacob’s thin
Jim
–
Jam
Little Hearts
Fifty
–
Fifty
Marie Gold
Milk Bikies
Milk Bikies Milk cream
Milk Bikies Fun
land
Nice Time
Nutri Choice
Tiger
Tiger
–
Cashew
Badam
Isabgol
Cheezlets

Vol. 3 No. 4 April 2016 ISSN: 2321 – 788X
Shanlax International Journal of Arts, Science & Humanities 123
Table 1: Mean Score for each of the Selected Various Factors that
Influence Britannia Biscuits
SI
.
N
o
Particulars
Mean Score
Rank
1
Quality
87.67
I
2
Nutrition
85.67
II
3
Energetic
83.67
III
4
Attractive
Package
78.33
IV
5
Ingredients
72.00
V
6
Price
65.67
VI
Source: Primary Data
Table 2: Over All Opinion of Consumer about the Variety of Britannia Biscuits
Sl
.
No Biscuits
Number o
f Respondents
Total
Average
Percentage Rank
1
2
3
4
5
6
7
1
Milk Bikies
14
15
22
16
13
14
06
100
52.75
III
2
Marie Gold
16
16
21
14
11
14
08
100
52.99
II
3
Good Day
40
25
12
08
05
08
02
100
63.55
I
4
Cream
Treat
11
07
10
16
19
12
25
100
44.39
VI
5
50
-
50
14
21
18
09
11
12
15
100
51.33
IV
6
Cockies
03
12
10
22
25
14
14
100
45.18
V
7
Nutri
Choice
02
04
07
15
16
26
30
100
37.81
VII
Total
100
100
100
100
100
100
100
Source: Primary Data
It is the evident from the above table that will be concluded nearly two third
(63.55 percent) consumers give top priority goes to Good day biscuits.
Table 3: Perception as to the Various Factors that Influence in Buying Britannia Biscuits
Sl.
No Particulars
High Rating
Medium Rating
Low Rating
Mean
Score
No
%
No
%
No
%
1
Quality
15
15
67
67
18
18
87.67
2
Nutrition
52
52
47
47
1
1
85.67
3
Energetic
31
31
54
54
15
15
83.67
4
Attractive
Package
60
60
37
37
3
3
78.33
5
Ingredients
44
44
47
47
9
9
72.00
6
Price
67
67
29
29
4
4
65.67
Source: Primary Data
The factor that calls for paying attention on basis of priority is Price, Ingredients &
Attractive Package. While some of factors are not given proper attention, primary attention
appears too given to increasing quality, adding nutrition and another energetic elements.

Vol. 3 No. 4 April 2016 ISSN: 2321 – 788X
Shanlax International Journal of Arts, Science & Humanities 124
Table 4: Overall Preference of Consumers towards Britannia Biscuits
X
F
D(X
-
A)
Fd
Fx
Fd
2
Lower
50
1
-
155
-
155
50
24025
65
1
-
140
-
140
65
19600
75
2
-
130
-
260
150
33800
85
2
-
120
-
240
170
28800
105
3
-
100
-
300
315
30000
115
2
-
90
-
180
230
16200
125
4
-
80
-
320
500
25600
135
4
-
70
-
280
540
19600
145
6
-
60
-
360
870
21600
155
5
-
50
-
250
775
12500
165
3
-
40
-
120
495
4800
175
4
-
30
-
120
700
3600
185
4
-
20
-
80
740
1600
195
3
-
10
-
30
585
300
205
9
0
0
1845
0
215
4
10
40
860
400
225
4
20
80
900
1600
235
3
30
90
705
2700
245
7
40
280
1715
11200
255
5
50
250
1275
12500
265
4
60
240
1060
14400
275
3
70
210
825
14700
285
3
80
240
855
19200
295
2
90
180
590
16200
305
3
100
300
915
30000
315
4
110
440
1260
48400
325
2
120
240
650
28800
Higher
345
3
140
420
1035
58800
5565
100
175
20675
500925
Source: Primary Data
Mean   Σ


= (20675/100) = 206.75
Standard Deviation = 
Σ
మ


Σ



= 







= √5009.253.0625
= √5006.1875
= 70.75
Co-Variance =
 

100
=
.
.
100
= 34.22%

Vol. 3 No. 4 April 2016 ISSN: 2321 – 788X
Shanlax International Journal of Arts, Science & Humanities 125
The mean of overall preference of respondents towards Britannia biscuits factors is
206.75. The standard deviation of the mean is 70.75 percent. The co-efficient of variation
between mean and standard deviation is 34.22 percent. The variability of preference
towards factors is very much. It is therefore inferred that they do have a very clear idea
about the Britannia biscuits factors. It is concluded that preference is influenced by
personal and social factors.
Findings
• More than three-fifth of the consumers mostly prefer Britannia brand rather than
other brand.
• Two-third of the consumers gives top priority to Good Day Biscuit.
• Nearly, three-fifty of the consumers purchase the biscuits weekly.
Conclusion
The study reveals that the consumer level of preference towards Britannia biscuits
in Madurai is high as a whole. This is clear from the fact that there is considerable increase
in purchase of number of packs in every week. Some of the important varieties like|
Choco Nut, Milk Bikies, Fun Land are not freely available in many shops in the study area.
To keep the existing consumers always satisfied, awareness about the quality and taste
need to be created in the minds of the consumers. So there is a greater scope for the
Britannia Industries Limited (BIL) to market its product and create better preference among
its consumers in Madurai.
References
1. Philips Kotler, Marketing Management (Millennium Edition) Prentice – Hall of India
(P) Ltd, New Delhi, 2001.
2. Banumathy, Hema, Meena, “Analysis of brand preference of soft drinks in global
environment”, Indian Journal of Marketing, Vol. XXX VI, No. 6, p. 12, 2006.
3. Vigneshwaran B, et al, “A Study on Customer Satisfaction towards Britannia Biscuits
in Madurai City” IOSR Journal of Business Management (IOSR-JBM), pp. 17-21, e-
ISSN: 2278-487X, 2012.
4. Arulselvi M, “Consumers preference towards various types of Britannia biscuits in
Kanchipuram town” International Journal of Research IT, vol. 2, issues 5, May 2012.
5. http://www.britannia.co.in
6. http://en.wikipedia.org/wiki/britannia industries Ltd
7. Annual Report of Britannia Industries Limited (BIL), 2014-15.